Brand Story
Brand Style Guide
Creating a Spotted Zebra
Brand Overview
When everyone else in our landscape has stripes, we should have spots.
What does it mean to be a Spotted Zebra? It’s a branding philosophy that centers around one idea – when everyone else in our landscape has stripes, we should have spots. Put simply, our brand needs to stand out from the pack in a meaningful way.
To find Meyers spots, we conducted a Spotted Zebra Branding Workshop where key stakeholders and company leaders met with the goal of building a compelling brand. This workshop helped us discover the core meaning behind the Meyers brand.
All branding efforts tie back to these core ideas to create meaning.
Great brands connect emotionally. Great brands tell stories. They dive deeper than just describing what they do and who they are. They create an emotional experience for consumers who connect with that meaning, share the thoughts, and hold the same beliefs as the brand itself.
Brand Story
Meyers Heating & Air Conditioning has kept Boulder, Colorado and the surrounding area comfortable since 1963. This small, family-owned company has consistently provided excellent service, maintained strong ethical standards, and embraced green initiatives to meet the needs of eco-minded customers.
Owner Jim Meyers worked tirelessly to build an exceptional in-house team of technicians, installers, designers, and support personnel. Despite the influx of bigger brand players, Meyers remained committed to serving the community with integrity, earning a strong reputation for excellent work and honest practices.
In 2017, Jim retired, and Ed Minnick, with extensive sales and HVAC experience, acquired the company to continue its legacy of integrity and trust. That same year, Meyers expanded to a second location in Colorado Springs. Today, they employ nearly 60 top professionals, delivering customized HVAC solutions with the highest standards of quality and service, always putting the customer’s comfort first.
Brand Purpose
We craft superior comfort solutions by blending tradition and innovation. Our focus is on delivering personalized, high-quality HVAC services with integrity and trust.
Brand Essence
What We Stand For:
Doing Right By Others
Quality Craftsmanship
Family Values
Fair Pricing
Your Comfort First
Brand Behavior
At our core, we believe in helping others. For us, it’s about meeting unique needs and treating customers the way we’d want to be treated. As a local, community-focused business, integrity is non-negotiable. We never sell customers something they don’t need and always treat them with kindness and professionalism. Above all, we stand by our word. Our work isn’t just about heating and cooling systems—it’s about people. When we can make a positive difference in someone’s life by ensuring their comfort, that’s the greatest reward we could ask for.
We’re certified professionals who never stop learning, staying current with industry trends, legislative requirements, and technologies to tackle even the toughest jobs. As thought leaders, we see every problem as an opportunity to innovate and find creative solutions. As a licensed mechanical contractor,
we design, build, and deliver customized HVAC solutions that meet our clients’ needs with the highest standards of quality and service. We embrace challenges head-on, giving our clients confidence that we can handle any issue. We take the time to investigate and analyze before implementing a tailored solution.
We treat your home as our own and empathize with your frustrations stemming from poor experiences with previous HVAC providers. We ask the right questions to ensure we truly understand your tensions and overall home comfort needs. We believe the right solution cannot be determined until we fully grasp your concerns and requirements. By taking this personalized approach, we ensure that every solution we implement is tailored to deliver maximum comfort and peace of mind. We aim to build trust through transparency, professionalism, and a genuine commitment to enhancing your home environment.
Brand Expression
Tell Great Stories
Exude Personality
Connect Emotionally
Brand Promise
What is the essence of our promise to our customers?
Brand Voice
- Likable
- Engaging
- Inviting
- Human
What it isn’t:
Literal, dry, boring, clinical, technical
Brand Style
- Head-Turning
- Attractive
- Authentic
- Distinctive
What it isn’t:
Cookie-cutter, lackluster, mundane
This brand guide should be used in conjunction with other more specific guides around each element of our brand.
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