Brand Tone

Practical, Reliable, and Direct

Brand Values

• •Quality & Durability
• •Family-Oriented & Irish-Rooted
• •Customer-Centric Service
• •No-Nonsense Practicality

Best Practices

• •Lead with a Verb: Start copy with action words (e.g., Build, Haul, Seal, Fix). This aligns with the practical, results-oriented nature of the products.
• •Talk About the How, Not Just the What: Instead of just listing features, briefly state their practical benefit. For example, 'Heavy-duty steel frame for superior durability on uneven ground.'
• •Keep it Direct and Scannable: Use short sentences, bullet points for specifications, and clear headlines. The target audience is busy and values quick, easy-to-understand information.
• •Incorporate Trust Keywords: Consistently use terms like 'Irish-Owned,' 'Family-Run,' 'Reliable,' 'Heavy-Duty,' and 'Quality Guaranteed' to reinforce brand values in every piece of communication.
• •Always Mention Spares: When talking about core products like the wheelbarrows, make a point to mention the availability of spare wheels and parts. This is a key differentiator and reinforces the values of longevity and customer support.

Social Perception

Trusted Supplier; Go-To for Core Products; Supportive & Responsive; Growing Recognition

Copy Examples

• •Built for the graft. Not for the garage. Our 90L Heavy Duty Bobby Barrow is rated for a 200kg load, because we know your work doesn't do things by halves. Irish-owned and built to last. Spares available. Order yours on bobby.ie.
• •Don't let a poor seal compromise your work. BOBBY Adhesive Foam provides a strong, durable, and airtight bond you can depend on. Ideal for builders, DIY enthusiasts, and anyone who needs the job done right the first time. Simple to use, professional results. Part of the trusted, no-nonsense BOBBY Products range.
• •Tougher Than Irish Weather. The Original Bobby Barrow.
• •Site mess? Sorted. Stock up now. Shop BOBBY.
• •We're a family-run Irish business that started with a simple idea: a wheelbarrow that could actually handle a hard day's work. We're not interested in adding hundreds of products to our name; we're interested in providing a select range of quality gear, like our Bobby Barrows, that we stand behind. We back our products with spares and solid customer service, right from our base in Dublin.