Craftsman Tone of Voice — Creative & Quality

Tagline: "Make Something Great"

Industry: Hand Tools

Sector: Industrial

How Craftsman Communicates

Craftsman talks to the American DIYer and builder. "Make Something Great" ties durable, heritage tools to pride in doing the work yourself — quality, creative, hands-on. The voice is maker-minded and encouraging, selling the satisfaction of building it with your own two hands.

Tone Words

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

Communication Style

Language Style: Maker-minded
Sentence Type: Command
Tense: Command
Expression: Straightforward

Craftsman Brand Story

Craftsman is an iconic American tool brand with over 90 years of heritage.

Brand Message

American tool heritage

Brand Mission

To empower people to build and create

Brand Positioning

Core Concept: Making greatness

Central Tension: Buying vs. Making

About Craftsman

Craftsman is a line of tools, lawn and garden equipment, and work wear. Originally a house brand established by Sears, the brand is now owned by Stanley Black & Decker. As with all Sears products, Craftsman tools were not manufactured by Sears during the company's ownership, but made under contract by various other companies. While Sears did not directly manufacture tools and equipment in most cases, they did have ownership in some of their suppliers. An example of this was the joint venture that they established with Western Forge in 1965 and their partial ownership of Roper for a number of years. Both companies supplied products to Sears for many years. They were first sold in 1927 through the Sears catalog and in Sears retail stores. After the Sears–Kmart merger, the tools were also for sale in Kmart stores and through several other retailers. In March 2017, Stanley Black & Decker acquired the Craftsman brand from Sears Holdings, which retained a limited license for Craftsman products.

Frequently Asked Questions About Craftsman

What is Craftsman's tone of voice?

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

What is Craftsman's brand message?

Craftsman's core message: American tool heritage Their mission: To empower people to build and create

What is Craftsman's slogan?

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

What is Craftsman's mission?

Craftsman's mission: To empower people to build and create

What makes Craftsman's brand voice unique?

Craftsman stands out through their creative, quality, american communication style. Their central brand tension, "Buying vs. Making", shapes how they communicate across the Industrial sector.

What language style does Craftsman use?

Craftsman uses maker-minded language, with straightforward messaging, in command-style sentences, using the command tense.