Brand Tone

Professional, Expert, and Solution-Oriented

Brand Values

• •Quality and Performance
• •Australian Ownership and Manufacturing
• •Expertise and Experience
• •Reliability and Trust

Best Practices

• •Always frame content from a position of knowledge. Use phrases like "Engineered for," "Formulated to," and "Proven in" to reinforce authority.
• •Ensure the "Australian Made" message is prominent on the homepage, in ad copy, and on product pages to build trust and appeal to local buyers.
• •Focus on the benefits—longevity, ease of maintenance, chemical resistance, and aesthetic appeal—as customers are buying a result (a durable, clean floor).
• •Avoid slang, overly casual phrasing, or excessive hype. Use technical terms where appropriate for the target audience (e.g., "resin systems," "cementitious products," "polyurethane cement") as it builds credibility.
• •Subtly referencing the heritage shared with Peerless JAL ("From a family of brands trusted since 1947") can build borrowed credibility, especially when establishing trust with new customers.

Social Perception

The brand is perceived as a serious, industrial-grade product supplier that delivers professional results, focused more on functional supply than on building a community-driven lifestyle.

Copy Examples

• •Australian-Made Epoxy Flooring Systems. 30 Years of Proven Performance Under Your Feet.
• •Engineered for the demands of Australian warehouses and garages. Our SupaFloor epoxy system delivers a seamless, chemical-resistant, and easy-to-clean surface. Trust three decades of local manufacturing for a floor that works as hard as you do.
• •Pro-Grade Garage Floor Coatings | Hychem Online | 100% Aussie Owned
• •We're not just suppliers; we are Australian manufacturers. Every Hychem Online product is the result of 30 years of formulation and testing for local conditions, ensuring a finish you can rely on.
• •Achieve Superior Finishes with Hychem's New Primer Range