Brand Tone

Empowering and Educational, Supportive and Customer-Centric, Professional and Knowledgeable, Direct and Solution-Oriented

Brand Values

• •Empowerment
• •Accessibility
• •Customer Focus ("Great Conversations lead to Great Outcomes," "Be Kind and Compassionate")
• •Integrity ("Live with Integrity")
• •Continuous Improvement ("Pursue Growth and Knowledge," "Be Resourceful and Open Minded")
• •Teamwork ("Build a Positive Team and Family Spirit")
• •Problem Solving
• •Reliability & Quality

Best Practices

• •Speak the Driver's Language, Clearly: Use terminology familiar to truckers but always explain technical terms or processes simply. Avoid overly complex jargon. The goal is to empower, not intimidate.
• •Focus on Solutions and Empowerment: Frame copy around how OTR Performance solves specific pain points for drivers and fleet owners (e.g., reducing downtime, saving money, giving them control). Highlight the benefits of being self-sufficient.
• •Maintain a Supportive and Approachable Voice: Even when discussing technical topics, the tone should feel like a knowledgeable friend or trusted advisor offering help. Emphasize customer support and the "we're in this together" spirit.
• •Educate and Inform Generously: Share valuable information freely. Position the brand as a go-to resource for understanding truck diagnostics and maintenance. This builds trust and authority.
• •Be Authentic and Transparent: Reflect the company's origin story and values in the copy. Share real-world applications and customer success stories (with permission) to build credibility.

Social Perception

Helpful and Valuable, Reliable Products & Good Customer Service, Empowering for Owner-Operators, Educational Resource, Innovative

Copy Examples

• •Headline: Take Control of Your Rig. Stop Guessing, Start Diagnosing. Body: Tired of costly downtime and confusing fault codes? OTR Performance puts dealership-level diagnostics in your hands. Understand your truck, make informed decisions, and get back on the road faster. Your truck, your control.
• •Headline: Don't Let Derates Dictate Your Deadlines. Body: Unexpected derate? OTR Diagnostics helps you identify the cause and perform necessary resets, like a forced DPF regen, right from your cab. We're here to support you in keeping your wheels turning and your business profitable.
• •Headline: Built by Truckers, For Truckers. We Get It. Body: Founded by a former shop owner, OTR Performance knows the challenges you face. Our tools are designed to be easy to use, reliable, and provide the critical information you need, when you need it. Plus, our US-based support team is always ready to help.
• •Headline: Unlock the Secrets Your ECM Holds. Body: Your engine control module is talking. Are you listening? With OTR Diagnostics, you get clear, actionable insights from fault codes and live data. Empower yourself with knowledge and save thousands on repairs.
• •Headline: More Uptime, Less Shop Time. That's the OTR Promise. Body: Invest in your independence. OTR Performance tools help you proactively manage your truck’s health, identify issues early, and reduce reliance on expensive repair shops. Join over 10,000+ owner-operators who trust OTR.