Brand Tone

Professional and Authoritative, Inspirational and Design-Focused, Reliable and Trustworthy, Helpful and Solution-Oriented, Slightly Formal but Accessible

Brand Values

• •Design Leadership
• •Quality and Durability
• •Innovation
• •Customer Focus
• •Sustainability
• •Partnership

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., professional, inspirational, reliable), including a list of "do's and don'ts" with examples. This guide should be accessible to anyone creating content for the brand.
• •Understand Your Audience Segments: Tailor the emphasis of your tone slightly for different audiences (e.g., more technical for fabricators, more inspirational for homeowners) while ensuring the core brand voice remains consistent.
• •Prioritize Clarity and Authenticity: Avoid overly complex jargon when simpler terms suffice. Ensure that the language reflects the genuine values and promises of the brand. Authenticity builds trust.
• •Maintain Consistency Across All Channels: Whether it's the website, social media, email newsletters, or print materials, the brand voice should be recognizable and coherent. Regular audits of content across platforms can help maintain this.
• •Train and Empower Content Creators: Ensure that all team members and external agencies involved in content creation understand the brand voice and are equipped to apply it effectively. Provide feedback and ongoing training.

Social Perception

Industry Professionals (Designers, Architects, Fabricators): Wilsonart is generally viewed as a reputable, go-to brand for a wide variety of laminate and engineered surface needs. They are seen as a reliable supplier with a strong product portfolio and good industry presence. Homeowners/End-Users: Perceived as a provider of durable, stylish, and relatively affordable surfacing options. Brand recognition is fairly high, especially for laminate countertops. They are often seen as a practical choice for kitchens, bathrooms, and other applications. Online Community: The brand has a positive to neutral sentiment. Engagement on their social media is generally good, with users seeking inspiration or product information.

Copy Examples

• •Headline (Website Banner for New Collection): "Discover the Art of Surface: Explore the new [Collection Name] – Where Innovation Meets Timeless Design."
• •Social Media Post (Instagram - Project Showcase): "Transforming spaces with the enduring beauty of Wilsonart® HPL. This stunning commercial interior by [Designer Name] features our [Product Name] for a look that's both sophisticated and built to perform. #Wilsonart #CommercialDesign #InteriorInspiration #DurableDesign"
• •Product Description Snippet (E-commerce/Catalog): "Engineered for life's demands, Wilsonart® [Product Type] offers exceptional scratch, scuff, and impact resistance, ensuring your surfaces remain beautiful for years to come. Backed by our [X]-year warranty, it's the smart choice for busy homes and high-traffic commercial environments."
• •Blog Post Introduction (Targeting Designers): "In today's evolving design landscape, material selection is paramount. Wilsonart is committed to providing architects and designers with cutting-edge surfaces that not only meet aesthetic aspirations but also adhere to the highest standards of performance and sustainability. Let's delve into how our latest innovations can elevate your next project."
• •Email Subject Line (To Subscribers): "Your Next Design Project Starts Here | Wilsonart's Latest Trends & Tools"