# Ricoh-usa Brand Voice

> A reliable, authoritative, and results-oriented partner that speaks the language of corporate efficiency and global responsibility.

## Positioning
Ricoh is a global leader in office technology and process automation that helps enterprise and public sector organizations unlock the power of information. They position themselves as a strategic partner for digital transformation, focusing on operational efficiency, workplace experience, and sustainable growth.

## Voice principles
*   **Empowering:** Uses active verbs to focus on enabling the customer to achieve more.
*   **Outcome-focused:** Prioritizes hard data, cost savings, and tangible business results over abstract features.
*   **Authoritative:** Maintains a professional, institutional tone that reflects their status as an industry leader and "trusted partner."
*   **Responsible:** Emphasizes long-term sustainability, global citizenship, and ethical business practices.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level, aspirational, and action-oriented. |
| Case Studies | Analytical, data-driven, and focused on "real world results." |
| News/Corporate | Formal, objective, and institutional. |
| Support/Contact | Helpful, direct, and collaborative. |

## Lexicon
- **Use:** Empower, optimize, unlock, automate, workplace experience, operational efficiency, information, sustainability, trusted partner, real world results.
- **Avoid:** "Printing" as a standalone concept (use "print infrastructure" or "information"), "Cheap" (use "cost savings"), "Simple" (use "efficiency" or "streamlined").

## Messaging do's and don'ts
*   **Do:** Connect technology directly to employee productivity and information flow.
*   **Do:** Use specific metrics like percentages and dollar amounts to prove value.
*   **Do:** Frame digital transformation as a way to "rethink" or "redefine" the future.
*   **Don't:** Focus on hardware specs without explaining the business outcome.
*   **Don't:** Use overly casual or "disruptive" tech jargon.
*   **Don't:** Forget to mention the "planet" or "prosperity" when discussing business growth.

## Evidence
*   "Empower productivity" and "Unlocking the power of information."
*   "80% cost savings & 66% faster response time" and "$90,000 annual savings."
*   "Sustainable practices are the core of our business" and "People, prosperity and planet."
*   "Ricoh named a Leader in the 2024 IDC MarketScape."
*   "Rethinking how inbound mail is delivered."