Brand Tone

humorous, informative, enthusiastic, and relatable

Brand Values

• •Accessibility and Inclusivity
• •Entertainment and Fun
• •Education and Information
• •Passion for Cars
• •Community Building
• •Authenticity
• •Creativity and Innovation

Best Practices

• •Embrace the Humor: Don't be afraid to be witty, use puns (car-related or otherwise), and maintain a lighthearted feel even when discussing technical topics. Inject personality into every piece of content.
• •Speak Like a Friend, Not a Textbook: Use conversational language. Avoid overly technical jargon unless you're explaining it in an accessible way. Address the audience directly ("you," "we").
• •Fuel with Enthusiasm: Let the genuine passion for cars shine through. Use energetic language and exclamations where appropriate (e.g., "MO POWA, BABEH!", "Pop-Up Up and Down Headlights!").
• •Be Relatable and Inclusive: Acknowledge the struggles and joys of car ownership and enthusiasm. Make everyone feel welcome, from seasoned mechanics to those just learning what an oil change is. Reinforce that "it's ok to like cars."
• •Stay Informed but Don't Be Afraid to Be "Silly": While providing accurate information is key, remember that entertainment is a huge part of the Donut Media appeal. It's okay to acknowledge the "silly hobby" aspect and focus on the fun.

Social Perception

Generally positive, perceived as entertaining, informative, and making car culture more accessible. Some concerns about merchandise pricing, content shift post-acquisition, and departure of key personalities.

Copy Examples

• •Website Banner for New Merch: "Your car called, it's feeling naked. Deck it out (and yourself) with the freshest Donut gear. Warning: may cause uncontrollable MO POWA, BABEH!"
• •Instagram Post for a Project Car Update: "Remember that heap of bolts we called a project? Well, it's slightly less of a heap now! Still questionable, definitely fun. Swipe to see the 'progress' & tell us what we'll inevitably break next! #DonutGarage #ProjectCarProblems #SendHelpAndSnacks"
• •YouTube Video Title & Description Snippet (for an explainer video): Title: "Why Your Pop-Up Headlights are Secretly Judging You (The Glorious History)" Description: "...ever wondered why those flippy lights make your heart go 'pop'? We dive deep into the engineering marvel and cultural icon that is the pop-up headlight. Get ready to learn something and probably laugh. It's ok to like cars. Buff Horses optional."
• •Facebook Ad for a Sale: "Donut Dollars Disappearing! Our [Sale Event Name] is on NOW. Grab that tee you've been eyeing before it vanishes like free pizza at a car meet. Your wallet might cry a little, but your car will thank you. Shop link in bio!"
• •TikTok Video Concept (Voiceover): (Quick cuts of someone struggling with a simple car task, then a Donut host easily doing it) "Car stuff got you feeling like a confused potato? 🥔➡️😎 We get it. That's why we make videos even your dog could understand (probably). Hit follow for more car wisdom & fewer facepalms! #DonutMedia #CarTipsForDummies #YouGotThis"