Brand Tone

Professional and Industrial, Reliable and Authoritative, Practical and Solution-Oriented, Confident

Brand Values

• •Quality and Performance: Repeated emphasis on high-quality formulas, durability, and effectiveness in demanding industrial applications. The products are designed for some of the 'most demanding of surfaces and situations.'
• •Reliability and Dependability: Products are presented as trustworthy tools for professionals. 'Markal® still remains true to its core of quality, dependability, and reliability.'
• •Innovation and Improvement: Mention of enhanced formulas, a brand redesign for better classification, and specific product features like Xylene-free paint to address user health and safety.
• •User-Centricity/Supporting the Trades: The brand expresses pride in supporting hardworking tradespeople and contractors. The products aim to be time-saving and reduce work downtime.
• •Safety: Highlighting Xylene-free formulations and low VOC content shows a concern for user health and environmental regulations.

Best Practices

• •Focus on the Professional User: Always address the copy to skilled tradespeople, engineers, and industrial buyers. Use language that resonates with their need for reliability, durability, and efficiency. Avoid overly casual or jargon-heavy (unless industry-standard) language.
• •Highlight Performance and Solutions: Emphasize *what* the products do and *how* they solve specific industrial challenges (e.g., marking on oily surfaces, indicating precise temperatures, enduring harsh weather).
• •Be Direct and Informative: Provide clear, concise information about product features, benefits, and applications. Industrial users value facts and performance data over fluff.
• •Maintain a Confident and Authoritative Voice: Position Markal as a knowledgeable leader in industrial marking technology. Use strong verbs and declarative statements.
• •Incorporate Values: Subtly weave in brand values like quality, reliability, safety (e.g., "Xylene-free"), and support for the trades into the messaging. Ensure that the language used reflects a commitment to high standards.

Social Perception

Generally perceived as a go-to brand for tough, reliable marking tools that perform in harsh conditions where standard markers fail. They are seen as durable and versatile.

Copy Examples

• •Markal: The Indelible Mark of Quality. Your Work Demands It. When precision and permanence matter, professionals choose Markal. Our industrial-grade markers deliver crisp, lasting lines on any surface, in any condition. Don't just mark it, Markal it.
• •Through Oil, Grease, and Dust – Markal Stays True. Challenging environments require tools that don't back down. Markal paint markers are engineered to perform flawlessly on oily, wet, and rough surfaces, ensuring your critical marks remain clear and durable.
• •Temperature Verified. Processes Perfected. Trust Markal Heat Sticks. Achieve precise temperature control with Markal Thermomelt heat sticks. Accurate to ±1%, our indicators provide a clear visual melt, ensuring your welding, annealing, or forging processes meet exact specifications, every time.
• •Safety. Durability. Markal. (Now Xylene-Free). We've enhanced our trusted formulas. Markal liquid paint markers now offer the same industrial-strength performance you rely on, with reduced user health risks thanks to our Xylene-free paint. Mark with confidence.
• •From Fabrication to Assembly – Your Mark of Excellence Starts with Markal. For every critical identification, layout, or quality check, Markal provides the specialized marking solution. Built for the demands of industry, chosen by the best in the trade. Explore the range at getmarkal.co.uk.