Brand Tone

Authoritative, technical, reassuring, empowering, value-driven, and direct, emphasizing expertise and customer control.

Brand Values

• •Innovation and Quality
• •Customer Privacy and Ownership
• •Expertise
• •Accessibility

Best Practices

• •Balance Expertise with Reassurance: Always pair technical features with emotional benefits (e.g., '4K Ultra HD video for complete peace of mind') to appeal to both tech-savvy and security-conscious buyers.
• •Champion the 'No Monthly Fees' Differentiator: Consistently highlight this powerful selling point in headlines, ad copy, and on-site banners as it addresses a major pain point.
• •Use Empowering Language: Employ verbs like 'Build,' 'Customize,' 'Control,' and 'Own' to reinforce the brand's DIY ethos and customer empowerment values.
• •Leverage Third-Party Endorsements: Prominently feature positive reviews and awards from reputable tech publications like PCMag and ZDNet to build trust and validate product quality.
• •Address the Support Perception Head-On: Invest in a support-focused content strategy, creating clear tutorials, video guides, and FAQs to empower customers to solve issues themselves, reinforcing the DIY ethos and potentially alleviating customer service strain.

Social Perception

Customers value Lorex for high-quality hardware, advanced features, and the absence of subscription fees, seeing it as a professional alternative. However, there is significant negative feedback concerning customer and technical support, with common complaints about long wait times and unhelpful interactions, creating a perception of strong products but weak after-sales service.

Copy Examples

• •Professional 4K Security. Zero Monthly Fees. Take complete control of your property with Lorex's award-winning CCTV systems. Your footage stays with you, right where it belongs.
• •Turn night into day. Our advanced Color Night Vision technology captures every detail in vivid color, even in low-light conditions. Secure your home 24/7 with clarity you can trust. #LorexSecurity #NightVision #PeaceOfMind
• •Lorex 4K Security Systems | No Subscriptions, Ever | Shop UK
• •Your Guide to Choosing Between a Wired NVR and a Wi-Fi System
• •Engineered for relentless reliability, this IP67-rated 4K bullet camera captures crucial evidence with stunning clarity. With local storage and no cloud fees, you get professional-grade surveillance and total privacy. That's security you own.