Brand Tone

Professional and Expert, Innovative and Forward-Looking, Reliable and Trustworthy, Solution-Oriented and Customer-Focused, Internally "Joy and Fun"

Brand Values

• •Innovation and Technological Excellence ("HONMAMON")
• •Contribution to Society and Sustainability
• •Customer Focus and Partnership
• •Global Collaboration and Diversity
• •Employee Well-being and Empowerment ("Joy and Fun")

Best Practices

• •Prioritize Clarity and Precision: Given the technical nature of the products, language must be unambiguous, accurate, and clearly convey specifications and benefits. Avoid jargon where simpler terms suffice for a broader audience on the webshop, but maintain technical accuracy for expert users.
• •Emphasize Solutions and Benefits, Not Just Features: While technical features are crucial, always connect them to how they solve a customer's problem, improve their research, enhance efficiency, or enable new discoveries.
• •Maintain a Professional and Authoritative Voice: The copy should instill confidence in HORIBA's expertise and the quality of its products. This means well-structured sentences, correct grammar, and a respectful, knowledgeable tone.
• •Incorporate Keywords of Innovation and Reliability: Regularly use terms that reflect HORIBA's core values, such as "innovative," "advanced," "precision," "reliable," "trusted," "next-generation," "solution," and "expert," where appropriate.
• •Develop a Style Guide Extension for the Webshop: While the overarching HORIBA brand guidelines will apply, create a specific subsection for the e-commerce platform. This should address common e-commerce copywriting elements (product descriptions, calls-to-action, FAQs, support responses) ensuring they align with the established professional and expert yet customer-centric tone. This ensures that even transactional communications reinforce the brand.

Social Perception

Highly Regarded in Scientific and Industrial Communities, Innovative Leader, Reliable Partner, Specialized and Niche, The online store (horiba-webshop.myshopify.com) itself is a newer extension

Copy Examples

• •Headline for a New Product Launch (e.g., on the webshop or LinkedIn): "Advance Your Research: Introducing the [Product Name] – Precision, Speed, and Unparalleled Insight for Demanding Applications. Discover next-generation [key technology, e.g., Raman spectroscopy] engineered for breakthrough results. Learn more and shop now."
• •Email Subject Line for a Technical Webinar: "Expert Insights: Optimize Your [Specific Application, e.g., Battery Cell Analysis] with HORIBA's Latest Measurement Solutions."
• •Webshop Product Category Description (e.g., for Consumables): "Maintain Peak Performance: Genuine HORIBA Consumables & Spare Parts. Ensure the continued accuracy and longevity of your HORIBA instruments with our range of certified [e.g., electrodes, calibration standards, sample cells]. Quality you can trust, conveniently available online."
• •LinkedIn Post about a Sustainability Initiative: "HORIBA is committed to a sustainable future. Our [e.g., new energy measurement technologies] are empowering researchers and industries to reduce environmental impact and build a cleaner tomorrow. Explore how we're contributing to global environmental solutions. #Sustainability #Innovation #HORIBA"
• •"About Us" Snippet for the HORIBA Store EU: "Welcome to the HORIBA Store EU – your direct source for world-leading analytical and measurement solutions. Backed by decades of HORIBA's commitment to 'HONMAMON' (authentic excellence) and innovation, we provide the tools and support you need to accelerate discovery and drive progress. Shop with confidence for genuine HORIBA products."