Brand Standards & Messaging

Purpose

Defines Spartan Plumbing's visual and verbal brand standards — how the company looks and sounds in all customer-facing contexts — so that every interaction reinforces a consistent, professional identity.

Who This Applies To

All Spartan team members. Primarily enforced by Josh and coaches for field staff.

Brand Identity Principles

Who Spartan Is

Spartan Plumbing is a professional, Nexstar-trained residential plumbing company in Dayton, Ohio that delivers premium service at a fair price. The brand is built on:

• Professionalism — uniformed, clean, on-time, courteous
• Expertise — Nexstar-trained, licensed, current on code
• Trust — transparent pricing, honest recommendations, 5-star outcomes

What Spartan Is Not

• The cheapest option (Spartan does not compete on price)
• A fly-by-night operation (Spartan is licensed, insured, and established)
• A company that cuts corners

Visual Brand Standards

Uniforms

• Clean Spartan-branded shirt (tucked in at customer's door)
• No hoodies at customer locations — hoodies must be removed before arriving at the home (Slack: #isaac-elam-field-support)
• Pants: appropriate work pants, not torn or overly dirty
• Shoe covers worn inside the home at all times

Fit check enforcement: Techs must submit a fit check (photo of uniform and vehicle) before dispatch. Standards not met = resubmission or sent home unpaid. This is non-negotiable. (Slack: #dm-twoods, #a15f00b9)

Vehicle Standards

• Vehicles must be clean externally (washed regularly)
• Interior organized — no trash, loose parts, or personal items visible
• Vehicles represent Spartan to every driver who sees them on the road

Verbal Brand Standards

What to Say

• Use the company name "Spartan Plumbing" in introductions, not just "Spartan"
• Use proper tool names: ServiceTitan, GoodLeap, Tradeshift — not nicknames
• Customer quotes always reference the full scope clearly

What Not to Say

• Do not quote prices verbally without backing it up with a written ServiceTitan estimate
• Do not use slang, profanity, or internal jargon in front of customers
• Do not discuss competitor pricing or disparage competitors

Social Media & External Communications

• Employees may not post job site photos with customer-identifying information without consent.
• Positive job photos (before/after) may be shared with Josh's approval.
• Employees representing themselves as Spartan employees on social media must adhere to the Social Media Policy.

Important Notes

• Brand standards are not optional. The fit check system exists because brand consistency was inconsistent.
• A Spartan truck is a rolling billboard. Keep it clean.
• The goal is for customers to immediately recognize a Spartan technician as professional — before they say a word.

Related SOPs

• Spartan Communication Standards — verbal interaction standards
• Home Protection & Respect Standards — job site conduct
• Dress Code & Uniform Standards — Company Policies board