Brand Tone

Professional, reliable, supportive, efficient, informative, solution-oriented.

Brand Values

• •Innovation
• •Quality & Reliability
• •Customer Focus/Support
• •Sustainability & Efficiency
• •Comprehensive Solutions
• •Accessibility

Best Practices

• •Prioritize Professionalism and Reliability: Use clear, direct language that conveys expertise and dependability. Avoid overly casual slang or jargon that might not resonate with all trade professionals. Focus on solutions and benefits.
• •Emphasize Support and Partnership: Frame communications to show that Brilliant Trade is a supportive partner for their business, not just a supplier. Highlight accessible customer service, technical support, and resources.
• •Highlight Efficiency and Ease-of-Use: Trade professionals value time and simplicity. Copy should reflect how Brilliant Trade makes their job easier, from product selection and ordering to installation.
• •Showcase Innovation (with a practical lens): While "innovative" is a core value, for trade, this should be linked to tangible benefits like new technologies that save time, improve performance, or meet new client demands (e.g., smart home integration).
• •Maintain Factual Accuracy and Transparency: Given the past ACCC issue, it's crucial that all claims about products, pricing, and services are accurate, transparent, and easily verifiable. Build trust through honesty.

Social Perception

Generally perceived as a long-standing, innovative Australian brand with a wide range of lighting, fan, and smart home products. Trade partners seem to value the breadth of their offerings and support. The move into smart home technology is often seen positively. However, the ACCC ruling on resale price maintenance in 2023 has likely impacted public and trade perception regarding their business practices and pricing strategies. Product recalls, though not uncommon in the industry, can also affect trust. As with many large brands, individual product experiences and customer service through various retail channels can vary, leading to mixed online reviews.

Copy Examples

• •Headline: Power Your Projects with Brilliant Trade. Body: Access Australia's leading range of lighting, electrical, and smart solutions, backed by dedicated trade support. Partner with Brilliant Trade for reliability and innovation on every job. Call to Action: Open Your Trade Account Today.
• •Headline: Smart Solutions. Smarter Business. Body: From advanced smart home integrations to energy-efficient LED lighting, Brilliant Trade delivers the technology your clients demand. Stay ahead with our innovative product lines and expert advice. Call to Action: Explore Our Smart Range.
• •Headline: Your Project Deadline is Our Priority. Body: With Brilliant Trade, get the products you need, when you need them. Our streamlined ordering and reliable supply chain mean less downtime and more satisfied clients. Call to Action: Browse Our Latest Catalogue.
• •Headline: Build with Confidence. Build with Brilliant. Body: For over 40 years, Brilliant has powered Australian homes and businesses. As a Brilliant Trade partner, you get access to quality-tested products and the assurance of industry-leading warranties. Call to Action: Learn About Trade Benefits.
• •Headline: Lighting, Electrical, Air Movement – All Under One Trade Roof. Body: Simplify your sourcing with Brilliant Trade. Our comprehensive catalogue covers all your project needs, from foundational electrical to sophisticated smart systems and stylish air movement. Call to Action: Get a Custom Quote.