Stanley Black & Decker Brand Guidelines

The Brand

The brand and the theory behind it

Overview

Our Purpose: For those who make the world™

For those who make the world™. Those with the grit and determination to mold it and make it better. The craftsmen and the caregivers. The innovators and the dreamers. Those who don’t do it to get the credit. The ones who do it to get the job done. The guts behind the glory. Who turn jobs into livelihoods, pipe dreams into pipelines and measurements into immeasurable potential. We put tools and solutions into the hands of those who build, connect and protect our world so that it can move forward—today and tomorrow.

 

For those who make the world.™

 

This distinctive phrase captures our collective purpose. It has evolved from our Company’s heritage of creating the tools, systems and solutions that people use to make our world a better place.

Our purpose provides a focus and a set of guiding principles that underpin decisions and make us more accountable.  

Putting our purpose at the heart of everything we do represents a strategic shift to a more human-centric approach that balance our corporate responsibility with profitability.

 

 

Tone of Voice

It’s not just WHAT we say; it’s how we say it.

Having a clear, consistent voice is essential to expressing ourselves as an organization. It’s how we share who we are and the impact our products have on the world. Finding the right balance between rational and emotional tones is critical to promoting our values, priorities and vision with the world. In every communication, we strive to project a bold, dynamic, authentic and straightforward tone — confident, not arrogant.

  • Bold: Our voice is packed with active verbs, and our language is direct and concise.
  • Dynamic: We vary sentence length to create flow and energy and put momentum into the way we speak.
  • Authentic: We don’t try to be anything we’re not. That’s why we keep our language relatable and grounded.
  • Straightforward: There’s no need to be complicated. Our language is accessible, clear and human

 

 

Personality

Our character defines who Stanley Black & Decker is and how we approach brand decisions.

These defining characteristics were chosen to reflect our purpose, and by consistently aligning with them, we can better tell our brand story. This includes everything from where we run our media to whom we sponsor, how we make casting decisions and what messaging we focus on.

Passionate

We love what we do. We always look for how we can push further and put our all into everything we do.

Innovative

We use our knowledge of the industry to create new opportunities.

Empathetic

We are always striving to understand people’s needs: what drives them, what fulfills them and how we can best serve them.

Bold

We’re not afraid to try new things and  explore new boundaries. It’s why we’re an  organization with a history of firsts. 

Driven

We have a relentless need to keep moving. We always aspire for greatness; that’s why we set goals, achieve them and then look for ways to go even further. 

Responsible

We know our actions have consequences.  That’s why we hold ourselves accountable  and always strive to have a positive impact. 

Stanley Black & Decker manufacturing employee smiling

Audience Personas

Employees

Stanley Black & Decker is a company of remarkable, talented and hard-working people who are integral to the organization’s ongoing success. Employees always want to feel that they’re part of the journey. Communications with them should make them feel valued and celebrate the contributions they bring to the business.

Stanley Black & Decker employees conversing

Audience Personas

Shareholders

Communications with shareholders don’t have to be strictly business-focused and performance-driven. There’s room for emotion and passion. If we can bring a sense of drive and optimism to how we speak to our shareholders, we can build even more trust while maintaining our business credibility.

Two people in a meeting

Audience Personas

Industry Partners

To make a positive impact in the world, we partner with people, businesses and organizations equally committed to being a force for good. Communicating with industry partners is an opportunity to show just how invested we are. We have great stories to tell. That’s just what industry partners want to hear.

Woman using a DEWALT miter saw

Audience Personas

Consumers

We live in a world where consumers consume access more information than ever before. They’re savvy. They’re pressed for time. They want to know: what’s in it for them? By focusing on how we help them in a real, honest way, our communications can break through the clutter and inspire consumer confidence.

Tool demonstration with a trade specialist

Audience Personas

Influencers

The content we share with influencers should be guided by how we want to be perceived by the wider world. We need to show our aspirations to do better and reflect our communities. We’re committed to having a positive impact on the lives of the people we serve: the builders, creators and innovators.

Brand Architecture

Our architecture organizes the businesses in a way that communicates the breadth and depth of Stanley Black & Decker to our primary audiences.

These are the components to the Stanley Black & Decker brand architecture.

Corporate brand stationary

Corporate Brand

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Tools & Outdoor brand stationary

Business Units (BU) - Tools & Outdoor

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STANLEY Engineered Fastening branding

Business Units (BU) - STANLEY Engineered Fastening

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Business segments branding

Business Segments

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Functions brand asset

Corporate or BU Functions

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Example of brand logos on a pull up banner

Product Brands

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