Clover Daycare and boarding for pets

Executive Brand Guide

Working tagline

Your Pet, Our Passion


The voice of Clover Daycare and Boarding for Pets is calm and inviting. The state-of-the-art facility provides a natural environment for pets that instills comfort in pet owners. The amount of kennel-knowledge within the team provides a consistent tone of safety and a nurturing environment. Develop a memorable experience to initiate word-of-mouth reviews to gain trust within the target audience. Trust developed with Clover Daycare and Boarding for Pets is critical and should be achieved through SEO, digital presence, and community participation.

Color Palette








cool cynthia

Vacation Home Buyer


Cool Cynthia is calm and collected. She has been successful in life, and she looks really great on paper (successful career, successful hobbyist, successful mother figure). She may have a couple of kids or grandkids. She is comfortable (for the most part) with the decisions she’s made in life. She lives for herself and doesn’t feel bad about taking time or money out for what she needs. 


  • Demographic could be male or female.
  • Ages 35 – 55
  • Household income: $100,000+
  • Lives in an established neighborhood, they also have a vacation home.


  • Generally still working and/or has children in the house.
  • Stays involved but enjoys her alone time (or family time), too.
  • Is comfortable with current technology platforms 
  • Is less worried about society expectations than her younger peers (only slightly)


  • Getting the most out of her free time
  • Establishing personal goals and meeting them
  • Health and longevity


  • Finding free time
  • Maintaining superficial yet important relationships.
  • Balancing family and self-care
  • Budgeting unknowns like healthcare and wellness

How to Reach Cool Cynthia:

Cool Cynthia can be impulsive, but she’s generally a straightened arrow. She’s confident. She knows what she wants and goes after it. She has little time left for herself but works to find it. Get in front of her by remaining very present on multiple platforms. Remember she has very little time, so Google targeting, social media targeting, and SEO is all-important. Print is not as important, but she does like to pick up local magazines. Personal recommendations from colleagues or friends go a long way for her, too. Just be sure to be easily searchable when she Googles you.

refined robert

Investment Banker


Refined Robert is as practical as he is wealthy. He knows his way around investments and keeps himself well informed using his qualified resources. Outside of his own family’s prosperity, the health and progression of civilization is important to him. 


  • Demographic could skew male or female
  • Ages 50 – 75
  • Household income: $500,000+
  • Lives in an established neighborhood, possible historic


  • His level of class is out of reach for most
  • Philanthropic
  • Has a hard time not working
  • Old money


  • Setting goals and seeing them to completion
  • Contributing to the success of the future
  • Making a difference, notable recognition


  • Spontaneity 
  • Personal relationships
  • Extracurricular commitments
  • Putting his pen down

How to Reach Refined Robert:

Remember, Refined Robert keeps his own qualified resources and is likely to trust them more than you. The best way to combat this is to have a line of communication to them or similar values so to create trust. Get in front of them with their network of colleagues, word of mouth, philanthropic efforts, etc. Legitimacy is also proven through proving modern know-how, digital presence, and innovation. Be sure your internet presence is up to date and progressive, as well as the tools you use for business processes.

VYBE Marketing Team

President & COO Kelsey Wallen
Project Manager: Michelle Cooper