Brand Tone

Technical & Performance-Oriented, Enthusiast-Focused & Direct, Aspirational (Implied)

Brand Values

• •Customization/Personalization
• •Quality & Performance
• •Value for Money
• •Innovation & Experience
• •Direct Customer Relationship (Intended)

Best Practices

• •Be the Expert, Clearly: Use precise technical language where appropriate (e.g., "high-modulus carbon," "aerodynamic profiling," "proprietary hub engagement") but always explain the benefit to the rider (e.g., "for explosive acceleration," "to cheat the wind," "ensuring instant power transfer"). Avoid overly jargon-filled copy that alienates less technical customers.
• •Highlight Customization at Every Opportunity: Continuously reinforce the "custom-built," "a la carta," and "personalized" aspects. Use phrases like "tailored to you," "your unique build," "designed around your needs." This is a key differentiator.
• •Show, Don't Just Tell, Performance: Instead of just saying "high performance," describe what that performance feels like or enables. Use active, evocative language. For example, "Climb faster with our featherlight frames," "Descend with confidence thanks to superior stiffness and control," "Power through headwinds with aerodynamic efficiency."
• •Maintain an Enthusiast-to-Enthusiast Voice: Speak as fellow cyclists who understand the passion and the demands of the sport. Use a tone that is knowledgeable, supportive, and slightly aspirational. Share rider stories or custom build spotlights if possible.
• •Address Concerns Transparently (especially given past feedback): While marketing copy focuses on positives, the brand's overall communication strategy (including FAQs, customer service interactions, and potentially blog content) should be prepared to address quality and service questions directly and reassuringly. Reiterate commitments to quality (like the 5-year frame warranty) and clearly outline the process for support. Improving and highlighting positive customer service experiences can help counteract negative past perceptions.

Social Perception

CBK is perceived as offering good quality carbon bikes and wheels at competitive prices, with highly valued customization options. Bikes are aesthetically pleasing, stiff, and perform well. However, negative perception revolves around after-sales service and warranty issues. There are questions about component origins, and social media presence is inconsistent.

Copy Examples

• •Headline: Your Ride, Your Rules. CBK Custom Carbon. Body: Why settle for off-the-rack? At CBK Carbonbikes, we craft your dream machine from the ground up. Choose your frame, select your components, and define your performance. Experience the pinnacle of personalization with our expertly engineered carbon bikes and wheels, built in Spain since 2007. Your ultimate ride awaits.
• •Headline: Unleash Peak Performance. CBK Carbon Wheels – Engineered for Speed & Reliability. Body: Feel the difference with CBK's cutting-edge carbon wheelsets. Featuring our exclusive aluminum-reinforced braking track for unmatched durability and heat resistance, plus proprietary hub designs for optimal power transfer. Lightweight, aerodynamic, and built to conquer any terrain. Elevate your cycling experience.
• •Headline: More Than a Bike. It's a CBK. Body: For over 15 years, CBK Carbonbikes has been the choice for discerning cyclists seeking superior quality without the premium price tag. Our direct-to-you model means personalized builds, expert advice, and a carbon bike that’s uniquely yours. Discover the CBK advantage: performance, precision, passion.
• •Headline: The Road is Your Canvas. Your CBK, Your Masterpiece. Body: Imagine a bike that perfectly matches your ambition and style. With CBK's "a la carta" service, that vision becomes reality. Hand-assembled in Spain, our carbon frames offer a 5-year warranty, giving you the confidence to push your limits. Start designing your bespoke CBK today.
• •Headline: Stop Dreaming, Start Riding. Affordable Carbon Excellence by CBK. Body: Experience the thrill of high-performance carbon without breaking the bank. CBK Carbonbikes combines pioneering Spanish expertise with quality materials to deliver bikes and wheels that stand out. Custom-built for you, ready for any challenge. What will your CBK be?