Brand Tone

Professional, Technical, Authoritative

Brand Values

• •Accuracy and Reliability
• •Integrity and Trust
• •Safety and Performance
• •Industry Advancement

Best Practices

• •Prioritize Accuracy Over Embellishment: The language should always be precise and technical. Avoid marketing jargon, superlatives ("the best," "amazing"), and emotional appeals. The brand's strength is its objective, data-driven authority.
• •Speak to the Expert: Assume the audience is knowledgeable (engineers, specifiers). Use industry-standard terminology correctly. The goal is to inform and reassure, not to simplify complex topics for a layperson.
• •Emphasize Third-Party Impartiality: Consistently highlight that the program is an independent, third-party certifier. This is a key differentiator and the foundation of the brand's trust.
• •Focus on "Why," Not Just "What": While explaining what the certification is, always connect it to why it matters: safety, reliability, risk mitigation, and ensuring performance as specified.
• •Maintain a Formal and Professional Demeanor: All communications, from website copy to technical documents, should be formal. Avoid contractions, colloquialisms, and an overly conversational style to maintain the brand's authoritative and serious identity.

Social Perception

Overwhelmingly positive and respectful among industry professionals; viewed as the definitive standard for product performance and a guarantee of quality; perceived as a crucial industry utility ensuring accountability and performance, rather than a commercial brand; no public perception.

Copy Examples

• •Don't Just Assume Performance. Verify It. In critical air movement applications, there is no room for error. The AMCA Certified Ratings Program provides the third-party validation you need to ensure that products perform as specified. Specify the AMCA seal for guaranteed accuracy.
• •The Standard for Air Performance Ratings. For nearly a century, the AMCA Certified Ratings Program has been the industry's benchmark for reliable and accurate air system performance data. Trust in a program accredited to ISO/IEC 17065 and backed by rigorous, repeatable testing.
• •Mitigate Risk. Specify with Confidence. Inaccurate performance data can lead to system failure, increased energy costs, and safety concerns. The AMCA seal on a product is your assurance that it has been independently tested and its published ratings are trustworthy. Build with confidence.
• •Your Assurance of Accurate Performance. The AMCA Certified Ratings Program seal is more than a mark; it's a commitment to performance and reliability. We provide impartial, third-party certification to ensure the air control devices you specify meet the most stringent industry standards.
• •From Test Lab to Your Project: A Seal of Trust. Every product bearing the AMCA Certified Ratings Program seal has undergone unbiased testing in an AMCA-accredited laboratory. Ensure your projects meet their design intent with components you can rely on.