Brand Tone

Technical, passionate, and rider-focused; direct and confident, using industry-specific language; conveys a rugged, slightly rebellious spirit; expert and enthusiastic.

Brand Values

• •Performance and Precision
• •Innovation
• •Community and Authenticity
• •Durability

Best Practices

• •Speak Rider-to-Rider: Use authentic, direct language that resonates with experienced snowmobile enthusiasts. Avoid overly corporate or generic marketing-speak.
• •Lead with Performance and Durability: Every piece of copy should emphasize how the product improves the ride, solves a common failure point, or enhances the vehicle's capability and strength.
• •Emphasize Authenticity: Continuously reference the brand's origin story as a brand built "by riders, for riders" to build trust and community.
• •Maintain a Confident, Expert Tone: Position the brand as a leader in engineering and innovation. Use precise technical terms where appropriate to demonstrate expertise.
• •Focus on the 'Why,' Not Just the 'What': Instead of just listing features, connect them to the benefit to tell a more compelling story.

Social Perception

Perceived as a specialized, high-quality component manufacturer within the snowmobile enthusiast community. It is seen as a go-to for dedicated riders seeking specific upgrades, with distribution through respected powersports retailers lending credibility. The brand's image is that of a serious, no-frills company focused on product efficacy over flashy marketing, letting its products and sponsored riders do the talking.

Copy Examples

• •Stock is a starting line. Your real ride begins with Pin'd Performance. Upgrade the essentials.
• •Born in the mountains of Utah, Pin'd Performance was forged from a single belief: good enough is never the goal. We blend precision engineering with a touch of insanity to build parts for riders who push limits. We are the upgrade your adventure demands.
• •The backcountry doesn't forgive weak parts. That's why my [sled model] is equipped with the Pin'd Performance Omega Rail Brace. It ’s not just an upgrade; it ’s confidence when I ’m miles from anywhere. #PindPerformance #Snowmobiling #PushingLimits
• •A bent shock rod can end your day. Ours is engineered from 6061 billet aluminum to be the quick fix that lasts. It ’s a direct fit that reuses stock bushings, because you'd rather spend your time on the snow, not in the garage.
• •Stop Bending. Start Riding. Pin'd Performance Upgrades Are Here.