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.
We are open, inviting, and easy to work with.
We are good listeners and relentlessly focused on our customers’ challenges.
We do what we say and aren’t afraid to roll up our sleeves and get a little dirt under our fingernails.
We are innovative and creative in how we work and how we act.
No matter what the elements throw at us, you’ll find us on the job site or working in the field.
Be clear and easy-to-understand
Be friendly and professional
Be open, inviting, and responsive
Speak their language
Use technical or internal jargon
Actively listen to the needs of the customer
Always follow-up (including post-sale)
Always seek solutions to challenges
Badger or annoy
Pass the buck to another
Ignore or dismiss
Be honest and direct
Deliver on promises
Don’t use marketing jargon or puffery
Don’t over-promise or over-sell
It’s ok to inject some wit where appropriate
Be clear, concise, and relevant
Be respectful, inclusive, and “family-friendly”
Don’t try too hard to be funny
Never use offensive content – watch out for regional or cultural colloquialisms