Brand Tone

Enthusiastic, Passionate, Stylish, Confident, Community-Oriented, Relatable, Informal, Direct, Slightly Edgy/Playful

Brand Values

• •Style & Individuality
• •Performance & Comfort
• •Confidence
• •Passion for MTB
• •Sustainability (Implied)

Best Practices

• •Develop a "Brand Voice Chart": Create a simple chart with columns for: Tone Words (e.g., Enthusiastic, Stylish, Edgy), "We Say This..." (examples of on-brand phrases), and "Not That..." (examples of off-brand phrases).
• •Know Your Audience Deeply: Understand their slang, what excites them about MTB, their pain points with gear, and their sense of humor. Tailor the informal and edgy aspects of the tone to resonate specifically with mountain bikers.
• •Use Storytelling with Attitude: Instead of just listing features, weave them into mini-narratives that reflect the passion and excitement of MTB. Use active voice and vivid verbs (e.g., "shred," "conquer," "unleash").
• •Be Visually Consistent with Verbal Tone: Ensure the imagery and graphics used alongside the copy match the energetic, stylish, and slightly edgy vibe. The "badass designs" should be reflected in "badass" visuals.
• •Review and Refine Regularly: Read all copy aloud. Does it sound like a genuine MTB enthusiast who is excited about the gear? Is it consistent across all platforms (website, social media, product descriptions, ads)? Get feedback from your target audience if possible.

Social Perception

Positive customer feedback, Niche appeal, Limited broader awareness

Copy Examples

• •Headline: Stop Blending In. Start Cranking It Up. Body: Tired of the same old boring bike gear? Crank Style drops fresh, badass designs that scream YOU. Hit the trails looking as good as you ride. Gear up, stand out, and shred with attitude.
• •Headline: Your Bike is a Beast. Dress Accordingly. Body: Don't let your kit kill your vibe. Crank Style jerseys are built for performance, designed for style, and comfy enough to live in. From epic sends to post-ride brews, we’ve got you covered.
• •Headline: Warning: May Cause Unstoppable Confidence. Body: Pull on a Crank Style jersey and feel the difference. It’s more than just fabric; it’s an attitude. Ready to own every trail and turn every head? Yeah, we thought so.
• •Headline: Trail-Tested. Rider-Approved. Style-Obsessed. Body: We get it. You want gear that rips as hard as you do AND looks killer. That’s why Crank Style is all about unique designs, top-notch comfort, and that "hell yeah!" feeling every time you gear up.
• •Headline: Life’s Too Short for Boring Rides (and Boring Jerseys). Body: Unleash your inner trail warrior with Crank Style. Our vibrant, performance-driven MTB apparel is designed for those who laugh in the face of ordinary. Find your new favorite jersey and let’s get wild.