Brand Tone

Innovative, Approachable, Confident, Direct, Educational

Brand Values

• •Innovation & Technology Leadership
• •Safety
• •Sustainability & Environmental Responsibility
• •Effectiveness & Performance
• •Customer Focus & Support
• •Material Compatibility

Best Practices

• •Always mention "biodegradable" or "energy-saving" where relevant.
• •Back up confidence with data, testimonials (where possible), and clear explanations of the "why."
• •Encourage questions and address misconceptions transparently and directly, as seen in their TikTok engagement, to build trust and position Engineered Fluids as a helpful expert.
• •Use approachable and educational content, especially on social media, breaking down complex topics into easily digestible information with a direct and demonstrative style.
• •Highlight innovation and technology leadership, emphasizing their role in changing how electronics are cooled and their commitment to R&D.

Social Perception

Viewed as a significant and innovative player in the liquid immersion cooling market; appealing to a technical audience while emerging into mainstream awareness through engaging social media content; perceived positively for sustainability efforts.

Copy Examples

• •Experience superior heat dissipation, reduced energy consumption, and enhanced equipment reliability.
• •Our BitCool™ and ElectroCool™ lines are born from 30+ years of dedicated research in dielectric thermal management.
• •Safe, effective, and environmentally responsible.
• •From submerging high-power GPUs to blowtorch tests, we demonstrate how our coolants provide ultimate protection and efficiency.
• •Our biodegradable, zero GWP coolants mean you don't have to choose between peak performance and environmental responsibility.