Brand Tone

Energetic, Youthful, Aspirational

Brand Values

• •Design & Style
• •Freedom & Adventure
• •Modernity & Innovation
• •Performance

Best Practices

• •Lead with Energy: Always start with strong, active language. Use punchy words and keep sentences relatively short. The lightning bolt emoji (⚡️) should be used strategically in social media and email to reinforce the brand name and energetic feel.
• •Focus on the "Why," Not Just the "What": Instead of just listing specs (the "what"), frame them in terms of the benefit to the rider (the "why"). For example, instead of "750W Motor," use "Power through any hill without breaking a sweat." This connects features to the core values of freedom and performance.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the visuals. If the image is aspirational and adventurous, the copy should be inspiring and bold. If it's a sleek product shot, the copy can be more confident and focused on design.
• •Adapt the Tone, Not the Voice: The core brand personality (its voice) is youthful and energetic. However, the tone can adapt to the platform. On TikTok, the tone can be more playful and meme-focused. In a customer service email addressing a problem, the tone should shift to be serious and supportive, while still retaining the brand's core voice of being a modern and helpful company.
• •Create a "Brand Language" Guide: Develop a simple internal document that lists "E⚡️shock words" (e.g., freedom, explore, power, urban, style, future) and words to avoid (e.g., slow, difficult, old-fashioned, complicated). This ensures everyone, from marketing to customer service, is speaking the same language.

Social Perception

The brand is perceived as having stylish, modern, and desirable products, building a 'cool' image, especially among younger consumers. There is some criticism regarding customer service and after-sales support, with online discussions about service challenges and potential reliability issues. The brand also operates within a competitive and sometimes controversial market regarding legal status and public debate on fatbikes and e-scooters.

Copy Examples

• •Own the Sunset. Own the City. Your city, your rules. The E⚡️shock X-Treme isn't just a ride, it's a statement. Cut through the traffic and find your freedom. Where will you explore tonight? #EShock #Fatbike #UrbanExplorer #ElectricFreedom
• •My commute went from 😩 to 😎. The traffic jam is officially cancelled. ⚡️ #EShock #EStep #CommuteUpgrade #ElectricScooter #RideElectric
• •Silence the Noise. Amplify the Ride. Introducing the new E⚡️shock Phantom. More range, smarter features, and a design that commands attention. Discover the Phantom
• •The Devil is in the Details. And So Is the Thrill. From the all-terrain fat tires to the intuitive display, every element of an E⚡️shock is engineered for performance and style. We build bikes that don't just get you there, they make the journey unforgettable. Swipe to see what sets us apart. Shop Now
• •⚡️ Your Weekend Just Got an Upgrade, [Customer Name]. Exclusive deals inside to power up your next adventure.