Primary colors
Primary colors are the most prominent brand colors.
Voice & Tone
When we talk, this is how we sound.
Values overview
What are brand values?
Our brand values guide our core beliefs and behaviors as individuals and as an organization. They are infused in our culture and how we do business.
- Defines those qualities of our brand that remain unchanged over time
- Outlines a set of beliefs that should be both communicated and experienced throughout all touchpoints & interactions
- Helps set a culture we want to build in conjunction with our values
WE SIMPLIFY complexity
Everything we do is driven by the promise to simplify and improve property services, allowing our customers to focus on what matters most to them, thereby increasing the value we bring to our customers, our vendor partners, and our employees.
WE all win TOGETHER
We are a team, and we act as a team. We care about each other; we value diversity and different perspectives. Our interactions are healthy and positive, even when we disagree. We challenge each other with respect, lift each other, and grow together.
WE drive meaningful CHANGE
Relentlessly innovating, we build world class technology, continuously investing in our platform, our people, and our operations. We meet the needs of our customers today and help them prepare for the challenges of tomorrow.
WE hold ourselves ACCOUNTABLE
We are accountable for our actions, and we honor our commitments. We follow through, and we do the right thing, always. When we make a mistake, we learn from it, and we will make it right.
WE deliver for our CUSTOMERS
We’re unabashedly competitive with a relentless focus on excellence, rolling up our sleeves to get the results we promise. We set a high bar and act with a determination that makes us second to none.
Secondary colors
Secondary colors are used to support the primary brand colors and are often seen in gradients, backgrounds, and accents throughout various brand activations.
Neutral colors
Neutral colors are used throughout our branding for default white, black, and grays. Typically you'll see these as backgrounds, text colors, and are typically the most commonly used colors.
Utility colors
Utility colors are used for things like success messages, notifications, warnings, and error messages.
Gradients
Gradients are an important aspect of the visual brand. They can serve as background graphics in presentations, web pages, social posts, and more.
When we talk, this is how we sound.
One of the most important parts of the brand strategy is the way we embody and express it verbally. If we’re going to be seen and sought after as a champion of transparency and fairness, we need to reinforce that essence through the voice and tone we use.
Our tone is...
Lessen is...
Honest
Gutsy
Selfless
Empathetic
Equitable
Fact-based
Disciplined
Enthusiastic
Encouraging
Nimble
Innovative
Lessen is not...
Evasive
Cowardly
Egotistical
Cold
Compromised
Elitist
Opinionated
Loose
Annoyed
Demanding
Change Resistant
Brand Audience & Tone
When we speak to others, our tone is the conduit through which our brand is communicated. We build relationships with tone and create an impression. We want that impression to be great. Brands are the relationship between the public and a company and we want that relationship to be solid, stable, and unwavering.
Knowing our audience is a key element in building our brand relationship, using the correct tone is not all it takes. We need to relate to our audience and let them know we understand their pain points.
Customers
These are multi-site properties, including retail chains, restaurant chains, banks and residential communities.
When we speak to our customers it is important to show that they have our attention. We understand their needs and are willing to help. We work with them to provide solutions, and follow-up on progress.
Tone:
Honest, Empathetic, Enthusiastic, Encouraging, Nimble
Core messages:
We are one source of visibility and accountability
We are a cost reducer in the long term
We set and maintain the bar for quality across trades
Vendors / Lessen Pro’s
These are maintenance professionals, including cleaning, HVAC, plumbing, electrical, pest control, landscaping and snow removal services. Above all, our vendor are the face of Lessen. When we speak with then we need to be sure we are honest and provide them with facts so they can provide the best service possible to our customers.
Tone:
Honest, Enthusiastic, Disciplined, Fact-based
Core messages:
How can we help you solve the problem What do you need to do this project right We’re open to input and constructive criticism We’re transparent, be honest.
Employees & Everyone Else
These are all the people within the organization and all the relevant parties outside, including prospective employees, press and the general public Above all, they want to know that the work we’re doing is good for business, for society and for them.
Our employees are the force behind Lessen’s success. When speaking with them, we should always be enthusiastic about our vision, Encouraging, and inspiring, reminding everyone that we are here to change an industry.
Tone:
Honest, Enthusiastic, Disciplined, Selfless, Equitable, Honest, Innovative
Core messages:
We are disrupting the status quo for the better We offer unmatched expertise and experience Our work is just beginning
Guardrails
Personality Traits
Should Feel
Shouldn't Feel
Human
Relatable
Agreeable
Credible
Trustworthy
Sketchy
Intentional
Focused
Scripted
Adaptable
Optimistic
Unrealistic
Confident
Reliable
Cocky
Smart
Intelligent
Snooty