Brand Tone

Aspirational, Authoritative, Enthusiastic, Informative, Direct & Sales-Oriented

Brand Values

• •Performance
• •Quality & Innovation
• •Legacy & Heritage
• •Customer Engagement

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document STILLEN's core values (Performance, Quality, Legacy), target audience, and desired tone (Aspirational, Authoritative, Enthusiastic, Informative). Provide clear examples of "do's and don'ts" for language, style, and specific terminology.
• •Embody the "Performance Expert" Persona: All copy should reflect deep automotive knowledge and a passion for driving. Use confident, precise language. When explaining technical aspects, do so with clarity that empowers the enthusiast.
• •Channel Steve Millen's Racing Heritage: Subtly weave the legacy of speed and competition into storytelling. This reinforces authenticity and the brand's performance DNA.
• •Maintain Enthusiasm and Excitement: Whether it's a product description, social media post, or blog article, the language should convey genuine excitement about cars and performance. Use dynamic verbs and engaging descriptions.
• •Ensure Consistency Across All Channels: The tone used on the website should align with social media, email marketing, and any customer service interactions. Regular audits of content can help maintain this consistency and address any deviations. Critically, work to align the *stated* values of quality and customer support with the *actual* customer experience by addressing the negative feedback seen in reviews and forums regarding these areas.

Social Perception

Established & Reputable (among some) but with mixed customer experience due to customer service and product quality control issues

Copy Examples

• •Headline: Unleash Your Legend. Body: Born from decades of track-proven dominance, STILLEN performance parts transform your machine into the icon it was destined to be. Experience the Steve Millen legacy. Shop [Product Category] now.
• •Headline: Performance, Perfected. Engineered for the Drive. Body: Don't just upgrade, elevate. STILLEN's meticulously crafted [Specific Product, e.g., exhaust systems] are the result of relentless innovation and a passion for pure performance. Feel the difference.
• •Headline: The Track Is Our Proving Ground. Your Street Is The Stage. Body: From podium finishes to your daily drive, STILLEN translates racing technology into real-world power and precision. Discover components tested to the extreme.
• •Headline: Beyond Bolt-On. It's a STILLEN Transformation. Body: Experience the synergy of components designed to work in perfect harmony. Our [Product Line, e.g., supercharger kits] aren't just parts; they're the heart of a more exhilarating drive.
• •Headline: Own the Road. Command Respect. Body: With STILLEN, you're not just modifying your car; you're making a statement. Precision engineering, aggressive styling, and the unmistakable roar of performance. Explore our latest innovations for your [Car Make/Model].