# Setting Up Your Brand & Messaging This page is where you tell Wonderly about your business — how you talk, who you serve, and what makes you worth calling. Wonderly uses everything you enter here to build your website, write your ads, and train your AI phone agent to talk to customers the way you would. You don't need a marketing background to fill this out well. You just need to know your business — and you already do. This guide will walk you through each field, show you what a basic answer looks like, and then show you how to push it a little further so Wonderly can do even more for you. We'll use **Mike's Lawn & Landscape**, a one-man landscaping business based in Denver, CO, as our example throughout. *** ## Brand Colors Pick three colors that represent your business. If you have a logo, pull the colors from there. If not, think about what feels right for your type of work — earthy greens and browns for landscaping, clean blues and whites for cleaning, bold reds and blacks for HVAC, and so on. * **Primary** – your main color (the one you'd put on your truck or shirt) * **Secondary** – a color that pairs well with it * **Tertiary** – a third accent for balance *Mike chose deep forest green, warm tan, and clean white — colors that feel natural, grounded, and professional.* *** ## Communication Details These six fields are the most important part of this page. Take your time. Read each prompt, answer the questions honestly, and use the examples below to guide you. There's no wrong answer — the goal is to make Wonderly sound like *you*, not like a generic business. *** ### **Brand Voice** *How does your business communicate with people?* Think about how you talk to a customer when they call you for the first time. Are you warm and easygoing? Straight to the point? Do you take time to explain things or do you prefer to keep it short? Your brand voice is just your natural communication style put into words. To get started, ask yourself: * Would I describe myself as formal or casual? * Do my customers feel like they're talking to a professional, a neighbor, or both? * What's one thing I'd never want to sound like? > **Simple answer:** *"Friendly and straightforward. I tell people what they need and what it'll cost."* That works — but here's how Mike pushed it a little further: > **More complete answer:** *"Straight-talking and dependable. I've been doing this for 20 years, so I'm not going to oversell you or talk in circles. When you call me, I'll tell you exactly what your yard needs, what it'll cost, and when I can get it done. No upsells, no surprises. I want customers to feel like they're talking to someone who actually knows what they're doing and is being straight with them."* The leveled-up version gives Wonderly real direction. It tells us the tone (straight-talking), the personality behind it (20 years of experience), what to avoid (overselling, vague language), and the feeling it should create (confidence, trust). More detail here means better copy everywhere. *** ### **Brand Vibe** *What feeling should your business give people?* This is less about what you say and more about the impression you leave. When someone visits your website or finishes a call with you, what should they feel? Think about your best customers — what do they say about working with you? To get started, ask yourself: * What's the first word that comes to mind when my best customers describe me? * What feeling do people have when they see a yard I just finished? * What emotion do I want someone to have right before they decide to call me? > **Simple answer:** *"Reliable. People should feel like they can trust me to show up."* Solid starting point. Here's Mike's leveled-up version: > **More complete answer:** *"The feeling that everything's handled. When someone finds Mike's Lawn & Landscape, I want them to feel like they can finally stop stressing about the yard — like they found the guy who's going to show up every time, do it right, and never make them chase him down. Calm, professional, and trustworthy. Like calling a friend who happens to be the best landscaper in town."* The more vivid you can make this, the better. Wonderly uses your vibe to shape the look, feel, and tone of everything it builds for you — from the images it selects to the words it uses on your website homepage. *** ### **Target Audience** *Who are your best customers?* Picture the customers you love working with most — the ones who pay on time, treat you with respect, and refer you to their neighbors. Who are they? Where do they live? What do they care about most when they're hiring someone like you? To get started, ask yourself: * Are my customers mostly homeowners or businesses? * What age group and life stage are most of my regulars? * What's the number one thing they're looking for when they call — price, reliability, quality? * Have I noticed a pattern in the neighborhoods or types of homes I work in most? > **Simple answer:** *"Homeowners in Denver who don't have time to do their own yard work."* Here's Mike's leveled-up version: > **More complete answer:** *"Mostly homeowners in the Denver suburbs — areas like Highlands Ranch, Littleton, and Centennial. They're typically in their 40s and 50s, have nice homes they're proud of, and are too busy to keep up with yard maintenance themselves. They're not looking for the cheapest option — they've been burned by that before. They want someone consistent, communicative, and skilled enough to keep their property looking great all year round. A lot of my best customers come from neighbor referrals, which tells me trust and word-of-mouth matter a lot to this group."* Naming specific neighborhoods, a price mindset ("not looking for the cheapest"), and how they find you (referrals) all help Wonderly target the right people with the right message. *** ### **Pain Points** *What problems do your customers have before they find you?* This is usually the easiest field to fill out because you've probably heard the same complaints from new customers over and over again. What went wrong with the last landscaper they hired? What are they worried about when they pick up the phone? To get started, ask yourself: * What's the most common complaint new customers bring up about past experiences? * What do people seem nervous or hesitant about when they first call me? * What problem do I solve for people that they didn't even know they needed solved? > **Simple answer:** *"Landscapers who don't show up or do sloppy work."* Here's Mike's leveled-up version: > **More complete answer:** *"Most of my new customers have a story about being let down before — a landscaper who stopped showing up mid-season with no explanation, or someone who did a rushed job and was impossible to get back on the phone. The biggest pain point isn't even the quality of the work — it's the reliability and communication. People feel like they're constantly following up, never knowing if someone's going to show. That anxiety of 'is he actually going to come this week?' is what I eliminate. When you hire me, you get the same person, same day, every time — and I'll reach out if anything changes."* Describing the emotional experience ("that anxiety of 'is he actually going to come this week?'") is powerful. Wonderly can use that kind of language in your ads and website to immediately connect with people who've had that exact frustration. *** ### **Value Proposition** *What do customers actually get when they hire you?* This is one sentence that explains the result your customers walk away with — not a list of what you do, but the outcome they experience. Think about what changes for someone after they've been a customer for a month or a year. Try filling in this sentence to get started: *"I help \[type of customer] get \[result] without \[the hassle they're used to]."* > **Simple answer:** *"I help Denver homeowners keep a great-looking yard without the hassle."* Here's Mike's leveled-up version: > **More complete answer:** *"I give busy Denver homeowners a yard they're proud of, year-round — handled completely by someone they can actually count on. No more chasing people down, no more inconsistent results, no more starting over with someone new every season. Just a reliable pro who knows their property and keeps it looking sharp."* Notice this version speaks to the full picture of what the customer gets: pride in their yard, year-round reliability, zero stress, and a relationship with someone they trust. The more your value proposition speaks to the whole experience rather than just the task, the more compelling it becomes. *** ### **Unique Selling Proposition** *What makes you different from every other landscaper in your area?* This is your competitive edge — the specific reason your loyal customers chose you and keep coming back. It should be something real and concrete, not something every landscaper could also claim. The best way to find it: think about what your customers say when they recommend you to a neighbor. To get started, ask yourself: * What do repeat customers tell me they love most about working with me? * Is there anything I do that I've never seen another landscaper do? * What would my customers lose if I retired tomorrow? > **Simple answer:** *"I'm a one-man operation so customers always get me, not a random crew."* Here's Mike's leveled-up version: > **More complete answer:** *"With Mike's Lawn & Landscape, you're not getting a crew you've never met — you're getting me, every single time. After 20 years, I know my clients' properties better than they do. I know which corner of the yard gets waterlogged in spring, which shrubs to cut back hard and which to leave alone, and what the yard needs before you even ask. I also stand behind my work: if something doesn't look right, I'll fix it before I leave. Most of my clients have been with me for 5+ years — not because they're locked in, but because they don't want to go anywhere else."* Specifics like "5+ years" and examples like knowing the yard's quirks make this feel real and earned. Those details are what separates a USP that sticks from one that blends in. *** ## **Top SEO Strings** *What would someone type into Google to find you?* These are the search terms your potential customers use when they're looking for a business like yours. You don't need to know anything about SEO to fill this out — just think like a customer. If you needed a landscaper in your city and had never heard of you, what would you type? Enter your terms separated by commas. Think about your main services, your location(s), and any specialties. > **Simple answer:** *"landscaper Denver, lawn care Denver"* Here's Mike's leveled-up version: > **More complete answer:** *"landscaper Denver CO, lawn care Denver, yard maintenance Denver suburbs, lawn mowing Highlands Ranch, landscaping Littleton CO, sprinkler repair Denver, fall yard cleanup Denver, snow removal Denver residential, weekly lawn service Denver, local landscaper near me"* The more specific and varied your terms, the more types of customers Wonderly can help you reach. Include neighborhoods, seasonal services, and specific jobs — not just your general category. *** ## **What Services Do You Offer?** Click **Add Service** and list everything you do. Don't undersell yourself here — if you do it, list it. This is what Wonderly puts on your website, what your AI phone agent tells callers, and what your chatbot uses to answer customer questions. *Mike's full list: Lawn Mowing & Edging, Seasonal Cleanup (Spring & Fall), Mulching & Garden Bed Maintenance, Shrub & Tree Trimming, Sod Installation, Sprinkler System Repair & Winterization, Snow Removal, Landscape Design Consultations.* *** #### You're All Set — Hit Save Click **Save Changes** in the top right corner when you're done. Everything you just filled in goes to work immediately — powering your website, your ads, your AI phone agent, and more. If anything ever feels off — like your website copy doesn't quite sound like you, or your phone agent says something you wouldn't say — just come back here and update your answers. The more this page reflects the real you, the better Wonderly performs for your business. And if you're ever unsure what to write, just remember: you've already earned the answers through years of doing the work. Wonderly is just here to help you say it.