Brand Tone

Direct and Informative, Value-Oriented, Locally Focused (Kiwi), Practical and No-Nonsense, Slightly Casual/Enthusiastic

Brand Values

• •Accessibility/Affordability
• •Quality (within price range)
• •Local Support
• •Convenience
• •Comprehensive Range

Best Practices

• •Always Emphasize "Kiwi Owned and Operated": Reinforce the local connection in website banners, email footers, and social media bios. This resonates with the stated value of supporting local.
• •Keep Language Clear, Direct, and Benefit-Oriented: Avoid overly technical jargon where possible, or explain it simply. Focus on how the tool helps the user ("Get the job done," "Power and reliability you need"). Product descriptions often do this well.
• •Highlight Value Consistently: "Reasonably priced," "fair dinkum prices," "free shipping" – these phrases should be used regularly to underscore the brand's commitment to affordability.
• •Be Approachable and Helpful (but Professional): While the tone is direct, ensure customer service interactions (even automated ones) are friendly and supportive. The offer to "source it for you" is a good example of this. Actively solicit and showcase positive customer reviews to build trust.
• •Maintain an Active and Engaging Social Media Presence: Regularly post content that reflects the brand's values – perhaps showcasing Kiwi projects, tool tips, or new arrivals. Respond promptly and professionally to comments and messages to build a positive social perception, addressing the concerns noted in some forums.

Social Perception

Established but Potentially Under the Radar, Price-Competitive, Mixed Trust Levels, Seen as a direct online retailer

Copy Examples

• •Headline: Get the Job Done Right, Without Breaking the Bank. Body: Kiwi tradies and DIY legends, OnlineTools has been your trusted source for quality tools at fair dinkum prices since 2000. We're 100% NZ owned, shipping your gear the same day so you can get back to work. Browse our huge range now! Call to Action: Shop Now & Get Free Shipping Over $50!
• •Headline: Serious Tools for Serious Kiwis. Body: Whether you're on the worksite or tackling a weekend project, OnlineTools delivers the power and reliability you need. From Powerbuilt to Weldpro, get top brands and our own quality hand tools, all backed by a 1-year warranty. Call to Action: Find Your Next Tool.
• •Headline: Nelson-Based, NZ-Wide: Your Local Online Tool Shed. Body: Proudly serving New Zealand from Nelson since 2000! OnlineTools offers a massive selection of welders, air tools, generators, and more – all sourced through NZ importers with full warranties. Need it fast? We ship same day! Call to Action: Explore Our Collections.
• •Headline: Why Pay More? Quality Tools, Kiwi Prices. Body: We spotted a gap for fairly priced, quality tools online in NZ, and we've been filling it ever since. Get the gear you need, from top international brands to our own trusted OnlineTools range, all with local support and fast delivery. Call to Action: Check Out Today's Deals!
• •Headline: Your Project Starts Here. OnlineTools Has You Covered. Body: From heavy-duty machinery to precision hand tools, find everything you need in one place. As a 100% NZ owned business, we’re committed to providing Kiwis with quality tools, great prices, and speedy service. Can't find something? We'll try to source it for you! Call to Action: Browse All Tools.