FI Brand & Marketing Standards Manual
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Brand & Marketing Standards
Manual Overview
Fresh Inspirations
Brand & Marketing Standards Manual
Proprietary Statement
Please be advised that this manual and all of its contents are the property of Sodexo. As an employee of Sodexo you agree to comply with all company procedures and policies to treat this manual and its contents as “strictly confidential.” You agree to protect the integrity of the brand as set forth in this manual.
Table of Contents
I. Introductions
Statement of Purpose
Marketing Manual Introduction
Transitioning to a Brand Mentality
II. Brand Positioning in the Marketplace
Brand Pillars
III. Value Proposition
What does the new brand trade dress dining experience convey to our customers?
The Brand Color Palette
The Brand Logo (the story behind the icons)
The Brand Filter
The Brand Story
The “Front Line” customer service brand message
The Brand Promise
Key Design Elements
Café Entry
Café Servery
Dining Room
IV. Signage and Customer Communication
The Transition to Menu Boards
Standard Menu Boards
Standard Menu Boards with Integrated Concept Identifier
Sustainable Menu Board Option
Sustainable Menu Board Option with Integrated Concept Identifier
Menu Board Inserts and Standard Content
Other Signage
Café Entry, Concept Identifiers for Soffits, Countertoppers, Magnetic Icons
In Season Promotions
Branded Sound & Video
Logo and Graphic Do’s and Don’ts
Brand Approved Fonts
V. Merchandising Strategy
Merchandising Do’s and Don’ts
VI. Brand Tiers
Strategy
“Jump Start”
Tiers 1, 2, 3, 4 Overview
VII. Our People
Spirit of Service Message
Training Resources
FOSS Training
CARES Behaviors
VIII. Uniforms
Attributes
Uniform Care and Expectations
Images
Ordering
IX. Glossary of Terms
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