Brand Tone

Enthusiast-driven and Confident, Direct and Informative, Slightly Edgy/Challenging

Brand Values

• •Durability and Toughness
• •Performance and Functionality
• •Authenticity
• •Made in USA (Implied)

Best Practices

• •Speak the Language of Your Audience: Use authentic off-road terminology and communicate like a fellow enthusiast. Understand their pain points (tire rub, wanting a lower CG) and aspirations (tackling harder trails, a more aggressive look).
• •Show, Don't Just Tell (Durability): Continue to leverage "torture test" style content, customer testimonials featuring rigs in action, and before/after shots that highlight the ruggedness and visual impact.
• •Be Confident, But Back It Up: Maintain a confident tone about product superiority, but ensure product quality, customer service, and clear installation support consistently meet those expectations to avoid the pitfalls mentioned in older critical reviews.
• •Maintain Authenticity: Continue to share the "by enthusiasts, for enthusiasts" story. Feature user-generated content and highlight the team's own passion for off-roading.
• •Address Concerns Transparently: If issues like those raised in the 2015 forum review (fitment, hardware) have been resolved, subtly highlighting improvements in product descriptions or FAQs could build trust. For instance, "Improved hardware for a rock-solid fit" or "Refined molds for an even cleaner install."

Social Perception

Positive (among current users/viewers), Mixed (historically, regarding specific products/service), Seen as a dedicated Jeep XJ/MJ specialist

Copy Examples

• •Headline: Stop Babying Your Rig. Start Dominating the Trail. Body: Tired of plastic pretenders that crack under pressure? Notch Customs fiberglass flares are built by XJ fanatics, for XJ fanatics. We punish them so you can push your limits. Ready to get serious?
• •Social Media Post (with a picture of a Jeep tackling a tough obstacle): Text: Your Jeep was born for this. Our flares just make sure it looks damn good doing it (and doesn't tear itself apart). #NotchCustoms #JeepXJ #OffroadArmor #BuiltNotBought #TrailRatedTough
• •Product Description Snippet (for X-Max Flares): Text: Go bigger. Go harder. The X-Max flares give you maximum clearance for those monster tires without sacrificing that low-slung, aggressive stance. We hand-lay every inch of fiberglass for a reason – because the trail doesn't do "gentle."
• •Email Subject Line: Is Your Jeep Tough Enough? (Ours Is.) Preview Text: Don't let flimsy flares hold you back. See the Notch Customs difference – designed, tested, and thrashed in the Utah backcountry.
• •Ad Copy: Plastic is for Toys. Fiberglass is for Trails. Body: When you're miles from pavement and staring down a rock garden, the last thing you need is a fender flare failure. Notch Customs are engineered for abuse, giving you the confidence to conquer. Upgrade to real protection.