Brand Tone

Helpful, Community-Oriented, and Dependable.

Brand Values

• •Community Support
• •Quality and Expertise
• •Customer Service
• •Tradition and Trust

Best Practices

• •Always Emphasize "Local" and "Community": Consistently use words like "hometown," "community," "local," and "neighbor." This reinforces the core of the brand's identity and its main competitive advantage.
• •Maintain a Helpful, Educational Voice: Continue creating blog and social media content that offers practical advice. This builds trust and positions the brand as an expert resource, not just a seller of goods.
• •Speak Directly to Both DIYers and Pros: Tailor messaging to acknowledge the distinct needs of both primary audiences. Use inclusive language but also create targeted content that speaks to the specific challenges and goals of each group.
• •Showcase a Personal Touch: Feature photos of staff, the store, and community events on social media. Responding to comments and questions with a friendly, personal, and non-corporate voice will enhance the "hometown" feel.
• •Focus on Solutions, Not Just Products: Frame copywriting around solving a customer's problem or helping them achieve a goal (e.g., "Build the perfect deck" instead of "We sell lumber"). This customer-centric approach aligns with the brand's value of helpful service.

Social Perception

Axtell Lumber is perceived positively as a vital and reliable local business. Customer reviews, though limited in online forums, are favorable on their own website, highlighting good, "olden days" customer service. The brand is viewed as an essential community asset, a perception reinforced by news articles that mention the lumberyard owner's leadership in crucial community projects. They are seen not just as a retailer but as a community partner that is invested in the well-being of Axtell and the surrounding area. The business serves both DIY homeowners and professional contractors, indicating a broad and trusted reputation across different customer segments.

Copy Examples

• •That weekend project is calling. From the perfect shade of paint to the lumber for your new deck, we've got everything you need to get it done right. Stop by and let our team help you get started. #AxtellLumber #DIY #HometownHardware
• •Building Axtell Together. We provide contractors with quality materials, reliable delivery, and the expert service you depend on to keep your project on schedule. Your partner in building, since 1986.
• •More than a lumberyard, we're your neighbors. Proudly supporting Axtell's community projects, big and small. Thank you for shopping local and keeping our hometown strong. #AxtellProud
• •Don't let a broken screen or a missing key slow you down. Our in-store services include screen repair, key cutting, and special ordering for those hard-to-find items. We're here to help! #ProblemSolved #AxtellLumber
• •Title: 5 Simple Upgrades to Boost Your Home's Value This Spring. Intro: Thinking of refreshing your home? You don't need a massive renovation to make a big impact. Our experts at Axtell Lumber share five manageable projects that will add value and beauty to your space.