Brand Tone

Empowering, professional, and reliable.

Brand Values

• •Quality and Expertise
• •Customer-Centric Service
• •Reliability and Trust
• •Safety

Best Practices

• •Lead with Empowerment: Always frame the copy around what the customer can achieve. Use active, inspiring verbs like 'create', 'build', 'master', and 'unleash'.
• •Anchor with Expertise: Back up aspirational language with proof of quality and expertise. Mention trusted brand names (Kemppi, 3M), years of experience ('30 years in the business'), and professional-grade quality.
• •Maintain a Trustworthy Voice: Use clear, direct, and honest language. Reflect the family-run business ethos by being helpful and reliable. Avoid overly corporate jargon.
• •Prioritize Benefits over Features: Instead of just listing a machine's amperage, explain what it means for the user (e.g., 'Weld up to 1/2” steel with ease'). Connect the product's features to the customer's goal of creating a 'masterpiece'.
• •Integrate a Safety-First Mentality: Casually but consistently include safety in the messaging. This reinforces the brand’s value of caring for its customers and adds to its authority as a responsible expert.

Social Perception

Perceived as a brilliant and dependable supplier of welding equipment, known for competitive pricing, extensive high-quality products, and efficient delivery. The family-run aspect fosters trust and personal commitment, positioning them as a knowledgeable and reliable partner in the industry.

Copy Examples

• •Don't just weld. Create. With the Kemppi Master M 205, precision and power are in your hands. Trusted by professionals, available for your workshop. Get the best at Bilba Industries.
• •Quality that pays for itself. Save on industry-leading brands like UNIMIG and Cigweld this month. Gear up with tools that last. Shop the sale now.
• •From a spark of an idea to a finished masterpiece. We love seeing what you create. Tag us with #BilbaBuilds to share your work! #UnleashYourInnerWelder
• •Your Next Project Starts Here | Expert Advice & Quality Gear
• •Protect your most important tool. The 3M Speedglas G5-01VC offers unparalleled clarity and heavy-duty protection, so you can focus on the weld. Because a safe welder is a better welder.