Caterpillar Tone of Voice — Gritty & Empowering

Tagline: "Let's Do the Work"

Industry: Industrial / Machinery

Sector: Aerospace

How Caterpillar Communicates

Caterpillar talks like the crews that run its machines. "Let’s Do the Work" is a rolled-up-sleeves rallying line for building and moving the world — gritty, industrial, proud. The voice is hardworking and plain, honouring effort and the people who put in the hours.

Tone Words

Caterpillar's brand voice is defined by the following tone words: Gritty, Empowering.

Communication Style

Language Style: Hardworking
Sentence Type: Command
Tense: Present
Expression: Straightforward

Caterpillar Brand Story

"Let's Do the Work" conveys a sense of urgency and action, urging individuals to move from idle to active. The gritty and empowering tone resonates with those who thrive on hard work and determination. The imperative language style reinforces the mission to support meaningful progress, reflecting a commitment to building a better, sustainable world. This creates a compelling tension that drives engagement and demands action.

Brand Message

Empower work that shapes the world

Brand Mission

Help customers build a better, more sustainable world

Brand Positioning

Core Concept: Get It Done

Central Tension: Idle vs. Action

About Caterpillar

Caterpillar Inc. is an American construction, mining, and other engineering equipment manufacturer. The company is the world's largest manufacturer of construction equipment. In 2018, Caterpillar was ranked number 73 on the Fortune 500 list and number 265 on the Global Fortune 500 list. Caterpillar stock is a component of the Dow Jones Industrial Average. Caterpillar Inc. traces its origins to the 1925 merger of the Holt Manufacturing Company and the C. L. Best Tractor Company, creating a new entity, California-based Caterpillar Tractor Company. In 1986, the company reorganized itself as a Delaware corporation under the current name, Caterpillar Inc. It announced in January 2017 that over the course of that year, it would relocate its headquarters from Peoria, Illinois, to Deerfield, Illinois, scrapping plans from 2015 of building an $800 million new headquarters complex in downtown Peoria. Its headquarters are located in Irving, Texas, since 2022. The company also licenses and markets a line of clothing and workwear boots under its Cat / Caterpillar name. Additionally, the company licensed the Cat phone brand of toughened mobile phones and rugged smartphones from 2012 to 2024. Caterpillar...

Frequently Asked Questions About Caterpillar

What is Caterpillar's tone of voice?

Caterpillar uses a gritty, empowering tone of voice. Their communication is hardworking, typically using command-style sentences in the present tense. Their tagline "Let's Do the Work" exemplifies this voice.

How does Caterpillar communicate with customers?

What is Caterpillar's brand message?

Caterpillar's core message: Empower work that shapes the world Their mission: Help customers build a better, more sustainable world

What is Caterpillar's slogan?

Caterpillar's slogan is "Let's Do the Work". It carries their gritty, empowering voice.

What is Caterpillar's mission?

Caterpillar's mission: Help customers build a better, more sustainable world

What makes Caterpillar's brand voice unique?

Caterpillar stands out through their gritty, empowering communication style. Their central brand tension, "Idle vs. Action", shapes how they communicate across the Aerospace sector.

What language style does Caterpillar use?

Caterpillar uses hardworking language, with straightforward messaging, in command-style sentences, using the present tense.