Language
How to sound like Bobcat
The Bobcat voice is inspired by the tough, proud, industrious spirit of our machines and the hard-working people who use them. The following rules help us create a strong and recognizable Bobcat voice everywhere we show up, from headlines and product descriptions to job postings and investor relations.
" _________________________ "
Be confident and bold
The Bobcat voice is bold, assertive and a little gritty. Use confident language that infuses attitude into any project. Elevate the experience to make even work-a-day chores feel worthy of people’s best efforts—and the best equipment.
Examples:
Your show-stealing, save-the-day, rebel with a cause.
The moment you turn the ignition, you become a take-no-prisoners force of nature ready to take on any task, small or mighty.
Discover your drive to dig in. And your determination to dig out.
Make them feel like heroes
Our customers already possess the knowledge and skill to achieve big things. Bobcat equipment helps them put those qualities into action. Use direct, vital and motivating language that helps people feel the potential of their work on a personal level.
Examples:
Don’t call it a business. It’s an empire in the making.
Feel the rush that comes from pushing boundaries.
Your passion powered by 154 hp.
This is where legends are built.
Focus on tomorrow
Pushing our ambitions, innovations, and technology further is in our DNA. Infuse that forward-looking spirit into our language. Help people look beyond the work at hand to the ultimate vision, the satisfaction of a job well done, and the legacy we’re building together.
Examples:
Today’s the day to build tomorrow.
Build the world you want to be in.
Your license to level up.
Dream BIGGER.