Brand Tone

Authoritative & Knowledgeable, Performance-Oriented & Enthusiast-Focused, Professional & Direct, Slightly Aspirational & Exciting, Approachable (on social media)

Brand Values

• •Performance
• •Quality & Precision
• •Innovation & Legacy
• •American Made (for many products)
• •Customer Enthusiasm

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document STILLEN's core values, personality traits (e.g., "expert," "passionate," "proven"), target audience, and approved vocabulary. Include examples of "do's and don'ts" for different communication channels.
• •Emphasize the Racing Heritage and Founder's Expertise: Consistently weave in the narrative of Steve Millen's racing success and how that experience translates into the design and performance of STILLEN products. This reinforces authority and passion.
• •Focus on Tangible Performance Benefits: Clearly articulate how each product improves the vehicle (e.g., "adds X HP," "improves throttle response," "reduces body roll"). Use strong, active verbs and specific, credible data where possible.
• •Maintain an Enthusiast-to-Enthusiast Dialogue: Use language that resonates with car lovers. While maintaining professionalism, don't be afraid to use common automotive terms (correctly) and speak to their desire for an enhanced driving experience. Avoid overly technical jargon where a simpler explanation suffices for broader appeal, but provide detailed specs for those who seek them.
• •Ensure Consistency Across All Channels, Adapting Appropriately: While the core brand voice (authoritative, performance-driven) should remain consistent, the tone can be adapted. For example, social media can be slightly more casual and conversational than a technical product sheet, but it should still reflect the brand's expertise and passion for performance. Regularly review content across platforms to ensure alignment.

Social Perception

Established & Respected (Legacy), Mixed on Quality Control & Customer Service, Seen as a Premium, Sometimes Pricey Option, Associated with Performance Gains, Community Engagement

Copy Examples

• •Headline (Supercharger): "Unleash the Beast Within. STILLEN Superchargers: Decades of Racing Dominance, Engineered for Your Drive." Body: "Born from Steve Millen's championship-winning legacy, our supercharger systems are meticulously engineered and dyno-tested to deliver relentless power and proven reliability. Experience the STILLEN difference."
• •Social Media Post (New Exhaust System): "Hear that? It's the sound of pure performance. Our new [Vehicle Model] cat-back exhaust isn't just about a more aggressive note – it's about unlocking horsepower and torque you can feel. Crafted from high-quality stainless steel, right here in the USA. Tap to learn more and transform your ride. #STILLEN #PerformanceExhaust #[VehicleModel] #[CarMake]"
• •Product Page (Body Kit): "Sculpted for Speed. Perfected for the Street. The STILLEN aerodynamic body components for the [Vehicle Model] are more than just an aesthetic upgrade. Each piece is designed to enhance downforce and optimize airflow, reflecting our deep understanding of race-proven engineering. Elevate your style and performance."
• •Email Subject (Brake Upgrade): "Stopping Power You Can Trust. Upgrade to STILLEN Big Brake Kits." Body: "When it comes to performance, control is paramount. STILLEN Big Brake Kits offer superior stopping power, reduced fade, and enhanced driver confidence, whether you're on the track or the street. Engineered with precision, built for the enthusiast."
• •Blog Post Intro (Technical Deep Dive): "Beyond Bolt-On: The Engineering Behind STILLEN Cold Air Intakes. We often talk about horsepower gains, but what truly goes into designing a STILLEN Cold Air Intake? Join us as we delve into the R&D, flow bench testing, and material science that ensure our intakes deliver maximum efficiency and power for your engine."