Brand Tone

Authoritative, Expert, Professional, Serious, Performance-Oriented, Trustworthy, Reliable

Brand Values

• •Quality and Excellence
• •Strength and Durability
• •Innovation and Engineering
• •Made in the USA
• •Customer Focus (Problem/Solution)
• •Integrity and Reliability

Best Practices

• •Prioritize Technical Accuracy: Ensure all product claims, specifications, and benefits are factually correct and clearly communicated. Avoid vague or overly hyped language. Use precise terminology.
• •Emphasize Quality and Engineering: Consistently highlight the superior materials, in-house manufacturing processes, and engineering expertise behind ARP products.
• •Speak to the Serious Enthusiast/Professional: Use language that resonates with experienced builders, racers, and mechanics who understand the importance of high-quality components. Avoid overly simplistic explanations for this core audience.
• •Maintain a Confident, Authoritative Voice: Write with assurance, reflecting ARP's position as a leader in fastener technology. Let the product's proven performance back up the claims.
• •Focus on Reliability and Performance Outcomes: Connect the features of the fasteners (e.g., material strength, manufacturing process) to the tangible benefits for the user (e.g., engine reliability, ability to handle more power, peace of mind).

Social Perception

Highly Respected, "Best You Can Get", Essential for Serious Builds, Knowledgeable and Technical, Positive Customer Experiences

Copy Examples

• •ARP: Uncompromising Strength. Unrivaled Performance. When failure is not an option, champions trust ARP. Our fasteners are engineered from the finest materials, manufactured in-house in the USA, and proven on the track. Secure your victory.
• •ARP Head Studs: The Foundation of Power. Don't let OE limitations cap your engine's potential. ARP head studs provide the clamping force and material integrity essential for high-compression, high-horsepower builds. Engineered for excellence, because your engine deserves nothing less.
• •Beyond Grade 8. Beyond Expectation. That’s ARP. Stock fasteners are a compromise. ARP fasteners are a statement. With tensile strengths far exceeding industry standards, our bolts and studs ensure your critical components stay locked in, delivering reliability lap after lap, mile after mile.
• •Born from Racing, Built for You. ARP was founded to solve catastrophic engine failures due to inferior fasteners. That commitment to quality and performance continues today in every product we manufacture. Trust the fastener experts.
• •Precision Torque. Lasting Power. Explore the ARP Difference. Achieve exacting clamping loads and unparalleled reliability with ARP. Our Ultra-Torque lubricant and superior fastener design ensure your engine performs at its peak. Consult our technical resources or contact our experts to find the perfect solution for your build.