Brand Tone

Performance-Oriented & Authoritative, Enthusiast-Driven & Passionate, Technical & Informative, Direct & Confident, Engaging & Community-Focused

Brand Values

• •Performance & Speed
• •Quality & Durability
• •Innovation & Engineering
• •Customer Empowerment & Rider Experience
• •Passion for Watercraft

Best Practices

• •Focus on the Rider's Ambition: Always connect product features to the rider's desire for improved performance, speed, handling, or a better overall experience on the water. Use aspirational and empowering language.
• •Maintain an Authoritative yet Enthusiastic Voice: Combine technical accuracy and confidence in product superiority with genuine passion for the sport. Let the excitement for PWC shine through.
• •Use Action-Oriented Verbs & Vivid Descriptions: Employ dynamic language that evokes the feeling of speed, power, and precision (e.g., "carve," "dominate," "unleash," "rip," "launch").
• •Show, Don't Just Tell, with Visuals and Testimonials: Complement copy with high-quality images and videos of products in action, and leverage customer success stories or endorsements from racers where possible. This reinforces the performance claims.
• •Be Consistent Across All Channels: Ensure the tone and core messages are aligned, whether it's a technical blog post on the website, an install video on YouTube, or a quick update on TikTok. Adapt the style for the platform but keep the brand's essence.

Social Perception

Positive Customer Feedback, Knowledgeable & Helpful, Respected in the PWC Community, Associated with Racing and Performance, Seen as a Go-To for Upgrades

Copy Examples

• •Unleash Peak Performance: Introducing the All-New Worx Dominator Series Intake Grate. Engineered for Unrivaled Hook-Up and Razor-Sharp Handling.
• •Stop dreaming, start dominating. 🔥 Worx Racing components are built to push your ski to its limits and beyond. Tag a mate who needs an upgrade! #WorxRacing #PWCPerformance #JetSkiLife #RideWorx
• •Crafted from high-strength, marine-grade billet aluminum, our Pro-Series Sponsons are not just parts; they're your ticket to unshakeable stability and aggressive cornering. Race-proven, rider-approved.
• •Ready to Transform Your Ride? Worx Racing Inside.
• •More Speed. More Control. More Thrills. Worx Racing Components – The Ultimate PWC Upgrade. Shop now at worx.com.au.