Our brand framework is the sum of elements, strategies and ideas that together tell a compellingstory and inform effective communications.
Think “purpose down.” When our purpose is our startingpoint our brand will naturally become dynamicand emotional.
NOTE: The next few pages will walk through the brandplatform, section by section. This graphic will indicatethe section you are in as you go:
• Purpose, Mission, and Vision
• Brand Promise
• Brand Position
• Brand Personality
• Support Messages
• Call to Action
WHAT IS A PURPOSE, MISSION, AND VISION?
Our Purpose is why we exist.
Our Mission is what we do everyday.
Our Vision is what we want to become and how we will execute it.
PURPOSE: We believe the health of our world depends on reliable access to clean, safe water.
MISSION: Pentair delivers smart, sustainable solutions that empower our customers to make the most of life's essential resource.
VISION: To be the leading residential and commercial water treatment company built through empowering employees, delivering for customers and creating value for shareholders.
WHAT IS A BRAND PROMISE?
Our Brand Promise is, in essence, our emotional contract with every customer. It’s a short phrase but represents a “big idea” that adds value to the lives of users and separates us from competitors. It is not intended to serve as an advertising tagline. That said, there are instances where it can be used when we wantthe promise to be seen, for example internally on office walls, or HR materials, and externally such as onan overhang of a trade show booth.
WHAT IS A BRAND POSITION?
An outcome from the promise, a Brand Position articulates our solutions’ and services’ unique valueto our customers in relation to our competition. Like our Brand Promise, in and of itself our BrandPosition is not intended to serve as an official, external-facing message or tagline. Rather, it is a statement that embodies what Pentair stands for, and is intended to inspire the brand communications we create.
Together, we inspire people to move, improve and enjoy life’s essential resources. For happier, healthier lives.
IN SIMPLER TERMS: Together, we bring essential resources to life.
Each word of our brand position has been purposely chosen.
Our purpose, mission, and vision are vital to understanding “who, what, and why” of Pentair. But from a branding standpoint, we need to understand how a company with our purpose, mission, and vision should express itself. Think of Pentair as a person. How would we want to be described in those terms? Across all touchpoints, let's be sure we're communicating as this Pentair.
WHAT IS A BRAND PERSONALITY?
A Brand Personality describes the traits of the brand in human terms - the unique characteristics the brand would possess if it were a person. Vital in developing and benchmarking creative expression, tone and feel; the personality is comprised of a list of attributes.
To help guide our creative executions, these brand personality terms were selected as our foundation. The qualities of each word may be dialed up or down to suit the audience that a particular message is addressing.
WHAT ARE SUPPORT MESSAGES?
Support messages are just that – support messages, intended for use in body copy. They are never to be used as taglines locked up with our logo. Just as no single communication we create will speak to every aspect of Pentair's business, not every support message has to be worked into every block of body copy. Rather, this is a selection of phrases to use/inspire you when creating materials around key themes which will help ensure the consistency of our brand efforts.
For water-related BUs:
∙ Move, improve, enjoy your water.
∙ Happier, healthier lives.
∙ Bring your water to life.
∙ Where water truly lives.
∙ Smart, sustainable water solutions. For life.
∙ Your whole home water solution partner.
For Enterprise-level or non-water related BUs:
∙ Move, improve, enjoy life's essential resources.
∙ Smart, sustainable solutions. For life.
∙ Bring your (or, our, collective, essential) resources to life.
∙ Happier, healthier lives.
∙ Your resources. Our resources. The world's resources.
∙ Bring your essential resources to life. (Note: can replace "your" with "our")
WHAT IS A CALL TO ACTION?
The call-to-action is what you are asking your audience to do. The action you are driving them to take. How you want them to engage with Pentair.
Insist on Pentair.
As we inspire people to move, improve and enjoy their water more with our blend of products, solutions and expertise, we incorporate a call to action that infers “Pentair is the best,”. Please use “Insist on Pentair” as our default call to action in as many communications as we can - i.e. print ads, brochures, social posts where we are actively selling products/solutions. That said, there are instances such as banner ads, existing trade show booths and social posts with a “non-sales” message where this call to action is not necessary, or appropriate. Please make special note of how this call to action is incorporated into the body copy and social post examples provided in Section 3.0 of this guide.