Brand Tone

Authentic & Passionate, Core & Rider-Focused, Down-to-Earth & Approachable, Supportive & Community-Oriented, Slightly Edgy & Humorous

Brand Values

• •Passion for BMX
• •Authenticity
• •Community Support
• •Customer Service & Expertise
• •Quality Products
• •Longevity & Legacy

Best Practices

• •Stay Authentic to BMX Culture: Use language and references that resonate with experienced BMX riders. Avoid overly corporate or generic marketing-speak. Remember you're "weirdos that love BMX."
• •Prioritize Rider-to-Rider Communication: Write as if you're talking to a fellow rider at the park or in the shop. Keep it direct, knowledgeable, and passionate.
• •Show, Don't Just Tell, Your Passion: Let the genuine love for BMX shine through in product descriptions, social media interactions, and content. Share stories, rider spotlights, and event recaps.
• •Maintain a Helpful and Supportive Stance: Even with an edgy undertone, the core message should be about supporting the community and helping riders. Offer genuine advice and solutions.
• •Keep it Real and Acknowledge Your Roots: Don't be afraid of a bit of grit or humor. Your "About Us" page sets a good example of being down-to-earth. Consistently reinforce your long-standing commitment to the BMX scene.

Social Perception

Highly Respected & Legitimate, Knowledgeable & Trustworthy, Supportive of the Scene, Good People, Go-To Source

Copy Examples

• •Instagram Post (New Product Arrival): Fresh drop of [Brand Name] frames just hit the shelves. Built tough, ridden hard. You know the deal. Stop by the shop or hit us up online – let's get your build dialed. #EmpireBMX #BMXParts #RideOrDie #RealBMX
• •Website Homepage Banner: Decades deep in BMX. Still here, still ridin'. Get the gear you need from riders you trust. Welcome to Empire.
• •Email Newsletter Subject: No Fluff, Just BMX Goodness Inside. (Body snippet): What's up, riders? We've got some fresh cuts from [Video Name] live on our YouTube, plus new [Product Category] that’ll make your whip sing. Check it out before it’s gone.
• •Facebook Ad (Promoting a Sale): Your wallet's been crying, we heard it. Score some legit deals on parts that won't quit on you. Sale's on – don't sleep on this. Link in bio. #EmpireBMX #BMXSale #SupportRiderOwned
• •Product Description (for a durable part): This ain't your cousin's department store junk. The [Product Name] is built to take a beating and keep on rollin'. Forged by [Brand], abused by us, approved for your gnarliest sessions. If you know, you know.