Brand Tone

Professional and Expert, Pragmatic and Value-Driven, Community-Oriented

Brand Values

• •Quality without Compromise
• •Customer-Centricity
• •Innovation and Efficiency
• •Authenticity

Best Practices

• •Speak from Experience: Always frame messaging from the perspective of an industry professional. Use "we" and "our" to create a sense of shared knowledge and community. Start with the problem and present the product as the solution.
• •Lead with Value, Support with Quality: In headlines and opening lines, emphasize the core benefits of value, speed, and cost-savings. In the body of the text, follow up with technical specifics and quality assurances.
• •Keep it Clear and Direct: Avoid overly poetic or ambiguous language. The audience consists of busy professionals who appreciate straightforward, benefit-oriented communication. Get to the point quickly and clearly state what the product does and why it's better.
• •Show, Don't Just Tell: Leverage user-generated content and in-house demonstrations. The copy should complement the visual proof. Instead of just saying a clearcoat is "glossy," pair it with a high-quality video or photo and write copy like, "This is the shine you can expect from every can."
• •Reinforce Trust Signals: Consistently include phrases that highlight brand values in your copy, such as "Fast Shipping," "Price-Match Guarantee," "Professional-Grade," and "By the trade, for the trade" to build and maintain trust with every communication.

Social Perception

Highly positive, viewed as a go-to supplier for independent shops and enthusiasts who are cost-conscious but prioritize quality. Perceived as a disruptive force providing affordable, quality solutions, fostering a strong reputation for dependability and value for money.

Copy Examples

• •Glass-like finish, without the high-end price tag. This stunning gloss was achieved with our Pro-Series Clearcoat. Built for professionals who demand clarity, durability, and a flow that lays down perfectly every time. Swipe to see the before. #RefinishX #AutoBody #CarPainting #CollisionRepair
• •Quality Supplies for the Modern Shop. Get the professional-grade results you demand at a price that protects your bottom line. Fast shipping across Canada.
• •Your shop's next restock just got more affordable.
• •Tired of overpaying for primer? Our High-Build 2K Primer offers superior fill and easy sanding. Perfect foundation. Better price. Level up your prep work. Link in bio to shop. #DIYAutoBody #CarRestoration #RefinishX
• •Engineered by shop owners, for shop owners. Our RX-PRO Lightweight Body Filler cuts, spreads, and sands with exceptional ease, minimizing pinholes and saving you valuable time. Its non-sagging formula is perfect for repairing dents and imperfections on steel, galvanized steel, and aluminum. Work smarter, not harder.