Rust-Oleum Tone of Voice — Creative & Transformative

Tagline: "Spray Paint Your World"

Industry: Paint

Sector: Industrial

How Rust-Oleum Communicates

Rust-Oleum ties spray paint and coatings to transforming everyday objects. "Spray Paint Your World" frames the brand around giving old, tired, or rusty things a fresh new look and lease of life — creative, transformative, DIY. The voice is transform-anything and empowering, selling the satisfying magic of a can that renews furniture, fixtures, and more, positioning Rust-Oleum around the endless DIY possibilities of quickly refreshing almost anything you own.

Tone Words

Rust-Oleum's brand voice is defined by the following tone words: Creative, Transformative, DIY.

Communication Style

Language Style: Transform-anything
Sentence Type: Command
Tense: Command
Expression: Imaginative

Rust-Oleum Brand Story

Rust-Oleum makes spray paints and protective coatings for DIY transformations.

Brand Message

Transform anything with paint

Brand Mission

To provide protective paints and coatings for any surface

Brand Positioning

Core Concept: Spray paint creativity

Central Tension: Old vs. New

About Rust-Oleum

Rust-Oleum is a manufacturer of protective paints and coatings for home and industrial use. It was founded in 1921 by Robert Fergusson, a sea captain, after he noticed that fish oil spilled on rusty metal decks stopped corrosion from spreading. He soon incorporated whale oil into the formula, although many changes have been made over the years. Rust-Oleum products no longer contain whale oil, instead using resins derived from alkyds, polyurethanes, epoxies, latex, etc. Rust-Oleum remained a family-owned company until 1994, when it was acquired by current owner RPM International Inc. In 2015, the company reached one billion dollars in revenue. Key brands include Stops Rust, High Performance, NeverWet, Painter's Touch, Universal, Varathane, Zinsser, and Watco. The company acquired Synta Inc., in 2012, Krud Kutter, Inc. and Citadel Restoration and Repair, Inc. in 2014, and Seal Krete in 2016. On the basis of market share, Rust-Oleum holds the top position in the U.S. and Canada in the rust-preventative, decorative, specialty and professional segments of the small-project paint category. In 1979 the company's slogan, "Rust Never Sleeps", was adopted by Neil Young (upon a suggestion by...

Frequently Asked Questions About Rust-Oleum

What is Rust-Oleum's tone of voice?

Rust-Oleum uses a creative, transformative, diy tone of voice. Their communication is transform-anything, typically using command-style sentences in the command tense. Their tagline "Spray Paint Your World" exemplifies this voice.

What is Rust-Oleum's brand message?

Rust-Oleum's core message: Transform anything with paint Their mission: To provide protective paints and coatings for any surface

What is Rust-Oleum's slogan?

Rust-Oleum's slogan is "Spray Paint Your World". It carries their creative, transformative, diy voice.

What is Rust-Oleum's mission?

Rust-Oleum's mission: To provide protective paints and coatings for any surface

What makes Rust-Oleum's brand voice unique?

Rust-Oleum stands out through their creative, transformative, diy communication style. Their central brand tension, "Old vs. New", shapes how they communicate across the Industrial sector.

What language style does Rust-Oleum use?

Rust-Oleum uses transform-anything language, with imaginative messaging, in command-style sentences, using the command tense.