Start building brand loyalty in 30 days.

Just imagine…

Having proper messaging and assets for your sales team.

Onboarding new employees with ease.

Delivering consistent branding info to your third-party contractors.

Or keep scrolling to learn more.

Are you ready to get started?

A Brand Bible is your:

  • Employee Handbook
  • Accountability Partner
  • Marketing Guidebook
  • Third-Party Contractor Rulebook
  • Marketing Toolbox

How a Brand Bible helped an icon.

The big problem

The new owner of this storied trademark was excited to revive a historical brand that had been asleep since 1993. Marc expected the world to be excited about its relaunch. Assumptions that the brand would have instant subscribers and supporters quickly turned into realizing he needed to do more. Marc needed a plan to build brand awareness to connect with old fans and create a new generation of CARtoons subscribers.

CARtoons Magazine reached out to Holeshot Brandworks to put a brand strategy together with the goal of helping CARtoons stand out, attract and retain subscribers for long-term growth.

The client

CARtoons Magazine

Thunder Bay, Ontario, Canada

The plan and process

Step 1. discovery

All client work starts with a detailed discovery session or sessions. In Marc’s case, we had three discovery sessions together to help us understand him, his business and his goals. With his help, we created the CARtoons brand persona, understood his long-term goals, what the subscriber/advertiser/artist brand experience looked like, and other confidential information about the magazine operations, distribution and sales.

With an existing readership already in place, we needed to know who they were, what age group they are in and why they are readers of CARtoons magazine. We crafted two surveys that were distributed to the CARtoons Subscribers and the CARtoons Artists. We wanted to understand who they were, why they purchased or got involved with the magazine and their thoughts on the new version of CARtoons Magazine.

We had a 30% response rate from the subscribers and an 85% response rate from the Artists. The demographic and behavioural data we collected helped us formulate a plan for moving this storied brand forward.

Step 2. analysis

Our next step was looking through our old magazines from the late 80s and early 90s and their new issues—tons of memories flooded into our minds. After the walk down memory lane, we started auditing and analyzing the CARtoons brand in great detail. We documented and assessed every existing marketing piece and brand touchpoint.

During our audit, we had to ask hard questions:

  • Why should anyone care that CARtoons is back?
  • Why should anyone buy a subscription?
  • Who is currently buying the magazine?
  • How likely are old fans willing to purchase the magazine again?
  • What’s being done to retain subscribers and make them repeat buyers?
  • What is CARtoons saying to new customers, and does it compel people to want to learn more?
  • What is the buying experience from start to finish?
  • Does everything align with the goals of CARtoons?

We looked through their website design and messaging. We also analyzed their eCommerce platform, social media channels and sales pieces. Our audit revealed several holes that had to be addressed to help CARtoons stand out, attract and retain the right people.

The tangible outcomes

Step 3. design

CARtoons magazine began as a subsidiary of a publishing company that built a legion of subscribers and brand awareness through their other periodicals. The new CARtoons brand had no other magazines to help build brand awareness, so the reach would need to be organic with strategic advertising help.

The design process involved creating CARtoons’ key written content. In addition, we crafted their Intent Statement, Mission, Vision and Values.

We took a closer look at the existing slogan of CARtoons, “Car Culture Humor,” and realized that it needed a minor change. The category CARtoons occupied was first to market and category creator, so we needed a new slogan to represent the leadership of CARtoons. Thus, “#1 Source of Car Culture Humor” was created.

Our next step was to create several positioning statements geared towards their key target demographics. Finally, we developed messaging and marketing strategies for subscribers, artists and advertisers.


Brand Bible, Identity Manual (colour palette, logo rules and variations, standard typeface), Identity Package (letterhead, business card, envelope), Media Buy Kit, Marketing Strategy Manual, Advertiser Marketing Strategy.

Time of completion: 60 days


CARtoons did not have a corporate colour palette, set of approved typefaces or an identity manual. We created these parts of the brand to help Marc create consistency with all his marketing channels.

The CARtoons logo also needed a set of rules and guidelines. We took great care in not altering the logo in any manner.

There was a stationary package and email signature designed for Marc to help with building brand awareness for corporate partnerships.

We also developed a brand touchpoint matrix and Omni-sensory touchpoint guide to help CARtoons with future marketing ideas.

The CARtoons Magazine website needed alterations to reflect the new branding. We overhauled the home page into a more fluid sales-focused format using all the recent positioning statements and content we created.

A media buy kit was also designed to reflect the new brand.

The Brand Bible

The last piece of the design process was in creating a Brand Bible for CARtoons Magazine. This guide combined all of the finished brand elements to help guide any future contractor or employee. It outlines the brand standards and language for all marketing strategies. It maintains quality control and consistency through any brand touchpoint. Copies of this manual could be printed or distributed electronically to any partner.

The Marketing Channels

Step 4 . marketing

With all the foundational elements in place, we could now develop an effective marketing strategy. One that would be laser-focused and goal orientated while being aware of Marc’s current marketing budget.

We wrote plans that targeted advertisers, subscribers and artists. Each program had specific tasks and utilized specific marketing channels to create effective reach. We outlined tools, resources and steps with each plan. Unique creative ideas were shared with steps to completion. It was filling in brand experience gaps neglected in the past.

The tangible results

We recorded baseline statistics from a number of sources. These are a few that we can share publicly.


Instagram Followers




Twitter Followers

The intangible & aspirational results

We have been watching over CARtoons for the past couple of years. We offer Marc help whenever he needs a consult or resources to help him continue building momentum with the CARtoons brand.

It’s really rewarding to know that Holeshot Brandworks was involved in helping revive this historical brand.  We continue to be huge fans of this magazine.

Below are Marc’s answers to the questions we asked him – candid, unfiltered and unedited.

“Dennis from Holeshot Brandworks was a huge help in expanding the brand. He was very easy to talk to as he is down to earth and has many great ideas. He helped with revising the website to make it more appealing, helped create a brand bible which is very important in today’s society and he also gave successful advice on what directions I needed to go with advertising and reaching out to those through the internet.”

Marc Methot CARtoons Magazine

When the project was complete, did you get everything you expected?
Absolutely. He showed passion to help the brand succeed. Even though the magazine is still reaching the goal to full success, he set me on the right path to reach those goals, and I am grateful for it.

What occurred after the project completed? What results did you see?
I noticed results in more traffic to the website, increased sales and an increased reach out on social media platforms.

How did the Brand Bible help you?
The brand bible helped me focus on the proper goals to success with the business. A basic guide needed to follow that direction on the road to success, and we are getting there.

How did the Marketing Strategy guidelines help you?
I learned a lot as I have no experience in marketing. This knowledge is #1 important with the success of any type of business.

Do you know what your return on investment is? Can you explain what ROI you received?
I don’t know the exact numbers, but I can tell you that even with the pandemic we are all experiencing increased online sales and that is a major positive in my books.

Any other comments you would like to add?
Just that if you are starting any type of business that involves the use of the internet, unless you have schooling for such as thing such as marketing, branding and business ethics, then I highly suggest getting a professional involved to help with your business’s success like Dennis from Holeshot Brandworks. Definitely worth the investment.

Here are more reasons why a Brand Bible is worth every penny!

If the case study of CARtoons isn’t enough to convince you to get a Brand Bible, maybe these points will.

Increase clarity and focus.

How many times have you been approached by a salesperson selling advertising? Probably a lot am I, right? They may have come into your office or they solicit you via email? They make bold statements like “we can get you in front of 30,000 listeners!” or “Advertise with us and have access to over 100,000 readers” or “your customers are dying to hear from you!” It’s the same story time and again. So much so that you are now apathetic to it.

Your marketing strategy will no longer need to be this way.

Owning a Brand Bible gives you greater clarity and focus. Empowering you to pick and choose the RIGHT marketing channels that connect you with your desired target demographics.

Purchasing power is now back in your hands.

Save time & money.

You have a business run. Your time is valuable and needs to be allocated properly.

Your Brand Bible gives you your time back.

Lost hours in discovery meetings answering repeated questions from multiple suppliers and contractors are a thing of the past. Your Brand Bible gives any future marketing consultant all they need to craft a strategy specific to your needs. No more marketing guesswork.

Wasting money on marketing strategies that were speculative is a thing of the past.

Unnecessary brochures, ineffective promotional items, trade shows with no one taking notice – these are eliminated now that you have a Brand Bible.

End guesswork.

From this day forward anyone marketing your brand will never have to guess again.

Your employees and contractors know who you are, what you do and why you do it. They know how to communicate your brand properly both visually and in written words. They no longer have to guess who you are targeting and how to communicate to them.

Your Brand Bible outlines everything in extreme detail virtually eliminating any guesswork.

Attract & retain the right people.

Magical things occur when you start using your Brand Bible.

Those clients you once thought were unattainable, are now attracted to your company.

Your employees now feel like they work at a company with a purpose.

New recruits are wanting to work for you because they understand you and connect with you.

Your Brand Bible gives you the tools to make those important connections with your staff and your customers

Change the perception of others.

Initial misguided assumptions are removed with your Brand Bible.

Customers take notice and are attracted by the level of branding you have created. Employees see you differently. Mindsets change. Opportunities present themselves.

Your automotive business has a brand presence that rivals any big corporation.

Psst! Here’s a little secret! Your competition does not have its own Brand Bible. This puts you years ahead of them.

The brand bible helped me focus on the proper goals to success with the business. A basic guide needed to follow that direction on the road to success, and we are getting there.

Marc Methot

CEO, CARtoons Magazine

Are you ready to improve your marketing?

Who a Brand Bible is for:

Our Brand Bible service is created for time-strapped automotive aftermarket leaders who struggle with marketing.

Leaders that are owners or co-owners of an automotive aftermarket company with 3 employees or more who are generating over $500,000 in yearly revenue.

The automotive aftermarket company has been in business for over 2 years and is going through a transition at the moment like hiring, restructuring, expanding, or rebranding.

The owner of the company has long-term goals they want to achieve.

Does this sound like you?

Investment required.

A Brand Bible requires an investment of $10,000 to $25,000 CAD depending on the size and complexity of the automotive aftermarket company.

A time commitment of at least 10 hours is required from the business owner for discovery, progress and offboarding meetings with Holeshot Brandworks.

Are you ready to make a long-term investment in your automotive company?

Get a firm price quote by scheduling a call below.

Not sure right now?

Is your gut telling you, “Oooo, this Brand Bible sounds really good but I don’t think I am there just yet?”

We get it.

There are many automotive aftermarket leaders that are still uncertain about their brand. They have many questions about their current brand that need to be answered. Luckily, we have a product that will alleviate that uncertainty and give you the answers you need.