Land Rover UK TOV Guidelines

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LAND ROVER UK COPY GUIDELINES 10 OUR BRAND CHARACTER Our brand character is the voice and personality of our brand. It defines the way we should express the brand at all times. All communications, experiences, encounters and touchpoints should be executed through the lense of this character. Land Rover is an Unruffled Hero. APPLYING OUR BRAND CHARACTER TO REQUESTED COMMUNICATIONS The personality traits on the right apply to the brand as a whole and all our communications need to be true to Land Rover. But some elements of our personality are more suited to certain channels and types of communications. As our most informative and targeted point of communication with our customers, our standard tone of voice for requested communications should mostly reflect the approachable nature of the Unruffled Hero. But of course, when appropriate we can dial up any of the others. WHAT HE/SHE IS: Determined Genuine Courageous Understated Confident Worldly Poised Composed Charming Passionate Driven Approachable Hands-on Hardworking Grounded WHAT HE/SHE ISN’T: Ruthless Insincere Forceful Passive Arrogant Aloof Reticent Cold Cheesy Obsessive Selfish Overfamiliar Controlling Single-minded Everyday
LAND ROVER UK COPY GUIDELINES 11 TONE OF VOICE
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Land Rover UK TOV Guidelines

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