Brand Tone

expert, passionate, and results-oriented

Brand Values

• •Performance & Quality
• •Passion for Automobiles
• •Community
• •Accessibility & Expertise

Best Practices

• •Lead with Performance: Always focus on the result. Use strong, confident language that highlights the product's effectiveness (e.g., "uncompromising shine," "relentless cleaning," "effortless application").
• •Speak the Enthusiast's Language: Use industry-specific terms correctly (e.g., "beading," "swirl marks," "fallout removal") to build credibility and connect with a knowledgeable audience.
• •Balance "Dirty" and "Clean": Use the brand name "How Dirty" as the problem and the products as the ultimate solution. This playful contrast reinforces the brand's core purpose.
• •Show, Don't Just Tell: Accompany strong copy with high-quality visuals. Before-and-after shots, slow-motion water beading videos, and satisfying cleaning clips are essential to prove the claims made in the text.
• •Foster the "Crew": Use inclusive language like "Crew," "fellow enthusiasts," and "join us" to build community. Encourage user-generated content and feature customers' cars to make the audience feel like part of the brand.

Social Perception

The public perceives How Dirty as a premium, reliable, and effective brand within the German car care scene. Customer reviews and comments on forums and social media are consistently positive, often highlighting the impressive cleaning power and high-quality finish of the products. The brand is seen as a serious competitor to other established detailing brands like Koch-Chemie and Sonax. Their active presence at car shows and collaborations with influencers further solidify their reputation as an authentic and respected name among car enthusiasts.

Copy Examples

• •From road-grime to showroom-shine. Our 'Glanz-Shampoo' doesn't just clean, it transforms. Swipe to see the magic. #HowDirty #CarCare #Detailing #CarWash
• •Tired of stubborn brake dust? Our 'Felgenreiniger' is engineered for maximum performance. Powerful, yet safe on your alloys. Give your wheels the treatment they deserve. Link in bio to shop. #HowDirty #WheelCleaner #CarDetailing
• •The Ultimate Guide to a Flawless Finish: Using the How Dirty Polishing Kit
• •How Dirty is your car? Not for long. The new standard in professional car care.
• •Ask our detailing experts! What's your biggest car cleaning challenge? Drop a question and we'll show you the How Dirty solution. #DetailingTips #HowDirtyCrew