01- BRAND TONE OF VOICE
Using a unified and cohesive visual message is only part of the equation. Speaking and talking as a representative of N-Tech should always follow the principles and agendas outlined here.
At N-Tech we’ve seen a lot in a short period of time. We’ve all worked at large corporations where the goal - our customer - is sometimes lost. We recognize that technology and digital jargon can be overload for many business owners. That’s why we need to speak like the experienced and compassionate business partner we only used to dream of.
We treat every potential customer seriously. We want to educate our clients in a professional and confident manner without being condescending or too high-brow.
Using unique professionalism and a conversational, partner based voice, we blend technical speak with laymen terminology to make customer’s lives easier. We prefer the subtle and matter of fact over noisy and misleading, the personal connection over the snake oil or smoke and mirrors. We don’t take ourselves too seriously, but we never take our customers and their needs for granted.
Whether people know what they need from us or don’t know the first thing about technology or digital services, every word we say should inform and educate. We should impart our expertise with clarity, transparency, and understanding. We are people that care, not robots.
WHO WE ARE
Time is money. We speak plain English, cut out the jargon, and get to the point quickly without being callous and apathetic. It’s not what you say, but how you say it.
We want to show our customers we are unique. We are free-thinking. That we are real people. We cannot and will not be cold and void of humanity. We do this by having conversations like we would with our family, friends, or colleagues
Only experts can make what’s difficult look easy, and we excel at helping foster B2B relationships and truly explain and demystify the unknown for our customers. Easy, easy, easy.
We understand the world our customers are living in: one muddled by information overload and intentional misdirection. We avoid being out of touch and keep our ‘curtains open’. Because businesses come to N-Tech for help, not more headaches and false promises.
Our sense of humor is not something to shy away from. We are subtle, approachable, and a tad eccentric. We’re unique but not inappropriate, smart and nerdy, but never snobbish. We prefer smiles to shouting. We’re never condescending or exclusive - we always bring our customers in on the joke and are waiting wtih a high-five when requested.
N-Tech’s tone mirrors who we are. Usually informal, but still professional and always focused on the customer’s needs/goals. It is most important to be clear and transparent while maintaining a professional demeanor. When you’re talking to someone on the phone or writing an email, consider that customer’s state of mind.
Are they excited about working with us? Are they confused and buried under a mountain of stress? Did we knock it out of the park for them, or did we just take down their entire network? Once you have an idea of their current emotional state, you can adjust tone accordingly.
N-Tech has a sense of wit and humor, so feel free to use those traits when it’s appropriate if it comes naturally to you. However, do not go out of your way to make a joke or deflect valid questions - forced humor can be worse than none at all. If you’re unsure, keep a straight face and fall back into “professional and direct mode”.
Remaining professional under stress and not sounding like a call-center robot is paramount. We need to portray the WE of our partnership at all times. Customers have many tech and digital firms to choose from, but we need to show them why N-Tech is the only true partner for them.
Our brand colors help portray who N-Tech is without having to utter a single word. The mix of primary and secondary colors we have selected create a harmonious balance between the cool and warm tones found in all walks of life.
Orange: is energetic and warm. It is associated with joy, sunshine, and playfulness. You often find it used in logos to stimulate emotions and appetites. Common associations with orange also include creativity, enthusiasm, lightheartedness, affordability, and youth.
Blue: is cool and serene. It is most often perceived as trustworthy, loyal, dependable, and stable. Studies have shown that blue is the preferred color of men. Common associations with blue also include authority, calmness, confidence, dignity, loyalty, success, security, serenity, and trustworthiness.
CMYK: 0 44 83 0
RGB: 249 159 67
CMYK: 99 82 46 53
RGB: 05 35 62
CMYK: 77 27 0 0
RGB: 08 150 212
CMYK: 84 85 0 0
RGB: 74 69 161
CMYK: 62 0 28 0
RGB: 84 195 193
CMYK: 0 44 83 0
RGB: 249 159 67
CMYK: 70 0 83 0
RGB: 75 184 99
Less is more. Our stationery, business cards, documents, and presentations are required to represent our company and remain clean and minimal in design. Approved stationery, is available for download whenever needed. If you have any questions, please contact the Digital Team.