Brand Tone

Knowledgeable & Expert, Passionate & Enthusiastic, Friendly & Welcoming, Community-Focused & Local, Service-Oriented

Brand Values

• •Expertise
• •Quality
• •Customer Satisfaction/Service
• •Passion
• •Community
• •Inclusivity
• •Integrity/Honesty

Best Practices

• •Lead with Passion and Expertise: Every piece of copy, from product descriptions to social media posts, should reflect a genuine enthusiasm for biking and skiing, backed by solid knowledge. Share tips, trail info, and gear insights.
• •Emphasize Community Connection: Regularly highlight local involvement, feature local riders/skiers (with permission), and speak directly to the Roaring Fork Valley audience. Use language that resonates with locals.
• •Prioritize Service and Support: Make it clear that customer satisfaction and expert service are paramount. Use phrases like "we're here to help," "expert advice," and "quality service guaranteed."
• •Be Welcoming and Inclusive: Ensure language is approachable for all levels of experience. Avoid overly technical jargon where possible, or explain it clearly. Foster a sense that everyone is welcome.
• •Maintain a Consistent Voice Across All Channels (especially post-merger): Ensure the tone established is consistently applied across the website, any social media managed under the Cripple Creek Backcountry / Basalt Bikes banner, email communications, and in-store interactions. This includes aligning the voice of the original Basalt Bike and Ski with the broader Cripple Creek Backcountry brand where appropriate, emphasizing shared values of expertise and passion for the outdoors.

Social Perception

Positive Local Reputation, Trusted Experts, Community Hub, Impact of Merger, Valued Employer

Copy Examples

• •Headline: Your Roaring Fork Valley Adventure Starts Here. Body: From pristine trails to powdery slopes, Basalt Bike and Ski (now with Cripple Creek Backcountry!) outfits your passion. Expert advice, top-tier gear, and a love for the ride, since 2006. Get ready to explore. Tone: Inviting, Expert, Passionate.
• •Headline: Dialed In. Every Ride. Every Season. Body: Don't let gear trouble sideline your adventure. Our master technicians at Basalt Bike and Ski offer expert bike and ski servicing with a quick turnaround, so you can get back to what you love, faster. Trust your gear to the local pros. Tone: Confident, Service-Oriented, Knowledgeable.
• •Headline: More Than a Shop. We're Your Local Trail & Snow Community. Body: We're skiers, we're bikers, we're your neighbors. Basalt Bike and Ski is committed to the Roaring Fork Valley, supporting local events and sharing our passion for the outdoors. Swing by, gear up, and let's talk adventure! Tone: Community-Focused, Friendly, Passionate.
• •Headline: E-Bike Curious? E-Bike Experts Are Here. Body: Experience the Roaring Fork Valley like never before! Basalt Bike and Ski boasts one of Colorado's best E-bike selections. Whether you're commuting, crushing gravel, or hitting enduro trails, our specialists will guide you to the perfect ride. Tone: Expert, Informative, Enthusiastic.
• •Headline: From First-Timer to Seasoned Pro, Your Perfect Gear Awaits. Body: At Basalt Bike and Ski, we believe everyone deserves the thrill of the ride and the magic of the mountains. Our friendly team is here to help you find the right bike, skis, and apparel, whatever your skill level or ambition. Let's get you outfitted! Tone: Welcoming, Inclusive, Helpful.