Brand Tone

Professional, Expert, Confident, Reliable, Passionate, Innovative, Down-to-Earth, Functional, Slightly Traditional yet Modern

Brand Values

• •Quality and Durability
• •Reliability and Trust
• •Precision and Functionality
• •User-Centricity
• •Craftsmanship and Heritage
• •Innovation
• •Sustainability
• •Safety

Best Practices

• •Develop a Brand Voice Guide: Document the core attributes of the Hultafors tone (Professional, Confident, Reliable, Passionate, Functional) with examples of do's and don'ts. This ensures everyone writing for the brand is aligned.
• •Focus on the "Why": Beyond product features, communicate why Hultafors makes tools the way they do – the dedication to quality, the respect for the craftsperson, the commitment to reliability. This adds depth to the professional tone.
• •Use Strong, Active Language: Employ verbs and descriptors that convey confidence, durability, and precision (e.g., "forged," "engineered," "unyielding," "reliable," "precise"). Avoid overly casual or hesitant language.
• •Highlight Heritage and Expertise (Authentically): Reference the brand's long history and Swedish craftsmanship where relevant, but ensure it feels genuine and connects to current product quality, not just a historical footnote.
• •Speak to the Professional User Directly: Use language that resonates with skilled craftspeople and knowledgeable outdoor users. Acknowledge their expertise and the demands of their work/passion. Show an understanding of their needs and challenges.

Social Perception

Highly Regarded for Axes and Knives, Trusted by Professionals, Good Value for Quality, Swedish Quality, Durable and Tough, Positive Online Community

Copy Examples

• •Hultafors: Forged Since 1697. Trusted for Generations. Ready for Yours.
• •Precision isn't just a feature, it's our promise. The new [Tool Name] – engineered with insights from professionals like you, for a workday without compromise. #Hultafors #ToolsToRelyOn #Craftsmanship
• •When the job demands brute strength and unwavering reliability, reach for the Hultafors [Wrecking Bar Name]. Crafted from high-quality [Material], it’s built to endure the toughest tasks, day in, day out.
• •Swedish Steel. Unyielding Performance. Hultafors tools are more than just equipment; they're an extension of your skill. Invest in tools you can trust. #ProfessionalGrade #MadeToLast
• •From the deep woods to the demanding campsite, the Hultafors [Knife Name] delivers sharpness you can depend on and durability that thrives in the wild. Your essential partner for every adventure. #HultaforsOutdoor #BushcraftReady #SwedishKnife