Brand Tone

Approachable and Passionate, Community-Focused and Local, Confident and Knowledgeable, Solution-Oriented and Practical, Slightly Edgy/Playful

Brand Values

• •Quality and Craftsmanship
• •Innovation and Design Excellence
• •Customer-Centricity and Support
• •Sustainability and Eco-Friendliness
• •Accessibility and Affordability (relative to high-end)
• •Local Community Engagement

Best Practices

• •Emphasize the "Why": Always circle back to the core reasons Edison was founded – solving commuting problems, providing an enjoyable and efficient alternative, and building quality bikes. This keeps the messaging authentic and passion-driven.
• •Spotlight Local & Community: Consistently mention "Atlanta-designed," "locally assembled," and community involvement to reinforce this key differentiator and build local pride/trust.
• •Be Transparent and Educational: Share details about components, design choices, and the benefits of e-biking in a clear, confident, and approachable manner, much like the founder does in videos. Avoid overly technical jargon where possible, or explain it simply.
• •Focus on Benefits, Not Just Features: Translate technical specifications (e.g., battery capacity, motor power) into tangible rider benefits (e.g., conquering hills with ease, extended range for worry-free exploration, a smooth and exhilarating ride).
• •Maintain a Confident, Yet Approachable Voice: Write with authority on e-bike technology and solutions, but always maintain a friendly, supportive, and human tone. Use "you" and "we" to create a connection with the reader. Show enthusiasm for the product and its potential to improve lives.

Social Perception

Positive for Local Commuters, Seen as a Practical Solution, Good Quality for the Price, Trustworthy due to Transparency, Innovative and Forward-Thinking

Copy Examples

• •Headline: Beat the Gridlock. Love Your Commute. The Edison e-bike: Atlanta-designed for a smarter, smoother ride. Body: Tired of traffic jams and wasted hours? The [Edison Model Name] turns your commute from a chore into a joy. Effortlessly conquer Atlanta's hills and arrive refreshed, all while saving money and the planet. Experience the Edison difference – your city, rediscovered.
• •Headline: Power Your Adventures. Built in Your Backyard. Body: From city streets to scenic paths, Edison Electric Bicycles are engineered for performance and reliability. With [Specific Feature, e.g., our integrated Panasonic battery] and locally assembled craftsmanship, you get an e-bike that’s as dependable as it is exhilarating. Visit our Atlanta shop for a test ride!
• •Headline: More Than Just an E-Bike. It's Your Freedom. Body: At Edison, we believe transportation should be efficient and enjoyable. That’s why we obsessed over every detail, from the aircraft-grade aluminum frame to the intuitive pedal assist. Reclaim your time and ride with confidence. Your Edison awaits.
• •Headline: Stop Dreaming, Start Riding. Zero Stress, All Thrill. Body: Worried about the hills? Don’t sweat it. The Edison [Model Name] gives you the power to choose your effort. With our seamless electric assist, you'll glide through your day. Plus, with free returns within the first week, what's holding you back?
• •Headline: Join the E-volution. Smarter Commuting Starts Here. Body: Introducing the all-new Edison line with our groundbreaking Evolve Plus System (EPS). Unmatched power, incredible range, and designed to upgrade as your needs grow. Co-developed with riders like you, for riders like you. Pre-order yours this Summer!