Brand Tone

Authentic and Relatable, Direct and No-Nonsense, Confident and Practical, Community-Oriented

Brand Values

• •Problem-Solving and Innovation
• •Durability and Quality
• •Worker Safety and Well-being
• •Authenticity
• •Customer-Centricity

Best Practices

• •Use the "Tradie" Vernacular
• •Lead with the Problem-Solution
• •Leverage Authenticity at Every Turn
• •Show, Don't Just Tell
• •Keep it Direct and Benefit-Focused

Social Perception

Overwhelmingly positive, viewed as an essential, genuinely innovative, and trustworthy tool. Praised for its effectiveness and designed for the real needs of tradies. Trusted enough to be stocked in major national retailers.

Copy Examples

• •Stop getting scorched and soaked. The one bit of kit every Aussie tradie needs in their ute. Built tough, because it was designed by one of you.
• •Your Friday arvo job just got a lot less miserable. Stay on the tools and get home dry. The Trade Shade has you covered, literally. #BuiltTough #AussieTradie #RainHailOrShine
• •Sunburnt? Soaked? Sick of it? Your tools are protected from the weather, why aren't you? Designed by a sparky who'd had enough, the Trade Shade is the game-changing magnetic umbrella holder that's become essential for tradies across Australia. Order yours and make every day on the tools a better one.
• •Your new favorite tool isn't a drill.
• •This isn't just an umbrella holder; it's your all-weather mate on the job site. With a super-strong, paint-safe magnet and a build tough enough for any conditions, it attaches in seconds to keep you cool, dry, and focused on the job, not the weather. Forget wrestling with tarps—this is the real deal.