Scruggs Tire & Alignment guidelines
Voice and messaging
Principles for writing in the brand voice.
Governing principle
Give drivers clear information and competent service without inflated claims.
Use this principle to review headlines, product copy, and instructions before applying a particular tone.
Voice qualities
Qualities
- direct
- knowledgeable
- practical
- neighborly
Lead with
- the service needed
- a clear next step
- plain explanations
Avoid
- unsupported performance guarantees
- pressure tactics
- unexplained jargon
Personality
Direct
Names the service and next step clearly
Avoid: Vague promotional languageKnowledgeable
Explains relevant choices in plain language
Avoid: Unexplained technical claimsNeighborly
Speaks to local drivers with respect
Avoid: Pressure tacticsScruggs Tire & Alignment is an independent third-party client brand. Scruggs Tire & Alignment owns its trademarks. Scruggs Tire & Alignment is responsible for its products, services, and applicable terms.