Brand Platform
1.1
What is a Brand Platform?
WD-40 Company’s Stakeholders
Our brand platform defines a memorable, emotive, and relevant identity for WD-40 Company—one that resonates with our key audiences. It shapes how our brand looks, sounds, and behaves, ensuring consistency across every touchpoint. This platform brings together our company and employer brands under a shared foundation, aligning messaging across all stakeholder communications. WD-40 Company is a global marketing organization dedicated to creating positive lasting memories by developing and selling products that solve problems in workshops, factories and homes around the world. WHAT IS WD-40 COMPANY?
Stockholders
Future Employees
Employees
Suppliers + Partners
Communities
OUR BRAND PLATFORM TARGETS THE FOLLOWING KEY AUDIENCES:
PRIMARY Future Employees Employees Stockholders Customers End Users Market Distributors
SECONDARY Communities Suppliers The Media Business Partners Government
Customers + Market Distributers
Government
End Users
Environment
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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