Brand Tone

Technical, Supportive, Passionate, Direct, Proud & Established

Brand Values

• •Expertise & Performance
• •Quality
• •Customer Support & Service
• •Community Involvement
• •Innovation & Development
• •Reliability & Trust
• •Local Commitment

Best Practices

• •Speak the Racer's Language: Use terminology and address pain points that are familiar and relevant to dirt track modified racers. (e.g., "topping out," "setup sheets," specific track conditions).
• •Emphasize Technical Expertise Confidently: Don't shy away from technical details, but explain them in a way that showcases knowledge and helps the customer understand the benefits. The "Tech Center" is a good example.
• •Reinforce Support and Accessibility: Consistently mention post-sale support, willingness to help with setups, and easy contact options. Make customers feel like they have a knowledgeable partner.
• •Show, Don't Just Tell, Passion: Share involvement in races, driver successes (with permission), and the "at-the-track" experience to convey genuine passion for the sport.
• •Be Direct and Action-Oriented: Use clear calls to action and provide straightforward information about products, services, and how to get them (e.g., "Shop Online," "Learn More," "Call Us Today!").

Social Perception

Respected Niche Expert, Supportive Partner, Reliable & Technical, Community-Oriented

Copy Examples

• •Facebook Post Promoting Shock Service: Don't let worn shocks slow you down. Our expert team offers quick turnaround rebuilds and dyno testing to get you back to peak performance. Support after the sale isn't just a promise, it's our commitment. Send 'em in Monday, race 'em by the weekend! #DigRaceProducts #ShockService #DirtModified #FeelTheDifference
• •Instagram Caption for a New Product: Introducing the new Pilot Series XYZ Damper – engineered for maximum control and durability on Northeast dirt tracks. Developed with direct trackside feedback because we're racers, serving racers. Get the technical edge. Link in bio. #DigRaceProducts #PerformanceParts #DirtRacing #Innovation
• •Website Banner Headline: Expert Shock Technology. Unmatched Trackside Support. Feel the Difference with DIG.
• •Tweet about STSS Sponsorship: Proud to partner with @ShortTrackSS again for 2024! We're committed to supporting the Northeast Modified community with top-tier products and hands-on expertise. See you at the track! #STSS #DigRaceProducts #DirtTrackRacing
• •Email Subject Line for Tech Tip: Tech Tip Tuesday: Is Your Left Rear Limit Chain Optimized? Insights from DIG.