Behr Tone of Voice — Creative & Affordable

Tagline: "Make Something Great"

Industry: Paint

Sector: Industrial

How Behr Communicates

Behr ties paint to affordable quality for creative projects. "Make Something Great" frames the brand around quality paint at accessible prices that helps DIYers transform their spaces — creative, affordable, quality. The voice is affordable-quality-paint and encouraging, selling the confidence that you can achieve a great result without a pro’s budget, positioning Behr around dependable, well-reviewed paint that empowers everyday people to take on and nail their own home projects.

Tone Words

Behr's brand voice is defined by the following tone words: Creative, Affordable, Quality.

Communication Style

Language Style: Affordable-quality-paint
Sentence Type: Command
Tense: Command
Expression: Straightforward

Behr Brand Story

Behr provides quality paints exclusively at The Home Depot for DIY and professional projects.

Brand Message

Quality paint for DIY projects

Brand Mission

To inspire and empower people to transform spaces

Brand Positioning

Core Concept: Great creations

Central Tension: Professional vs. DIY

About Behr

Behr Paint Company (stylized as BEHR) is a supplier of architectural paint and exterior wood care products to the American and Canadian do-it-yourself markets. Behr manufactures interior and exterior house paints, decorative finishes, primers, stains and surface preparation products sold exclusively at The Home Depot. Behr provides painters a large array of colors, each with a creative name to help remember the color in the future. Behr was founded in 1947 when Otho Behr, Jr. (1914-2007) sold linseed oil wood stains to paint stores from the back of his station wagon. Behr approached his father, a chemist, to develop a formula for a redwood stain. The resulting growth of the business led Behr to move the company's operations to an 800 square foot Quonset hut in Pasadena, California in 1948. The business outgrew this facility as well, and in the early 1950s Behr relocated the company to its current home in Santa Ana, California. Behr has grown as the home resale market created greater demand for paints, lighting, wallpaper and other goods. In 1988, Behr offered computer color matching, allowing customers to bring pieces of fabric or other color samples to The Home Depot to be scanned...

Frequently Asked Questions About Behr

What is Behr's tone of voice?

Behr uses a creative, affordable, quality tone of voice. Their communication is affordable-quality-paint, typically using command-style sentences in the command tense. Their tagline "Make Something Great" exemplifies this voice.

How does Behr communicate with customers?

Behr provides quality paints exclusively at The Home Depot for DIY and professional projects.

What is Behr's brand message?

Behr's core message: Quality paint for DIY projects Their mission: To inspire and empower people to transform spaces

What is Behr's slogan?

Behr's slogan is "Make Something Great". It carries their creative, affordable, quality voice.

What is Behr's mission?

Behr's mission: To inspire and empower people to transform spaces

What makes Behr's brand voice unique?

Behr stands out through their creative, affordable, quality communication style. Their central brand tension, "Professional vs. DIY", shapes how they communicate across the Industrial sector.

What language style does Behr use?

Behr uses affordable-quality-paint language, with straightforward messaging, in command-style sentences, using the command tense.