“It takes true grit to wake up every morning, dedicated to a higher standard. Where others stop, we continue.”
We want to appeal to H&E’s core demographic's internal persona views: “American,” “hardworking,” and “an honest days work, putting a meal on the table for their families.” The use of “higher standard” provides a strong position consideration, it’s a well-fortified statement that defines how H&E approaches a job. The use of “Where others stop, we continue” provides support for the brand’s integrated equipment approach; it communicates we are willing to provide the higher standard, to roll up our sleeves and dust off our hats to make it work for our customers. This is at the heart of “hard-working Americans” and this is how the brand’s team approaches their jobs on any given day.