Brand Tone

irreverent, authentic, and passionate.

Brand Values

• •Craftsmanship & DIY Ethic
• •Authenticity
• •Community
• •Resilience & Perseverance

Best Practices

• •Embrace the Banter: Lean into the irreverent tone. Use humor and sarcasm that your core audience understands. The name is a feature, not a bug—it shows you don't take yourself too seriously.
• •Speak from the 'I': Maintain the first-person, personal voice of the founder. Use 'I' and 'my,' not 'we' and 'our.' This reinforces that the brand is a personal passion project, not a faceless company.
• •Show the Scars: Don't just show the finished, polished bike. Highlight the process, the grease, the broken parts, and the frustration. This transparency builds trust and resonates with the DIY community.
• •Talk *With* Your Community, Not *At* Them: Foster the 'tribe' by actively engaging in comments, featuring follower bikes ('virtual bike show'), and using inclusive language like 'we're all in this together.'
• •Stay True to the Niche: Your strength is your focus on a specific subculture (vintage Harleys). All content should serve this audience. Avoid generic motorcycle content that dilutes the brand's identity and alienates your loyal base.

Social Perception

Buttcrack Cycles is perceived by its audience as a genuine and credible voice in the vintage Harley community. The owner is seen not as a salesman, but as one of them—a fellow enthusiast who shares his knowledge freely. The provocative name is understood as a filter; it attracts those who get the joke and appreciate the anti-establishment attitude, while likely deterring those who prefer a more mainstream, polished brand. This self-selection process results in a loyal and engaged following that values the brand's raw and honest approach.

Copy Examples

• •(Instagram Post - Shovelhead Repair): 'Some days she loves you, some days she wants to spill her guts all over the shop floor. Wouldn't have it any other way. Tackling a leaky primary on the old Shovelhead today. Wish me luck. Or send beer. Both work.'
• •(Website Product Description - T-Shirt): 'They say 'dress for the job you want.' We say 'dress for the garage you're stuck in.' This shirt is soft enough for crying into after you've dropped a bolt for the fifth time, and tough enough for the victory ride. 100% pre-shrunk cotton, 0% corporate approval.'
• •(YouTube Video Title): 'My Ironhead Is Trying To Bankrupt Me: Electrical Gremlins & Bad Decisions'
• •(Email Newsletter Subject): 'New Parts, Old Problems, and a Virtual Bike Show'
• •(Facebook Ad - Targeting Vintage Harley Groups): 'Tired of chrome and monthly payments? So are we. At Buttcrack Cycles, we're all about keeping old iron on the road. If you know the difference between a Panhead and a Shovelhead, you're in the right place. Join the community.'