Section 1: Brand Heart

Our Purpose
Our purpose is to create a cleaner and brighter future for the world through reliable and
innovative renewable energy solutions.

Our Vision
To be world-renowned as a provider of renewable energy solutions and a leader in solar
innovation, bringing the benefits of smart energy consumption in a clean and
sustainable way to every Australian.

Our Mission
Our mission is to drive positive change for renewable energy. We do this by providing
the most dependable and cost-effective solar solutions, delivering the highest
installation and maintenance quality and guaranteeing performance to reduce our
customers' energy bills - with unmatched value.

Just Cause Statement

Our highest motivation is to provide a bright future for all.

We wish to disrupt the entire solar energy industry and create a positive impact by
introducing new standards in terms of quality of service and human-centred practices.

We aim to be the leading example of a regulated industry that focuses on people's

quality of life instead of just material gains.

We will be educators, protectors, and servers to Australian society with a conscious

commitment to take care of the environment by providing a service that ensures future
generations can enjoy a harmonious life and benefits from technologies that best serves
humanity and the planet.
Values

We deliver on quality: We only provide the highest-quality solar solutions at a premium

value to our customers.

Wow every customer: We are dedicated to providing the optimal client experience. We
bring our A-game to everything we do from workmanship, customer service to
performance.

Change the game: We are constantly challenging ourselves to improve and break new
ground. We are unconstrained by the way things have always been done.

Own it: We hold ourselves accountable for outcomes, good and bad. If we see a
problem, we will move to solve it fast.

Do the right thing: What is right isn’t the same as what is easy. We don’t skip corners
and ensure we complete our projects safely. We’re honest, transparent and honour our
commitments. Every time.

Team on a mission: Every person counts, the impact we have is always greater when
we work together

Section 2: Brand Essence

Brand Personality.

In a highly competitive market where solar energy providers are abundant, Yuma
Energy's quality of service is what sets us apart. It is therefore essential to create a
brand personality that clearly shows how much respect, love, and care we have for what
we do and our unreserved commitment to service the solar energy needs of Australians.

This new brand personality will highlight the following qualities in every contact point
with our customers.
- Respectful and empathetic.

Respect in communication, not only in terms of our service but also in how we relate to
our customers in the long term. To acknowledge clients’ concerns on price point,
individual requirements, and clear and helpful advice on decisions for their chosen solar
energy provider and the future investment for their family.

- Expertise without preamble

Our company is 100% owned by electricians showing our clients that at Yuma Energy
we genuinely know more about solar energy installation and maintenance. We have
industry knowledge to ensure expert advice is tailored to every client’s needs and where
promises are followed through and actions are more than a sales pitch.

- People-inspired.

Ultimately it is all about our customers. Our commitment to personalised service,

guaranteed warranty and maintenance policies is an indication of how much our focus is
on providing a service that aims to care for people's energy needs with honesty and
satisfaction guaranteed.

- Trust and reliability

We are ready to deliver a service that goes beyond a simple transaction, offering the
right assistance and advice if required. Should an issue arise, you can count on us for
reliable service 24/7. We will always be there for our customers.

- Educative and Supportive.

At Yuma Energy, we are not only professionals providing high-quality service, we are
also educators who are keen to share our knowledge and expertise on solar energy
systems. We know that accountability is crucial for high performance, so we are always
happy to give advice, ease concerns and guide our clients through each process

Brand tone/voice

We have a voice, something essential to say, and know precisely how to say it.
We are:
● Clear / Direct.
● Honest / Trustworthy.
● Professional / Supportive.
● Caring / Unconditional.
● Laidback / Approachable.

We are not:
● Unethical /Unreliable.
● Money-driven / Overselling.
● Pushy / Self-focused.
● Traditional / narrow-minded.
● Unskilled / Discouraging.

OUR TONE IS:

- CLEAR / DIRECT.

Facts are what people want to hear when they are about to invest in solar energy. At
Yuma Energy, we speak in clear and concise language that directly addresses our solid
service points. We also highlight some issues our clients may encounter with honesty
and transparency to ensure the right decision is made when investing in a solar energy
system.

- HONEST / TRUSTWORTHY.

In an ever-increasing market, it can be difficult to know who to trust. Yuma Energy

stands out due to its commitment on service with honest and responsible advice to our
customers, removing the ‘white noise’ and giving them confidence about their
investment.

- PROFESSIONAL / EXPERT.

Yuma Energy’s message speaks to a high degree of professionalism based on our

expertise in the solar energy business. "We are electricians, not salespeople" sends a
message to our users that we are professionals in company that is all about solar
energy being delivered efficiently with an emphasis on high-quality service run by
experts.

- CARING / UNCONDITIONAL.

At Yuma Energy, we know that a business can thrive only when its prime motivation is
about the customer. We take this premise to heart and will always aim be there to care
for our clients' needs, ensure their family's safety and protect their financial investment.

- LAIDBACK / APPROACHABLE.

More than clients, we are looking to make friends and build healthy relationships. We
speak in a collected, authentic, and relatable way so our audience can feel that they are
receiving messages from someone who cares about them, rather than a transactional
exchange.

Section 3: Brand Messaging

Tagline

Yuma Energy. Solar Made Easy

Value Proposition

We help Australian home and business owners reduce their energy bills, upgrade
their property and give back to the environment through responsible service. Our
energy experts customise, design, and install directly without subcontracting third
parties, monitor the system remotely 24/7, and offer solid warranties long into the
future. This is our way to guarantee peak performance at all times, and save our
clients and our planet’s best resources.
PILLAR 1: WE GUARANTEE QUALITY

● We don’t subcontract our installs, ever.

● We directly employ all of our electricians and installers.
● All of our electricians have their CEC certifications.
● Over 3,000 solar installs nationwide and counting.
● We research and internally test all products before offering them to our
customers.
● Staying on-top of advancements and developments in solar is something we do.
● We only partner with brands with an Australian presence.
● We only install the highest quality Tier 1 solar system.
● All of our installations pay for themselves in only 3-5 years.
● We custom design each solar project in-house.

PILAR 2: WE MAKE SOLAR EASY.

● We are electricians, not salespeople.

● We offer a FREE and no-obligation consultation when you are ready to go solar.
● Hassle-free installations to homes and businesses of all sizes.
● Simple and affordable clean energy solutions.
● Take control of your energy bills.
● Our solar experts handle the entire installation process, supporting you with the
right tools and advice from beginning to end.
● We value a personal approach and believe that the foundation of good customer
service is at the core of our success.
● Our simplified quoting process makes applying for government rebates and
financing easy.
● Unmatchable after sales support.
● We offer exclusive energy deals with our Yuma Rewards card.

PILAR 3: WE ENSURE HIGH-PERFORMANCE.

● Our detailed 24/7 service maintenance and monitoring services are backed by
comprehensive warranties on all our products and services.
● We remotely monitor your solar system 24/7 to ensure peak performance.
● A warranty that actually means something!
● Our app provides easy to understand information on how your system is
performing.
● We are the only solar company that offers a free 15-year workmanship warranty,
including racking and mounting equipment.
 ● We guarantee maximum return on investment for decades to come.
● Money back guarantee for the difference of lost savings on your energy bill.
● If everything doesn’t go perfect, we work hard to make it right.

PILAR 4: SAVE MONEY = SAVE THE PLANET.

● Save money as long as the sun shines.

● Yes, saving money is essential, but so is preserving our planet for the future.
● Investing in solar will impact your savings and the planet.
● Save your hard-earned dollars while making a global difference.
● Swap greenhouse gases for clean energy from the sun.
● We work towards building a cleaner tomorrow through solar.
● Do you part in helping the environment.
● Power your home with clean, reliable, renewable energy .
● Leading the way in sustainability.
● Fossil fuels supply about 80 percent of the world's energy. It’s time to do your
part.

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TARGET AUDIENCE CONTENT

The Solar Sceptic

Paul loves to spend time with his wife and two kids at their local sports club on the
weekend. Many of his friends are talking about solar energy with both negative and
positive experiences that have made him sceptical of investing. His biggest concern is
rising energy costs and the impact this will have on his family and cost of living. He isn’t
sure if he can afford a high-quality solar energy system but knows he doesn’t qualify for
the NSW Low Household Scheme. He tends to be research heavy when making big
purchases, starting with Google on his iPhone. In the case of solar energy research
however, he is finding it difficult to navigate between solar suppliers and compare costs
vs investment. After seeing a recommendation of Solarquotes, he reads through
reviews on “solar installers near me”. When browsing on Facebook and Instagram
recently, an ad popped up with information on what to look out for when investing in
solar energy. This was followed up with an ad promoting an offer guaranteeing a 3-5
year return on investment.

The Disgruntled Solar Owner

Simon is an avid family man who is always looking to save money. When he bought his
home 4 years ago he wanted to make some smart improvements. He first became
interested in solar after reading an article in the local newspaper that it not only saves
on energy bills, but can also increase house values. Later that week, a door-to-door
salesman knocked on his door offering a "fantastic solar deal” only available for that day
and so he signed a contract. During the cooling off period, he followed up with research
on Google and Product Reviews that all seemed to confirm it was a legitimate offer.
Unfortunately the installation was of a poor standard and he is still having issues with 2
x 6.6kw systems that are costing money at a time when he should be receiving a credit.
He is now looking to replace and upgrade his solar system, and plans this time to
undertake extensive research on Solarquotes.com, Reddit and Whirlpool forums, as
well as Facebook Groups. When browsing Instagram an ad popped up from a company
page that he had visited offering him a special promotion on a solar upgrade.

The multi-site facility manager

Phillip has been working in Facility/Property Management since he graduated from
University. He now works managing multiple sites across Australia. He is regularly on
Linkedin learning from his peers and networking. He experiences a myriad of things
that keep him up at night – e.g., physical operation challenges, rising energy costs,
regulatory compliance, and no visibility on energy consumption per usage. He
understands that solar energy would solve some of these problems, however he is
under pressure to do more with less and is concerned about the impact on operations
with such a complex project with time restraints. When he is in research mode the first
place he goes is Google on his computer and he is a frequent visitor of Trade Expos
that are now open. His lifelong career dream is to be the one responsible for building an
entire green infrastructure. Last week, when googling “commercial solar installers” he
saw an ad promoting the services of Yuma Energy.

—-

Brand Positioning Graph (Emi when you get to this bit let me know)

Short Term Long Term

Residential & commercial solar sales and Build brand value: Own the entire solar
installation process and be a renewable energy
provider

Build brand authority: Thought leadership Energy efficiency information made

content on a new website accessible on the internet

Tier 1 solar products with large Australian Competitive pricing and solar tariffs
footprint
Nationwide presence Worldwide reach

Create brand advocacy and credibility Commitment to Environmental Impact

content Statement

Continue to ensure all installers are Ensure Yuma meet all the regulatory
directly employed with CEC accreditation requirements

Scale up Yuma Rewards Larger brands e.g. Frequent Flyer

Launch Customer Portal Community sponsorship

Fulfil all warranty claims for all customers, Customer service calls are answered
long into the future within 60 seconds.

Demonstrated use of remote monitoring

app with performance guarantee reviews

Chosen by manufacturers to fix faulty

work from deregistered companies