VOICE AND MESSAGING
3.1
Our Brand Voice
Writing is branding. Our company voice should be consistent across all countries, languages, and channels. It reflects who we are—not just what we say, but how we say it. Every message should sound like it’s coming from WD-40 Company, not a corporate robot.
We aim to be: • Familiar – We sound like people, not bureaucracy. Warm, conversational, and genuine. • Clear – No jargon, no fluff. We say things simply, so everyone understands. • Approachable – We invite connection. We’re open, friendly, and easy to talk to. • Professional – We respect our audience and communicate with polish and care.
WORDS WE USE
people-first, launch pad, together, storytelling, diversity of thought, learning, teaching, coach, care, memories, values, belonging, rewarding, inclusive, better together, tribology
WORDS WE DON’T USE
bonus, corporation, corporate, headquarters, synergy, manufacturer, manager, boss, tribe, tribal
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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