Brand Tone

Passionate & Enthusiastic, Knowledgeable & Authoritative, Community-Focused & Supportive, Performance-Oriented & Driven, Established & Trustworthy, Friendly & Down-to-Earth

Brand Values

• •Passion for Cycling
• •Expertise & Quality
• •Community Building
• •Customer-Centric Service
• •Heritage & Legacy
• •Integrity & Authenticity

Best Practices

• •Speak Authentically: Use genuine cycling language that resonates with enthusiasts, but ensure it's understandable. Reflect the staff's passion and real-world riding experience.
• •Emphasize Community: Regularly feature stories, events, and achievements related to the Dunbar race team and local cycling initiatives. Show, don't just tell, your commitment.
• •Balance Expertise with Approachability: Confidently share technical knowledge and highlight the quality of products/services, but always in a friendly, helpful, and non-intimidating manner.
• •Showcase Heritage with Modern Relevance: Proudly mention the shop's long history as a mark of trust and experience, while demonstrating a forward-looking approach to new technologies and cycling trends.
• •Inject Personality: Allow the genuine enthusiasm and, where appropriate, the down-to-earth humor of the brand to shine through. Let copy feel like it's coming from fellow riders.

Social Perception

Go-To Shop for Mountain Bikers, Knowledgeable & Reliable, Pillar of the Racing Community, Respected & Established Institution, Engaged & Passionate

Copy Examples

• •Since 1928, we've been more than just a bike shop – we're the heart of Vancouver's ride culture. From your first trail adventure to the podium, Dunbar Cycles has the expertise and passion to fuel your journey. Ride with us.
• •Serious about your shred? So are we. Dunbar Cycles offers elite-level service, cutting-edge bikes, and gear handpicked by riders, for riders. Get dialed, get Dunbar.
• •Vancouver's oldest bike shop, still pushing the limits. Trust nearly a century of two-wheeled wisdom for everything from a quick tune-up to your dream custom build. We live and breathe bikes.
• •Join the Dunbar family! Whether you're exploring city paths or tackling North Shore gnar, our crew is here with expert advice and a shared love for the ride. Let's find your perfect bike.
• •Your bike's best friend. Our full-service workshop, staffed by passionate, experienced mechanics, is ready to tackle any challenge. From suspension overhauls to custom builds, we speak fluent bike. Book your service today.