Staples Tone of Voice — Simple & Helpful

Tagline: "That Was Easy"

Industry: Office Supplies

Sector: Retail

How Staples Communicates

Staples ties office supplies to making work errands easy. "That Was Easy" frames the retailer around being the simple, one-stop source for everything an office or student needs — simple, helpful, convenient. The voice is that-was-easy and reassuring, selling the relief of getting the boring supply stuff sorted quickly, positioning Staples around its famous Easy Button and the promise that stocking up on the essentials should be, well, easy.

Tone Words

Staples's brand voice is defined by the following tone words: Simple, Helpful.

Communication Style

Language Style: That-was-easy
Sentence Type: Statement
Tense: Past
Expression: Imaginative

Staples Brand Story

Staples iconic Easy Button defined the brand promise of simplifying office work. From supplies to services, Staples makes work easier.

Brand Message

Everything for work, made easy

Brand Mission

Make it easy to work smarter

Brand Positioning

Core Concept: Office Made Easy

Central Tension: Complex vs. Easy

About Staples

Staples Inc. is an American office supply retail company headquartered in Framingham, Massachusetts. Founded by Leo Kahn and Thomas G. Stemberg, the company opened its first store in Brighton, Massachusetts, on May 1, 1986. By 1996, it reached the Fortune 500, and it later acquired the office supplies company Quill Corporation. In 2014, in the wake of increasing competition from e-commerce market, Staples began to close some locations. In 2015, Staples announced its intent to acquire Office Depot and OfficeMax. However, the purchase was blocked under antitrust grounds due to the consolidation that would result. After the failed acquisition, Staples refocused its operations to downplay its brick-and-mortar outlets and place more prominence on business-to-business (B2B) services. In 2017, after its sale to Sycamore Partners, the company was effectively split into three "independently managed and capitalized" entities sharing the Staples name, separating its U.S. retail operations, and Canadian retail operations, from the B2B business.

Frequently Asked Questions About Staples

What is Staples's tone of voice?

Staples uses a simple, helpful tone of voice. Their communication is that-was-easy, typically using statement-style sentences in the past tense. Their tagline "That Was Easy" exemplifies this voice.

How does Staples communicate with customers?

Staples iconic Easy Button defined the brand promise of simplifying office work. From supplies to services, Staples makes work easier.

What is Staples's brand message?

Staples's core message: Everything for work, made easy Their mission: Make it easy to work smarter

What is Staples's slogan?

Staples's slogan is "That Was Easy". It carries their simple, helpful voice.

What is Staples's mission?

Staples's mission: Make it easy to work smarter

What makes Staples's brand voice unique?

Staples stands out through their simple, helpful communication style. Their central brand tension, "Complex vs. Easy", shapes how they communicate across the Retail sector.

What language style does Staples use?

Staples uses that-was-easy language, with imaginative messaging, in statement-style sentences, using the past tense.