Brand Tone

Authentic & Relatable, No-Nonsense & Direct, Humorous & Engaging (especially on TikTok/Instagram), Confident & Proud, Slightly Edgy & Rugged

Brand Values

• •Effectiveness & High Quality
• •Natural Ingredients & Skin Health
• •Family-Owned & People-First
• •Honesty & Transparency
• •American Made
• •Innovation
• •Environmental Responsibility

Best Practices

• •Speak Directly to Your Audience: Use language and references that resonate with "gear heads," mechanics, DIYers, and people in trades. Think "shop talk" but keep it accessible.
• •Emphasize "Tough but Gentle": Consistently highlight the dual benefit: industrial-strength cleaning power combined with natural, skin-friendly ingredients. This is a core differentiator.
• •Be Confident and Solution-Oriented: Your product solves a real problem. Present it with confidence and focus on the "before and after" transformation. Use strong verbs and clear benefit statements.
• •Inject Authentic Personality: Don't be afraid to use a bit of humor, edginess, or the "no-BS" attitude that comes across in their videos and founder story. Keep it genuine.
• •Show, Don't Just Tell (Even in Text): Use vivid descriptions that evoke the feeling of getting dirty and then the relief of getting truly clean. Use customer scenarios or relatable situations. For example, "From engine grease to garden grime..."

Social Perception

Effective Problem Solver, Trustworthy & Authentic, Innovative, Good for Skin, Good Value (despite some price comments), Engaging & Fun (Social Media)

Copy Examples

• •Headline: Grease. Grime. Gone. Hands Actually Feel Good. Body: Stop wrecking your hands with harsh chemicals. Grip Clean uses the power of natural dirt and oils to annihilate the toughest messes, leaving your hands clean and not cracked. Get back to work, or home, without the grime.
• •Social Media Post (TikTok/Instagram style video description): Video shows hands caked in engine grease, then easily cleaned with Grip Clean. Text: That baked-on grease didn’t stand a CHANCE. 🤯 Real dirt, real power. Your hands will thank you. #GripClean #MechanicLife #DirtyJobs #CleanHandsChallenge #MadeInUSA
• •Product Description Snippet: Our All-Natural Hand Cleaner isn't just soap – it's a dirt-powered miracle for folks who aren't afraid to get their hands filthy. We invented it because nothing else cut it. Tough as mud (literally, it’s got clay!), but won’t leave your skin feeling like sandpaper. Clean hands guaranteed, or your money back.
• •Email Subject Line: Finally, a Hand Cleaner That Works as Hard as You Do. Email Body Intro: You bust your knuckles working on that engine, covered in who-knows-what. The last thing you need is a wimpy soap that quits before the job's done. Grip Clean was born in the garage, for the toughest grease and grime. Natural power, zero compromise.
• •Website Banner: The Power of DIRT. The Softness of Nature. Clean Like Never Before.