Atmos Energy Brand Basics
What is a brand?
A brand is what customers
and other significant
stakeholders think and feel
about a company when they
see the logo or hear the
name.
Why is a strong brand important?
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We have few opportunities for messaging, so we
have to make each one count.
We are decentralized, with departments and
business units across the country.
We all have to play off the same playbook to
ensure that our branding is consistent.
Why is a strong brand important?
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We should always strive to create positive equity
for our brand.
We create positive associations for current
employees, future employees and customers.
We buffer against any potential negative
perceptions associated with rate hikes, accidents,
digging, etc.
What is our brand?
Responsible energy*
*This is our brand position, to be used internally.
It is not our tagline.
Atmos Energy Brand Promise
Atmos Energy is responsible for providing natural
gas safely and reliably; delivering excellent
customer service and enhancing the quality of life
for our customers and communities – making
natural gas from Atmos Energy the responsible
choice.
Atmos Energy Brand Promise
Atmos Energy is responsible for providing
natural gas safely and reliably; delivering
excellent customer service and enhancing
the quality of life for our customers and
communities – making natural gas from
Atmos Energy the responsible choice.
How do we keep our promise?
Four areas of concentrated proactive communications:
How do we strengthen our brand?
Consistency.
Our Name
“Atmos” is:
Our Name: Atmos Energy
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To the public, we always use “Atmos Energy” in
graphics, text and when speaking.
“Atmos” never appears without the descriptor
“Energy.”
When writing “Atmos Energy”, always capitalize
the “A” in Atmos and the “E” in Energy so it reads
“Atmos Energy.”
Our Name: Atmos Energy
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We never write “Atmos” in all capital letters.
The word “Atmos” should never be combined with
another word to name a program internally or
externally.
Exception: AtmoSpirit, for internal use only.
Our Logo
How many of these logos demonstrate correct
usage of the Atmos Energy logo?
Incorrect use of two-color logo
Our Logo
How many of these logos demonstrate correct
usage of the Atmos Energy logo?
Incorrect use of one-color logo
Our Logo
Which of the logos below shows the correct usage
of the Atmos Energy logo on a photograph?
Our Logo
The Atmos Energy corporate logo
is the only logo that we use to
represent our company, both
externally and internally.
For questions regarding logo usage, always feel free to call J.D
Whittenburg, Bridget Wallace or Brendon McCarville in Corporate
Communications.
Color
Any idea what this is?
Color
What’s wrong with this picture!?!?
Color
Who? What?
brown
Our Color
Atmos Energy Blue, our corporate
color, is a key component of the Atmos
Energy identity and a primary element
of all of our communications, including
the Blue Sky campaign.
Our Corporate Identifier
“Your natural gas company”*
*Not our tagline!
Our Corporate Identifier
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Approved for usage on small ads (ie. business
card-size) when logo appears without copy
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Approved for headline-only Blue Sky ads
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Approved for certain fleet vehicles
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Usage at discretion of Corporate
Communications
Usage may be requested using online form in
Brand Library under Ads Product
External Communications
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Print Advertisements
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Blue Sky Campaign
Program Advertising
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Vehicles
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Television Ads
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Event Sponsorships
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Social Media
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Customer Call Center
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Service Technicians
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Media Relations
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Recruiting events
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& More…
Efficiency programs, etc.
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Radio Ads
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Bill Stuffers
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Doorhangers
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Rebate Programs
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Tradeshows
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Website
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Presentation Materials
Keys to Success
Strategic Communications Approach
Be organized
Be consistent
Be dedicated
Be patient
Strategic Communications Plan
Brand Library:
atmosenergybrand.com
Contains:
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Information about our brand
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Bill inserts, safety brochures, etc.
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Guidelines and standards
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Energy Assistance Materials
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Blue Sky Ad request forms
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Handouts
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Marketing Services Request form
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& More...
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Logos
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Coloring pages / resources for kids
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Templates, including:
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Awards
Fax Cover Sheet
Labels
Letterhead
Press Releases
Presentations
Report Covers
Things to remember
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Consistency is key.
Tools and standards are already in place to help
you create strong communications that are onbrand and convey the right messages.
“When in doubt, don’t let it get out.”
- Gary Rehm, VP Marketing, Mid-Tex
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Questions? Contact Bridget Wallace, J.D.
Whittenburg or Brendon McCarville in
Corporate Communications