Brand Voice Characteristics
This is what we sound like when we engage patients, partners, and each other. Consider these characteristics when communicating on behalf of the organization.
Brand Voice Characteristic 1
POSITIVE
• Your future is bright. There’s so much more to see and do. We just want to make sure that you can see it clearly.
• We have an optimism for what comes next. We know that great vision can be a bridge to opportunity, as well as great overall health. Think about the ways you can help our patients get to whatever comes next for them, be it a career, relationship, job, etc.
• We empower you in an authentic way. We learn a bit about you, then we build you up and instill confidence (and whatever else you need).
Brand Voice Characteristic 2
CONVERSATIONAL
• Conversational but not exhausting. Our content/presence is enjoyable and we’re easy to talk to.
• Communications should have an inviting hook. We should be clever and witty in a way that cuts through the noise. Never in a way that sacrifices clarity. Avoid humor that’s overly niche—everyone should “get it.”
• Plain and simple but not “dumbed down.” We deal in complex topics—eye health, insurance, finances—we should make it easy to understand by using audience-appropriate language.
Brand Voice Characteristic 3
KNOWLEDGEABLE
• We’re knowledgeable but not self-important. We speak with humility. We know what we’re talking about, but what we know isn’t our entire identity. We’re an authority in vision health and wellness but we’re still very relatable.
• We’re just like you. In fact, we are you. We provide the same level of care we’d expect for ourselves and the people we love. We have a deep understanding of the impact of our work.
VOICE MODULATION
TIPS
Depending on who you’re talking to, you may want to modulate the way you talk.
As an example, opticians may be more conversational when helping patients try on frames. They’ll make small talk, learn about the patients, take interest in their interests. Whereas our optometrists may increase their use of knowledge to educate patients. It’s OK to be technical when discussing eye health. But remember, it’s important to blend all three characteristics. Just as our opticians need to showcase their knowledge of products and insurance, our optometrists must be conversational, humble, and easy to understand.
Modulation tip for…
OPTOMETRISTS
High-quality, personalized care is your purpose and our promise. Be sure patients understand what their eye health says about their overall health.
1 // KNOWLEDGABLE
2 // POSITIVE
3 // CONVERSATIONAL
Modulation tip for…
OPTICIANS &
OFFICE STAFF
Be a guide for every patient. You have the power to transform their looks and lives.
1 // CONVERSATIONAL
2 // KNOWLEDGABLE
3 // POSITIVE
Modulation tip for…
HOME OFFICE
SUPPORT
You’re here to help our partners in the field. They count on you to get things done.
1 // KNOWLEDGABLE
2 // CONVERSATIONAL
3 // POSITIVE