Local Marketing & PR :: The Bryant Brand
Understanding The Bryant Brand
Bryant Brand Positioning
“Whatever It Takes®”
Bryant and our dealers do whatever it takes to provide quality products and reliable service and to be the HVAC advocate for the consumer.
The Bryant Experience
Bryant dealers work harder than anyone else to understand and provide solutions for my unique comfort needs.
Bryant Brand Personality
The following attributes describe the personality of the Bryant brand and its network of dealers:
- Reliable
- Responsive
- Trustworthy
- Supportive
- Fun
- Friendly
- Caring
- Hardworking
The Bryant Customer
Demographics:
Homeowners 25-54
Personality:
They take pride in their home, and like to make smart, informed decisions when they make purchases for their home. They like to understand options, and choose a solution that meets their needs. They will pay a little more to get the best overall value. They are family and community oriented, and like to do business with local people they trust. They will do research before making a large purchase, so they feel better about being informed and able to make the right decision for their family. They appreciate quality and durability in products they buy.
Bryant Brand Vocabulary
- Reliable
- Professional
- Durable
- Responsible
- Comfortable
- Established
- Confident
- Loyal
- Trusted
- Respectful
- Traditional
- Service
- Family
- Local
- Worry-free
Bryant Advertising Campaign
The Inspiration
Our inspiration, quite simply, is you. The people who sell, install and service Bryant equipment have always been our inspiration. Bryant dealers are truly the heart of our brand. You make Bryant different. Whatever It Takes is a simple thought, a promise to our customers. One that you deliver on daily.
The Execution
In the new execution of the Whatever It Takes campaign, Bryant dealers remain front and center. Because you’re not only the heart of our brand. You’re also the face of it. That’s why we decided to stop hiding that face behind the mask of a superhero and focus on the everyday heroics of our Bryant team. This new campaign is designed to show consumers that Bryant dealers are real people, while reinforcing the recognition of homeowners that their Bryant dealer or contractor can conquer any obstacle to a home’s comfort. Real world situations are given a very slight twist, to show the human side of a member of the Bryant team and make them relatable to the audience. But the overall message is our commitment to preserve, protect and defend a home’s comfort, and Bryant’s ability to always deliver on that commitment.
Since We’re Talking About You
The new Whatever It Takes campaign was born from input you, our dealers. And it evolves with the feedback you continue to provide. If you have headline suggestions, we’d love to hear from you. Call or email your RSM or sales manager, who will pass the information on to us.