BRIEFING: Green Pure is a cleaning company with a broad range of services. We were asked to develop their identity, and what they would like to feel in it was its relation with a clean, green and sustainable service.
FRAMEWORK: The development of this identity brings the opportunity to add value to the brand, creating the beginning of positioning against competitors.
The main competitors present themselves as brands that are 'selling' the category. Most claim their business as: 'We clean, collect and treat'. We mention as an exception in the sector that describes its activity as 'environmental solutions'.
This differentiation 'gap' allows us to build a territory that identifies us.
THE FIRST STEP: Once the brand offers a lot of services within its category, we suggest that its descriptor is the business too.
Instead of 'urban cleansing' we should move us to designate 'professional cleaning'. We are professionals, we know what we do.