Brand Tone

friendly, reassuring, human-centric, professional yet personable, with a light-hearted, tongue-in-cheek humour.

Brand Values

• •Customer Care
• •Trust and Transparency
• •Safety and Reliability
• •Convenience
• •Social and Environmental Responsibility

Best Practices

• •Empower the "People First" Ethos: Every piece of copy, from an internal memo to a national TV ad, should filter through the "People First" lens. Ask: Does this communication show we understand and care about our customers' lives, not just their cars?
• •Use Simple, Reassuring Language: Avoid technical jargon across all platforms. Explain complex services using simple analogies and clear, accessible language, as mentioned in their research findings. This builds trust and empowers the customer.
• •Embrace Relatable Humour: Continue using light-hearted, tongue-in-cheek humour in campaigns. This humanizes the brand, making it more memorable and approachable in an industry that can feel intimidating.
• •Be Proactive and Transparent in Customer Service: Address negative feedback with the same "people first" tone. On social media and review sites, respond with empathy, transparency, and a clear path to resolution. Acknowledge concerns publicly to show accountability, which can help bridge the gap between brand promise and customer perception.
• •Create a Unified "Voice Guide": Develop and distribute a comprehensive brand voice guide to all staff, marketing agencies, and partners. This guide should include the core values, approved terminology, examples of on-brand copy, and clear 'do's and don'ts' to ensure everyone communicating on behalf of mycar does so in a consistent, friendly, and reassuring tone.

Social Perception

Often seen as a convenient and reliable service provider with friendly service and expertise. However, a segment of the public perceives dishonesty due to complaints of overcharging, upselling, damage, and lack of accountability, creating a gap between the 'People First' promise and customer experience.

Copy Examples

• •From school runs to weekend adventures, your car is part of the family. And just like family, we’re here to look after it. Sarah from Brunswick trusts our team to keep her family safe on the road, trip after trip. That’s not just car service, that’s mycar care. #PeopleFirst #mycarAustralia
• •(Image: A vibrant photo of a car on a scenic road trip) Your journey is waiting. Our tyres are ready. Get a grip on your next adventure with our Buy 3, Get 1 Free offer on selected brands. Plus, every purchase includes our free Tyre Care Plan for total peace of mind. Tap to find your perfect fit. #mycar #TyreSale #RoadTripReady
• •Car jargon? We don’t speak it. We believe in clear, honest service you can trust. Our expert technicians explain everything in plain English, so you’re always in control. Book your next service and experience the mycar difference.
• •Headline: Honest Car Repairs & Service | mycar Description: Tired of confusing quotes? At mycar, we put people first. Expert mechanics, upfront pricing, and a commitment to care. Book online in minutes!
• •(Sound of a car engine sputtering, followed by a sigh) Announcer: That sound? It’s the noise of an unexpected bill. At mycar, we hate surprises as much as you do. That’s why we offer upfront pricing and services like our Brakes for Life plan. Pay for your first set of brake pads, and the next sets are on us. For life. (Upbeat, friendly music starts) Announcer: Now that’s a sound you’ll love. Visit my-car.com.au. mycar. We don't just get cars, we get people.