Scaffolding frogs

Brand strategy document

Brand essence
Handcrafted for durability.

Brand character
• proud
• personal
• practical

Brand values
• we believe in keeping craftsmanship alive
• we specialise in just scaffolding frogs
• we have over 30 years of experience and knowledge
• we are constantly developing and refining our products
• we select only the best materials
• we keep things simple

Brand vision
To become the worlds leading and most recognised supplier of handmade scaffolding frogs and belts.

Core activities
Producing and selling handmade scaffolding frogs and belts online solely via www.scaffoldingfrogs.com

Emotional benefits to consumers
• the prestige of owning one
• to feel individual
• show people you are in the know / serious about your trade
• the pleasure of owning a well made product

Brand names
Scaffolding Frogs
Scaffolding Frogs – Handmade by Vito Valenti
www.scaffoldingfrogs.com

Target audience
• scaffolders
• scaffolding companies
• oil rig scaffolders
• film set riggers

Business goals
• build the business to become independent of Vito's Shoe Repair
• sell our products world wide
• educate people to pay more for higher quality goods
• support additional part time / full time salaries
• develop the market place for handmade scaffolding frogs

Product USPs
• handmade (unique)
• durable (quality)
• traditional (family business)
• refined (experience/knowledge)
• good-value (investment)
• quality materials
• initials on frog

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