Brand Tone

Passionate & Enthusiastic, Knowledgeable & Authoritative, Friendly & Approachable, Customer-Centric & Supportive, Authentic & Rider-Focused, Honest & Transparent.

Brand Values

• •Expertise & Knowledge
• •Quality
• •Customer Satisfaction
• •Passion for Cycling
• •Community
• •Integrity & Honesty
• •Service Excellence

Best Practices

• •Speak from Experience: Always ground advice and product descriptions in genuine riding experience. Use phrases like "We've ridden it," "Our team loves," "Tested on our local trails."
• •Be Enthusiastic and Passionate: Let the love for mountain biking shine through. Use energetic language and convey excitement for new products and the sport itself.
• •Prioritize Helpfulness: Frame copy around solving customer problems or enhancing their riding experience. Be approachable and invite questions.
• •Maintain Authority Through Knowledge: Back up claims with specific details and demonstrate a deep understanding of the products and their application. Avoid vague statements.
• •Foster Community: Use inclusive language ("we," "us," "fellow riders"). Encourage interaction and sharing, making customers feel part of the 20Twenty family. Refer to the "rider-owned and run" aspect where appropriate.

Social Perception

Trusted Experts, Reliable Retailer, Supportive Local Bike Shop, Passionate Riders, Good Value.

Copy Examples

• •Homepage Welcome: Fuel your ride with 20TwentyStore. We're not just a bike shop; we're rider-owned, enduro-focused, and obsessed with hitting the trails just as hard as you do. Get expert advice, top-tier gear, and the passion that makes every ride epic.
• •Product Description (e.g., for a new suspension fork): Unleash next-level control. This fork isn't just a component; it's your ticket to smoother lines and bigger sends. Our team has thrashed it on the local Banchory trails, so we know it delivers. Got questions? We've got answers backed by real-world shredding.
• •Social Media Post (New Bike Arrival): Heads up, trail slayers! 🔥 The new [Bike Model] just rolled into 20TwentyStore, and it's an absolute beast. Built for a beating and begging for adventure. Swing by the shop or hit us up online – let's talk about your dream build!
• •Workshop Service Promotion: Keep your rig running dialed. From a quick tune-up to a full custom build, our expert mechanics treat every bike like their own. We live and breathe this stuff, so you know your ride is in the best hands. Book your service and get back to what matters – the trails.
• •Email Newsletter Snippet (Sharing a riding tip): Hey [Customer Name], Ever wondered how to nail that tricky climb? Our very own [Staff Member's Name] swears by [Tip]. We believe in sharing the knowledge that keeps us all riding better and longer. Got a tip of your own? Share it with the 20Twenty community!