When it comes to matters of the brand, this is our bible. It contains our history, our journey and our reason for being. Please strictly refer to this when creating assets or communicating on behalf of Reevoo.

1. 2017
Brand Book

2. Your brand is the
single most important
investment you can
make in your business.
STEVE FORBES
Editor-in-chief, Forbes Magazine

3. Picture a referee in a sports game.
It’s a strong image, right? Black and white stripes, whistle round the neck…
They need to be well branded, otherwise the fans might think they’re playing for
one team. It’s something we know a little about at Reevoo.
We sit in a rare position – between brand and customer. We need to be neutral.
Ironically, that’s why we place so much importance on defining ourselves.
The power of Reevoo is our independence. The gas in that engine is our brand.
This book contains the tenets of the Reevoo brand and the reasons we uphold
them. Please strictly refer to this when creating assets or communicating
on behalf of Reevoo.
A well-defined Reevoo brand:
• Tells consumers (who are both the source of and reason for our
content) that they can trust us.
• Gives brands (who trust us to facilitate the conversation)
confidence that we’ll be fair and independent.
CONTACTS
marketing@reevoo.com
design@reevoo.com
London: +44 (0)20 7654 0350

4. The power of Reevoo is our independence.
The gas in that engine is our brand.

5. The essence
of Reevoo
Our history
Our uniqueness ›
Our history ›
What we believe ›
Vision & mission ›
Our principles ›
Brand personality ›
Reevoo Brand Pyramid ›
For brands
Our brand and their brands ›
What makes us different? ›
Elevator pitch for brands ›
For consumers
What we stand for ›
Consumer promise ›

6. Our history

7. We’re relied on by customers around
the world to make better decisions, and by
brands to connect with their customers.

8. REEVOO BRAND BOOK 2016
contents
We’re defined by our history, and as you’ll see, ours
has covered quite a bit of ground.
What we’ve learnt and what we’ve achieved helps
us plot our future path. To understand our history
is to understand our brand.
Our uniqueness.

9. REEVOO BRAND BOOK 2016
contents
Our history
Reevoo was started by Richard Anson, Ben Griffiths
and Guy Logan in 2005 to help customers choose
what to buy – not just where or when.
On many online marketplaces back then, reviews
were available - just not trustable or helpful. Seeing
the potential of a service that provided only geniune
reviews, Richard, Ben and Guy set up Reevoo as a
price comparison website powered by feedback
from verified consumers.
Soon, brands wanted to employ this service on their
own websites, and the repositioning of Reevoo
began. Now we’re the enterprise-level user-generated
content platform you see today.
We embrace our past – it forged our close
relationship with the consumer, and we still have
that original price comparison site.
Today, Reevoo is seen in more than 60 countries
and in 30 different languages. We’re relied on by
customers around the world to make better decisions,
and by brands to connect with their customers.
RICHARD ANSON
Founder

10. contents
What we believe
A transparent relationship between brands
and consumers is better for both.
We’ll always tell people exactly where the
content they’re reading came from.
Opinions shouldn’t be edited.
We don’t make any edits to the content we
collect from consumers.
We’ll never suppress an opinion for
being negative.
Negative feedback is an important trust builder,
and provides critical insight for our clients.

11. REEVOO BRAND BOOK 2016
contents
Reevoo sits in a rare and privileged spot; right in between the
oldest and most fundamental relationship in commerce – brand
and customer. So, our vision and mission have to respect the
gravity of the role we play.
Yes, brands pay our bills. However, they pay for trust. We must
provide value to shoppers or we can't bring value to our clients.
Our vision & mission

12. Reevoo’s vision
For customers, a friendly stranger.
For brands, a dedicated partner.

13. Reevoo’s mission
We’re here to help brands listen even closer to what their
customers are saying. We do it by empowering those customers
to share their opinions and feel heard.
We’re here to connect consumers with ‘people like them’ so
they can make the right choices and feel closer to the brands
they buy things from.

14. REEVOO BRAND BOOK 2016
contents
Our principles
We believe that in order to gain the most valuable content and highest return
on that content, both consumers and brands need to have trust in the process
and use of content. As such, content is collected, displayed and used under
the following principles:
Authenticity
No fakes, no editing and no cherry picking of content
Impartiality
Same treatment is given to positive and
negative content
Representative
Bias is avoided and irrelevant information is avoided
Transparency
Consumers are informed about their content
Consistency
The same scores and treatment apply across the
whole network
Independence
Reevoo is an independent brand
Morality
Defamatory language and obscenities are not allowed

15. REEVOO BRAND BOOK 2016
contents
Reevoo’s personality
If Reevoo was a person:
They’d drip with integrity.
They’d be a great communicator - facilitating conversations between
people from different backgrounds. They’d do it easily, honestly and
with an easy-going charm.
They’d always be looking to innovate in exciting ways, and would never
be afraid to be a little cheeky and daring.

16. contents
5 dimensions of brand personality
We’re worldly.
Cosmopolitan cities / Smooth
We back up our beliefs.
Trustworthy / Honourable / Down-to-earth
We carry ourselves well.
A bit of class / Easy-going
We love to thrill.
Daring / Spirited / Up-to-date / Imaginative
We know what we’re doing.
Reliable / Successful / Smart

17. REEVOO BRAND BOOK 2016
contents
Reevoo brand pyramid
Empower brands to grow healthier by finding and amplifying real,
expressive voices – curated, credible and convincing.
We get people to share richly, telling stories that change attitudes
and motivate action across the entire brand journey.
As a marketer, you’re part of a movement of truth and authenticity, and
you're doing everything possible to communicate your brand’s richness.
It costs less than you think to build a healthy and trusted brand.
Direct; no-BS; accessible, empathetic; neighbourly.
We get people to tell us stuff about your brand that other people believe.

18. For brands
How our uniqueness
helps brands

19. The essence of Reevoo
is simple – people and their opinions.

20. REEVOO BRAND BOOK 2016
contents
Our brand and their brands
We partner with brands who want to help connect
shoppers with ‘people like them’. We do it by asking
consumers to share their experiences about the things
they buy.
Then, we use our expertise to help brands unlock the
awesome benefits that come when you listen to and
amplify your customers’ voices.

21. REEVOO BRAND BOOK 2016
contents
What makes us different?
The lengths we go to to preserve the integrity of our
content and the people it comes from, and the effort we go
to for our clients. We don’t often brag about it but it’s why
brands love partnering with us.
We value transparency & honesty, and get geeky about how
much content from real people can help others.

22. REEVOO BRAND BOOK 2016
contents
The elevator pitch
Brands can tell part of the story, but customers need
information from 'people like me' to make the right decision.
Reevoo connects people through user-generated
content – taken from real customers, and displayed on
our clients' websites with our help and expertise.
We work with brands to harness the incredible power of
UGC and generate results way beyond conversions on the
webpage (although we do that very well too).
This is my floor. Thanks!

23. For consumers

24. contents
The real deal
We only collect opinions from verified
purchasers – no fakes, guaranteed.
No manipulation
We never, ever remove negative opinions or edit
a customer’s words. Opinions with swearing or
spam are sent back for a rewrite.
Independent
Companies pay us to collect opinions
independently. We take that independence
seriously. Your trust in Reevoo is our most
precious asset.
What we stand for

25. REEVOO BRAND BOOK 2016
contents
Our promise to consumers
We’ll always…
…publish your honest opinions, the good and the bad.
We'll never…
…allow ‘open’ submissions from unknown consumers.
…make edits on your opinions, no matter how minor.

26. +44 (0)20 7654 0350 | info@reevoo.com | www.reevoo.com