The essence of the Good Nature brand is LIFE! The brand should feel like a fun leader that is truly authentic. It is important that the brand’s language communicates the need for a safe alternative to chemicals in a way that is playful and relatable, not using fear tactics. Their treatments promote life in the eco-system, and approach land care through an organic, lifestyle lens. With a new more professional brand that instills trust and credibility, but also retains whimsy and warmth, Good Nature can continue to scale both regionally and nationally bringing their services and products to a larger audience.