Brand Tone

Determined, humble, and fan-centric.

Brand Values

• •Legacy and Family
• •Perseverance and Hard Work
• •Loyalty and Gratitude
• •Ambition and Continuous Improvement

Best Practices

• •Always Lead with Action and Passion: Use dynamic, action-oriented language that reflects the energy of sprint car racing and the "Complete Chaos" persona.
• •Balance Confidence with Humility: Celebrate wins and successes confidently, but always temper it with genuine gratitude for the team, family, sponsors, and fans.
• •Tell the Whole Story: Don't just post about the wins. Share the struggles—the rainouts, the mechanical failures, the tough nights. This transparency builds authenticity.
• •Prioritize the "We," Not the "I": While AJ is the driver, consistently frame the narrative around the entire team, reinforcing family and team-oriented values.
• •Engage Directly and Personally: Respond to fan comments and messages directly. Use a conversational and approachable tone and encourage interaction.

Social Perception

Perceived as a highly skilled, successful, and respected grassroots racing team, often described as a fan favorite, a dominant regional force, and a hard-working underdog.

Copy Examples

• •Unleash your own brand of chaos. The new 'Complete Chaos' Tour Tee is here, inspired by the nights we leave it all on the track. Built for the fans who ride with us through every slide job and victory lap. Get yours now and wear the chaos.
• •It's race day at Lernerville! The car is prepped, the team is ready, and we're hungry for another win. Nothing beats the thrill of Friday night lights and the sound of 410s. Thanks to everyone who helps us get here. Let's make some noise tonight! #CompleteChaos
• •Halfway through the season and we couldn't do it without the incredible support from [Sponsor Name]. From fresh tires to the fuel that gets us to the track, their partnership is the backbone of this team. Racing is a team sport, and we're proud to have them on ours.
• •VICTORY LANE! Parked the #2 right where it belongs tonight at Tri-City. This car was a rocket, and I can't thank my dad and the entire crew enough for their hard work. Heard you all cheering in the stands—this win is for you!
• •Don't miss a lap. Sign up for the AJ Flick Racing newsletter for exclusive race updates, new merch drops, and behind-the-scenes content. Join the Chaos Crew today.