Brand Tone

Professional and Knowledgeable, Reliable and Trustworthy, Quality-Oriented, Customer-Focused and Supportive, Approachable and Friendly (for a B2B context)

Brand Values

• •Quality
• •Durability & Performance
• •American Made
• •Customer Success/Support
• •Innovation & Eco-Friendliness
• •Family & Community
• •Integrity & Reliability

Best Practices

• •Prioritize "Professional Yet Approachable": Use clear, confident language that showcases expertise, but maintain a helpful, accessible tone. Avoid overly technical jargon where simpler terms suffice, especially in broader communications.
• •Emphasize Core Values Consistently: Regularly weave in keywords and phrases related to "American Made," "Family Owned," "Quality," "Durability," and "Contractor Support" across all platforms.
• •Show, Don't Just Tell, Quality & Expertise: Instead of just saying "high quality," describe *how* it's high quality (e.g., "superior resin technology for enhanced scuff resistance"). Share customer success stories and detailed application guides.
• •Maintain a Supportive and Solution-Oriented Voice: Frame product descriptions and advice around solving customer problems or helping them achieve their goals (e.g., "Achieve a flawless finish with ease," "Reduce project time with our fast-drying formulas").
• •Be Authentic and Transparent: Reflect the genuine pride in being an American, family-run business. If addressing issues or providing advice, be straightforward and honest. This builds trust, aligning with their established perception.

Social Perception

Positive Product Experience, Trusted by Professionals, Supportive Customer Service, Patriotic/Support for Local Manufacturing, Slight Name Ambiguity Online

Copy Examples

• •Built on Tradition, Formulated for Today: 30 Years of American-Made Floor Coating Excellence. At Professional Coatings Inc., we’re more than just a manufacturer. We’re a family-owned business dedicated to providing contractors with superior, eco-friendly floor coatings that deliver lasting impressions. Trust ProCoat® for quality you can stand on.
• •Your Project. Our Priority. Unmatched Support for Flooring Professionals. Get factory-direct pricing, reliable product availability, and expert advice when you partner with ProCoat®. We understand the demands of your work – that’s why our high-performance coatings are designed for easy application and exceptional results, every time.
• •The Finish That Speaks Volumes: ProCoat® Water-Based Coatings. Achieve stunning, durable floors with our low-odor, eco-friendly water-based coatings. Loved by homeowners and trusted by pros for their clarity, resilience, and easy clean-up. Experience the ProCoat® difference.
• •From Our Family to Yours: Quality Coatings, Lasting Impressions. For over three decades, Professional Coatings Inc. has been committed to American manufacturing and the success of our customers. Our innovative floor finishes are crafted with pride and backed by dedicated support. Let's build something beautiful together.
• •Don’t Just Coat It. ProCoat It. The Professional’s Choice for Hardwood Floor Finishes. Transform any space with our extensive range of high-performance sealers, stains, and topcoats. From our versatile UnoCoat® Hardwax Uroil to our crystal-clear Aqua-Pro™, find the perfect American-made solution for your next flooring project.