Atmos Energy Brand Basics

What is a brand?

A brand is what customers and other significant stakeholders think and feel about a company when they see the logo or hear the name.

Why is a strong brand important?

We have few opportunities for messaging, so we have to make each one count.

We are decentralized, with departments and business units across the country.

We all have to play off the same playbook to ensure that our branding is consistent.

Why is a strong brand important?

We should always strive to create positive equity for our brand.

We create positive associations for current employees, future employees and customers.

We buffer against any potential negative perceptions associated with rate hikes, accidents, digging, etc.

What is our brand?

Responsible energy*

*This is our brand position, to be used internally.It is not our tagline.

Atmos Energy Brand Promise

Atmos Energy is responsible for providing natural gas safely and reliably; delivering excellent customer service and enhancing the quality of life for our customers and communities – making natural gas from Atmos Energy the responsible choice.

Atmos Energy Brand Promise

Atmos Energy is responsible for providing natural gas safely and reliably; delivering excellent customer service and enhancing the quality of life for our customers and communities – making natural gas from Atmos Energy the responsible choice.

How do we keep our promise?

Four areas of concentrated proactive communications:

How do we strengthen our brand?

Consistency.

Our Name

“Atmos” is:

Our Name: Atmos Energy

To the public, we always use “Atmos Energy” in graphics, text and when speaking.

“Atmos” never appears without the descriptor “Energy.”

When writing “Atmos Energy”, always capitalize the “A” in Atmos and the “E” in Energy so it reads “Atmos Energy.”

Our Name: Atmos Energy

We never write “Atmos” in all capital letters.

The word “Atmos” should never be combined with another word to name a program internally or externally.

Exception: AtmoSpirit, for internal use only.

Our Logo

How many of these logos demonstrate correct usage of the Atmos Energy logo?

Incorrect use of two-color logo

Our Logo

How many of these logos demonstrate correct usage of the Atmos Energy logo?

Incorrect use of one-color logo

Our Logo

Which of the logos below shows the correct usage of the Atmos Energy logo on a photograph?

Our Logo

The Atmos Energy corporate logo is the only logo that we use to represent our company, both externally and internally.

For questions regarding logo usage, always feel free to call J.D Whittenburg, Bridget Wallace or Brendon McCarville in Corporate Communications.

Color

Any idea what this is?

Color

What’s wrong with this picture!?!?

Color

Who? What?

brown

Our Color

Atmos Energy Blue, our corporate color, is a key component of the Atmos Energy identity and a primary element of all of our communications, including the Blue Sky campaign.

“Your natural gas company”*

*Not our tagline!

Our Corporate Identifier

Our Corporate Identifier

Approved for usage on small ads (ie. business card-size) when logo appears without copy

Approved for headline-only Blue Sky ads Approved for certain fleet vehicles Usage at discretion of Corporate Communications

Usage may be requested using online form in Brand Library under Ads Product

External Communications Print Advertisements

Blue Sky Campaign

Program Advertising Efficiency programs, etc.

Radio Ads

Bill Stuffers

Doorhangers

Rebate Programs

Tradeshows

Website

Presentation Materials

Vehicles

Television Ads

Event Sponsorships

Social Media

Customer Call Center

Service Technicians

Media Relations

Recruiting events

& More…

Keys to Success

Strategic Communications Approach

Be organized

Be consistent

Be dedicated

Be patient

Strategic Communications Plan

Brand Library: atmosenergybrand.comContains: Information about our brand

Guidelines and standards

Blue Sky Ad request forms

Marketing Services Request form

Logos

Coloring pages / resources for kids

Templates, including: Awards Fax Cover Sheet Labels Letterhead Press Releases Presentations Report Covers

Bill inserts, safety brochures, etc.

Energy Assistance Materials

Handouts

& More...

Things to remember

Consistency is key.

Tools and standards are already in place to help you create strong communications that are on-brand and convey the right messages.

“When in doubt, don’t let it get out.” - Gary Rehm, VP Marketing, Mid-Tex

Questions? Contact Bridget Wallace, J.D. Whittenburg or Brendon McCarville in Corporate Communications