WD-40 Tone of Voice — Effective & Reliable

Tagline: "Gets the Job Done"

Industry: Maintenance Products

Sector: Industrial

How WD-40 Communicates

WD-40 communicates with a effective, reliable and problem-solving voice using practical language. Their sentences are primarily statements in the present tense. Their messaging is literal. Their tagline, "Gets the Job Done", captures this voice. The central tension in WD-40's communication is problem vs. solution, which shapes every message they craft. Their mission is to create positive lasting memories by solving problems.

Tone Words

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

Communication Style

Language Style: Practical
Sentence Type: Statement
Tense: Present
Expression: Literal

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 practical, 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 practical language, with literal messaging, in statement-style sentences, using the present tense.