Brand Tone

Professional & Authoritative, Reliable & Tough, Innovative, Supportive

Brand Values

• •Quality & Durability
• •Reliability & Performance
• •Innovation
• •Customer Focus (Professional Trades)
• •Efficiency
• •Trust

Best Practices

• •Focus on the Professional: Always address the copy to skilled tradespeople and construction businesses. Use industry-relevant language and highlight solutions to their specific challenges (e.g., "job site," "uptime," "productivity," "accuracy").
• •Emphasize Durability and Reliability: Consistently weave in messages of toughness, longevity, and dependable performance, reflecting the core RIDGID brand promise.
• •Highlight Innovation with Purpose: When discussing technology (like machine control), explain how it translates to tangible benefits for the user – saving time, reducing costs, improving accuracy, enhancing safety.
• •Maintain an Authoritative yet Accessible Voice: Be confident and knowledgeable, but avoid overly technical jargon where simpler terms can convey the message clearly. Ensure information is practical and actionable.
• •Be Consistent Across All Channels: Whether it’s the website, product brochures, sales presentations, or any future social media, the tone and core messaging should remain uniform to build a strong, recognizable brand identity for Ridgid Machine Control.

Social Perception

Established & Respected, Go-to for Specific Trades, Mixed on Consumer-Grade vs. Pro-Grade Power Tools, Associated with Toughness, Warranty and Service as a Factor

Copy Examples

• •Headline: Precision Excavation. Maximized Uptime. Body: Ridgid Machine Control systems deliver industry-leading accuracy, helping you hit grade faster, reduce rework, and keep your projects on schedule and budget. Built tough for the demanding job site.
• •Headline: Dig Smarter, Not Harder. Body: Upgrade your fleet with Ridgid MC. Our intuitive machine control technology empowers your operators to achieve precise results with every pass, boosting productivity and operator confidence.
• •Headline: The Grade is Your Goal. Our Control is Your Advantage. Body: Don't just move dirt, command it. Ridgid Machine Control provides the real-time data and automated guidance you need for complex grading applications, ensuring accuracy from start to finish.
• •Headline: Reliability Forged in the Field. Technology Crafted for Performance. Body: With decades of RIDGID toughness built-in, our Machine Control systems are engineered to withstand the harshest environments while delivering the advanced technological edge your business demands.
• •Headline: More Productive. More Profitable. More Projects Completed Right. Body: Invest in efficiency with Ridgid Machine Control. Reduce surveying costs, minimize material overruns, and empower your team to take on more challenging projects with confidence.