WD-40 Tone of Voice — Effective & Reliable

Tagline: "Gets the Job Done"

Industry: Maintenance Products

Sector: Industrial

How WD-40 Communicates

WD-40 ties itself to being the can that solves a thousand household problems. "Gets the Job Done" frames the spray around reliability and versatility for squeaks, rust, and stuck parts — effective, reliable, plain. The voice is fix-it and matter-of-fact, selling the confidence of a product people reach for whenever something will not budge.

Tone Words

WD-40's brand voice is defined by the following tone words: Effective, Reliable, Problem-Solving.

Communication Style

Language Style: Fix-it
Sentence Type: Statement
Tense: Present
Expression: Straightforward

WD-40 Brand Story

WD-40 is the iconic multi-use product trusted for over 60 years.

Brand Message

The solution that works

Brand Mission

To create positive lasting memories by solving problems

Brand Positioning

Core Concept: Getting jobs done

Central Tension: Problem vs. Solution

About WD-40

WD-40 (Water Displacement, 40th formula) is an American manufacturer and the trademark of a penetrating oil manufactured by the WD-40 Company based in San Diego, California. Its formula was invented for the Rocket Chemical Company in 1953, before it was renamed to the WD-40 Company. It became available as a commercialized product in 1961. It acts as a lubricant, rust preventive, penetrant and moisture displacer. There are specialized products that perform better than WD-40 in many of these uses, but WD-40's flexibility has given it fame as a jack of all trades. It is a successful product to this day, with steady growth in net income from $27 million in 2008 to $70.2 million in 2021. In 2014, it was inducted into the International Air & Space Hall of Fame at the San Diego Air & Space Museum.

Frequently Asked Questions About WD-40

What is WD-40's tone of voice?

WD-40 uses a effective, reliable, problem-solving tone of voice. Their communication is fix-it, typically using statement-style sentences in the present tense. Their tagline "Gets the Job Done" exemplifies this voice.

What is WD-40's brand message?

WD-40's core message: The solution that works Their mission: To create positive lasting memories by solving problems

What is WD-40's slogan?

WD-40's slogan is "Gets the Job Done". It carries their effective, reliable, problem-solving voice.

What is WD-40's mission?

WD-40's mission: To create positive lasting memories by solving problems

What makes WD-40's brand voice unique?

WD-40 stands out through their effective, reliable, problem-solving communication style. Their central brand tension, "Problem vs. Solution", shapes how they communicate across the Industrial sector.

What language style does WD-40 use?

WD-40 uses fix-it language, with straightforward messaging, in statement-style sentences, using the present tense.