1.3 Tenets of Messaging

Along with Look and Feel, Tone of Voice is what helps give a brand its distinctive personality and sets it apart from everyone else. Using a consistent Tone of Voice across all communications helps emphasize the core identity of Big Tex, increasing brand recognition and familiarity.

Big Tex Tone of Voice is:

Confident, dynamic, authoritative, positive and direct. It shows strength, experience and toughness. It respects its audience and demonstrates honesty.

Big Tex Tone of Voice isn’t:

Cocky, arrogant or smug. It is not jargon-based, overly technical, overly long, or boring. It isn’t flowery, and it isn’t shy.

TENETS OF OUR MESSAGING

These principles should be used as a guide for drafting all communications. Distinctive, yet simple enough for everyone to follow, they convey the idea that Big Tex is the #1 manufacturer of professional-grade trailers.

Always be personal: So use: We, Us and You Always be confident: We make great things, be proud Always be inspirational: Show the world we build products that last and get the job done Always be simple and clear: Don’t write 5 words when 3 will do Always be progressive: Look for ways to build brand recognition

As the leader in the industry, Big Tex provides customers with the emotional benefit of confidence, and the functional benefits that come with a durable, well-made product. Our messaging should demonstrate this.