Brand Tone

Humorous & Irreverent, Authentic & Relatable, Passionate & Enthusiastic, Community-Focused, Informal & Direct

Brand Values

• •Fun & Enjoyment
• •Authenticity
• •Community
• •Passion for Cycling
• •Accessibility/Inclusivity

Best Practices

• •Embrace Colloquial Language & Humor: Use informal Spanish (and cycling-specific) slang where appropriate, inject humor, and don't be afraid of self-deprecation. The tone is conversational, like talking to a friend.
• •Be Authentically Enthusiastic: Let the genuine passion for cycling shine through. Share personal anecdotes and relatable experiences.
• •Focus on Community: Address the audience directly as part of the "Bikinero" family. Use inclusive language ("we," "us," "Bikineros del mundo").
• •Keep it Real & Unpolished: Avoid overly corporate or "perfect" language. Minor imperfections or a very candid style can enhance authenticity.
• •Storytelling over Hard Selling: While the goal is to sell merchandise or promote the club, weave this into entertaining stories, ride recaps, or humorous observations rather than direct, aggressive sales pitches.

Social Perception

Entertaining & Engaging, Relatable Experts, Community Leaders, Down-to-Earth

Copy Examples

• •Instagram Post (New T-shirt): "Tired of your cycling buddies out-styling you? Our new 'Globero Pro-Mierder' tee is here to level the playing field... or at least make you laugh while you're dropped. Grab yours before they're gone like your motivation on a 20% climb! #Bikineros #CyclingHumor #NewGearDay #LookGoodFeelSlow"
• •YouTube Video Title: "We Tried the TOUGHEST Climb in [Area]... And Almost Cried (But a Cachopo Fixed It!) | Bikineros Adventure" (Cachopo is a hearty Asturian dish, fitting their gastronomic mentions)
• •Facebook Ad (Club BKN Membership): "Join Club BKN: Where the only entry requirement is loving bikes and not taking life too seriously. Perks? Exclusive content, eternal glory (maybe), and group chats that are funnier than our crashes. Link in bio, you magnificent Bikinero!"
• •Product Description (Water Bottle): "Stay hydrated, you legends! This Bikineros bidón won't magically give you watts, but it'll definitely make you look 10% more pro while you're gasping for air. Plus, it's scientifically proven* to hold liquids. (*Not really scientifically proven, but it works). #VoyRegalao"
• •Newsletter Snippet: "This week, we ponder the existential question: If a tree falls in the forest and no one is around to hear it, does it make less noise than Jorge complaining about a headwind? Deep thoughts and even deeper discounts on new merch inside. #unbesín"