================================================================================ BLUE COLLAR BRANDING EDITION GUIDE (V2) Home Services Industry System Template Ellavator Platform ================================================================================ SYSTEM SINGLE JOB: Help home service company owners turn Blue Collar Branding's CARE framework into company-specific brand assets, team training materials, and marketing content they can deploy within 90 days. VERSION: 2.0 CREATED: 2026-02-10 STATUS: Complete — Ready for play-builder and playbook-builder skill invocation AUTHOR VOICE: Brian Sooy (Field-tested practitioner, respectful translator, plainspoken strategist) ================================================================================ 1. EDITION OVERVIEW ================================================================================ | Field | Value | |---|---| | Edition Name | Blue Collar Branding | | Primary User | Owner-operator or marketing leader of residential home service company (HVAC, plumbing, electrical, roofing, landscaping, pest control, cleaning, adjacent trades) with 5-50 employees, $500K-$10M annual revenue | | Primary Use Case | Brand operationalization: turning Brian Sooy's CARE framework (Clarity→Alignment→Relevance→Experience) into company-specific brand assets, team training materials, and marketing content deployable within 90 days | | What Makes This Different | Every play and playbook is grounded in CARE framework. Author voice (Brian Sooy—expert, practical, clear) sits as system voice. Content is trade-specific by design. Outputs are draft-ready artifacts, not blank templates. Targets owner-operators with 2-5 hours/week for strategic brand work. Operationalizes reading-to-doing gap in Blue Collar Branding book through 34 plays spanning 9 playbooks. | ================================================================================ 2. STANDARD ELLA-MENTS (SECTIONS A, B, C) ================================================================================ --- SECTION A: COMPANY ELLA-MENTS | Ella-ment | BCB Context | Required/Optional | |---|---|---| | A1 Company Positioning & Market Context | Foundation document: who the company is, what it stands for, why it exists, competitive position in this specific trade and geography. Drives all downstream decisions. | Required | | A2 Competitive Landscape Analysis | Detailed analysis of 3-5 named local competitors with specific strengths, weaknesses, gaps, unique advantage areas. Home services is hyper-local; positioning depends on knowing local competitive reality. | Required | | A3 Five Deadly Traps Self-Assessment | Diagnostic identifying which commoditization traps this company is caught in (Good Work Should Speak, Too Busy to Market, Price Everything, One and Done, Marketing is Magic). Motivates strategy work and team urgency. | Strongly Preferred | | A4 Internal Silo Audit | Map of office-to-field disconnects, communication gaps, cross-functional alignment barriers. Identifies operational obstacles to consistent brand delivery. Prerequisite for Alignment cornerstone work. | Strongly Preferred (exclude for <5 employees) | --- SECTION B: CUSTOMER/AUDIENCE ELLA-MENTS | Ella-ment | BCB Context | Required/Optional | |---|---|---| | B1 Primary Customer Profile — 6-Pack | Complete, integrated profile combining: ICP (who they are), VPC (what they need/feel), CJM (journey), Brand Script (why they choose us), Moments Analysis (receptive/influential moments), Sub-Positioning (segment-specific differentiation). Drives all customer-facing work and messaging. | Required | | B2 Secondary Customer Profile — 6-Pack | When company serves 2+ distinct customer types (residential + property managers, homeowners + facility managers, new construction + renovation). Enables segmented messaging and positioning variation. | Optional (add when serving 2+ segments) | | B3 Decision-Maker Profile | When financial buyer differs from service user/experience person (property manager decides, tenant/homeowner experiences service). Addresses different buying criteria, success metrics, authority levels. | Optional (add when roles differ materially) | --- SECTION C: BRAND VOICE/IDENTITY ELLA-MENTS | Ella-ment | BCB Context | Required/Optional | |---|---|---| | C1 Brand Clarity Statement | Single source-of-truth: who we are, what we stand for, what makes us different, why it matters to customers, how we deliver. Built using Clarity Statement Formula (Chapter 5). Foundation for all messaging and team alignment. | Required | | C2 Brand Character & Behavior Guide | How brand acts in daily situations: personality traits, tone and language patterns, behaviors in common scenarios (arrival, problem-solving, follow-up, recovery), guardrails and visual standards. Operationalizes brand values into observable behavior. | Required | | C3 PASS Story Suite | 2-3 customer-centric narratives using Problem-Agitation-Solution-Success framework tailored to different customer segments. Provides proof and emotional relatability for marketing and sales training. | Strongly Preferred | | C4 Brand Messaging Architecture | Message hierarchy: primary message (core claim), support messages (3-5 reinforcing themes), value pillars (functional and emotional benefits mapped to customer pains), audience variations. Ensures consistent positioning across channels. | Strongly Preferred | | C5 Critical Moment Scripts | Exact dialogue for 4-6 key customer interaction moments: initial inquiry, service arrival, problem explanation, solution presentation, completion, follow-up. Scripts turn brand values into field team language. | Strongly Preferred | | C6 Touchpoint Expression Guide | How brand shows up consistently across channels: website, email, social, vehicle, uniform, forms, letterhead. Ensures visual and verbal consistency across all customer-facing touchpoints. | Optional (add when 3+ customer-facing channels exist) | ================================================================================ 3. SECTION D: BLUE COLLAR BRANDING EDITION-SPECIFIC ELLA-MENTS ================================================================================ These artifacts operationalize the CARE framework specifically for home services. | Ella-ment | Description | Required/Optional | |---|---|---| | D1 CARE Framework Cornerstone Definitions | Company-specific interpretation of Clarity, Alignment, Relevance, Experience with trade-specific applications, current state assessment, goals, measures, and cornerstone interdependence. Organizing principle for all downstream work. | Required | | D2 GAPP Framework Operationalization | Company-customized Guide-Address/Acknowledge-Prioritize-Partner model with trade-specific scenarios, scripts, decision trees, difficult situation handling, and pocket reference card. Translates customer-centric philosophy into field team behavior. | Required | | D3 Service Journey Map & Touchpoints | Complete customer journey from first contact through post-service with all critical touchpoints mapped: pre-service (lead→booking→dispatch), service day (arrival→assessment→execution→closeout), post-service (follow-up→review→referral→renewal). Identifies moments of truth and intervention points. | Required | | D4 Signature Moments Playbook | 3-5 deliberately designed, repeatable service experiences customers will talk about. For each: moment name, purpose, customer context, step-by-step process, key phrases, standards, common situations, training materials, success measures. Turns ordinary moments into memorable, referable experiences. | Strongly Preferred | | D5 Service Alignment Checklist | Operational checklists mapping brand promises to specific field behaviors at each touchpoint: pre-service (5-8 items), protection phase (6-10 items), quality control (8-12 items), follow-up (4-6 items). Bridges strategy-execution gap and enables accountability. | Strongly Preferred | | D6 Customer Alignment Profile | How customer needs/pain points align with brand promises and company strengths. Includes pain points, brand promises, company strengths, alignment map, gaps, unique combinations. Clarifies ideal customer fit and who NOT to pursue. | Strongly Preferred | | D7 Relevance Matrix & Specialization Platform | Three-circle framework (what you're good at × what market needs × what you can own) plus selected specialization platform (geographic, service-type, or customer-type). Defines primary differentiation focus and justifies market leadership strategy. | Required | | D8 Service Recovery System | Five-step recovery framework (Acknowledge, Accept, Exceed, Follow-up, Improve) with trade-specific failure scenarios, recovery scripts, decision trees for field team authority, and escalation process. Turns service failures into loyalty and trust-building opportunities. | Strongly Preferred | | D9 Brand Ambassador Training Curriculum | 12-week phased system: Phase 1 Foundation (Wks 1-4: who we are, values, role, vision), Phase 2 Skill Development (Wks 5-8: GAPP practice, scripts, signature moments), Phase 3 Integration (Wks 9-12: real-world application, peer coaching, feedback). Builds field team capability to deliver brand promise. | Required | | D10 Process Checklists by Phase | Step-by-step operational checklists for each customer interaction phase (pre-service, protection, quality control, follow-up). Each item includes description, why it matters, success criteria, accountability. Enables consistent execution and quality control. | Strongly Preferred | | D11 Recognition and Reward System | Daily/weekly/monthly/quarterly recognition tied to brand values and CARE delivery. Includes recognition mechanisms, connection to CARE cornerstones, examples of recognized behaviors. Reinforces brand-aligned behavior and sustains team engagement. | Strongly Preferred | | D12 90-Day Implementation Roadmap | Phased, weekly action plan: Phase 1 Clarity (Wks 1-4), Phase 2 Alignment (Wks 5-8), Phase 3 Launch (Wks 9-12). Includes role-specific deliverables, clear deadlines, owners, success metrics. Realistic, achievable sequencing for brand transformation. | Required | | D13 Marketing Action Plan | 90-day revenue-focused marketing plan with channel selection (3-4 primary channels), content calendar (30+ days), budget allocation, lead management workflow, customer acquisition funnel, ROI measurement dashboard. Connects brand strategy to customer acquisition and revenue. | Required | | D14 Review Request & Referral System | Systematic, repeated process for collecting reviews (email, SMS, in-person templates) and generating referrals. Includes Google Business Profile management, referral incentive structure, communication templates, tracking, ROI measurement. Converts service excellence into visible social proof and organic growth. | Required | | D15 Quarterly Brand Audit Workbook | Owner-friendly quarterly assessment of brand health: CARE self-assessment (each cornerstone 1-10), competitive benchmarking, customer feedback integration, revenue/growth metrics, clarity/alignment/relevance/experience metrics, prioritized action items. Sustains momentum and captures learning. | Strongly Preferred | | D16 Morning Huddle Format | 5-10 minute daily team alignment ritual: schedule, signature moment/GAPP teaching, recognition, metrics update, company news. Keeps brand top-of-mind and aligns daily execution during peak season. | Strongly Preferred (exclude for <5 employees) | | D17 Ride-Along Coaching System | Management observation and coaching system for consistent brand delivery: observation sheet with brand behaviors, feedback conversation framework, coaching plan template. Scales training and provides corrective coaching for growing companies. | Optional (add for 10+ employees) | | D18 Invisibility Gap Analysis | Quantification of disconnect between actual service quality and market perception. Includes perception assessment, actual value assessment, gap quantification (revenue impact), perception shift targets, success measures. Makes invisible brand gap visible and urgent for team motivation. | Strongly Preferred | ================================================================================ 4. DEFAULT AUDIENCE ARCHETYPES ================================================================================ Who the system writes to, with voice shifts applied: | Audience | Who They Are | Voice Shift | Primary Source Ella-ments | |---|---|---|---| | Homeowner (residential customer) | Primary customer. Needs service solved, anxious about cost/disruption/trust. Usually reactive (something broke/failing). Price-sensitive but willing to pay for peace of mind. | Reassuring + competent + respectful. Speak to their anxiety (cost, timeline, quality) not your capabilities. Outcomes over features. | B1 ICP/VPC, C1 clarity, D3 journey, D4 signature moments | | Property Manager | Professional buyer. Manages multiple units/properties. Needs reliability, documentation, volume pricing, predictable budgeting. More process-oriented than homeowner. | Professional + efficient + data-backed. Emphasize reliability, response time, documentation, relationship consistency. | B2 (if exists), B3 (if exists), D5 checklist, D14 system | | Field Team (technicians, installers) | Internal audience. Need clear instructions, motivation, brand alignment, sense of purpose. Skilled in trade but not naturally marketing-oriented. | Coach tone. Direct, practical, encouraging. No corporate jargon. Specific language and permission to adapt. Recognition-forward. | D2 GAPP, D4 Signature Moments, D5 Checklist, D9 Training, C5 Scripts | | Office Staff (dispatchers, coordinators, admin) | Internal. Need systems, communication templates, customer scripts, consistency standards. Bridge between customer and field. | Collaborative + systematic. Clear procedures, templates, examples. Customer service language. Efficiency-forward. | A1, C1, D3 journey, D5 checklist, D10 checklists | | Referral Partners (realtors, insurance agents, other contractors) | Adjacent professionals who send customers. Mutual benefit oriented. Want reassurance about quality and professionalism. | Peer tone, mutual respect, no marketing hype. Professional courtesy. Reliability and responsiveness emphasize. | C1 clarity, D7 positioning, D14 referral system | | Community / Neighbors | Local community, potential future customers, referral sources. Influenced by visibility, professionalism, reputation. | Community-first, neighborly, local-pride oriented. Service-minded. Visible professionalism. Trustworthy presence. | C1 clarity, D4 signature moments, D14 review request | ================================================================================ 5. DEFAULT CHANNEL SET ================================================================================ Channels with voice shift and key characteristics: | Channel | Voice Shift | Key Characteristics | Content Type | |---|---|---|---| | Google Business Profile | Authority + social proof | Reviews, photos, posts, Q&A. Primary local discovery channel. Response speed matters. Photo quality matters. Review management matters. | Photos, testimonials, FAQs, responses | | Website | Clarity + conversion | Hierarchy: problem → solution → proof → CTA. Must pass 3-second test. Service pages focused on customer outcomes, not features. Calls to action clear. | Copy, photos, testimonials, CTAs | | Email (transactional) | Personal + professional | Service confirmations, appointment reminders, follow-ups, review requests. Warm but efficient. Consistent signature and formatting. Timely. | Confirmations, surveys, review requests | | Email (marketing) | Value-first + CTA | Tips, seasonal reminders, educational content, special offers. Not spam—actually useful. Segmented by customer type when possible. | Educational content, seasonal tips, offers | | Social Media (Facebook/Instagram) | Community + behind-the-scenes | Team stories, project showcases, tips, community involvement, before/after, team personality. More personality than marketing. Building relationship, not just selling. | Photos, short video, stories, team content | | Text/SMS | Brief + action-oriented | Appointment confirmations, review requests, brief follow-ups. Very short (under 160 characters). Timely. Opt-in only. | Confirmations, short CTAs, reminders | | Print (door hangers, postcards, vehicle) | Visual + headline-driven | One clear message, strong CTA, professional imagery. Local distribution or event-specific. Memorable design. Contact info prominent. | Headlines, photos, contact info | | In-person (field team) | GAPP model application | Guide (help customer understand options), Address (confirm we understand them), Prioritize (simplify choices), Partner (position as collaborator). Primary brand delivery channel. | Behavior, scripts, interaction, listening | | Phone | Professional + helpful | Scripts for intake, scheduling, follow-up. Tone: competent and caring. Answer promptly. Gather right info. Set expectations clearly. | Scripts, procedures, tone guidance | | Video (social/website) | Conversational + tour-guide | Behind-the-scenes, educational how-to, before/after, team personality. Personality forward. Authentic (not overly produced). Mobile-friendly. | Short clips, demos, tutorials, team content | ================================================================================ 6. COMMON PLAYBOOK PATTERNS ================================================================================ Nine playbooks map to common strategic and operational needs: | Playbook | Strategic Purpose | Key Ella-ments | Timeline | Audience | |---|---|---|---|---| | Brand Foundation Playbook | Establish identity and diagnose current problems that drive priority work | A1, A2, A3, A4, C1 | Weeks 1-2 (parallel with planning) | Owner, leadership | | Customer Understanding Playbook | Deep customer profiling across 6 dimensions (ICP, VPC, CJM, script, moments, positioning) | B1, B2/B3 (if needed) | Weeks 1-3 | Marketing, sales, service design | | Strategic Clarity Playbook | CARE Cornerstone 1: document everything company is, stands for, promises | C1, C2, D1, C3, C4, C5 | Weeks 2-4 | All teams | | Strategic Relevance Playbook | Market positioning and specialization focus: where to dominate | A2, D7, D6, D18, C4 | Weeks 3-4 (accelerated) | Owner, leadership, marketing | | Customer Alignment & Delivery Playbook | CARE Cornerstone 2: map experience, operationalize delivery, train teams | B1, D3, D2, D5, D4, D10, D9 | Weeks 5-8 | All teams (training-heavy) | | Customer Experience Differentiation Playbook | CARE Cornerstone 4: design and execute signature moments | D3, D4, D5, C5, D8, D10 | Weeks 6-9 | Service teams, customer experience | | Marketing & Growth Playbook | Revenue-focused execution: positioning messaging, channel launch, systems | C1-C5, D7, D13, D14, B1 | Weeks 9-12 | Marketing, sales, growth | | Team Activation & Brand Ambassador Playbook | 12-week training, motivation, recognition, daily alignment | D9, D11, D15, D16, C1, D2 | Weeks 1-12 (phased deployment) | All teams | | 90-Day Implementation Roadmap Playbook | Project management and phased execution: tracks all work across three phases | D12 (primary), all other ella-ments (inform sequence) | Weeks 1-12 (guides all) | All teams, owner accountable | ================================================================================ 7. CONTEXT LOADING DEFAULTS ================================================================================ What always loads, what loads conditionally, how to handle thin contexts: **ALWAYS LOAD (if available):** - A1 Company Positioning & Market Context (frames all downstream decisions) - C1 Brand Clarity Statement (foundation for all messaging and team alignment) - C2 Brand Character & Behavior Guide (ensures consistency) - D1 CARE Framework Cornerstone Definitions (organizing framework) **LOAD FOR CUSTOMER-FACING PLAYS:** - B1 Primary Customer Profile (required for all marketing, positioning, experience work) - C3 PASS Stories (narrative proof for website, sales, training) - C4 Brand Messaging Architecture (message hierarchy for all communications) - C5 Critical Moment Scripts (field team dialogue training) - D4 Signature Moments Playbook (memorable experience design) **LOAD FOR OPERATIONAL PLAYS:** - D2 GAPP Framework Operationalization (customer interaction behavior) - D3 Service Journey Map & Touchpoints (experience design context) - D5 Service Alignment Checklist (operational standards) - D10 Process Checklists by Phase (execution checklists) **LOAD CONDITIONALLY:** - A2 Competitive Landscape Analysis (for positioning, marketing, relevance plays) - A3, A4 Diagnostics (for assessment plays, problem identification) - B2, B3 Secondary/Decision-Maker Profiles (when customers are complex, segmented) - D6 Customer Alignment Profile (for positioning, service design refinement) - D7 Relevance Matrix & Specialization Platform (for positioning, marketing focus) - D8 Service Recovery System (for experience, service failure scenarios) - D9 Brand Ambassador Training Curriculum (for team activation plays) - D13 Marketing Action Plan (for execution plays, channel launch) - D14 Review Request & Referral System (for growth plays) - D15 Quarterly Brand Audit Workbook (for measurement, continuous improvement) - D16 Morning Huddle Format (for team activation, daily alignment) - D17 Ride-Along Coaching System (for larger teams, coaching plays) - D18 Invisibility Gap Analysis (for problem diagnosis, team motivation) **THIN-CONTEXT HANDLING:** If a user invokes a play but hasn't completed prerequisite ella-ments: 1. Load what's available and note missing context 2. In play output, flag that this section will improve with missing ella-ment 3. Offer lightweight version that user can complete quickly (3-5 questions) 4. Suggest when/how to revisit once full ella-ment available Example: "We can work with your basic brand positioning here, but will sharpen this significantly once we complete your full B1 Customer Profile." ================================================================================ 8. AUDIENCE-AWARENESS PRINCIPLE (BCB APPLICATION) ================================================================================ How to match right content to right audience, right way, right time, right person: | Principle | BCB Application | Primary Sources | |---|---|---| | Right thing | The company's specific value, tied to what THIS customer cares about (not generic). Solve their anxiety, address their outcome. | B1 Customer Profile (VPC: their gains and pains) + C1 Brand Clarity (what we promise) + D7 Relevance Matrix (how we're positioned) | | Right way | Brian Sooy's voice (field-tested, practical, clear) adapted to channel and audience. For homeowners: reassuring, outcome-focused. For field team: direct, practical, coached. For partners: peer-to-peer. | Author Voice Profile (Brian Sooy's principles) + C2 Brand Character (company personality) + Channel Voice Shift (from Section 5) + Audience Archetype (from Section 4) | | Right time | The journey stage: what this customer/audience needs NOW vs. later. Pre-service messaging differs from post-service. Field team motivation differs in off-season vs. peak season. | D3 Service Journey Map (stage clarity) + B1 Moments Analysis (receptive moments) + Channel (email post-service, in-person during service, social mid-season) | | Right person | Specific audience (homeowner vs. property manager vs. field tech vs. office staff vs. referral partner) — never "everyone." Each has different jobs, pains, context. | B1 ICP Primary + B2/B3 if secondary audiences exist + Audience Archetypes (from Section 4) + Not-For-Audiences (who should NOT see this) | Example: A post-service email asking for a review is RIGHT THING (addresses their need to confirm quality), RIGHT WAY (warm, professional, from technician's name), RIGHT TIME (24-48 hours post-service, when experience is fresh), RIGHT PERSON (satisfied customer, not unsatisfied ones—filter based on satisfaction data). ================================================================================ 9. CONTEXT-ENCODING DEFAULTS ================================================================================ How to encode voice, audience, distinctiveness, and channel into content: **VOICE ENCODING:** Write all customer-facing content in Brian Sooy's voice. Voice priority hierarchy: 1. Author Voice Profile (expert, practical, clear — the North Star) 2. C2 Brand Character (company personality overlays Brian's voice — makes it theirs) 3. C3 Brand Language patterns (specific phrases, guardrails this company uses) 4. Channel Voice Shift (adjust for social vs. email vs. in-person) 5. Clean professional default (fallback if no override) Example: A website homepage headline in Brian's voice, shaped by this company's brand character and specialization: "We Fix What Others Miss. And We Prove It." (authoritative, outcome-focused, specific claim). **AUDIENCE ENCODING:** When writing for [customer type], reference their specific jobs, pains, and gains from B1 VPC. Emphasize company features that map to their documented motivations. Never speak in company language to customers—translate to their outcomes. Example: Homeowner anxious about cost (pain) + values peace of mind (gain). Email subject: "Here's What Your [Service] Actually Costs (and Why)" not "Our Service Process Explained." **TRADE SPECIFICITY ENCODING:** Every framework must be translated to user's specific trade. Generic "home services" output is insufficient. Examples: - HVAC: furnace, compressor, seasonal demand (winter heating emergencies), cooling season, efficiency ratings, ductwork, outdoor units, thermostat technology - Plumbing: water shutoff, pipe materials (copper, PVC, PEX), drain problems, frozen pipes, water pressure, septic systems, sump pumps - Electrical: panel, circuit breaker, code compliance, safety, grounding, amperage, outlet/switch types, outdoor weatherproofing - Roofing: pitch/slope, shingle types, storm damage, seasonal patterns, inspection, gutters, fascia, ice dams - Landscaping: seasonal cycles, hardscape (pavers, stone), softscape (plants, trees), design trends, maintenance timing - Pest Control: treatment types, integrated pest management (IPM), recurring service model, seasonal infestations - Cleaning: commercial vs. residential, recurring model, quality verification, eco-friendly options, scheduled maintenance **CARE ENCODING:** Every output must connect to CARE framework. Identify which cornerstone(s) this output serves: - Clarity: Does it help customer understand who we are and what we stand for? - Alignment: Does it help team deliver the promise consistently? - Relevance: Does it differentiate and own a position in market? - Experience: Does it create memorable moments customers will talk about? If output doesn't connect to at least one cornerstone, question whether it belongs. **CHANNEL ENCODING:** When generating content for [channel], apply the Channel Voice Shift from Section 5 (Default Channel Set). Check C6 Touchpoint Expression Guide first for company overrides, then fall back to edition defaults. Example: Social media post (Community + behind-the-scenes voice) vs. Google Business Profile response (Authority + social proof) vs. field team arrival script (GAPP model): same brand, three different channel expressions. ================================================================================ 10. PLAY BUILDER ADAPTATIONS ================================================================================ Edition-specific adjustments to how plays are built and executed in Blue Collar Branding context. --- INTERVIEW ADAPTATIONS Which standard play interview questions change for home services: **Standard Question: "Who is your primary customer?"** BCB Adaptation: "Who do you want to serve? (e.g., homeowners in [neighborhood], property managers of [unit count], businesses with [problem])." Focus on geographic/customer-type specificity. Hyper-local matters. Get specific. **Standard Question: "What's your competitive advantage?"** BCB Adaptation: "Against which 3-5 local competitors are we competing? What can you do that they can't or won't? (e.g., emergency response, guarantee, specialization)" Make competitor set local and named. Generic advantages don't work. **Standard Question: "What's your biggest marketing challenge?"** BCB Adaptation: "Are customers choosing you because of value or because of price/convenience? Do they know what makes you different? Are they leaving reviews? Would they refer you?" Focus on invisibility, commoditization, reputation. **Standard Question: "What does success look like?"** BCB Adaptation: "In 90 days, what will be different? Will team articulate brand? Will customers mention your differentiation? Will average ticket price increase? Will referral rate increase? Will review count go up?" Make success measurable and 90-day specific. **Standard Question: "What are your biggest operational challenges?"** BCB Adaptation: "Where does your brand promise break down? (e.g., office promises "24-hour response" but dispatch takes 2 days; team promises quality but skips cleanup) Which gaps cost you jobs or referrals?" Surface office-field misalignment. **Common BCB Runtime Inputs (questions that come up repeatedly):** - "What's your service area? (city, neighborhoods, radius)" — Determines geographic specialization feasibility - "What percentage of revenue comes from [service type]?" — Determines service specialization focus - "What's your average job size? What's your dream job size?" — Determines pricing, customer targeting - "What's your online presence like? (website, Google, social, reviews)" — Baseline for marketing work - "How do you currently get customers? (word-of-mouth %, web %, direct mail %, other)" — Channel priorities - "What's your team size? How long have they been with you?" — Scales training needs - "What's your review average? How many reviews?" — Baseline for reputation work - "How many referrals do you get per month? From where?" — Referral system baseline - "What's your biggest customer complaint or service failure?" — Service recovery focus area - "What do you think makes you different from competitors?" — Positioning reality check **Common BCB Constraints (things that limit what's possible):** - "We don't have a dedicated marketing person" → Marketing playbook must be owner-executable in 2-5 hours/week - "Our team is all solo technicians, no managers" → Training and coaching must be owner-led or self-directed - "We're in a small rural area with [population]" → Geographic specialization may not be viable; service specialization becomes more important - "We do [6 different services]" → Specialization focus becomes critical to avoid being generic - "We're seasonal (peak in [months])" → Off-season work = strategy/training, on-season work = execution/support only - "We can't afford to change pricing right now" → Relevance cornerstone focuses on value perception, not premium pricing - "Our website is outdated" → Determine if rebuild or refresh; impacts marketing timeline **Interview Summary Additions (what to flag/surface):** - Competitive reality (local market intensity, differentiation difficulty level) - Invisibility severity (how disconnected is brand from actual service quality) - Team readiness (is team engaged, capable of change, or resistant) - Urgency level (is owner doing this proactively or reactively to lost jobs/pricing pressure) - Implementation risk (do they have time/capacity to execute or will this get shelved) - Decision-maker consensus (is this owner decision or team buy-in needed) --- RESEARCH ADAPTATIONS Edition-specific research angles for Phase 1.5 and ongoing context-gathering: **MARKET CONTEXT RESEARCH:** - Local service area specifics: population, housing density, age of housing stock, income levels, seasonal demand patterns - Trade-specific demand drivers: HVAC heating/cooling seasons, plumbing seasonal issues (frozen pipes winter, water main breaks), roofing storm damage patterns, pest control seasonal infestations - Seasonal variations: peak season months, off-season work availability, service frequency patterns - Local economic conditions: job market, construction activity, housing market trends, foreclosure/new home ratios - Regulatory environment: licensing requirements, permit processes, code changes, utility rebate programs **AUDIENCE INTELLIGENCE RESEARCH:** - Homeowner anxiety patterns: cost anxiety, timeline anxiety, quality anxiety (will they do it right), trust anxiety (will they be professional) - Decision triggers: furnace breaks in November, pipe freezes, roof storm damage, spring projects, move-in/move-out - Information-seeking behavior: Google search for [service] + [neighborhood], Facebook group recommendations, Nextdoor, Google reviews, contractor recommendations from realtor - Referral patterns: who influences decision (friends, family, Nextdoor, realtor, insurance agent, previous contractor) - Service quality indicators: reliability (call back rate), professionalism (uniform, vehicle appearance), transparency (clear pricing, no surprises), communication (updates, responsiveness) **COMPETITIVE DIFFERENTIATION RESEARCH:** - Local competitor set: 3-5 primary competitors, their pricing (get actual quotes), their messaging (website, social, Google), their review scores and review language, their specializations - Review score analysis: what gets mentioned in positive reviews (professionalism, value, reliability, friendliness) vs. negative reviews (price, follow-up, quality, communication) - Service range: which services can each competitor deliver, which can't, which do they emphasize - Response time: how fast do competitors respond to inquiries (call back, text, chat) - Specialization gaps: who specializes in what (new construction, emergency, historic homes, green solutions, etc.), where are the white spaces - Pricing positioning: who competes on price, who competes on value, who has premium positioning, average quote ranges **SEASONAL/TIMELY CONTEXT RESEARCH:** - HVAC seasons: peak heating (Oct-Dec), peak cooling (May-Aug), seasonal hazards (furnace fails in cold snaps, AC fails during heat waves) - Plumbing seasonal issues: frozen pipes (winter), water main breaks (thaw cycles), basement flooding (spring snowmelt) - Roofing: storm season (location-specific), seasonal inspection needs, spring renovations - Electrical: summer air conditioning load peaks, winter heating load peaks, panel upgrade demand cycles - Landscaping: spring startup demand, fall cleanup, winter maintenance, design consultation seasons - Pest control: spring emergence, summer infestations, fall preparation - Code changes: track when local codes change (may create service opportunities, training needs) **ONGOING RESEARCH CADENCE:** - Monthly: track review volume and score trends, monitor competitive activity, capture seasonal patterns - Quarterly: review market conditions (economic indicators, housing, employment), analyze customer feedback themes, competitive repositioning check - Annually: full market analysis update, trend analysis, regulatory changes, service area shifts --- OPERATING PRINCIPLES OVERLAY Edition-specific application of "right thing / right way / right time / right person": **ATTRACT, DON'T INTERRUPT** (Brian Sooy's core marketing principle for home services): For home services, "attract, don't interrupt" means: - Be the answer when they search "emergency plumber near me" (SEO, Google Business Profile optimization, paid local search) - Be the recommendation when they ask "who should we call?" (reviews, referrals, word-of-mouth) - Be the professional they see on their block (vehicle appearance, uniforms, signage, community presence) - Be the helpful resource when they're wondering "what's wrong with my HVAC" (content, educational posts, free diagnosis offer) - NOT: cold calls, door knocking (unless door hangers as reminder), interruption ads, high-pressure tactics, misleading messaging Translation: Home services customers are usually either in crisis (something broke) or considering a project (seasonal). Marketing that meets them in their moment of need/consideration works. Marketing that interrupts their day fails. Content that educates them works. Hype that makes false promises fails. **Home Services Specificity:** - "Attract" channel priorities: Google Business Profile, local SEO, Google Local Services Ads, reviews, referral systems, community visibility - "Interrupt" channels to de-emphasize: cold calling, door knocking (unless direct mail with reason), interruptive social ads, spam email - Educational content that attracts: how-to videos, seasonal prep guides, cost estimators, problem diagnosis checklists, maintenance schedules - Content that interrupts: "call now for 20% off," constant self-promotion, overly salesy tone, feature-focused (rather than outcome-focused) --- VOICE CASCADE OVERRIDE Brian Sooy's voice profile sits at top of the voice cascade for all Blue Collar Branding edition content. No user-provided voice profile should override it; instead, user's brand character should blend with/adapt Brian's voice. **Voice Cascade (top to bottom):** 1. Brian Sooy's voice (Field-tested practitioner, respectful translator, plainspoken strategist) 2. User's Brand Character (company personality, tone, values-in-action — blends with Brian's voice, doesn't replace it) 3. Audience variation (shift toward reassurance for homeowners, directness for field teams, professionalism for property managers) 4. Channel adjustment (adjust for email vs. in-person vs. video vs. social, but maintain base voice) 5. Clean professional default (fallback) Example: An HVAC company's website copy should sound like Brian (practical, clear, field-tested thinking) shaped by their brand character (maybe warmer/more personal or more professional depending on company), adjusted for homeowner anxiety, delivered through website channel. --- GUARDRAIL TEMPLATES Pre-built guardrails split into "always include" and "include when applicable": **ALWAYS INCLUDE (for all outputs):** - Trade-specific language (speak to this trade's problems, not generic "home services") - Outcome focus (what problem does this solve for the customer, not what features does company have) - Customer language (avoid technical jargon without translation; when technical terms used, translate to outcome) - CARE connection (every output should connect to at least one cornerstone) - Brian Sooy voice (field-tested, practical, clear, respectful) - Respect for service professionals (acknowledge their expertise, don't condescend) - Avoid commoditization language (no "we're the cheapest," "call now," "limited time," false urgency) - Authenticity (don't promise what company can't deliver; qualify claims) **INCLUDE WHEN APPLICABLE:** - Specific numbers (if making a claim, back it with data or qualify it) - Named competitors (if referencing competitive advantage, name actual local competitors, don't generalize) - Real customer examples (if using customer stories, use real outcomes from real customers, not hypotheticals) - Trade variations (if framework applies across multiple trades, show how it adapts to this specific trade) - Local specificity (if referencing service area, use actual neighborhoods/cities, not generic regions) - Price transparency (if discussing pricing, be specific about value delivered, avoid "call for quote" hiding) - Failure scenarios (if training content, include what NOT to do and why, not just ideal execution) - Accessibility (if creating customer-facing content, ensure it's readable, scannable, not overwhelming) --- MARKETING FILTER OVERLAY How right thing / way / time / person map to BCB ella-ments: When generating marketing content, apply this filter: **Right Thing** (company value tied to customer need): - Check B1 VPC: What does this customer actually care about? (e.g., homeowner cares about timeline certainty, not hourly rates) - Check C1 Clarity: What do we promise? (e.g., "we'll be there within 24 hours and give you a clear price before work starts") - Check D7 Relevance: How are we positioned? (e.g., "for homeowners in [neighborhood] with [problem type]") - Check D6 Customer Alignment: Which of our strengths uniquely address their pains? - Result: Message focuses on their outcome, not our capability **Right Way** (Brian's voice + audience adaptation): - Use Author Voice Profile: field-tested, practical, clear - Apply C2 Brand Character: warmth, professionalism, personality - Check Audience Archetype: homeowner (reassuring), field team (direct), partner (peer) - Check Channel Voice Shift: email (personal), social (community), in-person (GAPP) - Result: Tone matches audience and channel while maintaining Brian's credibility **Right Time** (journey stage + receptive moments): - Check D3 Service Journey: what stage is customer in? (pre-service, during, post) - Check B1 Moments Analysis: when are they most receptive to what message? - Examples: pre-service (help them understand options), during service (build confidence in team), post-service (request review, offer referral) - Result: Message timing aligns with customer readiness **Right Person** (specific audience, not "everyone"): - Check B1 ICP: who is our ideal customer? (demographics, behaviors, psychographics) - Check B2/B3: if secondary audiences exist, segment messaging - Check Not-For: who should NOT see this message? (filter content to right audience) - Example: Emergency plumbing message targets homeowners in crisis. Spring HVAC maintenance message targets off-season planners. Both different people, different timing, different message. - Result: Content reaches intended audience, not wasted on wrong person --- QUALITY CHECK ADDITIONS Edition-specific items for play quality checklist: **BCB QUALITY CHECKLIST (add to standard quality checks):** ✓ Trade-specific language: Is this specific to HVAC/plumbing/roofing/etc. or generic "home services"? ✓ Outcome focus: Does it address customer outcomes or company features? ✓ Brian's voice: Does this sound like field-tested practitioner (not marketing hype, not academic, not corporate)? ✓ Respect for tradespeople: Is trade professional treated as skilled expert or as "sales target"? ✓ CARE connection: Which cornerstone(s) does this serve? Is connection clear? ✓ Customer anxiety addressed: Does this acknowledge and address what worries them? ✓ Specific vs. generic: Are claims specific and localized or vague and general? ✓ No commoditization: Is this competing on value or accidentally on price/convenience? ✓ Authenticity: Could company actually deliver this? Are there any stretches? ✓ Avoid jargon: Are technical terms translated to customer outcomes? ✓ No false urgency: Are there any "limited time," "call now," manufactured scarcity tactics? ✓ Audience-specific: Is this tailored to specific audience (homeowner, field team, partner) or generic "everyone"? ✓ Channel-appropriate: Is tone/format right for channel (email, social, in-person, etc.)? ✓ Actionable: Does it tell reader what to do next? Is CTA clear? ✓ Brand character consistency: Does this align with C2 Brand Character or feel off-brand? ================================================================================ PLAYBOOK-SPECIFIC SECTIONS ================================================================================ --- TAGS TAXONOMY Available tag slugs adapted for home services. Use these when tagging plays and playbooks: **Category Tags:** - strategy, foundation, brand (strategy/brand work) - operations, execution, training (operational work) - customer-facing, marketing, growth (customer acquisition) - diagnostic, assessment (problem identification) - project-management, implementation (phased execution) **Cornerstone Tags:** - clarity, alignment, relevance, experience (CARE framework) **Trade-Specific Tags:** - hvac, plumbing, electrical, roofing, landscaping, pest-control, cleaning (trade) **Framework Tags:** - care-framework, gapp, pass, signature-moments, brand-clarity, customer-journey (named frameworks) **Audience Tags:** - owner-operator, field-team, office-staff, property-manager, referral-partners, homeowner (audience) **Function Tags:** - communication, scripts, checklists, training, content, measurement, systems (function/output type) --- SECTION ASSIGNMENTS The 3 edition sections with which playbooks belong: **SECTION 1: START HERE (Weeks 0-4)** Figure out who you are, who your customer is, and what you stand for. Build the foundation of clarity that everything else depends on. - Brand Foundation Playbook: diagnose invisibility, commoditization traps, competitive gaps, silos - Customer Understanding Playbook: deep customer profiling (6-pack) - Strategic Clarity Playbook: complete CARE Cornerstone 1 (Clarity) — PASS stories, messaging, CARE definitions Ella-ments produced: A1, A2, A3, A4, B1, C1, C3, C4, C5, D1 **SECTION 2: GROW (Weeks 2-10)** Build the systems that make your brand real and visible — internally with your team and externally in the market. This is where strategy turns into action. - Strategic Relevance Playbook: complete CARE Cornerstone 3 (Relevance) with specialization focus - Customer Alignment & Delivery Playbook: complete CARE Cornerstone 2 (Alignment) and foundational Experience work - Customer Experience Differentiation Playbook: design Signature Moments (CARE Cornerstone 4) - Marketing & Growth Playbook: launch marketing channels, build review/referral systems Ella-ments produced/deepened: D2, D3, D4, D5, D7, D8, D9, D13, D14 **SECTION 3: IMPROVE (Weeks 1-12 and beyond)** Keep it going and get better over time. Activate your team as brand ambassadors, execute your roadmap, and build the habits that make brand consistency sustainable. - Team Activation & Brand Ambassador Playbook: phased 12-week team training and recognition - 90-Day Implementation Roadmap Playbook: phased weekly execution guide Ella-ments supporting: D9 (deployed), D11, D12, D15 --- EDITION TIERS Standard and Luxury definitions for BCB Edition: **STANDARD EDITION (Typical Deployment):** - Company size: 5-20 employees - Scope: Single trade, single service area (or tight geographic cluster) - Complexity: Straightforward B1 customer profile, clear competitive landscape, clear specialization - Timeline: 90 days to deployment - Investment: Lighter on team training, more on owner-executed content - Playbooks used: Brand Foundation, Customer Understanding, Strategic Clarity, Customer Alignment & Delivery, Marketing & Growth, 90-Day Roadmap - Ella-ments: All Required + most Strongly Preferred - Outcome: Clear brand, documented processes, team trained on basics, marketing launched, quarterly audit system in place - Support: Owner-executed; facilitator guides key decisions **LUXURY EDITION (Premium/Advanced Deployment):** - Company size: 20-50+ employees - Scope: Multiple services, multiple service areas, or complex customer segments (residential + property managers) - Complexity: Multiple B profiles (B1 + B2 + B3), complicated competitive landscape, specialization decision is strategic - Timeline: 120 days (more deliberate) - Investment: Full team training, coaching, ride-alongs, comprehensive documentation - Playbooks used: All 9 playbooks (includes Customer Experience Differentiation, Team Activation with full scope) - Ella-ments: All required + all Strongly Preferred + most Optional - Outcome: Advanced brand positioning, sophisticated customer experience design, full team ambassador program, granular measurement, scaling systems - Support: Facilitator-led; more coaching, more rides-alongs, more iteration **TIER INDICATOR QUESTIONS:** - How many people are on your field team? (<10 = Standard, 10+ = Luxury) - How many distinct customer types do you serve? (1-2 = Standard, 3+ = Luxury) - How many distinct service areas? (1 = Standard, 2+ = Luxury) - How much time does owner have? (2-5 hours/week = Standard, 5-10 hours/week = Luxury) - How much complexity in customer decision-making? (straightforward = Standard, complex = Luxury) --- IMPORT HEADER DEFAULTS Default milestone settings and save output patterns for plays: **DEFAULT MILESTONE SETTINGS:** For plays that produce Ella-ments (27 plays): - Milestone: TRUE for plays producing B1 (Customer Understanding Complete), D7 (Specialization Platform Selected), D12 (90-Day Roadmap Locked), D13 (Marketing Plan Live), D4 (Signature Moments Designed), C1 (Brand Clarity Foundation Locked) - Milestone: FALSE for all other builder plays For milestone=TRUE: - Celebration: TRUE (acknowledge the milestone completion) - Require Acknowledgement: TRUE (system waits for "acknowledged" before proceeding to next section) **DEFAULT SAVE OUTPUT PATTERNS:** - Step 1: Usually FALSE (input/interview/initial gathering step, not final output) - Step 2: Often TRUE or FALSE depending on play (if synthesis/drafting happens here, FALSE; if final draft here, TRUE) - Step 3/4: Usually TRUE (final documentation step for most plays) Pattern: Later steps more likely to be saved output (TRUE) than earlier steps (FALSE). At minimum, final step should be TRUE (that's the artifact). --- MILESTONE DEFAULTS Default celebration and acknowledgement settings for play output: **MILESTONE CELEBRATION MESSAGE (when Celebration: TRUE):** Template: "🎯 [Milestone Title] — [Milestone Description]. This unlocks [what becomes possible]." Example: "🎯 Brand Clarity Foundation Locked — Brand identity documented and articulated; team can state clarity in their own words. This unlocks all downstream messaging, service design, and team training." **ACKNOWLEDGEMENT REQUEST (when Require Acknowledgement: TRUE):** Template: "Please acknowledge you've reviewed [Ella-ment] and [key action needed]. This confirms you're ready to move forward." Example: "Please acknowledge you've reviewed the 90-Day Roadmap and the weekly deliverables are clear to you and your team. This confirms you're ready to begin Phase 1 execution." **MILESTONE PLACEMENT RULES:** - Place milestones at natural phase transitions or major decision points - B1 milestone = customer understanding phase complete, ready to build brand strategy - D7 milestone = specialization decided, messaging can now be focused - D12 milestone = full plan locked, ready for team execution - D13 milestone = marketing live, measurement starts - C1 milestone = clarity foundation done, can now operationalize - D4 milestone = signature moments designed, team can execute this week --- SAVE OUTPUT DEFAULTS Per-step-type defaults for when to save outputs: | Step Type | Default Save Output | Reasoning | |---|---|---| | Input | FALSE | Gathering/interview step, not final artifact | | Interview | FALSE | Data collection, not final artifact | | Reflection | FALSE | Thinking/discovery, not final artifact | | Scenario-gathering | FALSE | Input collection, not final artifact | | Assessment | FALSE | Analysis, usually compiled in next step | | Mapping | FALSE (unless final) | Interim visualizations, check with play | | Analysis | FALSE (unless final) | Intermediate thinking, usually feeds synthesis | | Synthesis | FALSE | Compiling inputs, final step will be output | | Narrative-development | FALSE (unless final) | Drafting, may iterate | | Planning | FALSE (unless final) | Sequencing, usually finalized in next step | | Documentation | TRUE | Creating final artifact, save it | | Decision | FALSE | Decision-making, outcome saved in following Output step | | Choice | FALSE | Selection, outcome saved in following Output step | | Definition | FALSE | Defining components, finalized in Output step | | Dialogue-drafting | FALSE (usually) | Scripting draft, may refine before final save | | Context-mapping | FALSE | Connecting concepts, finalized in Output step | | Brainstorming | FALSE | Generating ideas, filtered/synthesized in Output | | Output | TRUE | Final artifact, always save | | Role-play | FALSE | Practice/training, not artifact | | Feedback | FALSE | Input for refinement, not standalone artifact | | Coaching | FALSE | Guidance, not artifact unless documented | | Observation | FALSE | Data collection, not artifact | | Execution | FALSE | Implementation, not artifact (separate tracking) | **Override Rule:** Check individual play spec. If play specifies Step X Save Output: TRUE, honor that regardless of step type default. ================================================================================ END OF EDITION GUIDE ================================================================================ Version: 2.0 Created: 2026-02-10 Platform: Ellavator Status: Complete — Ready for play-builder and playbook-builder invocation Last Updated: 2026-02-10 Edition: Blue Collar Branding Domain: Home Services Industry (HVAC, Plumbing, Electrical, Roofing, Landscaping, Pest Control, Cleaning) Author: Brian Sooy System Job: Help home service company owners turn Blue Collar Branding's CARE framework into company-specific brand assets, team training materials, and marketing content they can deploy within 90 days.