Brand Tone

Passionate & Enthusiastic, Bold & Confident, Inclusive & Community-Focused, Resilient & Accountable, Informal & Direct, Value-Oriented

Brand Values

• •Passion for Cycling
• •Bold Self-Expression
• •Value for Money
• •Community & Family
• •Customer-Centricity & Responsiveness
• •Continuous Improvement
• •Supporting Good Causes

Best Practices

• •Speak the Language of Your Tribe: Use cycling-specific slang and terminology where appropriate, but keep it accessible. Address fellow riders with an informal, passionate, and slightly rebellious tone. Think "pack," "grind," "bold."
• •Be Authentic and Transparent: Acknowledge feedback, even if it's criticism, and show how you’re addressing it. This builds trust and reinforces the "we're riders too" and "family" values.
• •Emphasize Community and Inclusivity: Frame customers as part of the "GCG family" or "pack." Use "we" and "us" to foster a sense of belonging. Highlight shared passion.
• •Focus on Boldness and Self-Expression: Encourage individuality through the wide array of unique designs. Copy should reflect this vibrancy and energy.
• •Balance Passion with Value: While the tone is enthusiastic and bold, always subtly weave in the value proposition – great gear that doesn’t break the bank.

Social Perception

Positive Product Feedback, Good Customer Service, Acceptable Shipping Times, Value Proposition, Design Appeal

Copy Examples

• •Headline: Stop Blending In. Start Standing Out. Body: Your ride is your story. Shouldn't your gear be just as epic? At Global Cycling Gear, we craft threads that scream *you*. Bold designs, comfy fits, and prices that don’t require a second mortgage. Gear up, get out, and let your true colours fly. #RideYourStory
• •Headline: Built by Riders, For Riders. (No Fluff Included). Body: We’re not some faceless corp. We’re the ones next to you on the climb, feeling the burn, chasing the horizon. That’s why our gear is made to perform, to last, and to look damn good doing it – all without that ‘elite’ price tag. Join the GCG family. We get it.
• •Headline: Heard You. We Listened. We Got Better. Body: You talked, we took notes. Sizing? Nailed it (and free swaps if not!). Shipping? Faster. Support? Lightning quick. We’re obsessed with making your GCG experience as smooth as fresh tarmac. Because you’re not just a sale, you’re one of us.
• •Headline: Unleash Your Inner Cycling Legend. (Or Just Look Like One). Body: From retro cool to neon bright, find the kit that matches your mileage and your mood. With over 2000 designs and new drops weekly, your next favorite jersey is waiting. What story will your spokes tell today?
• •Headline: More Miles, More Smiles. Less Cash. Body: Why choose between gear that looks awesome and gear that performs? We say have both. At Global Cycling Gear, we deliver top-notch cycling apparel that’s as bold and resilient as you are, without emptying your wallet. Ride hard, spend smart.