Language: Tone

Think of Ace Hardware as your knowledgeable, approachable neighbors.

Brand Persona
You can knock on our door anytime, and we’ll be there with helpful advice and solutions for your home projects.

Brand Voice and Tone
Our voice stays consistent throughout all copy—internal or external.Tone is different. Our tone will vary, depending on the audience, and the intention of the campaign.

  • We use easy-to-understand language
  • We talk to our customers as we would when we see them around the neighborhood
  • We listen to our customers, understand their needs and respond accordingly
  • We are concise and respect our customers’ time

We Are:

  • Helpful but never pushy
  • Clever but not sarcastic
  • Knowledgeable but never superior
  • High-quality but not expensive
  • Neighborly and respectful
  • Authentic
  • Unique
  • Personable