Brand Tone

Authoritative & Expert, Performance-Driven & Tough, Community-Oriented & Supportive, Practical & Solution-Focused

Brand Values

• •Durability & Protection
• •Innovation & Quality
• •Performance
• •Practicality & Efficiency
• •Safety & Compliance

Best Practices

• •Focus on "Toughness & Durability": Always weave in words and phrases that convey strength, resilience, protection, and the ability to withstand harsh conditions (e.g., "armor," "shield," "uncompromising," "battle-tested," "extreme environments").
• •Highlight "Weldability & Repairability": This is a key differentiator. Consistently mention the practical benefit of being able to weld directly on the coating and easily touch it up, saving time and effort.
• •Speak with Authority & Expertise: Back up claims with the science of 316L stainless steel flakes. Reference its long history (since 1974) and industry-specific approvals (like USDA) to build credibility.
• •Engage the "Doer" Community: Use active, direct language. Showcase real-world applications, especially in motorsports and DIY fabrication. Speak to the challenges and needs of people who build, race, and work with metal.
• •Maintain a Professional Yet Approachable Voice: While the product is highly technical, the explanations should be clear and the benefits obvious. Avoid overly casual slang but maintain an enthusiastic and confident tone that resonates with hands-on users. Technical details should be available but not overwhelm the core message of tough, reliable protection.

Social Perception

Highly Regarded by Target Users, Premium Product, Trusted & Reliable, Innovative

Copy Examples

• •Headline: Don't Just Paint It. Armor It. STEEL-IT. Body: Your rig takes a beating. Give it the 316L stainless steel shield it deserves. Weldable. Durable. Race-Proven. Protect your investment against rust, abrasion, and whatever the track throws at you.
• •Headline: 50 Years of Uncompromising Protection. That's STEEL-IT. Body: Since 1974, we've engineered coatings that outlast the competition. For industrial-grade resilience or championship-winning durability, trust the experts in stainless steel protection.
• •Headline: Cracked Chassis? No Problem. Weld Right Through STEEL-IT. Body: Repairs don't wait. STEEL-IT's weldable polyurethane coating means less downtime, more action. Fix it, recoat, and get back out there. The ultimate in practical protection for fabricators and racers.
• •Headline: From Baja to Your Build: The Pro's Choice for Metal Protection. Body: Chosen by champions in off-road racing, STEEL-IT delivers unmatched durability and a finish that lasts. Join the community that trusts STEEL-IT for the toughest jobs.
• •Headline: USDA Compliant. Industrial Strength. STEEL-IT for Food Processing. Body: Ensure safety and longevity in your food processing operations. STEEL-IT's coatings are USDA compliant for incidental food contact, resist harsh washdowns, and prevent corrosion.