Brand Tone

Passionate, Authoritative, and Refined.

Brand Values

• •Authenticity & Heritage
• •Craftsmanship & Quality
• •Community & Passion
• •Expertise

Best Practices

• •Lead with Passion, Support with Expertise: Always start from a place of genuine love for classic motorcycles. Use evocative and passionate language, then back it up with technical details and expert knowledge to build trust and authority.
• •Prioritize "Authenticity" in Your Vocabulary: Use words like "heritage," "legacy," "original," "classic," "genuine," and "timeless" to reinforce your commitment to authentic restorations and parts.
• •Maintain a Refined Visual and Textual Aesthetic: Ensure that your copy is as clean and well-crafted as your motorcycles. Avoid overly casual slang, typos, and low-resolution imagery. The quality of your presentation should mirror the quality of your work.
• •Tell the Story Behind the Bike: Every classic motorcycle has a history. In your blog posts and social media features, go beyond the specs. Share the story of the restoration, the bike's origin, or the owner's vision. This creates a deeper emotional connection with your audience.
• •Speak as an Equal to Your Community: Address your audience as fellow enthusiasts. Use "we" and "you" to create a sense of shared identity. Your copy should feel like a conversation between knowledgeable peers, not a sales pitch from a faceless corporation.

Social Perception

Knowledgeable & Helpful, Reliable Specialists, High-Quality, Community-Oriented

Copy Examples

• •The heart of a legend, meticulously rebuilt. Every gear, every gasket, every polished fin is a tribute to the golden age of British engineering. This isn't just a machine; it's a legacy reborn. #EmpireClassics #Norton #ClassicMotorcycle #VintageRestoration #Craftsmanship
• •Bring your classic back to life with the precision it deserves. Our complete Amal MK1 repair kit includes everything you need for a perfect tune-up, including the essential Stayup! Float. Stop chasing leaks and start chasing horizons. Built for the purist, by the purist.
• •Empire Classics was forged from more than just steel and chrome; it was born from a 40-year passion for the raw, unfiltered experience of riding a classic motorcycle. We're not just mechanics and retailers; we are custodians of history, dedicated to keeping these iconic machines on the road for generations to come.
• •From the Workshop: A Glimpse into the Art of Restoration
• •Some passions are meant to be shared. The Empire Classics signature tee is more than just apparel—it's a statement. Made from premium cotton for all-day comfort, whether you're in the garage or on the go. Join the club.