Tone of voice

Our tone of voice reflects our brand personality. We primarily use the first person 'we' when referring to our brand, not the third person 'it'. For example, 'We offer world-class products', instead of 'Chicago Pneumatic offers world-class products.'

Language should be simple and easy to understand for all stakeholders. Avoid using metaphors and be specific instead.

Our tone of voice is as follows:

Passionate and confident
Clear and impactful
Down-to-earth and friendly
Interesting and engaging
Professional and expert

Examples:

Passionate and confident "Our people start every single day with a passion to research, develop, manufacture and deliver new products that are meant to meet your needs."

Clear and impactful

"Our pledge to you is as follows: People. Passion. Performance."

Down-to-earth and friendly "It is simple, really. You have work to do, and customers to serve. CP is there to help you get the job done."

Interesting and engaging

"We have been a part of iconic projects, including the Empire State Building and the Golden Gate Bridge."

Professional and expert "Correctly applied torque is vital for maintaining the safety of a vehicle and its passengers."

Language

Tone

Note: Some scales do not mark opposites but perspectives that can be applied simultaneously.