Brand Strategy

Brand Pyramid

ESSENCE - Mission Statement & Core Values

Empowering teams to easily deliver flawless content from brand to print

_{(Note: Our brand essence is not a slogan or tagline. It's a statement to help us focus internally on how we are positioning ourselves in the market and will allow us to create slogans and taglines in the future.)}

CUSTOMER-CENTRICITY

INNOVATION

TRUST

PERSONALITY - Adjectives and phrases to personify GlobalVision

BOLD

APPROACHABLE

IMAGINATIVE

EMOTIONAL BENEFITS - How the customer should feel when interacting with our brand

RELIEF

CONFIDENCE

INSPIRED

RATIONAL BENEFITS - Tangible benefits our brand offers over its competitors

SAVE TIME

ELIMINATE ERRORS

CORE FUNCTIONALITY - The products and services offered by our brand

AUTOMATED DOCUMENT COMPARISON

Text Compare
Graphics Compare

AUTOMATED PROOFREADING

Spell Check
Barcode & QR Code Inspection
Braille Inspection
Color Inspection

Powered by our AI Inspection Engine
Compliance features built-in
Easily integrates with other systems

Components of a Brand Pyramid

Customer Brand Survey Response Analysis: Interpretation of Brand Survey Results

Brand Guidelines

What is Brand Voice

Brand voice is the distinctive tone and style a brand uses to communicate its values, shaping how its messages resonate with and engage audiences

Summary

Our brand voice is bold, approachable, and up-lifting. Review the descriptions, examples, and tips below to adopt these characteristics across your various communication channels.

Voice Characteristics

Description

Examples

Tips

BOLD

GlobalVision speaks boldly, with confidence and conviction. As a thought leader in the space, our voice is unapologetic, leaving our readers inspired to take action.

Don’t: TOO JARGONY

Our AI Inspection Engine will revolutionize the pharmaceutical industry.

Don’t: TOO HUMBLE

Our AI Inspection Engine can help pharmaceutical companies.

Tips for writing boldly:

Take a stand: Speak assertively and with conviction
Brag when appropriate: Share real impressive data points that demonstrate positive business impact of our products
Embrace brevity: Say what you mean as a few words as possible, ensuring a sharp tone that is powerful yet to the point

Do: JUST RIGHT

We’re in a new era—our AI Inspection Engine is accelerating pharmaceutical reviews at record speed.

APPROACHABLE

Our tone is genuine, approachable, and friendly, building a strong connection with our audience and fostering a sense of trust—we make everyone feel welcome.

Don’t: TOO OVERSTATED

Our state-of-the-art security protocols make our platforms a safe space for everyone.

Don’t: TOO CASUAL

Call us anytime at 1-800-501-0511 to learn about our amazing security protocols.

Tips for writing in an approachable fashion:

Use simple language: Speak in layman's terms most of the time
Write in a friendly/warm tone: Lead with kindness in communication
Ask questions: Pause for questions often. This helps to convey a sense of openness and understanding
Describe audience needs/wants: Describe customer pain points, problems, and desires to convey a sense of understanding

Do: JUST RIGHT

Our advanced security protocols ensure your data is safe and secure.

UP-LIFTING

Our voice is up-lifting and motivates our audience to strive for greatness. We convey positivity, enthusiasm, and a belief in endless possibilities.

Don’t: TOO FORCEFUL

Get on Pfizer’s level and accelerate your speed-to-market.

Don’t: TOO VAGUE

Accelerate speed-to-market.

Tips for writing in an up-lifting fashion:

Empower and motivate the audience: use positive and motivational language.
Connect to larger purpose: Draw connections to our brand essence and mission

Do: JUST RIGHT

Easily exceed your speed-to-market KPIs with our automated quality control solutions.

Brand FAQs

What is the purpose of this document?
This document serves as a unified guide to define, communicate, and maintain GlobalVision's brand identity across all functions, ensuring consistency and impact in every interaction. To ensure that GlobalVision’s brand remains consistent, impactful, and aligned with our mission and values, while empowering every team to contribute to the brand’s success
Who should use this document?
All employees, partners, and stakeholders involved in creating or delivering brand-related work, including marketing, product teams, customer service, HR, and leadership.
What is a brand pyramid, and why is it important?
The brand pyramid illustrates the essential layers of our brand, from functional benefits to emotional connections and core essence. It helps ensure our messaging and actions align with our brand's core purpose.
How can teams ensure alignment with the brand guidelines?
By referencing this document for tone, style, and messaging examples, and integrating these principles into marketing, product development, and customer interactions.
Why is consistency in branding important?
Consistency builds trust, strengthens recognition, and helps customers understand who we are and what we stand for, no matter the platform or channel.
What should teams do if they’re unsure about applying the guidelines?
Contact the brand or marketing team for guidance, or refer to the examples and templates provided in this document for clarity.