Brand Tone

Enthusiastic & Passionate, Accessible & Inclusive, Innovative & Performance-Oriented, Value-Driven, Community-Focused

Brand Values

• •Evolution, Excellence, and Experience Beyond Imagination (3E Philosophy)
• •Customer-Centricity
• •Quality & Durability
• •Accessibility & Affordability
• •Innovation
• •Passion for Cycling
• •Community & Camaraderie
• •Social Good & Sustainability (Emerging)

Best Practices

• •Use words like "adventure," "explore," "freedom," and "passion."
• •Use phrases like "premium quality, accessible price," "value-packed," or "gear for every cyclist."
• •Showcase Innovation and Performance Simply: Talk about technology and performance features in a way that's easy to understand and highlights tangible benefits for the rider (e.g., "stay dryer," "ride safer," "more comfortable").
• •Refer to "fellow riders," "cycling community," and the "ROCKBROS family." Encourage interaction and sharing.
• •Maintain an Enthusiastic and Encouraging Voice: Keep the tone upbeat, positive, and supportive, reflecting the resilience ("ROCK") and camaraderie ("BROS") of the brand name.

Social Perception

Generally Positive, Especially for the Price, Seen as a Reliable Entry-Level to Mid-Range Option, Innovative and Feature-Rich for the Cost, Wide Product Range, Improving Reputation

Copy Examples

• •Enjoy Cycling, Enjoy ROCKBROS
• •Delivering the pure joy and infinite possibilities of cycling.
• •Premium cycling equipment accessible to more enthusiasts.
• •Integrating cutting-edge technology and design to enhance performance, comfort, and safety.
• •High-quality products at affordable prices.