Brand Tone

Professional, Value-Driven, and Helpful

Brand Values

• •Value and Affordability
• •Comprehensive Solutions & Reliability
• •Customer Partnership
• •Adaptability and Modernization
• •Sustainability

Best Practices

• •Lead with Value, Support with Service: In all copy, the primary message should be about value and comprehensive solutions. However, this must be balanced with assurances of reliable service and customer support to build trust and address negative perceptions.
• •Segment Your Voice: While the core tone is professional, tailor the level of formality to the platform. Use a more corporate, solutions-focused voice on LinkedIn, and a slightly more relaxed, deal-focused tone on Facebook and in emails to consumers.
• •Be Proactively Helpful: Use copy to anticipate customer needs. Create content around "buying guides," "workspace setup tips," and "sustainability swaps." This reinforces the "expert" aspect of the brand's identity.
• •Acknowledge and Align with Core Values: Integrate key values like reliability, affordability, and sustainability into messaging. For example, "Sustainable choices at prices that make sense for your business." This shows consistency between what the brand says it believes and what it communicates.
• •Unify the Message: Ensure that the promise of being a "reliable partner" is consistent across all touchpoints —from website banners and product descriptions to automated email responses and customer service scripts. Consistency is key to rebuilding and maintaining customer trust.

Social Perception

Polarized. Positively perceived as a major, established supplier with a vast product range and competitive pricing. Negatively perceived due to persistent issues with customer service, delivery, and returns.

Copy Examples

• •The hybrid work model is here to stay. Is your team equipped for maximum productivity, wherever they are? From ergonomic home office chairs to seamless tech solutions, Viking helps you build the workspace you need. Let us handle the supplies, so you can focus on what's next. #OfficeSolutions #HybridWork #Productivity
• •Mid-Year Stock Up! Get 20% off all Viking brand paper and ink. Quality you can trust, prices your budget will love. Don't wait – offer ends Friday!
• •Thanks for your recent order, [Customer Name]! Here's £10 off your next one.
• •**The Neva Ergonomic Office Chair:** Long days at the desk demand superior support. The Neva chair features adjustable lumbar support, breathable mesh back, and a synchro-tilt mechanism to move with you. Invest in your team's comfort and boost focus. Backed by our 1-year quality guarantee and 30-day free returns.
• •From student projects to your home office setup, get everything you need in one place. Fast, free delivery on orders over £30. Shop smart with Viking.