Brand Tone

empowering, accessible, and practical

Brand Values

• •Innovation
• •Empowerment & Affordability
• •Quality & Reliability
• •Customer-Centricity

Best Practices

• •Lead with Empowerment: Always frame the message around what the customer can do themselves. Use active, empowering verbs like "Install," "Control," "Save," and "Upgrade."
• •Translate Features into DIY Benefits: Don't just say "pre-charged line set." Say, "Pre-charged line set means no special tools or HVAC license required." Connect every feature directly to a benefit of simplicity, savings, or independence.
• •Use a Confident and Reassuring Tone: Acknowledge that DIY can be intimidating. Use phrases like "You've got this," "Step-by-step guides," and "Expert support is here if you need it" to build confidence in potential buyers.
• •Emphasize "Quiet" and "Efficient": These are two of the most praised attributes in customer reviews. They should be consistently mentioned in product descriptions and ads to reinforce known strengths.
• •Maintain a Simple Vocabulary: Avoid industry jargon wherever possible. The goal is to make HVAC understandable and accessible to everyone, not just professionals. The copy should feel like advice from a knowledgeable, handy friend.

Social Perception

Perceived as a high-value, cost-effective solution, especially by DIY enthusiasts who praise its performance and quietness. However, there are recurring criticisms regarding customer and technical support, with some users reporting difficulties with warranty claims or troubleshooting.

Copy Examples

• •Stop Overpaying for Comfort. The Power to Install Your Own AC is in Your Hands. Save thousands with MRCOOL DIY.
• •Your weekend project just got a whole lot cooler. 😎 Our MRCOOL DIY Mini-Split installs easily with basic tools, no HVAC pro needed. Get powerful, efficient cooling and heating you can be proud of. Swipe to see how simple it is! #MRCOOL #DIY #HVAC #HomeImprovement #EnergyEfficient
• •MRCOOL DIY Mini-Splits | Official Dealer | Install & Save
• •Engineered for empowerment, the MRCOOL 4th Gen Mini-Split features a pre-charged Quick Connect line set, making installation a true do-it-yourself project. Enjoy whisper-quiet operation and slash your energy bills with its impressive 22 SEER rating. It’s not just an air conditioner; it’s your declaration of independence from high installation costs.
• •Tired of HVAC Quotes? Here’s a Better Way to Cool Your Home.