Brand Tone

Expert, Technical, and Professional

Brand Values

• •Quality and Performance
• •Expertise and Knowledge
• •Reliability and Trust
• •Specialization

Best Practices

• •Prioritize Clarity and Precision: Always use accurate, technical language. Avoid vague marketing jargon. Your customers are knowledgeable; speak to them on their level.
• •Lead with Expertise: Frame your content around the brand's knowledge. Instead of saying "Our new products are great," explain why they are technically superior and in which applications they excel.
• •Showcase Quality, Don't Just State It: Use high-quality photos of your products. Mention the premium materials used (e.g., "4130 chromoly," "7075-T6 aluminum"). Highlight the respected brands you stock in your copy.
• •Maintain a Professional Voice: Keep the tone focused and professional. While you can be helpful and approachable, avoid overly casual language, slang, or humor that could undermine the brand's authority.
• •Be a Resource: In your content (social media, blog, emails), answer technical questions and provide valuable information. This reinforces your position as an expert and builds trust with your audience, turning them from customers into long-term clients.

Social Perception

Authoritative Resource, High-Quality Provider, Excellent Customer Service

Copy Examples

• •Precision Under Pressure. When every thousandth of a second counts, trust Aurora and FK rod ends for championship-winning reliability. We are New Zealand's expert supplier for motorsport components.
• •Engineered for your application. Our custom suspension links are fabricated in-house using high-tensile 4130 chromoly and paired with premium FK Rod Ends for maximum strength and articulation. Built by experts, for performance that you can count on.
• •Stock Update: A full shipment of Aurora Bearing Company spherical bearings has just landed. All standard sizes are back in stock and ready for dispatch. Secure the highest quality components for your project today. Link in bio to shop the range.
• •With over 25 years of experience in the motorsport and engineering sectors, we don't just sell parts we provide solutions. We leverage our deep technical knowledge to ensure you get the right component for optimal performance, every time.
• •Expert Advice: Are You Using the Right Bearings for Your Build?