Brand Tone

Professional and Knowledgeable, Community-Oriented and Caring, Driven and Ambitious, Traditional yet Modernizing, Patriotic/American Values, Supportive

Brand Values

• •Customer Service
• •Quality
• •Hard Work and Dedication
• •Community Involvement
• •Growth and Opportunity
• •Integrity and Honesty
• •Resilience

Best Practices

• •Emphasize Expertise and Reliability: Consistently use language that reflects deep industry knowledge, quality materials, and dependable service. Highlight experience and the ability to cater to both professionals and serious DIYers.
• •Showcase Community and Values: Integrate messaging about community support, American values (where appropriate and authentic), and the company's heritage. This can be done through storytelling and highlighting specific initiatives.
• •Maintain a Helpful and Approachable Voice: Even when addressing professionals, ensure the tone is supportive and not overly technical or intimidating for DIYers. Focus on being a partner in their projects.
• •Be Authentic and Transparent: Given past controversies (like the Super Bowl ad interpretation), strive for clear and unambiguous messaging that genuinely reflects the company's stance and values. Acknowledge customer feedback (both positive and negative) where appropriate to build trust.
• •Highlight the Human Element: Feature stories of employees, successful customer projects (with permission), and the impact of being a woman-owned business. This adds a personal touch and reinforces the "hard-working associates" aspect of the brand.

Social Perception

Large, Established Supplier, Resource for Professionals and DIYers, Mixed Customer Service Experience, Woman-Owned Business, Controversial (at times), Employer with Opportunities and Challenges, Community Contributor

Copy Examples

• •Headline: Build Strong. Build with 84. Body: For over 65 years, 84 Lumber has been the foundation of countless American dreams. From professional-grade materials to expert advice, we're dedicated to helping you build it right, every time. Quality you can trust, service you can count on.
• •Headline: Your Project Partner, From Foundation to Finish. Body: Whether you're a seasoned contractor or a weekend warrior, 84 Lumber is here for you. With a massive inventory, knowledgeable associates, and convenient delivery, we make your building projects smoother and more successful. Let's build something great together.
• •Headline: More Than Lumber. We're Building Communities. Body: At 84 Lumber, we believe in giving back. Our Building Hope initiatives support the communities we serve, because a stronger community means a brighter future for everyone. Choose a supplier that invests in what matters.
• •Headline: Driven by Dedication. Defined by Quality. Body: The spirit of 'Nothing is Impossible' fuels us every day. As a proud, woman-owned American company, we're committed to providing the best building materials and fostering opportunities for our team and our customers. Experience the 84 Lumber difference.
• •Headline: Get Started on Your Dream Build Today! Body: From massive commercial projects to your dream DIY deck, 84 Lumber has the supplies and the know-how to bring your vision to life. Visit us online or in-store and let our experts help you lay the groundwork for success.