Brand Tone

aspirational, confident, and technically proficient, aiming to inspire off-road enthusiasts. Language is direct, performance-oriented (e.g., "ultimate," "superior performance," "heavy-duty"), with a supportive, community-focused undertone.

Brand Values

• •Performance and Durability
• •Quality and Trust
• •Adventure and Freedom
• •Value

Best Practices

• •Lead with Performance: Always anchor the copy in the tangible benefits of performance, control, and durability. Use strong, active verbs that convey power and capability.
• •Speak the Language of the 4x4 Community: Utilize authentic terminology that resonates with off-road enthusiasts (e.g., "rig," "flex," "articulation," "corrugations"). This builds credibility and connection.
• •Use Aspirational and Evocative Language: Appeal to the customer's sense of adventure. Use words that paint a picture of freedom, exploration, and conquering challenges.
• •Back Claims with Technical Credibility: While the tone is aspirational, it must be grounded in facts. Mention key features like monotube design, remote reservoirs, adjustability, and high-quality materials to build trust.
• •Showcase, Don't Just Tell: Leverage customer testimonials, photos of built vehicles, and action-oriented videos. This social proof is powerful and reinforces the brand's promises of performance and reliability.

Social Perception

Perceived as a strong contender in the mid-to-high-end suspension market, offering significant improvements in ride quality and handling. Seen as a reputable Thai manufacturer with a growing positive reputation in Australia, especially for its adjustable remote reservoir shocks, despite some initial hesitation due to competitive pricing.

Copy Examples

• •Don't Just Lift Your Rig. Elevate Your Adventure. Your 4x4 wasn't made to sit in city traffic. It was born for the rugged trails and untamed landscapes. The Profender Remote Reservoir Lift Kit is engineered for the serious adventurer who demands peak performance and uncompromised durability. Tame the tracks and conquer any terrain. Your journey starts here.
• •Performance Forged in Competition. Now Available For Your 4x4. With a legacy in off-road racing, Profender brings you suspension technology that's built to dominate. Our Queen Series Lift Kits offer the perfect balance of on-road comfort and off-road capability, giving you the confidence to explore further. Ready to feel the difference?
• •The Ultimate Upgrade for Australia's Toughest Tracks. From the Cape to the High Country, your vehicle needs suspension that can keep up. Profender lift kits provide superior stability and control, transforming your ride. Built with high-strength materials and designed for seamless integration, this is the upgrade your 4x4 has been waiting for.
• •Dial In Your Perfect Ride. Every adventure is different. Every load is unique. With Profender's 8-step adjustable shocks, you're in complete control. Fine-tune your suspension for a smooth highway cruise or firm it up for a payload-heavy trip into the bush. It’s your rig, your ride, your rules.
• •Trusted by the Best. Now Direct to You. For years, Profender has been the secret behind some of Australia's biggest suspension brands. Now, you can get that same world-class engineering and quality directly from the source. Cut out the middleman and invest in the performance your 4x4 deserves.