The organization, Trusty Mule, is a service business in the construction field that specializes in floor coating (epoxy) that protects customers concrete from the adverse affects of weather, chemicals and abbresive materials. It’s important that the Mule is incorporated as a mascot, strong and loyal. The description that we’re attempting to display in the brand is: Trust (Honesty), Quality and Professionalism.
This brand needs to speak to both: residential (end-user) and commercial (developers, home builders, multi-family) buyers. Important to note that we specialize only in floor coating application, unlike others in the space (most offer storage as well), by specializing we are the experts in our space. Because of that we are typically the highest priced in the space because we have a high-quality-long-lasting product, that’s backed by an unparalleled adhesion warranty.
Competitors in the space that we compete with directly and indirectly (YouTube, Instagram) are: Garage Experts (directly), Garage Kings (directly), Garage Flooring Pros (directly), DFW Garage Flooring (directly), Legarri (indirectly), Extreme Polishing Systems (indirectly). Notice all of the Garage names, that’s what we’re attempting to stay away from by developing a brand that focuses on floor coatings but leaves us open to home services in a new phase. Legarri is the strongest presence in the YouTube space.
As we discussed at the end, it will be important that we establish animation and brand for videos/social media.
Ideally as the brand gains recognition I’d like for the Mascot to be recognizable without the use of the word mark. However, I’m not opposed to a combination mark. Color choice thoughts are: Saddle Brown (weathered leather), Gold, Black and Hints of Turquoise...looking for warmth with power presence (Gold) and the touches of turquoise showing we have high energy to complete any job.
Lastly, we discussed being in the construction/general contracting field and the importance of balancing a strong brand with rawness, showing the company is not fully enamored by “marketing”. The idea is for prospective customers to see the brand and think “That’s a well thought out brand that speaks quality but they didn’t spend $10k developing the logo.” “They spend their money how I would and have a great product to show for it.”