Brand Tone

Authoritative/Expert, Direct/No-Nonsense, Passionate/Enthusiast-Driven, Resilient/Determined, Informal/Approachable (in some contexts)

Brand Values

• •Performance
• •Problem-Solving/Solutions-Oriented
• •Expertise/Knowledge
• •Resilience/Perseverance
• •Family-Owned Ethos
• •American Made
• •Innovation (within constraints)

Best Practices

• •Embrace "Learned the Hard Way" Authenticity: Ground your copy in real experience and a no-shortcuts attitude. Avoid overly polished corporate speak. Be direct and confident.
• •Prioritize Performance & Expertise: Always lead with the benefits of enhanced performance, backed by your technical knowledge. Use specific terms relevant to diesel tuning when appropriate, showing you speak your customers' language.
• •Be Direct and Action-Oriented: Use strong verbs and clear calls to action. Get straight to the point about how Hardway can solve the customer's problem or fulfill their desire for more power.
• •Show, Don't Just Tell (Especially on Visual Platforms): Leverage video and images of trucks performing, dyno results, and behind-the-scenes work. Let the results speak, and then use concise copy to reinforce the message.
• •Address Concerns Proactively (Subtly or Directly): Acknowledge the complexities of modern diesel tuning (e.g., emissions compliance). If appropriate, and without dwelling on negatives, frame challenges as opportunities where Hardway’s expertise shines. Ensure that customer service communication, when it occurs, also reflects the brand's desired tone of helpful expertise, aiming to improve this area of perception.

Social Perception

Experts in Cummins Tuning, Performance Achievers, Mixed Customer Service Reputation, Controversial (EPA Issue), Knowledgeable but Sometimes Inaccessible

Copy Examples

• •Headline: Stop Dreaming. Start Driving. Body: Unleash the beast in your Cummins with Hardway Performance. We've learned the hard lessons so you don't have to. Get proven power, precision tuned. Shop tunes now.
• •Headline: The Right Way Is The Hardway. Body: For your RAM Cummins, off-the-shelf isn't an option. Hardway Performance delivers custom tuning born from relentless testing and real-world racing. Experience the difference expertise makes.
• •Headline: More Than Just Horsepower. It's Hardway Performance. Body: We dig deeper. Our tunes optimize your Cummins for power you can feel and reliability you can trust. Built on experience. Proven on the dyno and the street.
• •Headline: Emissions Compliant Power? Yes, It's Possible. Body: Hardway Performance now offers emissions-compliant tuning that doesn’t compromise on power. We've navigated the complexities to deliver potent, responsible performance for your modern diesel. Learn more.
• •Headline: From Our Family to Your Truck. Body: As a family-owned business, we pour our passion and expertise into every Hardway Performance product. Expect American-made quality and solutions born from a relentless pursuit of diesel perfection.