Brand Tone

Professional, Authoritative, Innovative, Modern, Reliable, Trustworthy, Customer-centric, Supportive, Simple, Accessible

Brand Values

• •Simplicity
• •Quality
• •Honesty
• •Innovation
• •Customer Focus/Support
• •Security & Reliability
• •Ease of Use

Best Practices

• •Prioritize Clarity and Simplicity: Avoid overly technical jargon where possible. Explain complex features in an easy-to-understand manner, reflecting Paxton's core value of 'Simplicity.'
• •Emphasize Benefits, Not Just Features: While detailing technological advancements, always tie them back to tangible user benefits like enhanced security, convenience, ease of use, or scalability.
• •Maintain a Confident and Authoritative Voice: As an industry leader, the tone should convey expertise and trustworthiness without being arrogant. Use declarative statements and provide clear, factual information.
• •Showcase Innovation Responsibly: Highlight new technologies and smart features, but always frame them within the context of practical application and reliability, reinforcing that innovation serves a purpose.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media, marketing materials, and customer communications is aligned. Develop brand voice guidelines for all content creators.

Social Perception

Paxton is generally perceived positively by installers/integrators who appreciate the reliability, ease of installation, and support. End-users generally value the ease of use and reliability but have some concerns about the cost, functionality of certain software/apps, and customer support in specific regions. The industry sees Paxton as an established, experienced leader known for innovation and growth.

Copy Examples

• •Headline: Intelligent Security, Simplified. Body: Experience seamless access control with Paxton. Our innovative solutions are designed for robust security and effortless management, backed by over 30 years of industry-leading expertise. Secure your world, intelligently.
• •Headline: Future-Proof Your Access. Body: Embrace the next generation of security with Paxton10. Combining access control and video management in one intuitive platform, it’s the smart, scalable solution for modern buildings. Effortless to install, simple to manage.
• •Headline: Reliability You Can Trust. Quality We Guarantee. Body: At Paxton, we build security solutions that last. With our 5-year warranty and dedicated support, you can have complete peace of mind. Protecting what matters, always.
• •Headline: Smart Access at Your Fingertips. Body: Manage your building's security from anywhere with Paxton's intuitive apps and web-based interfaces. Convenience, control, and cutting-edge technology – all designed with you in mind.
• •Headline: More Than Just Security – It's Peace of Mind. Body: Paxton systems are engineered for excellence, offering robust protection and user-friendly operation. Invest in a solution trusted by thousands globally to safeguard your premises.