Brand Governance Documentation and Social Media Posts

CRITICAL OPS

The brand governance document outlines the brand's vision, mission, personality, characteristics, target audience, messaging, essence, and admired brands. It provides a concise overview of the brand's identity and values to guide brand management and communication strategies.

ENTRANCE SONG

The Bull
Thanks to the bulls that bucked me off
Every knock down in the dirt
Every no I ever heard
Sure feel good to laugh when I look back and flip the bull the bird Every nail that ripped my shirt
Every no I ever heard
Sure feel good to laugh when I look back and flip the bull the bird

Narco Theme Song
Narco is a powerful anthem that will hypnotize you with its unique mood and hypnotic melody. The trumpet is majestic, accompanied by a massive lead, creating a catchy, strong, powerful buildup, with a "big room" drop, creating an enjoyable and balanced mix.

Lift Me Up
Prayed it up; you slept on me but I waited up Lookin' at me crazy like I made it up
Praise hands to me 'cause I'm way up
Lift me up, lift me up, yeah

When asked what the Critical Ops entrance song would be, owners Chelsea and Chad Treboniak responded with a three-part medley consisting of an emotional country favorite, The Bull, by Kip Moore, followed by the Narco theme song by Blasterjaxx and Timmy Trumpet, concluding with Lift Me Up by Tyga. They claim the clean version, however when nobody is around, they almost certainly blast the explicit lyrics.

These three seemingly wildly different songs come together to perfectly represent Critical Ops as they are all energetic, positive in nature, and ooze a gritty confidence. As Chad describes the organization, "they know no quit."

The CRITICAL OPS PHILOSOPHY

Vision
Make technology do your work so you can enjoy life.

Mission
Overcome resistance in the workplace.

Position
Comfortable on the forward edge of technology and policy. Disruptive in the areas of technology, processes, and people. Those at Critical Ops hesitate to refer to themselves as consultants because they refuse to passively sit by as their recommendations are acted upon. They need to dig in and just do. It is in their DNA. They do what their clients don't want to do. They do what their clients don't know how to do. And they do it better than anybody else. Nothing is templated, boilerplate or slapdash.

Critical Ops is not selling a thing. They are not selling a single service or product. It is not bone on bone of the knee, but all the ligaments around it. Structure. Integration. Control. Ultimately, Critical Ops is selling a feeling: confidence.

TARGET AUDIENCE

Users feel fear*.
Our brand voice helps them feel confident**, so that they can claim ownership and move forward.

*confused, uncomfortable, overwhelmed
**problem solved, they were integral to the process, it's handled in the future - relationship is valuable (time, money, relationships, knowledge)

Ideal Customer Profile

• Vendors supporting Critical Infrastructure in Financial Services, Transportation, Critical Manufacturing, Healthcare, and Department of Defense.

• Organizations seeking modernization, clarity, and operational changes.

• Companies undergoing acquisitions and post-merger integrations

• Undergoing new initiatives, pilot programs, and integration projects.

• Boost sales and spotlight Melt’s dynamic ethos through captivating communication, imagery, and effective calls-to-action

BRAND PERSONALITY

Attributes

• Organized

• Energetic

• Honest

• Friendly

• Determined

• Commanding

Personification
It's often easier to place a face to a personality rather than associate to a string of adjectives. When asked what celebrity could act as a spokesperson for Critical Ops and best represented their brand personality traits, the following people were selected:

Brands Admired
For a variety of reasons, ranging from similar services and target audiences to strengths and admirable traits, to design aesthetics the following brands contain qualities that resonate with Critical Ops:

POSITIONING AND MESSAGING

Passion, confidence and results are the biggest key factors in Critical Ops positioning, which are supported through the constant refinement of its brand voice and personality.
It's not always what you say, but how you say it that resonates with your audience.

Tone
The Critical Ops tone is powerful, to-the-point and real. The brand doesn't mince words or coddle – and why should it? It's sole purpose is to get $h*! done. And done right. The brand voice is cordial and honest, but make no mistake, nothing will hinder forward progress. Critical Ops won't burn a bridge but they'll damn sure move a bridge.

If Critical Ops were a cocktail, it would be a Long Island Iced Tea. If you are drinking this, it's for one reason and one reason only: to get to a destination. There are 5x booze items in it, some sweet and sour, a little flavoring and a nice lemon slice to add flair. And because it's Critical Ops, you need to chase it with a Fireball shot!

Messages are concise, well thought out, and detail-oriented. Delivery is plain, simple speak — industries that we are interfacing with have enough of their own jargon... no need to add to that.

Brand Essence
Reinforce and Simplify

All messaging should clearly define who Critical Ops is as well as who they are not.

Critical Ops is passionate, innovative, agile, and friendly. They are not everything to everyone.

• Partners, not a remote consulting firm

• Results driven and engaging, not motivated solely by profit

• Expanding into new territories, not pigeonholed into areas we are experienced

• Corporate risk management service provider, not an insurance company

• Curious team of learners and leaders, not stuck in the confines of traditional methodologies

• Pushing the boundaries, not seeking to maintain status quo

• Middle-market b2b, not consumer products and services company

Messaging should ultimately drive viewers to the conclusion, "Yes! We need Critical Ops for that!"

Messaging Topics

• Integration services

• Modernization

• Services (as a system/solution)

• Successes