Brand Tone

Enthusiast-driven and Passionate, Knowledgeable and Authoritative, Community-focused, Direct and No-Nonsense (with a touch of humor), Proudly Canadian

Brand Values

• •Performance and Quality
• •Customer Service
• •Expertise and Innovation
• •Community and Enthusiasm
• •Growth and Ambition

Best Practices

• •Speak the Language of a Fellow Enthusiast: Use terminology and share passion that resonates with diesel truck owners. Avoid overly corporate or detached language.
• •Be Confidently Knowledgeable, But Approachable: Share expertise clearly and be ready to back it up. Offer advice and support in a way that empowers customers, regardless of their technical knowledge. Staff interviews and "meet the team" content can help.
• •Maintain a "No Bullshit" Honesty: Be transparent about products, services, and what customers can expect. If something is complex, explain it simply. This builds trust.
• •Inject Personality and (Appropriate) Humor: Let the team's passion and personality shine through, especially on social media. Relatable humor can build stronger connections, as seen on their TikTok.
• •Champion the Community and Canadian Roots: Continuously engage with the community, feature customer builds, and subtly remind Canadian customers of the benefits of buying local (e.g., no import duties). Highlight Canadian-made or designed products where applicable.

Social Perception

Generally, customers perceive Dirty Diesel Customs as a knowledgeable and reliable source for diesel performance parts and tuning, especially within Canada. They are praised for good customer service and quality products. Many customers appreciate their Canadian base.

Copy Examples

• •Headline (Website/Social Media): "Unleash Your Beast. True Canadian Diesel Power Starts Here. Shop Parts & Tunes."
• •Product Description Snippet (Performance Part): "Engineered in-house and dyno-tested for proven gains. Our [Product Name] isn't just a part; it's the heart of your truck's next-level performance. Built by enthusiasts, for enthusiasts."
• •Social Media Post (Event Promotion): "Mayhem on the Mountain is BACK! 🤘 Get ready for tire-shredding action, the best rigs in Canada, and a full day of diesel chaos. Think your truck has what it takes? Show us! Tag us in your build using #DirtyDieselMayhem. Details & tickets on our site!"
• •About Us Snippet: "We're not just a shop; we're a crew of diesel fanatics dedicated to helping you build the truck of your dreams. From our West Kelowna HQ, we ship Canada-wide, bringing top-tier performance and unmatched service right to your door. No BS, just results."
• •TikTok Video Caption (Humorous/Relatable): "That feeling when the new [Performance Part] arrives... Wife might not get it, but the truck does. 😉 #DirtyDieselCustoms #DieselLife #TruckMods #SheWillGetOverIt"