Brand Tone

Authoritative, Confident, Direct, Honest, Hard-Working, Resilient, Customer-Focused, Supportive

Brand Values

• •Quality and Durability
• •Integrity and Hard Work
• •Excellence
• •Customer Focus
• •Reliability and Trust
• •Innovation
• •Sustainability

Best Practices

• •Know Your Foundation: Always refer back to the core brand values of durability, integrity, hard work, excellence, and customer focus. Every piece of copy should reinforce these principles.
• •Speak to the "Doer": Address the hardworking individual who relies on the gear. Use active, strong verbs and a direct, no-nonsense approach. Avoid overly elaborate language; focus on clarity and solutions.
• •Highlight Heritage and Trust: Subtly weave in the Caterpillar legacy of toughness and reliability. Phrases like "Built on a legacy of strength" or "The quality you expect from CAT" can reinforce this.
• •Be Authentic and Realistic: Reflect the real-world applications and environments where the products are used. If it’s for tough jobs, the language should be robust and confident.
• •Maintain Consistency Across All Channels: Whether it's a product description, an email newsletter, or a social media post (if applicable), the tone should remain consistent. Develop a simple style guide if multiple people are writing copy.

Social Perception

Trusted for durability and work performance, Good quality for the price (often), Reliable customer service (shopcaterpillar.co.uk), Comfortable workwear, Iconic and recognizable brand

Copy Examples

• •Headline: Built for Your Grind. Ready for Anything. Body: Don't let your gear give out before you do. CAT workwear and footwear are engineered for the toughest jobs and longest days. Experience uncompromising durability and all-day comfort. Shop now and feel the difference. Call to Action: Gear Up Now
• •Headline: CAT Footwear: Work Hard. Tread Strong. Body: From the construction site to the workshop, your feet deserve the best protection and support. Our safety boots are packed with features to keep you safe and comfortable, no compromises. Call to Action: Find Your Fit
• •Headline: The Standard for Tough. The Benchmark for Work. Body: For nearly a century, Caterpillar has meant resilience. That same uncompromising quality is built into every piece of our apparel. Tough materials, smart design, made for those who do. Call to Action: Discover CAT Workwear
• •Headline: Don't Just Do the Work. Own It. Body: CAT apparel and footwear isn't just about getting the job done; it's about doing it with confidence. Rugged style meets functional design, so you're always prepared. Call to Action: Shop the Collection
• •Headline: Your Workday, Reinforced. Body: Face any challenge head-on. CAT work trousers, jackets, and boots are your first line of defense against the elements and the demands of the job. Invest in gear that works as hard as you do. Call to Action: Explore Workwear Essentials