Spohn & Associates Brand Guides
Brand Management
Spohn & Associates Brand Guides
Leveling up an arcade’s brand (and more)
When I joined Pinballz, a chain of family entertainment centers and barcades in Austin, Texas, as Director of Sales and Marketing in June 2024, it was clear the company had mastered the art of arcade fun, but not the art of brand consistency. Despite being founded in 2012, Pinballz had no standardized set of brand guidelines. Without a cohesive playbook, their marketing efforts were scattered, inconsistent, and prone to inefficiencies.
The Problem: No Brand Blueprint
Pinballz thrived as a beloved local destination, but their marketing collateral told a different story. A story of disjointed messaging and varying quality. From logo use to social media strategies, nothing was uniform. This wasn’t just a marketing headache; it was a missed opportunity to streamline efforts and maximize results.
The Solution: Build a Brand Bible
Step one was immersion. I spent my first few months digging through years of marketing materials, identifying what worked and what didn’t. Armed with insights and a strong cup of coffee, I partnered with our internal graphic designer to turn informal practices into formalized, documented guidelines.
The Pinballz Brand Guide was born. It covered everything:
- A brief company history and mission statement.
- Approved logo usage and color palettes.
- Guidelines for brand voice and messaging.
- Strategies for social media engagement and visual content.
- Best practices for promotional materials, both digital and print.
The Result: Consistency, Efficiency, and a Whole Lot of High Scores
The guide didn’t just tidy up the marketing process—it transformed it. Campaigns became faster, clearer, and more effective, with team members referencing the guide to ensure every piece of content hit the mark.
The guide’s success didn’t go unnoticed. Ownership loved it so much they asked me to create a similar document for a sister company that was still in development, Treasure Trove Auctions, that would specialize in online /auctions for investment collectors.
What I Did:
- Evaluated and Organized: Reviewed 12 years of marketing collateral to extract insights and identify strengths.
- Documented Best Practices: Created a comprehensive guide to ensure brand consistency across all platforms.
- Streamlined Marketing Operations: Improved internal efficiencies, enabling faster campaign turnarounds.
In short, Pinballz was able to find its voice, amplify it, and connected with its audience much more effectively than before. well-tuned strategy machine. From Tilt to Triumph, this was a win worth celebrating.