Brand Guidelines
Overview
It's crucial that we infuse our brand's purpose, promise, personality, and principles into every piece of creative we make. By always keeping our brand goals top of mind, we ensure that our messaging remains resolute. Maintaining a consistent voice and tone is key to reinforcing our brand personality and keeps our work cohesive and clear.
At CarMax, we believe that clarity drives confidence and people should feel happy about their car buying and selling decisions.
We help you navigate when and where you need it, give you honest answers to your questions, and respect your individual preferences so you have the experience you deserve and arrive at the right decisions for you.
The journey you take to find the right car is yours.
You plan the route.
You choose the destination.
Brand Purpose
To brighten the road ahead.
BRAND PROMISE
We bring clarity to every decision, connecting people with the cars they love.
Brand Personality
Our relatable and trustworthy brand personality helps differentiate us from the competition and builds confidence with our customers. We’re an approachable, customer-focused brand you can count on, with a dash of levity thrown in because car buying should be fun. Our personality shines through every touchpoint, with emphasis on optimism, energy, helpfulness, empowerment, and integrity.
Brand Principles
Our brand principles help guide us as we create customer-first products and experience.
Design Target
Our goal is to create content that connects with our target audience, the purposeful explorers. Our goal is to increase CarMax's brand visibility by reaching out to these consumers strategically. By tailoring our creative to them, purposeful explorers should be encouraged to learn more about our brand products and message. Our work should shine a light on what CarMax stands for and how we're set up to best help them find a car they'll love.
Buying a used car is a big journey and our design target is ready to go. They browse at the dinner table, ask their neighbors for advice, notice the cars in the parking lot at the grocery store, and try to understand just how big 37 cubic feet of cargo space really is. They put the work in.
They know they can get to the best outcome if they bring their energy, time, and effort. And they expect to be supported, not sold to. Empowered, not pushed around. And when they buy the car that’s right for them, they expect to be happy, not just satisfied. Because for them the work is worth it.
Purposeful Explorers
Reaching the Target
We wanted to create an ad spot that was representative of our Hispanic consumers that also tells the story of how our consumer benefits can lead to true car love. In this advertisement, the dinner table is a gathering place where families come together to discuss big decisions and share important moments. It’s here that our lead character explains to her family how both our quality certified cars and 10-Day Money Back Guarantee have given her complete confidence in her decision to shop with CarMax.
Inclusivity
Our goal is for our customers to feel comfortable and confident in their vehicle purchase. In this ad we show how important and helpful CarMax associates are in our customers’ car buying journey. With real answers from real people, it's easy for them to find a car they'll love.
Local
In the Appraisals Acquisition space, we empower our customers to get the best possible offer for their vehicle. We let our brand personality shine through with motivational messaging that inspires customers to act. Visually we reflect how each used vehicle is unique so customers can relate to the ads through their own experiences.
Appraisals Acquisition
Customers shopping for a used car want clarity and trustworthiness. In the Sales Acquisition space, we focus on strong CarMax branding, direct messaging, and a warm tone to instill confidence and help drive sales.
Sales Acquisition
The CarMax Organic Social space is a true reflection of our brand personality. This is where we are able to be more playful and engaging while still connecting with our audience in fun, fresh, and unique ways. Our content ranges from bold and entertaining to thoughtful and educational. But no matter what the story is, we are always striving to build trust and confidence with our audience.
Organic Social
Our expert guidance content helps researchers feel empowered when shopping for their next car. We answer all the questions used car researchers might not even know they had! In full transparency, we’ll share the pros, along with the cons that come with car research. This strategy ultimately brings clarity to the consumer’s purchase decision.
Expert Guidance
Shoppers come to CarMax stores to find a car they will love. It’s important for us that customers know that CarMax will stand behind their car after the sale. This in-store signage reaffirms that trust while giving them peace of mind by quickly and clearly stating the CarMax guarantee.
