Brand Tone

Authentic/Real, Hardworking/Determined, Passionate, Family-Oriented, Engaging/Community-Focused (for fans), Competitive/Gritty

Brand Values

• •Hard Work and Perseverance
• •Authenticity
• •Family Support
• •Passion for Racing
• •Resilience
• •Entrepreneurship

Best Practices

• •Be Authentic and Transparent: Share the highs and lows. Audiences connect with real stories and genuine personalities, which Larry Roach already exemplifies.
• •Emphasize Hard Work and Resilience: Weave in the narrative of dedication, both in racing and in his logging business, as this is a core part of the "Axman" identity.
• •Involve "Axlady" and Family Elements (where appropriate): The partnership and family aspect are unique brand strengths that resonate with fans. Continue to showcase this teamwork and support.
• •Speak the Language of the Fans: Use terms and references that the No Prep and "Street Outlaws" community understands and appreciates, keeping the tone conversational and relatable.
• •Focus on Passion and the Thrill of Racing: Let the genuine enthusiasm for the sport shine through in all communications, reminding fans of the core driver behind Axman Racing.

Social Perception

Respected Racer, Relatable Persona, Entertaining, Supportive Fanbase, Confusion with other "Axman" entities

Copy Examples

• •Built with Grit, Worn with Pride. The new Axman Racing tee – for those who work hard and race harder.
• •Another wild weekend on the strip! Gave it our all, learned a few things, and felt the amaxing support from you fans. Huge thanks to Axlady and the crew for keeping things rolling. We'll be back stronger! #AxmanRacing #NoPrepKings #Family #HardWork
• •More than just a racer, Larry 'Axman' Roach is a logger by trade, a family man at heart, and a fierce competitor on the asphalt. Axman Racing is built on dedication, sweat, and a pure love for the roar of an engine. Join our journey.
• •Ever wonder what goes on between races? Here's a raw look at life in the Axman Racing camp – from the garage grind to keeping the logging business moving. It's not always glamorous, but it's always real. Thanks for watching! #AxmanAndAxlady #StreetOutlaws #RealLife
• •Get your piece of Axman Racing history, signed by Larry 'Axman' Roach himself. A symbol of relentless spirit and the drive to push the limits, every single race. #StreetWarrior #AxmanApproved