Branding Moments: Is This a Case of Brand Identity Crisis?

In branding, it is of paramount importance to define who you are as a real estate agent, or company, what you do, as well as who your intended target market is.  A brand identity becomes the core foundation of your strategy and marketing.  

Pictured above is a building that we drive by frequently.  Clearly based on the description, we are not their target market.  We have plenty of tools we may need, and if we needed something in the tool world, we would stop at Ace Hardware, which is around the corner...

Recently, we noticed a new bright yellow banner sign on the back of the building.  It reads, "We Are Not Just A Tool Store".  So what are they besides a tool store!  This sign adds to the confusion. No explanation is given?   

Is this a case of brand identity crisis?