Brand Tone

Community-focused, Helpful & Empowering, Eco-conscious & Sustainable, Approachable & Friendly, Practical & Resourceful, Knowledgeable (especially for e-bike conversions)

Brand Values

• •Sustainability: Reducing landfill waste by recycling and reusing bicycles and parts is a foundational principle.
• •Affordability: Providing low-cost bicycles and repair options to the community.
• •Community: Offering a space for bike enthusiasts to meet, exchange ideas, and get involved through volunteering. They actively partner with other community organizations.
• •Empowerment & Education: Enabling individuals to learn bike repair and maintenance.
• •Health & Lifestyle: Promoting cycling as a healthy and environmentally friendly mode of transportation.
• •Resourcefulness: Making the most of donated materials and providing practical solutions.

Best Practices

• •Emphasize Community: Use words like "community," "together," "us," "Ottawa," and highlight local impact and volunteer involvement.
• •Highlight Sustainability: Regularly mention "recycle," "reuse," "eco-friendly," "sustainable," "reduce waste," and the environmental benefits of their work.
• •Maintain a Helpful and Empowering Voice: Use encouraging language. Offer guidance ("learn how," "we can help you," "your guide to"). Focus on solutions and enabling people.
• •Be Approachable and Friendly: Keep the language clear, simple, and welcoming. Avoid overly technical jargon unless explaining something specific (like in e-bike conversion details, where it should still be accessible).
• •Focus on Affordability and Value: While not a "cheap" brand, the value of low-cost options, DIY savings, and the long-term benefits of cycling should be evident. Use terms like "affordable," "low-cost," "value," "save money."

Social Perception

Positive Community Asset, Eco-Friendly Champion, Go-To for Affordable Bikes, Helpful Resource for Cyclists, Distinguished from For-Profit Shops, Trusted for E-bike Conversions

Copy Examples

• •Headline: Give an Old Bike New Life (And Your Commute an Upgrade!) Body: "At re-Cycles, we believe every bike deserves a second chance. Donate your old ride, find an affordable gem, or learn to fix it yourself in our community workshop. Let's make Ottawa greener, one pedal stroke at a time."
• •Headline: Your Ride, Your Way. DIY Bike Repairs Made Easy. Body: "Got a bike that needs some TLC? Don't just let it gather dust! Our fully equipped DIY shop and friendly volunteers are here to help you learn the ropes and get your bike running smoothly. Affordable, empowering, and fun!"
• •Headline: Go Electric Without Breaking the Bank! Explore E-Bike Conversions. Body: "Love your current bike but craving an electric boost? Our experts can guide you through converting your trusty steed into an e-bike! Check out our blog for inspiration or fill out our inquiry form for personalized advice. Sustainable power is within reach."
• •Headline: Join the Re-Cycles Community: Volunteer, Donate, Ride! Body: "We're more than just a bike shop; we're a community movement! Whether you donate a bike, volunteer your time, or find your next ride with us, you're supporting affordable, sustainable transport in Ottawa. Get involved today!"
• •Headline: Reduce Waste, Ride More, Save Money. That's the Re-Cycles Way. Body: "Choosing a recycled bike isn't just good for your wallet, it's great for the planet. We're passionate about keeping bikes out of landfills and on the road. Find your perfect, pre-loved bike with us."