The ASHI Experience Seal and We Speak House Tagline

How you can use these new phrases to help your business

The ASHI Experience and We Speak House are phrases born of the 2003-2004 branding effort. Both were introduced to the membership at InspectionWorld. The graphic representations of the two phrases are the service marks of The ASHI Experience and, as such, have value to those who have earned the right to use them.

Guidelines governing the use of The ASHI Experience seal and the We Speak House tagline were developed to provide suggestions for practical applications, as well as to protect their value.

Where can I find the service marks?

Both can both be found on the new ASHI Web site in the Member Extranet section, available for downloading individually or together as a unit by Members or by Candidates with Logo Use. 

How can I use the service marks?

An explanation and examples of how the seal and the tagline may and may not be used are included with the graphic files on the Web site. The value of service marks depends on consistency of use. Please pay careful attention to the directions explaining how to use them in ads, brochures and other places; how they should be used in relationship to each other; what colors are permitted; and other specifications governing their use.  

Both the seal and the tagline are part of The ASHI Experience and should be used when promoting your business. Over time, consumers and real estate practitioners will come to understand the special value you bring to the marketplace because of your association with ASHI and The ASHI Experience. These service marks represent a year and a half of research and will soon come to represent quality service and technical expertise in the eyes of the customer.

Some ASHI Inspectors have asked if they can use We Speak House separately. We Speak House should be used only in conjunction with the ASHI logo or name, or The ASHI Experience seal. While the enthusiasm for using it is understandable and most welcome, the tagline was not created for individual company or Member use as a stand-alone phrase. Its purpose is to be a differentiating expression for an ASHI Inspector; therefore, it should only be applied when the ASHI name, logo or ASHI Experience seal is also used. Basically, ASHI Inspectors can “Speak House” only because of their participation in The ASHI Experience.

Follow the style sheet that can be found with the graphic files on the new ASHI Web site in the membership extranet section. By using the tagline and the seal together, consumers and real estate agents will come to associate We Speak House with you as an ASHI Inspector.

Where should I use these new elements?

We see no reason to exclude their use in virtually any promotional materials. The rule is to use the seal and the tagline together. If not used as one unit, be sure they are used such that the consumer or client readily sees the connection between your name, The ASHI Experience and We Speak House.

For certain, the seal and tagline together could be part of your letterhead, business card and promotional literature, ads or giveaways. Granted, it is a bit too much to put on a pen, but it would fit on calendars or other promotional items.

These new phrases are powerful new ways to communicate to your customers. They identify technical expertise and recognize the value of exemplary service in today’s highly competitive world. Adopt them as one unit, use it often and wisely, and watch recognition grow!

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Why bother with guidelines and policies?

Service marks have value when people recognize them and associate them with a specific brand. Guidelines and polices ensure consistency, thereby creating and protecting the value.

• Consistency is the key to making service marks valuable.
• Consistency builds recognition.
• Consistency establishes ownership.
• Consistency instills credibility.
• Consistency leads to familiarity.
• Familiar service marks trigger thoughts in the minds of consumers about what the brand represents — technical expertise and quality service. 
• Home inspectors who use the familiar service marks are identified with the brand in the minds of customers.
• Lack of consistency in the use of the service marks dilutes their value and defeats their purpose.

The value of ASHI’s service marks is in your hands.

It’s a privilege

1. The privilege of using the MARKS in advertising, promotional activities, stationery, etc., is granted to individual Members and “C-2 or Level 2 Candidates” who comply with the requirements and restrictions set forth in this policy, and who have paid the specified fees, if applicable, to participate in The ASHI Experience Brand.
2. Candidates who have not attained “C-2” status are not permitted to use the MARKS in any form. They may, however, accurately and verbally explain when asked about their status with ASHI.
3. Use of the MARKS by companies in any manner is only permitted when the MARKS are displayed in conjunction with the authorized individual’s name in order that a connection easily can be made that the MARKS apply only to that particular inspector(s).
4. The following restrictions apply when the MARKS are displayed:

“We Speak House” and “The ASHI Experience” both carry SMs. The MARKS should be reproduced in 100% black and 100% PMS 296 (dark blue) or a combination of PMS 296 (dark blue) and PMS 195 (dark red). They also may print as white when the background is too dark to use the black or blue logo. The MARKS should not be altered in any way. “We Speak House” should never be used without “The ASHI Experience” and should be about the width of “Experience.” The font on both is Trade Gothic Condensed 18 Regular Caps.

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