SPEAK UP, STAND OUT.

The world around us is changing — fast. As technology weaves itself into the fabric of our lives in ever more surprising ways, it’s hard to imagine how we ever got by without it.

For Sharp, that’s great news. Our industry is taking off! But the downside is a market choked with messages: breaking news on cutting-edge innovations, endless promotions for the latest life-changing products, catchy slogans hoping to cut through all the clutter… Competition for attention is fierce, making it more and more difficult for any company to genuinely connect with its audience and build meaningful, enduring brand relationships. It’s like being in a packed room where everyone is shouting over each other — how can we ever hope to stand out?

The answer: brand voice. Just like in a noisy room, it’s easier for people to pick us out of the crowd and understand what we’re saying if they already recognize our voice. So establishing a clear, consistent, unique voice for our brand is key to communicating what we stand for and making a genuine connection with our audience.

A TRUE VISIONARY

Sharp’s revolutionary innovations are a testament to our breakthrough creativity. Never one to follow, we stay one step ahead and lead the industry by taking risks and exploring the unexplored, with a dedication to bringing our customers the most innovative products. We live today knowing that we are working on tomorrow — driven by sincere purpose and game-changing innovation.

Our vision is grounded in real-world practicality, and we strive every day to make it a reality for everyone to experience and enjoy. After all, technology isn’t everything; we’re here to enhance people’s lives. Whether it’s a small-business owner in need of smart office equipment, a multi-national corporation looking to conserve resources with solar technology, or a mom who just wants cleaner home air for her kids, we look at the world from our customers’ perspectives, asking how our unique vision can make things better, faster, more interesting, and more reliable for them.

In our messaging, we strive to imbue everything we say with a sense of excitement and wonder about what is possible, while always making sure to emphasize the concrete benefits for the customer.

THE VOICE OF VISIONARY

Don’t hold back: Be clear, be concise, and get to the point – the future is calling! Calling out what’s new, what’s next, and what it means for customers keeps our messages relevant. Audiences appreciate definitive language and declarative statements. Avoid vague phrasing and hedge words that suggest uncertainty.

Focus on what matters: Technological innovation is rarely transparent; remember that the end goal is human impact. How will a new product or service improve lives on a personal or global scale? Make sure the benefit of what we’re offering stands front and center, in terms that people can understand.

Capture the possibilities: Convey information in a compelling way that brings the technical experience to life. Before addressing product details, consider: How would this product make you feel? Paint the “future picture,” the after-purchase scenario where the product or service is making home or work life easier and more exciting. For more complex offerings, focus on capturing the most iconic benefit scenarios to give a taste of what’s in store.

Broaden your perspective: In communications, our focus should be on the possibilities of tomorrow – not the petty market squabbles of today. As a brand leader, we should stay confidently and maturely focused on our own performance and customer relationships. Though direct comparisons may be tempting, leave our competitors out of the picture.