1. Atmos Energy Brand Basics

2. What is a brand? A brand is what customers and other significant stakeholders think and feel about a company when they see the logo or hear the name.

3. Why is a strong brand important?  We have few opportunities for messaging, so we have to make each one count.  We are decentralized, with departments and business units across the country.  We all have to play off the same playbook to ensure that our branding is consistent.

4. Why is a strong brand important?  We should always strive to create positive equity for our brand.  We create positive associations for current employees, future employees and customers.  We buffer against any potential negative perceptions associated with rate hikes, accidents, digging, etc.

5. What is our brand? Responsible energy* *This is our brand position, to be used internally. It is not our tagline.

6. Atmos Energy Brand Promise Atmos Energy is responsible for providing natural gas safely and reliably; delivering excellent customer service and enhancing the quality of life for our customers and communities – making natural gas from Atmos Energy the responsible choice.

7. Atmos Energy Brand Promise Atmos Energy is responsible for providing natural gas safely and reliably; delivering excellent customer service and enhancing the quality of life for our customers and communities – making natural gas from Atmos Energy the responsible choice.

8. How do we keep our promise? Four areas of concentrated proactive communications:

9. How do we strengthen our brand? Consistency.

10. Our Name “Atmos” is:

11. Our Name: Atmos Energy  To the public, we always use “Atmos Energy” in graphics, text and when speaking.  “Atmos” never appears without the descriptor “Energy.”  When writing “Atmos Energy”, always capitalize the “A” in Atmos and the “E” in Energy so it reads “Atmos Energy.”

12. Our Name: Atmos Energy  We never write “Atmos” in all capital letters.  The word “Atmos” should never be combined with another word to name a program internally or externally.  Exception: AtmoSpirit, for internal use only.

13. Our Logo How many of these logos demonstrate correct usage of the Atmos Energy logo?

14. Incorrect use of two-color logo

15. Our Logo How many of these logos demonstrate correct usage of the Atmos Energy logo?

16. Incorrect use of one-color logo

17. Our Logo Which of the logos below shows the correct usage of the Atmos Energy logo on a photograph?

18. Our Logo The Atmos Energy corporate logo is the only logo that we use to represent our company, both externally and internally. For questions regarding logo usage, always feel free to call J.D Whittenburg, Bridget Wallace or Brendon McCarville in Corporate Communications.

19. Color Any idea what this is?

20. Color What’s wrong with this picture!?!?

21. Color Who? What? brown

22. Our Color Atmos Energy Blue, our corporate color, is a key component of the Atmos Energy identity and a primary element of all of our communications, including the Blue Sky campaign.

23. “Your natural gas company”* *Not our tagline! Our Corporate Identifier

24.  Approved for usage on small ads (ie. business card-size) when logo appears without copy  Approved for headline-only Blue Sky ads  Approved for certain fleet vehicles  Usage at discretion of Corporate Communications  Usage may be requested using online form in Brand Library under Ads Product

25. External Communications  Print Advertisements  Blue Sky Campaign  Program Advertising  Efficiency programs, etc.  Radio Ads  Bill Stuffers  Doorhangers  Rebate Programs  Tradeshows  Website  Presentation Materials  Vehicles  Television Ads  Event Sponsorships  Social Media  Customer Call Center  Service Technicians  Media Relations  Recruiting events  & More…

26. Keys to Success Strategic Communications Approach Be organized Be consistent Be dedicated Be patient

27. Strategic Communications Plan

28. Brand Library: atmosenergybrand.com Contains:  Information about our brand  Guidelines and standards  Blue Sky Ad request forms  Marketing Services Request form  Logos  Coloring pages / resources for kids  Templates, including:  Awards  Fax Cover Sheet  Labels  Letterhead  Press Releases  Presentations  Report Covers  Bill inserts, safety brochures, etc.  Energy Assistance Materials  Handouts  & More...

29. Things to remember  Consistency is key.  Tools and standards are already in place to help you create strong communications that are on- brand and convey the right messages.  “When in doubt, don’t let it get out.” - Gary Rehm, VP Marketing, Mid-Tex  Questions? Contact Bridget Wallace, J.D. Whittenburg or Brendon McCarville in Corporate Communications