Staples Tone of Voice — Simple & Helpful

Tagline: "That Was Easy"

Industry: Office Supplies

Sector: Retail

How Staples Communicates

Staples communicates with a simple and helpful voice using friendly language. Their sentences are primarily statements in the past tense. Their messaging is figurative. Their tagline, "That Was Easy", captures this voice. The central tension in Staples's communication is complex vs. easy, which shapes every message they craft. Their mission is to make it easy to work smarter.

Tone Words

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

Communication Style

Language Style: Friendly
Sentence Type: Statement
Tense: Past
Expression: Figurative

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 friendly, 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 friendly language, with figurative messaging, in statement-style sentences, using the past tense.