Brand Tone

Professional, Reliable, and Authoritative

Brand Values

• •Quality and Durability
• •Professional Trust
• •OEM+ Performance
• •Heritage and Experience

Best Practices

• •Prioritize the Professional Audience: Always write with the professional technician or knowledgeable DIYer in mind. Use clear, technically accurate language and focus on performance, durability, and ease of installation.
• •Leverage the "OE" Standard: Consistently include messaging about meeting or exceeding OE specifications. This is a primary value proposition and a key differentiator that builds immediate trust and credibility.
• •Reinforce Heritage and Trust: Weave the brand's long history (since 1919) into the narrative where appropriate. This heritage is a powerful testament to the brand's reliability and experience.
• •Maintain a Consistent "Voice" vs. "Tone": The brand's voice is always professional and reliable. The tone can adapt be educational in a tech tip, reassuring in a product description, and direct in an advertisement but it should never become overly casual, humorous, or salesy.
• •Focus on Solutions, Not Just Parts: Frame products as solutions to specific automotive problems. Instead of just "selling a sensor," you are "providing the key to solving a complex diagnostic issue." This approach respects the technician's problem-solving mindset.

Social Perception

The public perception of Standard Brand Parts is generally positive, with a reputation as a reliable, high-quality aftermarket option. Many consider it a top-tier choice and a dependable alternative to OEM. However, some long-time customers note a perceived decline in consistency compared to decades past, especially distinguishing between the premium 'Standard' line and the economy 'T-Series' line. There are also isolated reports of incorrect/counterfeit parts from third-party sellers.

Copy Examples

• •The Professional's Choice for a Century. Quality is our legacy. With over 100 years of engineering experience, Standard parts are built to meet or exceed OE specifications. Trust the brand that technicians have relied on since 1919.
• •Don't let a faulty EGR valve control solenoid compromise your emissions system. Our VS63 Solenoid undergoes rigorous testing to ensure precise performance and durability. Get the job done right, the first time. #StandardParts #EngineManagement #TechTip #AutomotiveRepair
• •Standard OE-Match Ignition Coils | Shop Now. Experiencing misfires? Trust Standard for ignition coils engineered for OE fit, form, and function. Backed by 100+ years of quality.
• •Engineered for excellence, the Standard EWP104 Electric Water Pump ensures optimal coolant flow and engine temperature. Each unit is subject to extensive validation testing to prevent the cooling system failures that lead to overheating. A direct-fit OE replacement, it restores proper function and delivers the performance and durability you demand.
• •Inside: Solve Complex Misfires with Standard