Brand Tone

Welcoming, Passionate, and Authoritative

Brand Values

• •Community
• •Expertise
• •Quality
• •Passion

Best Practices

• •Always Lead with Community: Frame communications around the collective "we" and "us." Use inclusive language that invites people to join a shared passion, rather than just buy a product.
• •Balance Passion with Authority: Share your excitement for new gear and the sport itself, but back it up with expert, clear, and helpful information. Explain *why* a product is great or *how* a service will improve their ride.
• •Embrace the "Therapy" in Velo Therapy: Consistently touch upon the positive mental and physical benefits of cycling. Position rides and products as a solution for stress relief, health, and happiness.
• •Be a Helpful Guide, Not a Salesperson: Whether in a product description or a social media reply, aim to guide the customer to the best solution for their needs. Ask questions and offer advice freely. Your expertise builds trust that leads to sales.
• •Keep it Real and Relatable: Share real customer stories (with permission), feature staff members, and post authentic photos from shop rides. Avoid overly corporate or sterile language. The tone should feel like a conversation with a trusted, knowledgeable friend in the cycling world.

Social Perception

Highly-Regarded Community Hub

Copy Examples

• •It's not just a bike, it's a promise of adventure. The new Cervélo Áspero has landed, and it's rewriting the rules of gravel. Engineered for pure, unapologetic speed, but ready for wherever the path takes you. Your Velo Therapy session is waiting. Swing by the shop for a closer look. #BaysideCycles #VeloTherapy #GravelBike #CerveloAspero #NewBikeDay
• •Join Our Saturday Social Roll! Ready to spin the legs and share some stories? Our Saturday Social Ride is on! We're all about good vibes and a friendly pace, perfect for all riders. It's not a race, it's a rolling conversation. Let's explore the best of Bayside together. Meet at the shop at 8 AM. Who's in? #Community #ShopRide #BaysideCycles #CyclingLife
• •Dialed In by the Experts. Get your bike running smoother than ever with a Bayside service. Book Your Service
• •Your Weekend Ride Plan + Gear to Get You There
• •Bayside Cycles & Velo Therapy | Expert Bike Service & Sales. Your local cycling hub in Seaford. Premium bikes, pro-level servicing, and community rides. Come experience the difference.