Brand Tone

Professional and Technical, Aspirational and Exclusive, Passionate and Performance-Driven, Confident and Uncompromising

Brand Values

• •Innovation
• •Performance
• •Quality and Engineering Excellence
• •No Compromise
• •Passion for Cycling
• •Aesthetics

Best Practices

• •Lead with Engineering and Innovation: Always ground claims in technical expertise and the brand's innovative approach. Use precise language when describing features and benefits, reflecting the brand's engineering heritage.
• •Emphasize Uncompromising Performance: Consistently reiterate the "no compromise" philosophy. Whether it's speed, aerodynamics, weight, or ride quality, Factor strives for the pinnacle.
• •Maintain an Aspirational Yet Confident Voice: Speak to the serious cyclist who values excellence. The tone should be confident in the product's superiority but also inspire riders to achieve their best.
• •Show, Don't Just Tell, with Professional Validation: Leverage partnerships with professional teams and athletes. Mentioning race wins and pro rider feedback adds credibility and reinforces the performance claims.
• •Balance Technical Detail with Passion for Cycling: While the technical aspects are crucial, also convey the sheer joy and passion of cycling. Connect the engineering excellence to the exhilarating experience of riding a Factor bike.

Social Perception

High-End and Premium, Performance-Oriented, Innovative, Desirable, Growing Prominence

Copy Examples

• •Headline: Factor OSTRO VAM: Where Engineering Dictates, Speed Follows. Body: Born from a legacy of Formula 1 precision and an obsession with aerodynamic perfection. The OSTRO VAM isn't just built; it's engineered without compromise. Every carbon ply, every tube profile is a testament to our relentless pursuit of speed. Experience the ride where every watt translates into podium potential. Ride Factor. Ride Uncompromised.
• •Headline: The New Factor LS: Gravel, Refined. Speed, Unleashed. Body: Adventure demands a machine that’s as relentless as your spirit. The Factor LS gravel bike blends our race-proven DNA with rugged capability. Lightweight for the climbs, compliant for the rough, and agile for the unpredictable. Explore further, faster. Your most ambitious rides start here.
• •Headline: Own Your Factory. Own Your Performance. Body: At Factor, we don't outsource excellence. By owning our own state-of-the-art carbon manufacturing facility, we control every element of design and production. This means no compromises, just the purest expression of cycling performance, directly from our engineers to your ride. This is the Factor difference.
• •Headline: Beyond the Podium: The Factor Ethos. Body: While our bikes are proven on the world's biggest stages, our true mission is to elevate every ride. We are cyclists, engineers, and innovators, driven by a shared passion for the transformative power of cycling. Discover the meticulous craftsmanship and unwavering performance that defines every Factor.
• •Social Media Post (Instagram/Facebook): Image: Stunning shot of a Factor bike on a scenic mountain pass or in a race. Text: Engineered for the ascent. Crafted for the chase. The Factor O2 VAM is more than a bike; it's a statement of intent. Uncompromisingly light, brutally stiff, and breathtakingly fast. What climb will you conquer next? #FactorBikes #PerformanceCycling #InnovationInMotion #NoCompromise