VOICE AND MESSAGING
3.5
Bringing our Values to Life
When referencing WD-40 Company’s values in written or spoken communication, focus on the everyday behaviors that demonstrate those values in action. Use specific, observable examples to show how our values appear in real-world settings—such as employee interactions, end user engagements, decision making, and community involvement. Each example should clearly connect to our purpose, values, or people-first culture. This approach reinforces a shared understanding of our values and ensures they’re communicated in a consistent and meaningful way across all channels.
WE ARE NIMBLE LEARNERS. We stay curious, adaptable, and open to growth. By embracing experimentation, diverse perspectives, and technology, we recognize and act on the learning moments in our day-to-day work. These moments—big or small—help us evolve, improve, and drive progress together. WE CULTIVATE NEW IDEAS. We challenge the status quo, prioritize sustainability, and keep our end users at the center of our work. With bold thinking and a future-focused mindset, we innovate and build solutions that endure. WE ARE CHANGE-READY. We remain flexible, resilient, and open to shifting strategies or mindsets as needed. With curiosity and courage, we learn from experience and thrive in a dynamic world.
WE COLLABORATE EFFECTIVELY. We share knowledge, welcome
The following examples to illustrate how our values show up in everyday actions. These behaviors can be referenced in writing, presentations, or conversations to help make our values tangible and consistent. WE EMBRACE EACH PERSON’S UNIQUENESS. We create an inclusive environment where everyone feels heard, valued, and experiences a sense of belonging. We celebrate together, support one another, and foster a culture of trust and connection— One World. One Company. Better Together. WE INSTILL TRUST. We act with integrity, follow through on commitments, and align our actions with our words. Through honesty, care, and consistency, we build trust and meaningful relationships.
THE LEARNING MOMENT The learning moment is any experience, positive or negative, that provides an opportunity to grow. It allows us the freedom to learn and the courage to take risks, protected by the promise that intelligent mistakes will be embraced and should be openly and freely shared to benefit all.
diverse perspectives, and build strong connections across teams and borders. Together we are more effective at solving problems and creating greater impact. WE LEAD BY SERVING. We empower others, remove barriers, and prioritize growth and well-being. By leading with courage, integrity, and accountability, we help others succeed and strengthen the business. WE ARE TECH-SAVVY. We anticipate and adopt technology that helps us work smarter and faster. By staying ahead of trends, we drive innovation and continuous improvement.
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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