PeopleVine, a single B2C platform for CRM, sales, marketing and operations, gives you the tools to engage with your customers in real-time, and manage them throughout their entire experience, end-to-end.

1. Brand Framework + Guiding Principles
Spring 2015

2. What Is This Doc? ................................................................................................................................... 1
How Is It Used? ....................................................................................................................................... 1
Corporate Vision ..................................................................................................................................... 2
Corporate Mission ................................................................................................................................. 3
Brand Promise ....................................................................................................................................... 4
Brand Values .......................................................................................................................................... 5
Competitive Frame of Reference ......................................................................................................... 6
Where We Play ....................................................................................................................................... 7
Predators & Poachers ........................................................................................................................... 8
Benefits/Points of Difference ............................................................................................................... 9
Reasons to Believe .............................................................................................................................. 10
Brand Personality
Attributes/Traits ............................................................................................................................. 12
Tone of Voice .................................................................................................................................. 13
Brand Messaging
Taglines ........................................................................................................................................... 15
Site Headline .................................................................................................................................. 16
Elevator Pitch ................................................................................................................................. 17
Value Proposition .................................................................................................................................. 18
Brand Positioning ................................................................................................................................. 19
Target Users .......................................................................................................................................... 20
Target Sectors ....................................................................................................................................... 21
[contents]

3. This brand framework is the guiding principles, vision and projection of our brand.
We developed this framework to give our employees and agencies a clear understanding of who
we are, where we play in the marketplace, and who we are targeting.
[what is this doc]
[how is it used]
This document is primarily used to engage external vendors and internal staff members to create
a new look and feel for the PeopleVine brand, along with strategies and executional tactics to
bring the company to life.
Brand Framework • 1

4. BE THE MOST...
ESSENTIAL & ADAPTIVE
BUSINESS SOFTWARE COMPANY
...IN THE WORLD
[vision]
Brand Framework • 2

5. TO REVOLUTIONIZE THE WAY OUR USERS
CONNECT TO, LEARN ABOUT, AND
BUILD VALUABLE RELATIONSHIPS
WITH THEIR CUSTOMERS
[mission]
Brand Framework • 3

6. EFFICIENCY, SIMPLICITY,
AND RELIABILITY,
ALWAYS
[promise]
Brand Framework • 4

7. FREEDOM&
TRUST
[values]
Brand Framework • 5

8. RELATIONSHIP MANAGEMENT
DIGITAL MARKETING
CUSTOMER ENGAGEMENT
[competitive frame of reference]
Brand Framework • 6

9. [where we play]
SAAS
TECHNOLOGY
CONNECTIVITY
+ INTEGRATION
CUSTOMER
ENGAGEMENT
MARKETING
Brand Framework • 7

10. [predators + poachers]
SOCIAL MEDIA MANAGEMENT SYSTEMS
SUBSCRIPTION BILLING SYSTEMS
MEMBERSHIP REWARD PROGRAMS
E-COMMERCE PLATFORMS
EVENT MANAGEMENT PLATFORMS
TEXT MESSAGING SERVICES
SURVEY BUILDERS
ONLINE REVIEWS & RATING SITES
EMAIL MARKETING SERVICES
CUSTOMER LOYALTY PROGRAMS
ONLINE BOOKING SYSTEMS
CONTENT MANAGEMENT SYSTEMS
CUSTOMER RELATIONSHIP MGMT SYSTEMS
SNAIL MAIL
RETAIL STORES
SOCIAL MEDIA SITES
SPREADSHEETS
DAILY DEAL SITES
CALENDARS
EMAIL
BOX OFFICES
MOBILE TEXTING
PLANNERS
ACCOUNTING SOFTWARE
Brand Framework • 8

11. [benefits/points of difference]
SAVETIME & MONEY
ON DEVELOPMENT
AND MARKETING
NO CODING REQUIRED
REWARD
FOR SHARING
NOT ONLY PURCHASING
LAUNCH
IN MINUTES
WITH OUR SIMPLE
OUT OF THE BOX
COMPONENTS
LOOKCONSISTENT
EVERYWHERE
ANYONECONNECTS WITH YOU
REAL-TIME
BIRD’S EYE VIEW
OF CUSTOMER INTERACTIONS
Brand Framework • 9
CHOOSEANY COMPONENT
AT ANYTIME WITH OUR
SEPARATED APIS
LEVERAGEOUR DIGITAL SCRATCH-OFF
TECHNOLOGY

12. [reasons to believe]
Brand Framework • 10
OVER 2,000 COMPANIES HAVE USED OUR SOFTWARE TO
POWER WEBSITES, CAMPAIGNS, EVENTS, AND MORE.
OVER 15 INDUSTRY SECTORS, FROM FOOD & BEVERAGE
TO FINANCIAL, LEVERAGE ON PEOPLEVINE.
NATIONAL BRANDS IN NEARLY 2,000 LOCATIONS TRUST IN
PEOPLEVINE.
MORE THAN 9M CUSTOMERS HAVE BEEN ENGAGED WITH,
AND OVER 200M TOUCHPOINTS HAVE BEEN MADE.

13. Every brand needs a voice. A particular tone of voice may hint at a certain personality trait.
[brand personality]

14. [attributes/traits]
SMART.
CLEVER.
CARING.
RELIABLE.
CREATIVE.
EFFICIENT.
ADAPTIVE.
INNOVATIVE.
RESOURCEFUL.
TRUSTWORTHY.
FORWARD-THINKING.
Brand Framework • 12

15. [tone of voice]
RELEVANT,
DIRECT,
AUTHENTIC,
EMPOWERING
Brand Framework • 13

16. A brand’s messaging sums up all the experiential characteristics of the brand, and it provides the
words that help customers, prospects, internal staff, and external partners understand the
brand’s value and values.
[brand messaging]

17. [taglines]
WE GOT YOUR BACKEND
FUNCTIONAL
TAGLINE
EMOTIONAL
TAGLINE
GROWING RELATIONSHIPS
IN A DASHBOARD
Brand Framework • 15

18. [site headlines]
EMPOWERING
RELATIONSHIPS
LET’S GROW
TOGETHER
BUILD
ON US
THIRD EVOLUTION
SECOND EVOLUTION
FIRST EVOLUTION
Brand Framework • 16

19. [elevator pitch]
WITH SO MANY FRAGMENTED CUSTOMER
ENGAGEMENT TOOLS IN THE MARKET,
PEOPLEVINE IS THE FIRST PLATFORM TO
BRIDGE CRM, MARKETING, AND SALES INTO
A SINGLE, SEAMLESS SUITE. WE’VE HELPED
OVER 2,000 COMPANIES IN 15 INDUSTRIES
BUILD STRONGER, MORE SUSTAINABLE
RELATIONSHIPS WITH THEIR CUSTOMERS.
Brand Framework • 17

20. [value proposition]
EASILY GROW ADVOCATES
OUT OF YOUR CUSTOMERS.
STAY IN TOUCH, IN REAL-TIME, FROM ANYWHERE.
Brand Framework • 18

21. [brand positioning]
FOR USERS, PEOPLEVINE IS THE SIMPLEST CLOUD-BASED
CONSUMER ENGAGEMENT MARKETING PLATFORM
OUT THERE. IT HELPS CONNECT, ENGAGE, TRACK, AND
BUILD BETTER BRANDED CUSTOMER EXPERIENCES.
Brand Framework • 19

22. [target users]
BRANDSPRIMARY TARGET
START-UPS &
INCUBATORSSECONDARY TARGET
AGENCIESTERTIARY TARGET
LIVE VENUES
OPEN TARGET
DESIGNERS &
DEVELOPERS
OPEN TARGET
Brand Framework • 20

23. [target sectors]
BRANDSPRIMARY TARGET
START-UPS &
INCUBATORSSECONDARY TARGET
AGENCIESTERTIARY TARGET
FOOD & BEVERAGE • TECHNOLOGY • MUSIC
ENTERTAINMENT • HEALTH & FITNESS
HOSPITALITY • CONSUMER PACKAGED GOODS
MARKETING • BRANDING • EXPERIENTIAL
DESIGN • ADVERTISING • CREATIVE
FOOD & BEVERAGE • TECHNOLOGY • MUSIC
ENTERTAINMENT • HEALTH & FITNESS
HOSPITALITY • CONSUMER PACKAGED GOODS
Brand Framework • 21

24. “I LOVE THAT PEOPLEVINE CAME TO US WITH PROACTIVE WAYS TO COMMUNICATE
WITH OUR TARGET AUDIENCE EFFICIENTLY AND EFFECTIVELY. THEY REALLY THOUGHT
ABOUT OUR BUSINESS AND PROVIDED A SOLUTION TAILORED TO US.”
— TONY PASKE, ZIPCAR

25. The end.