Our brand drives everything we do: our strategy, our culture, and the way we connect with our customers, partners, and employees. It also defines the way we present ourselves to the world, so our audiences understand who we are, what we do, and why we do it.
This is PALFINGER: Who we are and what we stand for
Our Essence: Being Better
Our Purpose
We exist to make our customers, partners and employees stronger by becoming better and better in everything we do, everyday.
Our Value Proposition
By providing state-of-the-art crane and lifting technology and solutions, we deliver unparalleled performance and comprehensive support, backed by more than 50 years of industry leadership and a global network of experts.
OUR BRAND STORY
We create lifting solutions that move our industry forward.
Built on a strong foundation of innovation, service and quality, our products and solutions set the standard - supporting our customers at every stage of their journey, all around the world.
We don’t just meet expectations, we raise them.
Every solution we deliver is designed to go further, work smarter, and lift higher.
We believe that a step forward every day keeps us moving.
By bringing out the best in each other, we reach higher together.
This is how we evolve: by never standing still.
The biggest leaps start with the smallest steps and today is always the day when better begins.
We know that better is a marathon, and we are here for the long run.
PALFINGER - LIFETIME EXCELLENCE
LIFETIME EXCELLENCE
Our Claim is our Promise
We believe in delivering outstanding quality and service that our customers and partners can always rely on. Our promise of LIFETIME EXCELLENCE is more than just words - it's our commitment to providing better solutions every day. When choosing us, our customers are investing in excellence that stands the test of time. By consistently fulfilling our promise and living up to our brand claim, we not only strengthen our reputation but also build lasting relationships with customers, partners, and employees. How can we continue to exceed expectations?
By creating lifting solutions that move our industry forward. Built on a strong foundation of innovation, service, and quality, our products and solutions set the standard - supporting our customers at every stage of their journey, all around the world. Every solution we deliver is designed to go further, work smarter, and lift higher. We believe that a step forward every day keeps us moving. By bringing out the best in each other, we reach higher together. This is how we evolve: by never standing still. The biggest leaps start with the smallest steps, and today is always the day when better begins.
REACH HIGHER
Our Strategic Directions
Lifting Customer Value
Balanced Profitable Growth
Execution Excellence
OUR VALUES AND CULTURAL PILLARS
BE PASSIONATE
and REACH UP.
We are driven by the relentless pursuit of improvement, constantly seeking new opportunities to excel and push our boundaries. We foster a culture of trust and responsibility, empowering every individual to achieve their full potential.
BE STRAIGHTFORWARD
and REACH OUT.
We believe in the power of shared knowledge and open communication, fostering teamwork and growth through continuous feedback. Our commitment to straightforward conversations and mutual understanding builds strong relationships, valuing every perspective to drive progress.
SHOW LEADERSHIP
and REACH BEYOND.
We challenge conventions and shape the future through our focus on innovation, prioritizing our customers and embracing diverse perspectives. Our fearless approach to new opportunities means we learn from every challenge, always striving for improvement.
BRAND TONE OF VOICE
Tone of voice
WHAT IS A BRAND VOICE?
- Our Voice defines the way we write. It’s the way we sound when we communicate.
- It’s how we speak to our audience.
- Over the following pages, we’ll show you how to write for PALFINGER, in a way that’s clear, consistent, and true to who we are.
WHO IS THE BRAND VOICE GUIDE AIMED AT?
- If you’re writing for our brand, internally or externally, this guide is for you. In it, you’ll find simple tips and techniques that will make any piece of communication better.
Who we are
WHY IS IT IMPORTANT?
- The way we write shows people who we are. A snail-paced voice promises snail-paced thinking. Clearly written copy promises clearly thought-out service.
- Our Voice should reflect the true nature of our business. Everything we write is an expression of the values we hold.
OVER THE FOLLOWING PAGES, WE WILL HELP YOU WRITE IN A STYLE THAT REFLECTS WHO WE ARE:
- Passionate
- Straightforward
- Leading
A brand that is always striving to Be Better.
Reflect "BEING BETTER" in our writing
HIGHER. FASTER. CLOSER. STRONGER.
- Getting better every day, at PALFINGER, we’re always in progress.
- Our destination: better products, better results, better lives, a better world.
THIS IS THE HEART OF OUR STRATEGY AND THE ESSENCE OF OUR BRAND.
- Being Better defines everything we do: how we work, how we act, how we look, and how we write.
- This guide will show you how to put our strategy into words.
MAIN WRITING TECHNIQUES
- We’re writing an UPLIFTING opening, leading with a statement of belief. And we close with an engaging question if applicable.
- We’re writing in a CONNECTED style, using we’s and you’s and accessible language.
- We make sure that our copy MOVES, with fast paced sentences and powerful verbs.
TIP:
Write a text and ask AI to apply the writing techniques!
Writing principles
| Cultural Pillars we want to address: | BE PASSIONATE AND REACH UP | BE STRAIGHTFORWARD AND REACH OUT | SHOW LEADERSHIP AND REACH BEYOND |
|---|---|---|---|
| How the Brand speaks | We are a brand that’s passionate about performance, always looking for new ways to Reach Up. To communicate this characteristic, we write with pace, energy and dynamism. | We are a brand that Reaches Out to our audience, in a straightforward style. To communicate this characteristic, we write in a way that’s simple, human and direct. | We are a brand that Reaches Beyond, demonstrating leadership by challenging the status quo. To communicate this characteristic, we ask questions, show belief, and empower our audience. |
| Writing Principles and Tips | RAISE THE TEMPO We write short, simple, snappy copy. Ultra-efficient, we say what we mean, at pace and with purpose. | CALL TO ACTION When the moment is right, we’ll invite our audience to take an action or collaborate with us: ‘Change your…’, ‘Unlock our…’, ’See the…’, ‘Join the…’. | ENGAGE WITH QUESTIONS We have the confidence to challenge convention. We do this by asking questions: ‘What if…’, ‘How can…’, ‘Where should…’, ‘Can we…’. |
LEAD WITH VERBS We use clear, powerful, directional verbs. Often, we’ll put these at the forefront of our copy and headlines. | KEEP IT SIMPLE We write in a powerful but simple style, avoiding jargon and corporate cliches, and using everyday, conversational language where appropriate. | STATE OUR BELIEFS We emphatically declare our point of view, telling our audience confidently what we think and the way we see the world. These strong statements of belief lead our copy. | |
WRITE IN MOTION We like to write in the present tense. We’re always in the process of taking action, here and now. | “WE” AND “YOU” Instead of using the third person (e.g. ‘PALFINGER is’), we say ‘We’. And rather than saying ‘Our customers’, we’ll say ‘You’. | AFFIRM THE AUDIENCE We build conviction and confidence in our audience too. We do this by affirming them: ‘You can…’, ‘Together, we will…’, ‘You have the potential…’. |
Slogans
| Cultural Pillars we want to address: | BE PASSIONATE AND REACH UP | BE STRAIGHTFORWARD AND REACH OUT | SHOW LEADERSHIP AND REACH BEYOND |
|---|---|---|---|
| How the Brand speaks | We are a brand that’s passionate about performance, always looking for new ways to Reach Up. To communicate this characteristic, we write with pace, energy and dynamism. | We are a brand that Reaches Out to our audience, in a straightforward style. To communicate this characteristic, we write in a way that’s simple, human and direct. | We are a brand that Reaches Beyond, demonstrating leadership by challenging the status quo. To communicate this characteristic, we ask questions, show belief, and empower our audience. |
| How a slogan sounds | “Lifting you higher! Growing, evolving, testing the limits. We’ve been raising standards and uplifting talent, since 1932. Let’s take you to the next level.” | “Keep looking up! Reaching new heights. It’s what we were made to do. No matter the challenge, we’ll help you rise to it. See how high you can go.” | “Why compromise? “Like spring steel, we believe flexibility and strength go together. Here, you have the freedom to work your way. Shape a schedule that fits you.” |