Brand Tone

friendly, approachable, and encouraging, shifting to structured and supportive for franchisees

Brand Values

• •Accessibility & Empowerment
• •Support & Community
• •Entrepreneurship & Flexibility
• •Honesty & Value for Money
• •A "No Worries Mate" Attitude

Best Practices

• •Embrace the "Mate" Mentality: Use conversational, friendly, and encouraging language across all platforms. Address customers and franchisees as partners in getting the job done.
• •Keep it Simple: Avoid technical jargon. Explain machine capabilities and the hire process in simple, direct terms that a first-time DIYer can easily understand.
• •Lead with the Solution, Not the Machine: Focus on what customers can achieve—a new garden, a finished trench, a saved weekend. The machine is the tool, but the completed project is the hero.
• •Segment Your Tone: While always friendly, slightly adjust the tone for the two main audiences. For DIY/trade customers, be encouraging and focus on ease of use. For potential franchisees, be supportive and focus on the structured opportunity, profitability, and work-life balance.
• •Show, Don't Just Tell: Use customer testimonials, user-generated photos, and franchisee success stories in marketing. This authentically reinforces your values of empowerment, community, and reliability more than any ad copy can.

Social Perception

Reliable and Professional, Extremely Helpful, A Smart Business Opportunity, Community-Oriented with local, family-owned franchises.

Copy Examples

• •Stop breaking your back with a shovel. Start loving your weekend project. Our mini-excavators are easy to use (no ticket needed!) and perfect for tight spaces. Get it done with Diggermate! Book online in minutes.
• •Build a Real Business, Not Just a Workload. Start your flexible, profitable equipment hire business from home. We provide the machine, the marketing, and the mateship.
• •Another weekend, another awesome project done and dusted! Big props to @[customer_handle] for transforming their backyard with our 1.7T digger. What are you building next? #Diggermate #DIYKing #WeekendWarrior
• •Got another project brewing, mate? Your next hire is waiting.
• •Mini Digger Hire [Your Town]. Easy Online Booking. No Ticket Required. Friendly Service. Get Your Free Quote Today!