Brand Alignment
Brand Alignment is the brand’s experiential promise brought to life in real time. It encompasses everything from internal and external behaviors to visuals and messaging.
01
Brand Alignment
After establishing the foundation of the brand, we begin the process of aligning our behaviors, visuals, and messaging. Everything within the brand, both external and internal, should clearly communicate and reinforce the work we’ve developed in the Brand Platform.
Supporting campaigns and promotions can be developed for individual dealerships that encompass their specific brand culture, but it should always be created with the BMAG brand platform in mind.
Designing our customer experience through our internal programs and brand alignment directly contributes to building a more unified organization and reinforcing positive consumer perception.
02
Brand In Practice
Demonstrating consistency in our brand both in theory and practice is the key to success. All our success—yours, and our customers. This is why we developed the DRIVE program, and why we’ve taken extra care to make our brand accessible and clear to every member of our team.
The Drive brand is crucial to our success and primarily exists to support the employees of Bob Moore Auto Group. This is a sub-brand that is used for educational purposes, but is not a customer-facing external brand that belongs in email signatures or other applications.
The DRIVE program content is available for download, and will be made available in other formats for display purposes as this brand guide progress continues.
While DRIVE influences the way we do business, we don’t reference the program in our communications to customers. For more information on external communications, visit the Marketing section.
Our method of implementation for the DRIVE program does extend to our communications internally, especially with regards to training and development. For more information on how DRIVE affects our day-to-day, download the current DRIVE program documentation.
03
Visual Language
The way we communicate our brand through visual assets.
Wise
We humanize our company both to our audience and our internal teams. We show leadership working alongside their teams, sharing their passion for service and car industry. We are transparent and informative. We combine bold, clean typefaces with small handcrafted elements.
Image for Creative Direction Only / Imagery Commissions Suggested
Trusted
We show we’re thoughtful by including attention to detail. We share our motivation for doing things right. We show purpose through imagery and graphic elements that aren’t just cookie-cutter icons. We share quotes and vision statements intended to convey our experience.
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Relational
We tell the stories of our team and our customers. We share in their moments of joy and triumph. We use documentary-style storytelling through video and photography to share real and authentic points of view. We focus on our community. Relational means we are prioritizing connection.
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04
Voice & Tone
The way we communicate our brand through our messaging.
Our brand’s voice is more than the words we use. It’s how we speak, the tone we take, and the feelings we create. While the brand tone will shift slightly at each dealership, some things won’t change: We always speak with authority, but we balance it with warmth. Our voice is personal and human—a trusted friend, not a distant expert.
Each Bob Moore Auto Group Dealership will have their own voice that should be tailored to the culture and customers that surround their individual brands. We’ve provided guidance on this here: Dealership Brand Guides
05
Flagship Messaging
All brand messaging should be built on the Bob Moore Auto Group brand foundation. The flagship messaging may evolve over time, but the vision and sentiment behind it never change.
To Build Trust
Show Commitment to the Customer.
No one knows where life will take us, but we don’t have to go alone.
We’ll help you get where you’re going.
To Demonstrate Wisdom
Appeal to Social Proof.
For generations, Oklahomans have trusted us to help them with their automotive needs.
You should too.
To Be Relational
Express Joy.
You’ll make great memories with your next vehicle.
Let’s make buying it one of them.
