COWELL AUTO GROUP EMPLOYEE BRAND GUIDELINES HANDBOOK. Everything you need to know about using the Cowell Auto Group Brand.

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1 COWELL AUTO GROUP EMPLOYEE BRAND GUIDELINES HANDBOOK Everything you need to know about using the Cowell Auto Group Brand.

2 RAND GUIDELINES Thank you for taking the time to review this Employee Brand Guidelines Handbook. To keep brand consistency on all outgoing communication, always refer to this handbook. Should you have any inquiries or questions on the application of the Cowell Auto Group brand, please do not hesitate to contact the Marketing Department.

3 LOGO DEVELOPMENT WHERE DID THE LOGO COME FROM? During the process of logo development, Cowell Auto Group worked with a creative agency who helped us build a visual identity based on our brand platform. Our logo was built to help differentiate us among our competitors and give us a strong look & feel in the public eye. The development of the logo was a three-step process: 1. Development of a visual creative strategy. Cowell Auto Group was presented with a series of visual inspirations, which were used to showcase the eventual look & feel of the brand. 2. Development of logo Cowell Auto Group chose a logo which reflected our desire to provide people support they need, making a customer s satisfaction the focus of our efforts and creating space for a WOW Experience. 3. Refinement & Finalization of logo and colour(s) Cowell Auto Group selected a logo, which presented our C s as a team working towards focus. The centre white space of our logo acts as a frame to showcase our focus. The three colour options can are interchangeable, providing our brand with depth, movement and a very modern feel. Employee Brand Guidelines Handbook 3

4 BRAND IDENTITY COWELL AUTO GROUP LOCK-UP LOGOS The Cowell logos are shown below in their primary colours; Blue, Green, and Red. Choice of colour is discretionary. The Cowell logo is typically centered or positioned on the left or right edge in relation to the piece of communication it appears on. Please ensure that there is an appropriate margin between the logo and any other object that it appears on. Should you need a logo for usage on a dark background, please contact the Marketing Department. A - BLUE B - GREEN C - RED PRIMARY COLOURS The Cowell Primary colours are described below with their respective colour codes. A - BLUE RGB 97/147/188 CMYK 57/13/07/03 HTML #6193BC B - GREEN C - RED D - DARK GRAY E - LIGHT GRAY RGB 127/176/114 CMYK 56/02/85/03 HTML #7FB072 RGB 222/93/90 CMYK 01/80/87/02 HTML #DE5D5A RGB 138/153/163 CMYK 47/31/29/03 HTML #7C848A RGB 179/194/197 CMYK 28/14/17/02 HTML #AFB4B6 4 Employee Brand Guidelines Handbook

5 OPERATIONAL STANDARDS 1. Answer phone calls within 4 rings (rather than allowing the call to go to voice messaging). Always consistently follow call-answer etiquette and standards. 2. Use customer s name during all process/transitions. 3. response: a) i-leads within 15 minutes. b) Existing clients within 90 minutes. c) Customer feedback/concerns within 15 minutes by department manager. d) Internal, train to set timelines of when a response is needed (reasonable timeline), if no timeline then same business day. 4. Connect with customer within 60 seconds of coming onto lot/showroom foot rule (make eye contact, smile, greet, assist). 6. ABS (always be smiling) when connect with customer. 7. Personally walk customer to desired location and do a proper transition to other team member. 8. Direct contact with staff (phone, text, ). 9. No Ring tones at work. Vibrate mode only. 10. Only English to be spoken with internal customers. 11. No eating in customer areas. 12. Customer Lounge coffee/snacks not for staff use. 13. Dress Code (based on dealership and department) must be adhered to. 14. Must treat Internal Customers with the same standards as you would External Customers. 15. Must portray a positive, genuine, can-do, upbeat energy in all interactions. 16. Ensure your work space reflects pride, cleanliness, is organized. 17. Never talk about one customer in front of another customer. 18. No discussion of personal nature in front of customers. 19. Voic s etiquette: a) Use CAG format b) Changed to reflect vacation dates and when return (notify reception via of vacation dates) c) Voic s returned within 60 minutes. Employee Brand Guidelines Handbook 5

6 PHONE ETIQUETTE Smile when you answer the phone. You ll sound more cheerful when you speak. Always answer the phone with an appropriate greeting: Thank you for calling Audi of Richmond. How may I help you? or Good morning/afternoon, Cowell Volkswagen. How may I help you? Or How may I direct your call? Answer the phone as promptly as possible. The longer the phone rings, the more impatient the caller will become. Ask for the caller s name before transferring the call, and make note of pronunciation. The proper way to ask would be, May I tell him who is calling? Try and ask before putting someone on hold, May I put you on hold for a moment?. When you pick the line back up, thank them for holding, Thank you for holding. How may I help you? If they are still on hold, check back with them after a minute, to see if they want to continue to hold, call back, or speak with a different person that may be able to assist them in the matter. Keep a scratch pad on your desk. As people talk to you, quickly jot down names and details and what line they are on. When you are answering multiple lines, this will help you to keep from getting the calls confused and to be able to announce the calls appropriately. When a person says thank you, the appropriate response is always you re welcome in a cheerful voice. It is never, ever uh-huh. Remember to say please and thank you, especially if you have to make a page over an intercom system. F or example, Jane Doe please call extension 1234, Jane Doe please call extension 1234, thank you And it is nice to repeat it just in case it was missed the first time. Don t forget to smile when you answer the phone. 6 Employee Brand Guidelines Handbook

7 VOIC ETIQUETTE Please ensure that all voic greetings and out of office or vacation greetings reflect the following below: GENERAL VOIC MESSAGE You have reached the voic box of PERSON at STORE/COWELL AUTO GROUP. Please leave me a detailed message or if this is an urgent matter, please press zero and have me paged, or send me an at PERSON@ ADDRESS.COM. Thank you for calling Cowell Auto Group. Employee Brand Guidelines Handbook 7

8 OUT OF OFFICE ETIQUETTE OUT OF OFFICE / VACATION VOIC MESSAGE You have reached the voic box of YOURSELF at STORE/COWELL AUTO GROUP. I am out of the office until DATE YOU ARE GONE. Please leave me a detailed message and I will return your call when I am back in the office. If this is an urgent matter, please press zero and reception can direct your call as required. Thank you for calling Cowell Auto Group. OUT OF OFFICE / VACATION ALERT When you are going to be away from the office for a few days, please ensure that you have your Out of Office Assistant set. Please use the following template: Thank you for touching base with Cowell Auto Group. I am out of the office until DATE YOU ARE GONE at TIME YOU WILL RETURN. If this is of an urgent matter please contact PERSON (whomever will be handling your duties while away); otherwise I will return your upon my return. 8 Employee Brand Guidelines Handbook

9 SIGNATURES Please ensure signatures also adheres to the Cowell Auto Group Brand Guidelines. You will be able to find signatures under the staff portal on the Cowell Auto Group website. You will find 3 colour options to each signature (each dealership signatures and the Cowell Auto Group-4 brands signature) as well as instructions on how to change the signature you can pick any of the three colours and change your signature accordingly. If you have questions about your exact title within the company please see your managers, or see the HR Manager, Karen. Please contact the Marketing Department should you need any assitance. Please refer to below on how to change your font for all outgoing mail. 1. Create a new 2. Click Signature in the top tool bar 3. Click the Personal Stationary tab 4. Change your New mail messages Replying or forwarding messages and Composing and reading plain text messages to use the following: Arial Narrow Font Size 11 Dark Gray 5. Click ok Employee Brand Guidelines Handbook 9

10 STATIONERY / TEMPLATES All outgoing communication that reflects Cowell Auto Group as a whole and not dealer focused must be on the Cowell Auto Group Letterhead template found under the staff portal on the Cowell Auto Group website. When writing a formal letter on the CAG, AoR, CVW, or JLR letterhead, please follow the following format. SAMPLE LETTER Please ensure the following are consistent with what is presented on the right: 1 Addressee 2 Salutation 3 Sign-off 4 Signature for letter receivables (if need be) 1 2 Text on letterhead must use Arial Narrow font size 11 and must be in Dark Gray (50% black) Employee Brand Guidelines Handbook