Brand Tone

Authentic, practical, community-focused, down-to-earth, instructional, knowledgeable, with a strong do-it-yourself ethos.

Brand Values

• •Authenticity & Passion
• •Practicality & Functionality
• •Community & Engagement
• •American Craftsmanship & DIY Spirit

Best Practices

• •Lead with Authenticity: Always use a genuine, down-to-earth voice. Write as if you're explaining something to a friend in the garage. Avoid corporate jargon and overly polished marketing speak.
• •Focus on the "Why," Not Just the "What": Instead of just listing product features, explain why it matters on the trail or in the workshop. For example, instead of "high-tensile strength rope," use "the rope you can trust when you're really stuck."
• •Embrace the DIY Spirit: Use instructional and empowering language. Encourage your audience to build, modify, and learn. Phrases like "Get it done," "Your build, your way," and "We show you how" reinforce this value.
• •Engage the Community: Actively ask for feedback, stories, and pictures of customer builds in your copy. Feature user-generated content and make your audience feel like part of the Tom Tom's Shop crew.
• •Maintain Visual and Verbal Consistency: Ensure the rugged, practical tone of your copy is reflected in your visuals (photos/videos). The gritty, hands-on aesthetic of your YouTube channel should carry through to your product photos and social media posts, creating a cohesive brand experience.

Social Perception

Perceived as a credible and respected source of information and products within the off-roading community. The brand is seen as an extension of its founder's personality: knowledgeable, no-nonsense, and genuinely engaged in the off-roading lifestyle, largely shaped by their popular YouTube channel.

Copy Examples

• •Death Wobble? We've all been there. Our new video is LIVE! We're tackling the infamous XJ death wobble with a new long arm kit install. Find out if it’s the fix we’ve been looking for. Link in bio to watch, then drop a comment with your own trail fixes! #JeepLife #DIYMechanic #Offroad #TomTomsShop #Fabrication
• •Clean Cuts. No Compromises. Stop struggling with uneven cuts. Our DIY Angle Grinder Stand Kit gives you the precision of a chop saw without the price tag. Built tough for the workshop that actually gets used. Order yours and make every cut count. #DIY #MetalFab #Workshop #TomTomsShop
• •Built on the Trail, Not in a Boardroom. At Tom Tom's Shop, we sell the gear we use. From recovery ropes that won't let you down to DIY kits that actually work, everything is trail-tested. Gear up for your next adventure with stuff you can trust. #4x4 #Overlanding #OffroadReady
• •Your Weekend Project is Here + A Shop Update from Tom
• •Real Fabrication for Real Adventures. Shop Our Trail-Tested Gear.