Brand Tone

Professional and Experienced, Customer-Focused and Helpful, Reliable and Trustworthy, Approachable, Confident

Brand Values

• •Customer Success: Their stated goal is to help customers "perform at their best."
• •Service Excellence: "Great customer service" is a central theme.
• •Expertise and Knowledge: Highlighted by "over 200 years of combined experience" and "knowledgeable sales representative[s]."
• •Quality Products: Achieved by partnering with "top rated companies" and offering "the best in contractor's equipment and supplies."
• •Heritage and Stability: Being a family-owned business since 1968 underscores a value of tradition and reliability.
• •Comprehensive Solutions: Offering a wide array of sales, rentals, parts, and services for the construction industry.

Best Practices

• •Emphasize Experience and Expertise: Consistently reference the company's long history, family ownership, and the collective experience of the team in all communications.
• •Prioritize Customer Benefit: Frame product and service descriptions around how they help the customer achieve their goals and "perform at their best."
• •Maintain an Approachable yet Professional Voice: Use clear, direct language that is welcoming but also conveys authority and knowledge. Avoid overly casual slang while still being friendly.
• •Showcase Reliability and Trust: Highlight partnerships with reputable brands, the quality of equipment, and the company's longevity to reinforce dependability.
• •Be Solution-Oriented: Position the company not just as a supplier of goods, but as a partner that provides solutions, advice, and comprehensive support for construction projects.

Social Perception

The company is likely perceived as a long-standing, knowledgeable, and reliable supplier within the commercial and industrial construction industry in their service area (Southeast Michigan). Their claim of extensive experience and being family-operated likely contributes to a perception of trustworthiness and stability. Their DBE certification might lead to a positive perception among entities prioritizing supplier diversity. Their focus on customer service and providing quality brands suggests they aim to be seen as a partner to contractors rather than just a transactional supplier.

Copy Examples

• •Headline: 50+ Years Strong: Your Partner in Construction Success. Body: Since 1968, Cougar Sales & Rental has equipped Michigan's best contractors. With over 200 years of combined expertise, we don't just sell and rent equipment – we provide solutions that help you perform at your best. Visit us in Novi or online.
• •Headline: The Right Tools. The Best Advice. Right Here in Novi. Body: Don't leave your next project to chance. Cougar Sales & Rental offers top brands like Husqvarna, Stihl, and Dewalt, backed by a team that knows construction. Get expert support and the quality equipment you need, when you need it. Chat with us today!
• •Headline: More Than Just Rentals. It's a Job Well Done. Body: From heavy-duty equipment to essential supplies, Cougar Sales & Rental is your trusted source. We're committed to great customer service and helping you tackle any challenge. Quality. Experience. Reliability. That’s the Cougar promise.
• •Headline: Building Southeast Michigan Since 1968. Body: Cougar Sales & Rental: Your family-owned source for construction equipment sales, rentals, parts, and service. We stock the brands you trust and offer the expertise you deserve. Let our 200+ years of combined experience work for you.
• •Headline: Need Construction Equipment? Talk to the Pros at Cougar. Body: Why choose Cougar Sales & Rental? Because we’re dedicated to your project's success. With a huge inventory, expert advice, and a commitment to service, we’re the Midwest’s choice for contractors. Call or visit cougarsalesrental.com.