BRAND CHARACTER Our core brand character is the unassuming hero. Consider the character of an Emergency and Rescue professional; they are certainly heroes, but would never call themselves that. They are never bombastic, boastful or shouty. They are driven by an overriding motivation; to protect and ensure the safety of others. Everything they say and do aligns with this. Overall their character is one of calmness, capability and expertise. BRAND EXPRESSION BRAND CHARACTER 04.03.2022 6