Brand Tone

Passionate & Enthusiastic, Approachable & Community-Focused, Authentic & Craft-Oriented

Brand Values

• •Craftsmanship & Quality
• •Community
• •Passion for Cycling
• •Functionality & Customization

Best Practices

• •Speak from a Place of Passion: Always write as a fellow cyclist. Use language and references that resonate with the community. Share your own excitement for new products, cool bikes, and epic rides.
• •Prioritize User-Generated Content: Consistently feature customer bikes and photos. This not only provides social proof but also reinforces the community-centric value of the brand. When you post UGC, celebrate the customer's build and their adventures.
• •Be Transparent and Personable: Share behind-the-scenes looks at the workshop, be open about lead times, and don't be afraid to show the human side of the brand. The "small workshop" identity is a major strength.
• •Focus on "Built for You," Not Just "For Sale": Emphasize the custom, made-to-order aspect in your copy. Use words like "your build," "your design," and "tailored fit." This highlights the core value proposition of customization and craftsmanship.
• •Keep it Real and Rugged: The brand's aesthetic is about authentic outdoor use. The copy should reflect this. Avoid overly polished corporate jargon. Focus on durability, reliability, and the adventure the bags enable, rather than just features and specs.

Social Perception

The target audience perceives brands like Bag-Builds as authentic and trustworthy alternatives to larger manufacturers. Customers in this market seek gear that is reliable and purpose-built for demanding activities like bikepacking. There is a high appreciation for custom work that fits a specific bike frame perfectly. The brand is seen as an integral part of the cycling scene, contributing to and celebrating the culture rather than just selling to it. This perception is built through its authentic social media presence and community engagement.

Copy Examples

• •Now *that* is a setup! 🔥 Huge thanks to @[customer_handle] for sharing this shot of their rig, fully dialed-in with a custom color-matched frame bag. We love seeing our bags out on the trails where they belong. Keep the adventures coming! #BagBuilds #Bikepacking #CustomBikeBags
• •Your bike is unique. Your bag should be too. Our custom frame bag is built from the ground up to your exact specifications. Made with ultra-durable, weather-resistant materials right here in our workshop, it’s designed to fit your frame perfectly and carry your essentials securely, no matter how rugged the trail gets. Dial in your colors, pick your features, and let's build the heart of your bikepacking setup.
• •Stop settling for 'close enough.' Get the perfect fit. At Bag-Builds, we handcraft custom bike bags made to order, just for you and your bike. From weekend gravel grinds to epic cross-country tours, our bags are built to go the distance. Design yours today.
• •Subject: Built for the long haul. Introducing the Lil G.O.A.T. Handlebar Bag. Hey [Name], we've been busy in the workshop perfecting our newest piece of kit. The Lil G.O.A.T. is a compact, super-stable handlebar bag designed for easy access to your snacks, phone, and tools without missing a pedal stroke. As always, it’s made by hand with the toughest materials we can find. Check it out and be ready for your next adventure.
• •Lead times are currently 4-6 weeks! If you've been dreaming up the perfect bag for your summer adventures, now's the time to get your order in. Let's get your build started! #BikeGear #MadeInUSA #GravelBike