Brand Tone

Passionate, Technical, Confident, Direct (with informal enthusiasm), Quality-Focused & Proudly Canadian

Brand Values

• •Performance & Power
• •Quality & Reliability
• •Customer Success & Support
• •Engineering Excellence & Innovation
• •Community & Shared Passion

Best Practices

• •Speak the Enthusiast's Language: Use terminology and address pain points that resonate with motorsports and performance tuning communities (e.g., "boost control," "spool faster," "EGTs").
• •Emphasize Performance and Quality: Always tie product features back to tangible benefits like power gains, reliability under stress, and superior materials.
• •Maintain a Confident, Passionate Voice: Write with conviction about the products' capabilities and the thrill of high performance. Let the genuine enthusiasm for motorsports shine through.
• •Show, Don't Just Tell (with Customer Proof): Leverage customer testimonials, build features, and performance results to back up claims. Highlight the success stories of other racers and builders using your products.
• •Be Direct and Action-Oriented: Use clear, strong calls to action. While maintaining a professional base, don't be afraid of a slightly informal, enthusiastic, and direct tone where appropriate for the audience.

Social Perception

Highly Positive, Reliable & Trustworthy, Excellent Customer Service, Go-To for Specific Components, Support for Local (Canadian) Business

Copy Examples

• •Headline: Unleash the Beast. True North Turbos – Engineered for Extreme. Body: Stop dreaming about power, start commanding it. Our Canadian-designed turbochargers are built with precision and passion, because we're racers too. Experience the surge.
• •Headline: Precision. Performance. Period. Black Sheep Industries Wastegates. Body: Don't let boost control be your weak link. Our track-tested wastegates deliver the consistent performance you demand, built from the finest materials to handle whatever you throw at them.
• •Headline: Built Tough in the True North. Ready for Your Most Demanding Build. Body: From the drag strip to demanding diesel applications, Black Sheep Industries components are crafted for uncompromising reliability and power. Quality you can feel, performance you can trust.
• •Headline: Stop Searching, Start Boosting. Your Turbo Solution is Here. Body: Tired of hype? We deliver real-world power. Our team of experts will help you select the perfect turbocharger and components to elevate your build. Get ready for that electrifying surge of adrenaline!
• •Headline: The Black Sheep Difference: Track-Tested, Dyno-Proven, Customer-Approved. Body: We're not just selling parts; we're fueling your passion with components designed and built by fellow enthusiasts. Experience the quality and support that sets Black Sheep Industries apart.