Introduction
In order to articulate our brand personality and characteristics in all that we do, we use the brand identity pyramid to capture the functional and emotional attributes, and personality traits which helped us to identify our unique positioning and brand promise of delivering productivity with a personal touch. These attributes and personality traits are considered when developing marketing materials to ensure that our messaging is both consistent and reflective of Topcon.
Brand Identity Pyramid
Personality traits
Our brand personality is made up of multiple dimensions. Contributing elements include history and background, founding principles, values, functional benefits, emotional benefits, character traits, and the brand idea.
Approachable
We are open, inviting, and easy to work with.
Attentive
We are good listeners and relentlessly focused on our customers’ challenges.
Authentic
We do what we say and aren’t afraid to roll up our sleeves and get a little dirt under our fingernails.
Clever
We are innovative and creative in how we work and how we act.
Rugged
No matter what the elements throw at us, you’ll find us on the job site or working in the field.
Approachable
We are open, inviting, and easy to work with.
Do
Be clear and easy-to-understand
Be friendly and professional
Be open, inviting, and responsive
Speak their language
Don't
Use technical or internal jargon
Don’t overcomplicate
Attentive
We are good listeners and are relentlessly focused on solving our customers’ challenges.
Do
Actively listen to the needs of the customer
Always follow-up (including post-sale)
Always seek solutions to challenges
Don't
Badger or annoy
Pass the buck to another
Ignore or dismiss
Authentic
We do what we say and aren’t afraid to roll up our sleeves and get a little dirt under our nails.
Do
Be honest and direct
Own mistakes
Deliver on promises
Don't
Don’t use marketing jargon or puffery
Don’t over-promise or over-sell
Clever
We are innovative and creative in how we work and how we act.
Do
It’s ok to inject some wit where appropriate
Be clear, concise, and relevant
Be respectful, inclusive, and “family-friendly”
Don't
Don’t try too hard to be funny
Never use offensive content – watch out for regional or cultural colloquialisms