Brand Tone

Professional & Reliable, Helpful & Solution-Oriented, Heritage-Proud & Forward-Looking, Approachable

Brand Values

• •Organization
• •Quality & Craftsmanship
• •Innovation
• •Heritage
• •People
• •Integrity
• •Sustainability

Best Practices

• •Emphasize Reliability and Durability: Consistently highlight the long-lasting quality and robust nature of Smead products. Use words like 'durable,' 'heavy-duty,' 'quality craftsmanship,' and 'built to last.'
• •Maintain a Helpful, Solution-Focused Voice: Frame product descriptions and marketing content around solving organizational challenges for the customer. Offer practical benefits and showcase how Smead products simplify tasks.
• •Weave in Heritage with a Modern Perspective: Acknowledge the company's long history and experience as a mark of trust, but always connect it to how Smead is innovating for today’s needs. Avoid sounding dated by balancing heritage with contemporary relevance.
• •Use Clear, Professional, and Confident Language: The copy should be straightforward, easy to understand, and exude confidence in the brand's expertise and product effectiveness. Avoid overly casual slang or jargon that doesn't align with a professional image.
• •Visually Align with Quality and Order: Ensure that any accompanying imagery or design elements in marketing materials reflect the same sense of order, quality, and professionalism conveyed in the copy. This is particularly important for platforms like Instagram.

Social Perception

Trusted & Established, High Quality, Effective Organizers, Traditional yet Evolving, Good Customer Service

Copy Examples

• •Headline: Conquer Chaos. Master Your Workflow. Body: For over a century, Smead has provided innovative solutions to keep your home and office perfectly organized. Trust our heritage of quality and craftsmanship to bring order to your world. Explore our durable filing systems today. Call to Action: Get Organized with Smead.
• •Headline: Built to Last. Designed to Organize. Body: Don't let clutter slow you down. Smead’s premium filing products are engineered for durability and designed for efficiency. From robust file folders to smart desktop solutions, experience the Smead difference. Call to Action: Shop Lasting Organization.
• •Headline: Your Space, Simplified. Your Life, Organized. Body: Imagine an office where everything has its place. Smead makes it possible. Discover intuitive organizing solutions that adapt to your needs, helping you save time and reduce stress. Call to Action: Find Your Solution.
• •Headline: From Heritage to Modern Workspace: Smead Keeps You Organized. Body: With a legacy of innovation since 1906, Smead continues to evolve for the modern worker. Our commitment to quality and thoughtful design means you get organizing products you can rely on, day in and day out. Call to Action: Discover Smead's Innovations.
• •Headline: More Than Just Files. It's Peace of Mind. Body: Effective organization is key to productivity and clarity. Smead’s comprehensive range of products ensures every document, project, and idea is exactly where it needs to be. Invest in organization; invest in peace of mind. Call to Action: Organize Your World Today.