Brand Tone

Enthusiast & Aspirational

Brand Values

• •Performance & Quality
• •Passion & Expertise
• •Community
• •Aspiration

Best Practices

• •Speak the Language of the Enthusiast: Use industry-specific terminology (e.g., "force feedback," "load cell," "direct drive") correctly and confidently. This builds credibility and shows you are part of the community, not just selling to it.
• •Focus on Benefits, Not Just Features: Instead of just saying "5nm of torque," explain what that means for the user: "Feel the road with 5nm of powerful, nuanced force feedback that communicates every detail of the track surface."
• •Balance Aspiration with Inclusivity: While showcasing elite, high-end setups is great for aspiration, ensure the tone doesn't alienate those with more modest budgets. Use phrases like "the perfect first upgrade" or "next-level performance" to appeal to a broader range of the enthusiast market.
• •Maintain a Consistent Visual and Textual Tone: Ensure the sleek, professional, and high-performance aesthetic of your Instagram photos is matched by the language in your captions. The words should feel as premium and exciting as the products look.
• •Encourage and Leverage User-Generated Content (UGC): Actively ask customers to share photos and videos of their setups. Featuring UGC in your marketing reinforces brand values of community and passion, and the content serves as powerful, authentic social proof.

Social Perception

SpeedON is perceived as a credible and specialized supplier for the sim racing and gaming community in New Zealand. Customers are typically hobbyists with a degree of technical knowledge who are looking for specific, high-performance products. The brand is seen as a destination for upgrading equipment rather than for entry-level beginners. The key purchase drivers are product performance, build quality, and the desire for a more immersive experience. The target audience values authenticity and expertise from retailers.

Copy Examples

• •Stop feeling the game. Start driving the car. The new XYZ Pro-Series wheel delivers the crystal-clear force feedback you need to shave seconds off your lap times. Feel every curb, every slip, and every victory. Link in bio to make the upgrade. #SimRacing #GearUp #SpeedON
• •Your skills are elite. Your comfort should be too. Engineered for marathon gaming sessions and championship races, our ergonomic chairs provide the support you need to stay focused and perform at your peak. Your body will thank you.
• •Clear for takeoff. Transform your desktop into a true-to-life cockpit with our professional-grade flight controls. Experience unparalleled realism and precision from the moment you leave the tarmac. Your next adventure awaits. #FlightSim #AviationLovers
• •Now THIS is a setup! 🔥 Thanks to our customer Mark R. for sharing his incredible sim rig. We love seeing our gear in its natural habitat. Tag us in your #SpeedONsetup for a chance to be featured!
• •Serious Sim Racing Gear NZ | SpeedON | Free Shipping - Upgrade your rig with high-performance wheels, pedals, and cockpits. Expert advice & fast, free shipping across New Zealand. Shop now.