Brand Tone

Commemorative, Heartfelt, and Community-Oriented

Brand Values

• •Charity
• •Community
• •Remembrance
• •Joy and Positivity

Best Practices

• •Always Lead with the 'Why': Every piece of copy should connect back to the core purpose: honoring Dave Myers and raising money for charity. The mission is the main product.
• •Use Community-Centric Language: Employ words like "we," "us," "together," and "community" to reinforce the collective spirit of the event. Make customers feel like they are part of the movement.
• •Maintain a Respectful and Celebratory Tone: The tone should be positive and full of life, reflecting how Dave Myers is remembered, while always remaining respectful. It's a celebration, not a somber occasion.
• •Be Transparent About Donations: Clearly state in product descriptions and general communications that all profits are donated and name the specific charities. This builds trust and reinforces the primary value proposition.
• •Leverage the Power of the Story: Incorporate the story of Dave Myers, the Hairy Bikers, and the genesis of Dave Day into the narrative. This emotional connection is the brand's strongest asset.

Social Perception

Dave Day Shop is perceived as an integral part of a widely respected and beloved charity event, viewed with high trust and positivity. It is seen as a direct way to support meaningful causes and participate in a collective tribute, benefiting from the immense credibility and goodwill of its association with the Hairy Bikers.

Copy Examples

• •Join the ride, wear the pride. Our official 'Dave Day 2025' t-shirts are more than just merchandise; they're a symbol of the community and love that Dave Myers inspired. All profits go directly to NSPCC Childline and CancerCare. Get yours and be part of the legacy. #DaveDay2025 #HairyBikers #RideForDave
• •Stay warm on the ride with our official Dave Day snood! Perfect for keeping the wind at bay while showing your support. Every purchase helps us raise vital funds for our charity partners. Tap to shop and make a difference. #DaveDay #CharityRide #Community
• •Celebrate the man. Support the cause. The official Dave Day Shop is open. All profits dedicated to building a legacy of hope and help in Dave Myers' name.
• •Subject: Your Official 2025 Dave Day Gear Awaits! | Feel the spirit of the ride and the warmth of the community with every item. By purchasing from the Dave Day Shop, you're not just getting ready for the event; you're contributing to a wave of positivity and support for incredible causes. See the full collection and wear your heart on your sleeve.
• •45,000 bikers. One incredible community. One important cause. The #DaveDay shop is your place for official gear. All profits to @NSPCC and @CancerCare. Order now to get it before the big ride! #RideForDave #Charity