Brand Tone

enthusiastic, performance-oriented, and confident

Brand Values

• •Innovation
• •Quality
• •Design
• •Safety
• •Passion for Two Wheels
• •Customer Focus
• •Operational Excellence & Continuous Learning
• •Respect for the Human Being and Environment
• •Unwavering Spirit of Victory

Best Practices

• •Use Strong Action Verbs: Words like 'unleash,' 'dominate,' 'conquer,' 'deliver,' 'push,' and 'enhance' create a sense of excitement and performance.
• •Focus on Benefits, Not Just Features: While mentioning quality and innovation (features) is important, translate these into rider benefits like 'confidence,' 'control,' 'safety,' and an 'upgraded experience.'
• •Speak the Rider's Language: Use terminology and evoke scenarios that resonate with off-road and cycling enthusiasts (e.g., 'backcountry trails,' 'MX track,' 'terrain').
• •Maintain a Confident and Authoritative Voice: Position the brand as a knowledgeable leader in the industry, backed by its history and commitment to quality.
• •Incorporate Visual Language: Even in text, use words that evoke the dynamic and exciting imagery seen on their social media and website. Connect the copy to the visual identity of the brand.

Social Perception

Customers generally perceive Circuit Equipment as a provider of good quality, well-designed, and durable accessories that enhance the look and functionality of their bikes. Fast shipping and good value are also noted. The brand seems to be respected within the off-road and cycling communities for its long-standing presence, product innovation, and quality. Their association with professional events like MXGP likely boosts this perception. They are seen as a brand that helps riders upgrade their bikes affordably.

Copy Examples

• •Headline: Unleash Your Ride. Body: Don't just ride, dominate. Circuit Equipment is engineered for the bold, the relentless, the riders who demand more. Experience the difference quality and innovation make. Gear up now.
• •Headline: Trail-Tested. Rider-Approved. Body: For over 40 years, we've been fueling adventures with gear that’s as tough as the terrain you conquer. From backcountry trails to the MX track, Circuit Equipment delivers unwavering performance and style. What's your next challenge?
• •Headline: Precision. Protection. Pure Adrenaline. Body: Every piece of Circuit Equipment is crafted with an obsession for detail and a passion for the ride. Feel the confidence, embrace the control, and push your limits. Your bike deserves the best.
• •Headline: Built in Brazil. Ridden Worldwide. Body: Our legacy of innovation and quality started in 1984 and continues to equip riders across the globe. Join the Circuit Equipment family and experience the pinnacle of two-wheel accessories.
• •Headline: Upgrade Your Experience. Body: It’s more than just parts; it’s an extension of your passion. Circuit Equipment enhances your connection to your machine and the ride itself. Discover innovation, feel the quality, ride with confidence.