Brand Tone

Technical and Precise, Community-Centric and Passionate, Authentic and No-Frills

Brand Values

• •Quality and Performance
• •Customization and Individuality
• •Accessibility and Affordability
• •Innovation

Best Practices

• •Speak the Language of the FGC: Use authentic, community-specific terminology (e.g., "frame-perfect," "input lag," "SOCD," "hitbox"). This builds immediate credibility and shows you are part of the community, not just selling to it.
• •Focus on Benefits, Backed by Specs: Translate technical specifications into tangible player benefits. Instead of just saying "GP 2040 board," say "Zero input lag for instant reactions, powered by the GP 2040."
• •Highlight Customization as Self-Expression: Frame the customization options not just as features, but as a way for players to express their identity and passion for their favorite games and characters.
• •Leverage Social Proof and User-Generated Content: Actively encourage and showcase customer builds on the website or future social media. Feature testimonials and positive Reddit threads. This reinforces the community's trust and positive perception.
• •Maintain a Consistent, Authentic Voice: Whether writing for the website, a product insert, or a future social media post, the tone should remain technical, passionate, and direct. Avoid generic corporate marketing language; stay focused on quality, performance, and the gaming experience.

Social Perception

Positive and Respected, Community-Driven, Expert and Trustworthy

Copy Examples

• •Precision Engineered. Player Perfected. Experience the next level of control with BUTTONG leverless arcade controllers. Fully customizable, built for victory.
• •The Apex Controller - Zero Latency, Maximum Execution. Stop dropping combos. The Apex is built around the lightning-fast GP 2040 board and our signature ChimPOMzee Linear switches for an input experience so crisp, you'll feel the difference in your first match. Every press is a statement. Make yours count.
• •Your Perfect Parry Starts Here. Master your Drive Impacts in Street Fighter 6. Our leverless controllers offer the speed and precision needed for frame-perfect execution. Upload your custom character art and build the ultimate tool for your climb to Master Rank.
• •What's Your Ultimate Layout? We've seen some incredible custom builds from you all lately! From unique art to innovative button layouts, the creativity is amazing. What does your dream controller look like? Share your ideas and setups below. Let's talk tech.
• •The Game Changes Now. Introducing The BUTTONG Micro. We stripped away the excess, not the performance. Introducing the BUTTONG Micro: all the precision and customization you love, now in a travel-ready, ultra-compact design. Get ready for your local tournaments—your new secret weapon has arrived.