Brand Tone

Direct and Value-Oriented, Trustworthy and Assuring, Knowledgeable and No-Nonsense, Customer-Focused (Practical), Slightly informal but professional

Brand Values

• •Value for Money/Affordability
• •Quality and Authenticity
• •Customer Service & Trust
• •Accessibility
• •Transparency

Best Practices

• •Emphasize Value Consistently: Always highlight the "direct import, no middleman" benefit and how it translates to savings for the customer (e.g., "Save $$$!").
• •Be Direct and Clear: Use straightforward language. Avoid jargon where possible, or explain it simply. Get straight to the point about product benefits and pricing.
• •Reinforce Trust and Authenticity: Regularly mention "genuine tools," "NZ registered company," and warranty information in communications to address potential skepticism about lower prices.
• •Maintain a Helpful, Accessible Tone: Even when being direct, ensure the language is approachable. Use clear calls to action and make contact information readily available (like the 0800 number).
• •Show, Don't Just Tell (with Customer Proof): Continue to leverage customer testimonials and positive reviews in marketing materials to build social proof and reinforce the positive perception of value and service.

Social Perception

Generally Positive, with some Caution. Awareness of Parallel Importing. Price as a Key Driver. Legitimacy Questioned by Some (Initially). Concerns about Warranty Handling by a Minority

Copy Examples

• •Headline: Stop Paying Middleman Prices! Get Genuine DeWalt Tools Direct & Save. Body: Why pay more? iTOOLS imports quality DeWalt power tools directly to NZ, so you get unbeatable prices without the retail markup. Genuine tools, NZ warranty, and fast shipping. Shop smart, work smarter. Call to Action: Explore DeWalt Deals Now!
• •Headline: Your Project Deserves Milwaukee. Your Wallet Deserves iTOOLS. Body: Get the power and reliability of Milwaukee tools at prices that make sense. We bring top-tier tools to Kiwis without the inflated costs. All genuine, all backed by warranty. Call to Action: View Our Milwaukee Range & Save $$$!
• •Headline: Makita Quality. iTOOLS Prices. The Perfect Combo. Body: Don't let high street prices hold you back. iTOOLS offers a massive range of genuine Makita power tools, imported direct to save you money. From drills to saws, get equipped for less. Call to Action: Shop Makita & Build More!
• •Headline: Tradie Prices for Everyone. Genuine Tools, Direct from iTOOLS. Body: Whether you're a seasoned pro or a DIY hero, get access to top brand power tools at direct-import prices. Registered NZ company, full warranty, and the savings go straight to you. Call to Action: Get Your Quote Today!
• •Headline: Build Your Dream Kit & Save! Top Brands, iTOOLS Value. Body: Handpick your perfect toolkit from DeWalt, Makita, Milwaukee, and more. Get exactly what you need at prices you won't find elsewhere. Quality guaranteed, direct to your door. Call to Action: Customize Your Tool Kit Now!