Reppin' Razer

Journal #2: If you are representing a brand, what is your brand voice? Think of a narrative that speaks to your target audience.

"For Gamers, By Gamers"

Articulating Razer's brand voice:

Our brand voice is powerful and empowering almost like an "older brother" or coach who pushes the customer to be on the edge and be the best. "We are the best, and you are one of us." "You are elite, so you only deserve the best." "You are built different". "We are with you on this. We are your support." "We are your assist".

With that in mind, this is the narrative I see when I try to imagine Razer:

This geeky-looking kid gets bullied in school. When he reaches home, he wipes his tears, and try to clean himself up so that the wounds and bruising are not obvious. He turns on his computer. Suddenly, he is transformed into his avatar; a strong, powerful woman with the big guns. The player dominates in the game through his avatar and leads his team into victory. The rest of his teammates in the voice chat praises him and thanks him and calls him their hero, and that he is the best. He is the hard-carry. He is the hero. The avatar is smiling triumphant and telling the rest of the teammate's avatars "Victory! Great job team! We saved the world yet again..." It then cuts back to the room where the geeky kid is wearing the same expression and feeling the same aura of confidence as his avatar. Probably there will be some green aura/streaks swirling around him to represent "confidence" and it slowly forms the Razer logo.

Picture from Razer Website