***This content was never intended for public viewing. What you’re about to experience is 100% real.***

In 2015, we were gearing up to host our first ever 3four3 Coaching Summit in Las Vegas.

Gary’s longtime friend, Arvel, was set to help capture the entire event in video and audio format as a favor to us. (To give you an idea of who Arvel is and what he does… he’s an engineer, he’s a filmmaker, and he sits on the upper end of the Warner Bros. food chain. Needless to say, this was a very, very generous favor.) But before working with us on our little project, he had some questions. Great questions actually.

Arvel decided to send those questions to Gary. The response Arvel triggered is, in my opinion, the best collection of thoughts describing 3four3 and everything we stand for that I have seen or heard to date. Keep in mind, I have been following Gary’s work since 2009 and I have dinner with him at least twice a month these days.

Recently, I started shopping around for a graphic designer to help create a logo that better represents what 3four3 really is. Because it isn’t a soccer formation. It’s more than just a blog and some tweets. We aren’t just youth soccer coaches. And I hate that some people even think to limit the brand to those things.

It’s so much more.

During talks with graphic designers, I found myself struggling to get some of the little details to make sense to them. The details were the most important part, though. To their credit, they weren’t necessarily soccer people. Great guys, but not soccer people. So, I really needed to dial in my approach if I wanted to get exactly what I wanted.

And then it hit me. The Arvel email!

I went to my inbox and traveled back in time to find the email exchange between Arvel and Gary.

The Arvel email sparked the words I needed to describe the ideas that were bouncing around my brain. It was perfect. And the next designer I worked with hit the nail on the head!

The new design will begin to accompany our traditional 3four3 lettering that you’ve seen on the blog, the podcast, and the t-shirts that Gary and I frequently post pictures of. We’re well aware of the demand for our shirts. And I can tell you now that we’ll be debuting our new shirts along with the new design in the near future.

Sign up and we’ll let you know when it’s time to order.

But aside from the shirts, I want to give you access to the words and ideas that have helped mold 3four3 into what it currently is. This will surely give you a better understanding of what we do and why we do it. And as you’ll see… these words will also serve as a guide as 3four3 moves into the future.

So, here it is, word for word.

Hi Arvel,

See answers in (bold).

Thank you again,

———————-

Gary,

Just checking in. How are things? What’s the status of the conference? I came across some questions the other day while at a branding conference that may help you guys get to a theme. They’re attached below.

Arvel

———————-

Here are the questions I’d like you guys to answer. It will help guide the design of the website.

1. What is the long-term vision for 343?

2. What are the core values of the business (organizational/Brand)?

3. What words would you use to describe your business & brand?

4. What are your branding priorities? Awareness? Sells? Service offerings?

5. What do you want your business to be known for?

6. What is the brand vision? Who are the customers and what motivates them to use the service? What do they do? Where do they live and what is their lifestyle? What do they enjoy doing?

Additional customers in the future?

7. What need are you fulfilling in the marketplace?

8. Who are your competitors and what is their branding presence?

9. The last question is the mission statement. Who is the company? What do you do and why?

What does the company do?

What services do you offer?

What group of people do you serve?

What benefits do you promise to your clients?

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The post What Does 3four3 Really Stand For? The “Arvel Email” Exposed. appeared first on 3four3.