Brand Workshop Briefing
Facilitator Guide for Audrey
Prepared March 2026 | Confidential — BSP Internal
Our logo character — the blue water droplet wearing sunglasses with sun rays — is already on our trucks, our website, and our business cards. Stephanie loves it. The team loves it. It IS our mascot.
But it doesn't have a name. Without a name, it can't have a voice, a personality, or a social media presence. It's like having a character in a movie who never speaks — you can see them, but you can't connect with them.
We're not starting from scratch. We're bringing to life what already exists. The workshop takes 45-60 minutes, and at the end, this character will have a name, a personality, and a voice that the whole team can rally behind.
You're running this. You guide the room through each section of the interactive workshop tool on the screen. You're not just collecting votes — you're reading the room, capturing energy, and making sure everyone is heard.
| Tool | What It Is | When to Use It |
|---|---|---|
Workshop HTMLbsp_brand_workshop.html |
Interactive tool you open on a laptop or TV screen. Walks through each exercise step by step. Votes tally in real-time. Results dashboard at the end. All data stays local. | Live, in-person session. This is your main tool. Open it, walk the room through it together. 45-60 minutes. |
| Google Form Link to Form |
Same questions as the workshop, but in a Google Form. Responses auto-collect in Google Sheets. Takes 5-10 minutes. | Async backup. Send to anyone who can't attend the live session. Also useful as a pre-workshop pulse check, or for senior techs (Thomas, Mario, Mauro) to weigh in on their own time. |
Before the workshop, here's what we know about BSP's customers, reputation, and competitive position. This context will help you guide the discussion.
These are BSP's core brand promises. The mascot's personality should embody all five:
BSP is the only plumbing service in Kansas City that is a member of PHCC, ICC, and IAPMO simultaneously. No competitor can claim this. The mascot should carry this authority.
Scientifically derived from 301+ reviews across 6 platforms. The mascot needs to connect with all four types of customers BSP serves:
Who: Panic mode, same-day service needed, mobile-first. Tickets: $5K-$15K. Represents 25-30% of leads.
Cares about: Speed, availability, "are you on your way?", someone who takes control of the chaos
Mascot role: The calm expert who says "I've got this, I'm already on my way"
Who: Major projects (repiping, water heater, sewer line). Researches 3-14 days. Tickets: $5K-$15K.
Cares about: Trust, transparency, before/after proof, credentials, pricing clarity
Mascot role: The knowledgeable guide who backs up claims with before/after proof and transparent pricing
Who: Commercial plumbing customers. Zero disruption to operations is the priority. Tickets: $2K-$8K.
Cares about: Minimal downtime, professionalism, scheduled service windows, reliability
Mascot role: The professional partner who understands business can't stop for plumbing
Who: Routine service, nervous first-timers, flat-rate pricing. Tickets: $150-$500 per visit, but $5K-$25K lifetime value. HIGHEST LTV persona.
Cares about: Flat-rate pricing, no surprises, a friendly face, education on what to watch for
Mascot role: The wise friend who says "let me show you how to catch this early"
From 384+ Google reviews, the top 5 themes customers mention:
| Theme | Top Words Used | What It Means for the Mascot |
|---|---|---|
| Professionalism | professional, courteous, respectful, friendly, clean, neat | The character is put-together, not sloppy or goofy |
| Quality | thorough, excellent work, did a great job, fixed right | Confidence and competence — "I get it right the first time" |
| Communication | explained, transparent, honest, informed, responsive | The character TEACHES and EXPLAINS, never talks down |
| Punctuality | on time, prompt, showed up, timely | Reliability is part of the personality, not an afterthought |
| Pricing | fair, reasonable, affordable, worth it, upfront | No-surprises energy — straightforward, not salesy |
Website positions sewer as the specialty. Content gap analysis shows sewer keywords are #1 and #2 by ROI potential. Average sewer repair ticket: $8,000. The mascot's content should lean into this authority.
The workshop starts with a "Brand World" exercise. Here's what it means in plain language:
This isn't literal weather. It's the feeling customers get when they interact with BSP.
If BSP walked into a room, who would they be?
After the Brand World, the workshop moves into a structured brand voice exercise (adapted from BELAY's professional framework). This is where things get specific:
"If BSP's personality was a celebrity or public figure, who would it be?" The team lists several names, then discusses what those figures have in common. This reveals the brand's tone through familiar references everyone can picture.
The team picks 10 adjectives from a word bank of 140+ options (things like Bright, Capable, Caring, Clever, Reliable, Trustworthy, Witty, etc.) that describe BSP's vibe and tone. Then they narrow to 4 and describe each with sub-adjectives.
Example: "Friendly = Warm, genuine, never forced or salesy"
Open-ended questions the team answers together:
After the brand exercises, the workshop shows the logo character on screen with annotations:
| Element | What It Communicates |
|---|---|
| Sunglasses | Confidence, cool under pressure. "I've got this." Not worried, not flustered — even when your basement is flooding. |
| Sun Rays | Optimism. The "Bright Side" in the name. Every problem has a solution, and we're going to find it. |
| Blue Color | Trust, water, reliability. Blue is the #1 color associated with trustworthiness in consumer research. |
| Smile | Approachable. Not intimidating, not corporate. The kind of face you're relieved to see at your door. |
| Water Droplet Shape | The service itself. Water IS the business. The character IS what BSP works with every day. |
These were developed by cross-analyzing BSP's Google reviews, customer personas, brand identity, team composition, KC culture, and the logo design itself. The team can also suggest write-in names.
| # | Name | Why This Name | Sample Line |
|---|---|---|---|
| 1 | Ray | Sun rays are in the logo. Ray of light through water. Simple, universal. | "Ray says: Looking on the bright side of every pipe!" |
| 2 | Sol | Sun (Spanish) + "solution." Honors Hispanic team members. | "Sol says: We've got the solution." |
| 3 | Wells | Great-great-grandfather dug wells. 5-generation water heritage. | "Wells says: Water's been in our family for generations." |
| 4 | Sunny | Direct from "Bright Side." Immediately recognizable. | "Sunny says: Don't let plumbing darken your day!" |
| 5 | Shades | Wearing sunglasses. Swagger and confidence. | "Shades says: I've seen it all. Here's what to do." |
| 6 | Beacon | Guiding light through plumbing problems. | "Beacon says: Follow me to the bright side." |
| 7 | Ace | A++ BBB rating. Expert. Top-tier. | "Ace says: We get it right the first time." |
| 8 | Dewey | Dew drop + "Do we fix it? Absolutely." | "Dewey says: Do we fix it? Every time." |
| 9 | Kai | Hawaiian for "sea/water." Modern, clean, memorable. | "Kai says: Keep your water flowing clean." |
| 10 | Ripple | Every good action creates ripples in the community. | "Ripple says: One fix at a time, one family at a time." |
| 11 | Glow | The feeling when a plumbing problem is finally fixed. | "Glow says: There's always a bright side." |
| 12 | Lumi | Luminous, light, bright. Modern and gender-neutral. | "Lumi says: Bringing light to your plumbing." |
| 13 | Fount | Fountain + fount of knowledge. | "Fount says: Knowledge flows here." |
| 14 | Cruz | "Cross" in Spanish — where pipes cross. KC community. | "Cruz says: We've got you covered at every connection." |
| 15 | Draper | Play on "drip" without negative slang. Don Draper swagger. | "Draper says: Nothing but smooth flow." |
The team can also suggest names not on this list. Write-ins are encouraged and will be added to the vote.
These are suggestions based on data analysis, not mandates. The team picks.
Total time: 45-60 minutes. You control the pace.
Show the logo on screen. "This character is already on our trucks and website. Today we're giving it a name and a personality." Set the energy — this should feel fun, not corporate.
Walk through Weather, People, and Relationship questions. Everyone picks their answer. Discuss what patterns emerge. "Are we all saying the same thing? Where do we disagree?"
"If BSP was a celebrity, who would it be?" Everyone calls out names. Write them all down. Look for patterns — funny? authoritative? warm? The overlap reveals the brand voice.
Everyone picks 10 adjectives from the word bank that describe BSP's vibe. Then narrow to 4 and add sub-descriptions. Example: "Reliable = Consistent, on-time, follows through every single time."
Open discussion on values, ideal customer, differentiators, reputation goals, impact, and content guardrails. This is the most important section. Write down the exact phrases people use — they become the mascot's vocabulary.
Show the annotated logo. Point out sunglasses (confidence), sun rays (optimism), blue (trust), smile (approachable). "What energy does this character give off?"
Review each name card. Read the sample lines out loud — hearing them matters. Everyone votes for their top 3. Capture any write-in suggestions. Tally on screen.
Adjust sliders together: Funny vs Serious, Casual vs Professional, Playful vs Authoritative, Warm vs Cool, Simple vs Sophisticated. "Where does our character land?"
Read 3 sample scenarios (emergency tip, maintenance education, behind-the-scenes) in different tones. "Which one sounds like us?" This finalizes the voice guidelines.
Review the tally. Discuss the top names. Lock in the decision. Celebrate — this character now has a name and a personality.