Brand Tone

Authoritative, Adventurous, and Trustworthy. Cap-it's voice is that of a seasoned expert. With over 45 years in the business, the brand speaks with confidence and authority. This expert tone is balanced with an adventurous and rugged spirit, using words like "remote backroads," "tackle any terrain," and "outfit your vehicle for adventure." The overall tone is professional yet approachable, aiming to be the "truck people" where customers feel at home.

Brand Values

• •Quality and Durability: Cap-it commits to offering "top-quality products" and the "finest products made in North America," positioning itself as a provider of reliable gear that can withstand the demands of adventure.
• •Trust and Integrity: Having been built on "integrity, honesty, and a commitment to exceptional service," the brand leverages its long history to establish trust. The "Price, Service & Satisfaction Guarantee" is a cornerstone of this value, ensuring customers feel secure in their purchases.
• •Adventure and Lifestyle Enhancement: Cap-it sells more than accessories; it sells the promise of adventure. The brand's mission is to help customers "gear up for work, play, and adventure," enhancing their lifestyle.
• •Expertise and Service: Unlike online-only retailers, Cap-it emphasizes its professional installation and the expert advice offered by its teams. Reviews frequently highlight knowledgeable staff as a key differentiator.
• •Community and Family Roots: Founded as a family business and growing through a franchise model of locally-owned stores, Cap-it values community connection and supports local nonprofits.

Best Practices

• •Lead with Adventure, Support with Trust: All copy should first inspire the desire for adventure, freedom, and exploration. Immediately follow this with trust-building language that references the brand's history, expertise, and satisfaction guarantee.
• •Use an "Expert-Rugged" Vocabulary: Consistently use words that reinforce the brand's tone. Incorporate terms like "outfit, rig, gear up, overland, conquer, terrain, durable, premium," and "expert" into product descriptions, blog posts, and social media.
• •Translate Features into Freedom: Don't just list product specifications. Explain how they benefit the user's lifestyle. Instead of "high-capacity rack," write "a rack that lets you bring the bikes, the kayaks, and the kitchen sink." Connect technical features to the ultimate goal: a better, more capable adventure.
• •Reinforce the "One-Stop Shop" Advantage: Regularly mention the combination of premium product selection, expert advice, and professional installation. This is a key differentiator from online-only competitors and reinforces the value of visiting a physical Cap-it location.
• •Speak as "The Truck People": Maintain an approachable, confident, and community-oriented voice in all customer interactions, including social media comments and email replies. Be helpful and authoritative, solidifying the perception that Cap-it is the go-to resource for all things truck and adventure-related.

Social Perception

Customers generally perceive Cap-it as a reliable and expert source for truck accessories, particularly for truck caps and overland gear. They are seen as a "premier destination" with an extensive selection of high-quality, top-tier products. The physical stores and the expertise of the staff are highly valued, with many customers noting excellent service and professional installations. The brand has built strong loyalty, with customers often recommending it to others. While some customers recognize that certain Cap-it branded products may be re-branded, the convenience of local purchasing, installation, and warranty service often justifies choosing Cap-it.

Copy Examples

• •Don't just dream about the destination. Conquer it. For over 45 years, we've been outfitting explorers with the toughest gear to tackle any terrain. Where is your adventure taking you this weekend? #DesignedForAdventure #Overland #TruckLife #Capit
• •Gear Up with Confidence. With our Price, Service & Satisfaction Guarantee, you get more than just premium truck accessories—you get the peace of mind that comes from 48 years of trusted expertise. That's the Cap-it way.
• •Your Camp Setup in Minutes. Not Hours. Stop wrestling with your gear. With Alu-Cab Canopy Campers and Thule Tepui rooftop tents, you're always minutes away from comfort. Visit us in-store for expert advice and professional installation. Your next adventure starts at Cap-it.
• •SmartCap EVOa Adventure: Forged from Steel, Built for Anything. This isn't your average canopy. Forged from automotive-grade stainless steel, the SmartCap EVOa is a brilliantly engineered system designed for the most demanding adventures. Its 5-piece modular design allows for customization with SmartCap Components, while the Positive Pressure Air Vent keeps your gear dust-free, no matter how rugged the trail gets. Outfit your rig with the pinnacle of strength and versatility.
• •A Rig Ready for Anything: New Suspension & Racks Inside