Avis Brand Book

11 ‘Brand personality’ - Tone of voice s k c o l The Avis personality is a combination of tangible products and services along with our b g n i intangible traits such as values (see page 9) and our heritage (We Try Harder). It makes us d l i u b unique in a competitive marketplace whilst creating an emotional link with our customers c i s a b by bringing our brand values to life. In everything we do, our In-touch, Passionate and e h Straightforward values should be evident. T Our brand personality is expressed through our tone of voice. This is how we (operations, sales, marketing etc) talk to customers at any touch point in their journey. Everything within those interactions e.g. the messages, the logos, colours, etc should refl ect the Avis tone of voice. Below is a guide to help you review your communications against the Avis tone of voice. Translations of the Avis tone of voice can be found on the Avis Asset Bank or on the disc supplied with these guidelines. Is it Avis? If it’s the fi rst idea out of the box then it’s In Touch contemporary relevant sophisticated engaging probably not original enough. If it feels clichéd how will smart empathetic supportive stylish up-to-date clever it make Avis appear different? If it’s obvious then it innovative intelligent trendsetting pioneering might patronise. If it’s too clever we may lose people. Passionate confi dent witty challenging unpredictable If it seems familiar then we have to give it a twist. If it fresh unexpected surprising different quality feels contrived it’s wrong. If it looks like we thought original bold enthusiastic effort optimistic creative lateral about it that’s good. If a customer has to think a little individual bit that’s good too. If it’s witty, or raises a smile in the process that’s a plus. If we set out to make them laugh Straightforward simple conversational honest informal that’s a joke, and Avis is not a joke. If it looks tacky approachable fair transparent open trust easy solid then how can it say quality? And most importantly, if it reliable genuine hard-working loyal human We Try Harder? feels lazy then how will anyone think Avis Brand Guidelines 05.08