Brand Tone

Direct and No-Nonsense, Empathetic and Understanding, Results-Oriented, Approachable and Relatable, Confident and Knowledgeable

Brand Values

• •Specialization/Expertise: Deep understanding of the trades industry and its specific marketing needs.
• •Results-Driven: Focused on delivering tangible outcomes (leads, sales, growth) for their clients.
• •Transparency/Honesty: The direct language and clear service descriptions suggest a value of straightforwardness. They aim to demystify marketing for tradies.
• •Partnership/Support: Positioned as a partner to help tradies succeed, not just a service provider. "We're in this together."
• •Empowerment: Helping tradies take control of their marketing and business growth.
• •Authenticity: The personal story of the founder and the tailored language for tradies point towards a value of being genuine and relatable.

Best Practices

• •Speak Your Clients' Language: Continue using industry-specific terms and addressing the direct pain points of NZ tradies. Avoid overly corporate jargon.
• •Be Direct and Benefit-Oriented: Always lead with the tangible results or solutions you provide. Tradies are busy; get straight to the point about how you can help their bottom line.
• •Maintain an Empathetic but Confident Stance: Show you understand their challenges ("We get it...") but position yourself as the confident expert who can solve their marketing problems.
• •Inject Personality (the "Tough Cookie" Edge): Don't be afraid to be a little bold and memorable. The brand name allows for a slightly more informal and resilient tone than a generic agency. Reinforce the "tough but fair and effective" persona.
• •Ensure Consistency Across All Channels: Whether it's the website, an email, a social media post, or an ad, the core tone (direct, empathetic, results-focused, knowledgeable, approachable) should be immediately recognizable as Tough Cookie Marketing.

Social Perception

Internally (via their website): They curate a perception of being a trusted, effective partner for tradies through testimonials (if present on the site – I'd need to browse it more deeply for these) and case studies. The clear, targeted messaging is designed to resonate positively with their niche audience. Likely Perception by Target Audience: Tradies are likely to perceive the brand as relevant and understanding of their needs, provided the marketing messages reach them effectively. The "no BS" approach combined with the promise of tangible results would be appealing. The specialization is a key differentiator that would likely be viewed positively.

Copy Examples

• •Facebook Ad Headline: Stop Wasting Time on Dud Leads. Get a Real Tradie Marketing Plan. Body: Sick of phone calls that go nowhere? We're Tough Cookie Marketing, and we help NZ tradies like you get properly qualified leads that turn into actual jobs. No fluff, just results. Book a free chat.
• •Website Homepage Banner: More Jobs. Better Profit. No Bull. Real Marketing for Kiwi Tradies.
• •Email Subject Line: Is Your Marketing as Tough as Your Workday, [Tradie's Business Name]? Email Snippet: You're out there grafting, rain or shine. Your marketing should be working just as hard. At Tough Cookie, we build marketing systems for tradies that actually deliver – more quotes, better clients.
• •Google Ad Description: NZ Tradies: Get More Leads. Expert Digital Marketing. SEO & Ads That Work. Straight Up Advice. Tough Cookie Marketing.
• •Social Media Post (general): Being a gun on the tools doesn't always mean you're a marketing guru – and that's okay! We partner with Kiwi plumbers, builders, sparkies & more to nail their online marketing so they can focus on what they do best. #TradieMarketing #NZTrades #GetMoreLeads #ToughCookieMarketing