Brand Tone

Passionate & Authentic, Specialized & Knowledgeable, Understated & Direct

Brand Values

• •Craftsmanship
• •Heritage
• •Niche Expertise
• •Simplicity

Best Practices

• •Let the Cars Do the Talking: Always make the vehicle the hero of the story. The copy should supplement the visuals, not overpower them. Use concise, impactful language that highlights the car's features, history, or the restoration process.
• •Use Specialist Language Authentically: Use model numbers (J54, JA22), brand names, and industry terms (JDM, 4x4) correctly and consistently. This builds credibility with the enthusiast audience and shows you are one of them.
• •Maintain a Humble, Confident Tone: Avoid hyperbole and aggressive sales language ("Best in the world!", "Unbeatable prices!"). The tone should be that of a skilled craftsman who is confident in their work and lets its quality speak for itself.
• •Emphasize Heritage and Craftsmanship: Weave words like "legacy," "heritage," "restored," "classic," and "authentic" into the copy where appropriate. This connects the work to the brand's core values.
• •Be Consistent Across All Channels: Whether it's a short TikTok caption or a website description, the tone and core message should remain the same. The voice of Mich's Garage is the voice of a passionate, expert restorer, regardless of the platform.

Social Perception

Within its niche, Mich's Garage is perceived as a credible and skilled restorer, respected for its craft by classic car and JDM enthusiasts. The brand has limited visibility to the general public.

Copy Examples

• •The heart of a giant in a small frame. Our 1996 Suzuki Jimny JA22 restoration is complete. Ready for its next adventure. #MichsGarage #Jimny #JA22 #JDM #Restoration #4x4
• •The sound of history. A 1979 Mitsubishi J54, brought back to life. #JeepLife #Classic4x4 #JDMClassic #MichsGarage #MitsubishiJeep
• •Mich's Garage: We Find and Forge Automotive Legends.
• •Your Next Project Is Already Our Passion. Authentic JDM Restorations.
• •Now available in the garage: This fully restored 1987 Toyota Land Cruiser. We've honored its legacy in every detail. Serious inquiries welcome via DM or email. Link in bio for more photos. #LandCruiser #Toyota4x4 #ClassicCruiser #ForSale #MichsGarageJapan