Brand Tone

Helpful & Supportive, Expert & Knowledgeable, Practical & Solution-Oriented, Accessible & DIY-Friendly, Innovative

Brand Values

• •Problem Solving
• •Quality & Durability
• •Innovation
• •Customer Focus & Support
• •Ease of Use
• •Community Support
• •Efficiency

Best Practices

• •Focus on Solutions, Not Just Products: Frame copy around how CalFlor helps customers overcome a problem or achieve a desired outcome (e.g., "Fix annoying scratches" vs. "Buy our scratch pen").
• •Use Clear, Accessible Language: Avoid overly technical jargon, especially when addressing DIY users. Explain concepts and instructions simply.
• •Maintain a Helpful and Encouraging Tone: Position the brand as a supportive partner in the customer's flooring projects. Use words like "easy," "simple," "we'll help you."
• •Be Honest and Transparent (especially regarding challenges): Acknowledge that some repairs, like color matching, can take practice. Offer resources and support proactively. This builds trust.
• •Show, Don't Just Tell: Incorporate customer testimonials, before & after photos/videos, and user-generated content where possible to demonstrate product effectiveness and build community.

Social Perception

Go-To for DIY Repairs, Helpful Resource, Value for Money (for some), Inconsistent Color Matching/Results, Reliable for Accessories, Responsive (Implied), Environmentally Conscious (Subtle)

Copy Examples

• •Headline: Don't Replace, Repair! Your Floors Will Thank You. Body: Scratches? Gouges? Missing grout? Don't let minor floor damage become a major headache (or expense!). CalFlor’s Mix2Match repair kits empower you to achieve near-invisible fixes on tile, wood, laminate, and vinyl. Easy to use, lasting results. Fix it like a pro, without the professional price tag.
• •Headline: Tackling Weekend Projects? We've Got the Gear. Body: From installing that beautiful new laminate to giving your trusted hardwood a refresh, CalFlor provides "everything but the floor." Our installation tools are built for ease and precision, and our care products keep your floors looking their best for years to come. Your successful DIY starts here.
• •Headline: Color Match Conundrum? Our Kits Make it Simpler. Body: We know getting that repair color just right can be tricky. That's why our Mix2Match repair kits come with a wide range of pigments and clear guides to help you blend the perfect shade. Plus, our support team and online tutorials are always here to help you achieve a repair you can be proud of.
• •Headline: Small Fix, Big Impact. Preserve Your Home's Beauty. Body: A chipped tile or a scuffed plank doesn't have to spoil the look of your room. With CalFlor’s specialized repair solutions, like our popular TileFix™ and ScratchCure™ pens, you can quickly and effectively restore your surfaces, maintaining your home's value and your peace of mind.
• •Headline (B2B focus): Elevate Your Accessory Program with CalFlor. Body: For over 30 years, CalFlor has partnered with flooring businesses to provide innovative and efficient accessory solutions. From white-label products to comprehensive technical and warranty support, we help you deliver more value to your customers. Let's build a better flooring experience, together.