Brand Tone

Knowledgeable, Reliable, and Encouraging

Brand Values

• •Quality
• •Value
• •Expertise
• •Convenience
• •Empowerment

Best Practices

• •Create a Brand Voice Chart: Develop an internal document that clearly defines your brand's tone. Use a "We are this, not that" format. For example: "We are: encouraging, knowledgeable, clear. We are not: technical jargon, pushy, cheap." Share this with everyone who writes for the brand.
• •Focus on "You" and "Your": Center your copy around the customer, not the company. Instead of "We sell the best hammers," write "You'll finish your project faster with a hammer designed for perfect balance and grip." This makes the tone more helpful and customer-centric.
• •Write for Your Audience: Keep your target audience (both DIYers and contractors) in mind. Avoid overly technical jargon when speaking to a general audience, but be prepared to provide detailed specs for professionals. The key is to be clear and demonstrate expertise respectfully.
• •Maintain Consistency Across All Channels: The knowledgeable and encouraging tone used on your website's product descriptions should match the tone of your social media posts, emails, and customer service responses. A consistent voice builds trust and brand recognition.
• •Review and Refine: Periodically review your marketing materials to ensure they align with your established brand tone. Read copy out loud; if it doesn't sound like your brand should, rewrite it. Customer feedback can also be a valuable tool for understanding if your intended tone is being perceived correctly.

Social Perception

A trusted, expert, and accessible partner for building projects, offering quality products and value to both DIY enthusiasts and contractors.

Copy Examples

• •Your Project, Built to Last. From foundation to finish, get the high-quality building supplies you need, delivered right to your site. Build with confidence. Build with us.
• •Tackling a deck project this summer? Don't forget the details! Choosing the right fasteners is key to a long-lasting build. Are you team screws or team hidden clips? Tell us why in the comments! #DIYProjects #BuildingTips #DeckBuilding
• •Pro-Grade Lumber & Drywall Ad: Shop our huge selection of building materials. Fast shipping for contractors & DIYers. Quality you can trust, prices you'll love.
• •Keep your home comfortable year-round. This R-19 fiberglass insulation is designed for easy installation in walls and attics. Its superior thermal performance not only lowers your energy bills but also helps with sound dampening for a quieter home. Need help calculating how much you need? Check out our guide below.
• •5 Common Mistakes to Avoid on Your Next Paint Job