BRAND POSITIONING

CULTURE CREDO

Mission

The mission of Equip describes how we are seeking to use our gifts and abilities to serve those around us. Every person and every company has a powerful story and a story that has a unique setting. Our objective is to create/recreate spaces that align our client's values and vision with the spaces in which they spend their lives.

Vision

We long to see our people flourish in every aspect of life. We care primarily about creating a work environment that highly values everyone. Too often, companies feel like machines and employees feel like cogs. At Equip, we want to facilitate self-knowledge, better marriages/parenting, professional flexibility and growth, freedom to enjoy life, and friendships that span a lifetime. There is a different way to do business.

Core Values (Convictions)

We use our values as a guide for evaluation and decision making. These descriptors should always be true about our work environment and the relationships we have with our clients. Our success depends upon it.

LEARN MORE ABOUT OUR CORE VALUES

BRAND ENNEAGRAM

Enneagram Type

1 2 3 4 5 6 7 8 9

Equip Studio is an Enneagram 6 brand. As an organization, our basic desire is for security and support. We value loyalty. Our clients are processing a massive transformation by investing millions of dollars into new facilities and they trust Equip to provide them with expert service and a high-quality deliverable.

Equip is loyal, trustworthy, and prepared because we can empathize with our clients' concerns, fears, and skepticism. Our basic fear is being abandoned without support. In turn, we rely on structures, allies, and beliefs for guidance to survive. If structure does not exist, we create it (in more ways than one).

Enneagram Wing

1 2 3 4 5 6 7 8 9

Per our vision statement, we aim to bring life and lift the spirits of our clients. Ennea6(w7)s often have rapier wits and enjoy bantering with each other and clients. Equip is able to generate new ideas while also mastering the practical steps necessary to get a project done. Our 7 wing helps our 6 put feat and limitation into perspective.

BRAND ARCHETYPE

We cannot count on a price, benefits, features, or even perks for business, but a personality that connects our audience on a deeper level. If our audience needs to know who we are as a brand, we need to know who we are as a brand.

What is an Archetype?

An archetype is a universal pattern of behavior that is instinctively understood. Most beloved brands connect with their audience on a deeper level. A successful brand makes you feel a strong bond that aligns with an archetype, rooted in decades of psychological research. If we do not build a deep connection to our audience, we risk becoming a commodity. Standing out from a crowd with a brand personality is different than implementing a differentiation strategy.

95%
of our purchasing decisions are made in the subconscious mind.

GERALD ZALTMAN, HARVARD

The Caregiver

MISSION: To provide structure

Brands that align with the Caregiver archetype are motivated by service. These brands are caring, warm, and reassuring as they believe that everyone deserves care and we all must strive to bestow service upon one another.

The Caregiver is a selfless personality who is driven by the desire to protect and care for others, especially those in need. Caregivers are not just reactive, they are also preventative and tend to be in and around an event of harm, before or after.

Caregiver brands are also driven by support, help, service, recognition, and gratitude. They fear anguish, helplessness, ingratitude, neglect, and blame. Think of the Caregiver's strategy like this: others before self, the greater good is worth the sacrifice.

BRAND TRAITS

What are brand traits?

Brand traits are a collection of words that describe the brand and are used as a north star for all visual and written voice development. In other words, when defining a standard for a deliverable, use the brand traits to determine if the path you're on feels Equip. These words are crucial in creating alignment across the Equip team to remove subjectivity from a design choice and give future generations a consistent foundation for voice development. At Equip, we are:

Report abuse