Brand Tone

professional, direct, and authentic

Brand Values

• •Authenticity
• •Quality and Durability
• •Pride and Identity
• •Service

Best Practices

• •Emphasize Authenticity: Always use terms like "Official," "Authentic," and "Genuine" to reinforce the brand's unique position as a licensed dealer.
• •Focus on Durability and Function: Use strong, descriptive words that highlight the ruggedness and practical benefits of the products. Phrases like "heavy-duty," "reinforced," and "job-site ready" resonate with the target audience.
• •Maintain a Professional and Direct Tone: The copy should be clear, confident, and straightforward. It should inform the customer effectively without unnecessary fluff, building trust through expertise.
• •Speak to the Community: Use language that acknowledges the shared identity and pride of the construction and heavy equipment industry. The copy should make the customer feel like an insider.
• •Align with Caterpillar's Master Brand: Ensure all messaging is consistent with the core values of the main Caterpillar brand—strength, reliability, and quality. This creates a cohesive and trustworthy brand experience.

Social Perception

Due to the absence of a significant social media or public review footprint, the social perception of THE STOCK ROOM is largely shaped by its direct relationship with the Western States Equipment Company. It is perceived not as a standalone fashion retailer, but as an extension of a respected equipment dealer. Customers are likely those already within the Western States ecosystem: employees, industry professionals, and die-hard Caterpillar fans. This audience likely perceives the brand as a reliable, if niche, supplier for specific apparel needs, valuing the official licensing and quality it guarantees over a broad social media presence.

Copy Examples

• •Built for the workday and ready for the weekend. Our authentic Cat Workwear Jacket is constructed with heavy-duty duck fabric and insulated lining to keep you warm and protected on the job site. Featuring reinforced stitching and official Cat branding, this jacket isn't just a layer—it's a piece of essential equipment.
• •Official Cat Gear. Unmatched Durability. Wear the brand you trust to get the job done.
• •New Arrivals: Gear Up with the Latest from Cat
• •THE STOCK ROOM is your official source for Western States Cat Gear. As a proud part of the Western States Equipment Company, we provide authentic, high-quality Caterpillar apparel and accessories for the professionals and fans who build our world.
• •From the construction site to the open road, our latest collection of Cat hats is designed for durability and comfort. Show your pride in the iron you run. #CatGear #WesternStates #BuiltToLast