MAP-Brand-Guidelines-2023

BRAND GUIDELINESMIGHTY AUTO PARTS Version 2.0 – 02.15.21

TABLE OF CONTENTS LET’S BUILD THE MIGHTY BRAND – TOGETHER If you’ve got these guidelines in your hands, you play an important role in helping us build the Mighty brand. Every element of how we look and how we speak has been fine-tuned to distinguish us in the market and to help fuel our growth. Consistency is key. So please follow these standards as closely as possible. And if you have any questions, flip to the last page and reach out to one of our brand contacts. Now go, and be Mighty. COMPANY MISSION & CORE VALUES 03 VERBAL GUIDELINES 17 TONE OF VOICE 18 BRAND INTRODUCTION 04 BRAND LANGUAGE 19 BRAND PYRAMID 05 AUDIENCE PROFILE 06 OWNED SOCIAL GUIDELINES 20 BRAND MESSAGING PLATFORM 07 BRAND STRATEGY 21 VISUAL GUIDELINES 08 CONTENT STRATEGY 22 LOGO USAGE 09 COLOR PALETTE 10 ENGAGEMENT BEST PRACTICES 23 TYPOGRAPHY 11 GRAPHIC ELEMENTS 12 OUR BRAND IN ACTION 24 PHOTOGRAPHY STYLE 15 CONTACT US 29 MIGHTY AUTO PARTS BRAND GUIDELINES 02

COMPANY MISSION & CORE VALUES At Mighty, people are the most important part of our success. Our mission is to serve the professional automotive repair market with OE quality products and superior customer service. CORE VALUES 3 45 REWARD FOR PERFORMANCE Our company thrives by following 5 shared values: RESPECT FOR THE INDIVIDUAL We know that a culture that rewards great work 12 We respect everyone, everywhere. We treat all leads to happier employees and franchisees, which COMMITMENT TO INTEGRITY POSITIVE CUSTOMER SERVICE people fairly, respectfully, politely, and without FOCUS ON GROWTH also results in even more great work. We measure AND QUALITY prejudice. All are welcome at Mighty, and we do and recognize performance because it matters. Our We support our customers in everything we do. our part to make the world a little bit better by We are committed to supporting growth at every Annual Employee Bonus, Franchise & Sales Awards, Integrity and quality are the underpinnings of our Our customer service embodies a glass-half-full extending a helping hand to those less fortunate. level of our business. We help our franchise and and Summit Club are just a few examples of formal brand and business. We’re honest in our business mentality and demonstrates our commitment to distributor partners advance in the marketplace recognition – but we are always quick to provide relationships and understand the integral role of making things better through rapid, proactive, by providing the right sales and product programs, both private and public praise. excellence in long-term success. We provide a and comprehensive responses. technology, and motivation. To grow sales, we premium service, which means we always invest must put in the hard work to learn our products in quality over quantity. and programs, make sales calls, invest the time to develop customized solutions, and build and maintain our relationships. MIGHTY AUTO PARTS BRAND GUIDELINES 03

BRAND INTRODUCTION 04 BE MIGHTIER! Mighty. There’s real power in our name. So let’s put that power to work in smart, new ways as a call to action to the industry. To inspire automotive professionals to think differently – and to count on us to deliver great products and services that will help drive their businesses forward. Using real-life results, we’ll challenge people to not be content with business as usual. Or to be okay with the same old same old. But to be... MIGHTIER. MIGHTY AUTO PARTS BRAND GUIDELINES

BRAND PYRAMID The promise of the Mighty experience PROMISE Fueling business growth POSITIONING For those looking to grow their business and keep things moving,  Mighty Distributing System of America is an industry leader at boosting efficiency and driving profits.  We go beyond sourcing and delivering the highest quality automotive parts, equipment and supplies. We excel in inventory management, provide expert training and design easy-to-implement programs that help you discover new roads to success. So you and your business can continue to evolve, adapt and grow. PERSONALITY Experienced Resourceful Authentic Charming Straightforward PROOF POINTS Quality Products. Inventory Management. Business Insight. Customized Training. MIGHTY AUTO PARTS BRAND GUIDELINES 05

AUDIENCE PROFILE 06 WE START WITH THE MINDSET OF OUR AUDIENCE. I started in this business because I love cars, the power and the freedom of them. The business and the industry is changing but it’s certainly exciting. There are so many parts to keep up with, new car technologies, even how I run my business and find technicians is different than it used to be. What I need and am always looking for is a business partner, not just a parts delivery service. I need help overseeing all the parts of my business from cash flow to inventory management to keeping up with training. I need a partner to help me manage this so I can focus my efforts where I need to - growing my business. Target Audiences: • Auto Dealerships • Tire Service • Quick Lube • Fleets MIGHTY AUTO PARTS BRAND GUIDELINES

BRAND MESSAGING In order to create distinction in the marketplace, we’ve come up with key Mighty messaging that resonates with prospects and customers – and positions us as delivering true, unique value. These core ideas should be weaved into copy whenever possible to help us tell a consistent brand story. KEY BRAND TAKEAWAY Mighty is far more than a supplier – we are innovative business consultants delivering parts, services and resources that help automotive professionals thrive. REASONS TO BELIEVE Mighty only offers OEM quality parts as well as professional grade lubricants, supplies and related products that deliver reliability and true value. 1 Mighty provides Quality Products Mighty takes a hands-on approach to inventory management and training to save our customers time, effort and frustration while making their businesses more efficient. 2 Mighty provides Inventory Management Fueled by data and decades of automotive experience, Mighty provides the expert insight that automotive professionals can use to drive business. 3 Mighty provides Business Insight Mighty shares our expert knowledge with our customers through classroom sessions, online courses and even onsite, hands-on training in their own service bays. 4 Mighty provides Customized Training MIGHTY AUTO PARTS BRAND GUIDELINES 07

VISUAL GUIDELINES Visual elements – from our colors to our fonts to photography – form the basis of our brand identity. These guidelines help ensure we all consistently present a strong, recognizable Mighty brand identity across all messaging platforms. MIGHTY AUTO PARTS BRAND GUIDELINES 08

LOGO USAGE The MAP logo is a key visual element of our brand. It is important to keep logo usage correct and consistent throughout all components. The Mighty logo was created to work on solid backgrounds built out of 1.5 in 1 in our brand color palette and white. It may also be used on uncluttered photography where legibility and clear space are maintained. The minimum size when including “Auto Parts” To use the logo in a size smaller than 1.5”, make sure that the in the logo lockup is 1.5” wide. word “Mighty” is legible and use the logo without “Auto Parts.” Example of one-color applications. Use the tallest point of the swoosh to determine the amount of clear space required When talking to non-automotive customers, MIGHTY AUTO PARTS BRAND GUIDELINES around the logo. No other type or graphic element should invade this clear space. always use the Mighty logo without “Auto Parts” in the lockup. 09

COLOR PALETTE The Mighty brand features a color palette that’s bold and no-nonsense, helping us stand out, while communicating with clarity and consistency. PRIMARY SECONDARY TERTIARY LIMITED USE These colors should be used sparingly as ACCENTS in limited materials and pre-approved. PANTONE 7621 C BLACK 6 C COOL GRAY 8 COOL GRAY 3 COOL GRAY 1 142 C 5487 C CMYK 0 100 87 22 100 61 32 96 44 34 29 10 66 41 49 13 RGB 171 35 40 16 24 32 136 139 141 18 13 10 0 10 7 5 0 0 21 77 0 94 119 117 HEX# AB2328 101820 888B8D 5D7774 200 201 199 217 217 214 241 190 72 C8C9C7 D9D9D6 F1BE48 MIGHTY AUTO PARTS BRAND GUIDELINES 10

TYPOGRAPHY LIGHTEN YOUR INVENTORY LOAD BY UP TO BE MIGHTIER! Mighty fonts were selected to work in both digital and print environments, Inventory Management from Mighty is proven to reduce on-hand inventory by as much as 45%. That means more space in your helping to create a consistent look and feel across brand touchpoints. Use stockroom and more cash available for other parts of your business. Now more than ever, you need a partner who’s ready to stand this as a general guide for different copy elements in your communications. by your side and help your business succeed. Visit MightyAutoParts.com to see our stockpile of advantages, including unbeatable HELVETICA NEUE BOLD quality, superior Business Insight and even Customized Training. Don’t be satisfied with the status quo. BE MIGHTIER! CONDENSED OBLIQUE MightyAutoParts.com/inventory Preferred font style for headlines and subheads. QUALITY PRODUCTS INVENTORY MANAGEMENT BUSINESS INSIGHT CUSTOMIZED TRAINING HELVETICA NEUE BOLD Sample print ad CONDENSED OBLIQUE 11 Use outline font for large stats or callouts. Helvetica Neue Condensed Preferred font style for body copy. Helvetica Neue Bold Condensed Oblique Use for highlighting important information or a call to action. Helvetica Neue Bold Condensed Preferred font style for URL. MightyAutoParts.com should always be displayed in titlecase. MIGHTY AUTO PARTS BRAND GUIDELINES

GRAPHIC ELEMENTS We’ve developed a series of signature graphic elements that give us flexibility in design and play a supporting role to complete our visual storytelling. They should be used sparingly and never cause a design to become cluttered or too busy. ICONS MIC Mobile Online Tools Marketing Materials Increased Coverage Repair Shops Quick Service Lube Fleets Catalogs MIC Online Reduced Lost Sales Increased Inventory Turns Vehicle Inspection Checklist New Car Dealerships Tire Dealers Batteries Chemicals Brakes Lubricants and Oil Miscellaneous MIGHTY AUTO PARTS BRAND GUIDELINES 12

GRAPHIC ELEMENTS We’ve developed a series of signature graphic elements that give us flexibility in design and play a supporting role to complete our visual storytelling. They should be used sparingly and never cause a design to become cluttered or too busy. BACKGROUNDS Photographic Texture Background Grid Texture Can be used in digital and print when a unique look is desired such as seasonal promotions. Background element. Red Footer Bar Should be used at the bottom of all advertising materials to anchor brand and sign-off. MIGHTY AUTO PARTS BRAND GUIDELINES 13

GRAPHIC ELEMENTS We’ve developed a series of signature graphic elements that give us flexibility in design and play a supporting role to complete our visual storytelling. They should be used sparingly and never cause a design to become cluttered or too busy. SCHEMATIC DRAWINGS Schematic drawings should always be used behind hero imagery at 10% opacity or less. 14 MIGHTY AUTO PARTS BRAND GUIDELINES

PHOTOGRAPHY STYLE Mighty utilizes three main types of photography to tell our brand story. HERO PHOTOGRAPHY People are what make us Mighty – whether it’s our employees, franchisees or customers. Our hero portraits should be authentic yet aspirational. 15 Portraits are black and white with a high level of contrast. MIGHTY AUTO PARTS BRAND GUIDELINES

PHOTOGRAPHY STYLE Mighty utilizes three main types of photography to tell our brand story. HERO PRODUCT PHOTOGRAPHY Parts can also be used as heroes in certain applications, also treated in black and white. NON-HERO PRODUCT PHOTOGRAPHY STORYTELLING PHOTOGRAPHY Product shots not being used as hero shots should be full color and isolated on a white or grey background. Detail shots of the types of businesses we serve are used as background and support images. 16 MIGHTY AUTO PARTS BRAND GUIDELINES

VERBAL GUIDELINES What we say and how we say it influence how people perceive Mighty. These guidelines are not meant to be used word for word, but rather to inspire key messaging points in communications. MIGHTY AUTO PARTS BRAND GUIDELINES 17

TONE OF VOICE 18 AUTHENTICITY WITH A SMILE We speak primarily to owners, managers and service professionals in the automotive industry who choose to do business with companies they like and trust. That’s why the Mighty brand voice should always come across as believable and empathetic. Mighty truly understands these customers and offers them genuine value with a unique blend of quality, service and expertise, so we don’t need to exaggerate or embellish our claims. We keep it real and use actual business results when possible. As industry experts, we can speak with confidence without being pompous or arrogant. We are professionals talking with other professionals MIGHTY AUTO PARTS BRAND GUIDELINES

BRAND LANGUAGE Creating a strong Mighty brand requires speaking with consistency and clarity. The following brand language guidelines have been created as a roadmap, helping us all speak with one voice and ensuring every brand touchpoint builds on the brand story. BE MIGHTIER! PARTS FOR AUTO SERVICE Primary tagline PROFESSIONALS A WORLD OF RESOURCES DEPENDABLE AUTHENTIC FUELING EFFICIENT TO POWER YOUR BUSINESS SUPPORTIVE EXPERIENCED ACCELERATING STREAMLINED SERVICES THAT HELP ACCELERATE GENUINE RESOURCEFUL HIGH QUALITY PERFORMANCE YOUR BUSINESS GROWTH PEOPLE WITH A PASSION FOR AUTO Descriptor words PARTS, SERVICE & RELATIONSHIPS Headline examples MIGHTY AUTO PARTS BRAND GUIDELINES 19

OWNED SOCIAL MEDIA 20 MIGHTY AUTO PARTS BRAND GUIDELINES

OWNED SOCIAL MEDIA Social media is a key channel for marketing. It provides a platform for interaction and engagement with technicians and prospects. OBJECTIVE SOCIAL PRESENCE Provide business guidance, access to industry The content for FB, IG and Twitter should vary slightly from Linkedin due to the varied purpose and user type information and engaging content for automotive on the platforms. FB, IG and Twitter content should be short form content. Linkedin should be long form content. professionals and business owners to drive lead YouTube content should be video-based and informative. generation for the Mighty organization. The largest social media site on the internet 68% of American adults report that they are Facebook users and about three-quarters of those users access Facebook on a daily basis The platform now boasts over a billion active users, and it’s continued to diversify its offerings beyond its digital photo album roots, incorporating more video (IGTV), more creative content options (Stories) and expanded messaging tools for direct communication 81% of millennials check Twitter once a day Twitter has 330 million monthly active users The world’s largest professional network with over 675 Million users Audiences are looking for content that can impact how they do business YouTube has more than 2 billion logged-in monthly users People watch more than a billion hours of video on YouTube every day Daily YouTube livestreams increased 45% in the first six months of 2020 MIGHTY AUTO PARTS BRAND GUIDELINES 21

OWNED SOCIAL MEDIA LAYER 1: BRAND CONTENT STRATEGY Message: Brand-focused (ex: Be Mightier, your business partner) Objective: Communicate how Mighty can help businesses, CTA - Learn More, Connect with a Rep MIGHTY AUTO PARTS BRAND GUIDELINES Type of short form content (FB, IG, TW): Short video, brand photo, business question, business insight Type of long form content (LI): Blog post, link to automotive business article, industry reports Ongoing Cadence: 1/week Hashtags: #BeMightier, #franchise, #franchising, #Mightyautoparts, #wholesaleautoparts, #wholesale LAYER 2: PRODUCTS AND SERVICES Message: Product and service focused (ex: fluids, filters, performance watch, TRIM, profitwatch) Objective: Communicate product and service information, CTA - Find Your Product/Service, Connect with a Rep Type of short form content (FB, IG, TW): Short video, product photography, business stats based on services Type of long form content (LI): Blog posts, partner stories, customer stories Ongoing Cadence: 1/week Hashtags: #profitwatch, #performancewatch, #ppe, #businessinsight, #automotive, #shopowners, #technicians LAYER 3: VARIABLE: PEOPLE, TRAINING, LOCATION, UGC Message: People, training, location-specific stories, UGC, fleet focus Objective: Create moments of engagement, CTA - Tell Us Your Story Type of short form content (FB, IG, TW): Short video, training photography, business wins, people stories Type of long form content (LI): Client and employee testimonials Ongoing Cadence: 1/week Hashtags: #automotiveprofessionals, #mechanic, #technician, #automotive, #autoparts, #chemicals, #TPMS, #tires, #filters, #customizedtraining 22

OWNED SOCIAL MEDIA ENGAGEMENT BEST PRACTICES Tips for positive engagement Dealing with negative comments √ Engage with positive post comments with a like or reply. √ Respond to negative posts within 24 hours. √ Engage with specific questions within 24 hours of the question being posted. √ Use user’s name and/or handle to create personalization in responses. √ If an answer can’t be provided in 24 hours inform them Mighty has received the √ For more detailed or in-depth matters, shift to a direct message or offline to question and is working on an answer. allow for dedicated attention. √ For more detailed or in-depth matters, shift to a direct message or offline to allow for dedicated attention. √ If one person continually complains consider blocking words this person uses often. √ In very rare cases a user can be blocked from Mighty’s social media pages. Do not do this without discussing the situation with Mighty marketing. √ If the issue can’t be resolved online send the person with complaints directly to Customer Service and include the phone number √ Some users complain without any request, do not respond to these comments. MIGHTY AUTO PARTS BRAND GUIDELINES 23

OUR BRAND IN ACTION 24 MIGHTY AUTO PARTS BRAND GUIDELINES

TRADE ADS STAY SAFE AND PROTECTED WITH BE MIGHTIER! MIGHTY AUTO PARTS BRAND GUIDELINES You have always relied on us for our other great services, trust us to support you now. Let Mighty protect you, your employees and your customers with our diverse line of PPE. Visit us at MightyAutoParts.com/PPE to learn more. Together, we can BE MIGHTIER! MightyAutoParts.com/PPE Product offerings vary by location. Contact your local Mighty Rep for details. QUALITY PRODUCTS INVENTORY MANAGEMENT BUSINESS INSIGHT CUSTOMIZED TRAINING 25

REBATES 26 MIGHTY AUTO PARTS BRAND GUIDELINES

MIGHTY LOBBY REDESIGN 27 MIGHTY AUTO PARTS BRAND GUIDELINES

MIGHTY WEBSITE 28 MIGHTY AUTO PARTS BRAND GUIDELINES

CONTACT US QUESTIONS? MIGHTY AUTO PARTS BRAND GUIDELINES Gabrielle Young Director of Marketing Mighty Auto Parts 650 Engineering Dr, Peachtree Corners, GA 30092 770.409.7004 [email protected]