Brand Tone

Accessible Expert. A blend of technical authority and user-friendly accessibility, simplifying complex topics to empower users.

Brand Values

• •Reliability and Quality
• •Performance
• •Accessibility and Empowerment
• •Value

Best Practices

• •Lead with the Micron Advantage by always connecting the Crucial brand back to its parent company to establish credibility and trust.
• •Translate technical specifications into tangible user benefits, explaining what performance means for the user's experience.
• •Use empowering and inclusive language to address both expert builders and novice upgraders, making technology feel approachable.
• •Balance performance claims with reliability, consistently reinforcing messages of quality and long-term durability.
• •Focus on action and creation by framing products as tools that enable users to 'create,' 'build,' 'inspire,' and 'game'.

Social Perception

Generally perceived as a highly reliable and reputable brand for RAM and SSDs, largely due to its direct affiliation with Micron, offering excellent price-to-performance. However, there is some negative sentiment regarding direct customer service and website experience, leading many to recommend purchasing through third-party retailers.

Copy Examples

• •Don't Just Replace. Evolve. The All-New Crucial T710 SSD. Micron-Powered Speed for Limitless Creation.
• •From 6-second boot times to zero-lag gaming. What will you do with more speed? Show us your Crucial-powered PC build! #CrucialUpgrade
• •PEAK PERFORMANCE, PEAK RELIABILITY: As the consumer brand of Micron, every SSD is backed by 45 years of memory innovation and rigorous engineering for ultimate peace of mind.
• •Your computer, but faster. It's easier than you think. Use our free tool to find your guaranteed compatible Crucial upgrade in seconds.
• •That old laptop doesn't need to be replaced. It needs a Crucial upgrade.