Brand Tone

Authentic & Rooted, Energetic & Passionate, Innovative & Forward-Thinking, Community-Focused, Confident & Approachable, Action-Oriented

Brand Values

• •Legacy & Heritage: Pride in being a pioneering BMX brand founded by Bob Haro.
• •Innovation & Progression: Commitment to evolving with cycling trends and developing new technologies and bike categories.
• •Quality & Performance: Focus on building durable, high-performing bikes that riders can trust, from entry-level to pro models.
• •Community & Rider Focus: Supporting and celebrating the achievements of their riders and fostering a global community of cycling enthusiasts.
• •Freedom & Self-Expression: Viewing cycling, especially BMX, as a means of personal freedom and a way to express individuality.
• •Adventure & Fun: Emphasizing the joy and excitement of riding, whether it's on trails, at the skatepark, or on the road.

Best Practices

• •Embrace the Heritage, Speak to the Future: Always nod to Haro's rich BMX history and founding principles, but frame it in the context of current innovation and the brand's expanding horizons. Use phrases like "Building on a legacy of..." or "The spirit of freestyle, engineered for today's rider."
• •Use Action-Oriented & Energetic Language: Employ strong verbs and dynamic descriptions that convey movement, excitement, and the thrill of riding. Words like "conquer," "shred," "carve," "send it," "unleash," "dialed," "flow" align with the brand's active nature.
• •Highlight Rider Stories & Community: Feature user-generated content, athlete achievements, and testimonials. Use inclusive language ("our riders," "the Haro family," "join the crew") to foster a sense of belonging.
• •Be Authentic & Passionate (Not Arrogant): Communicate with genuine enthusiasm for cycling. The tone should be confident in the product's quality and performance, but remain grounded and approachable, avoiding overly technical jargon where possible, or explaining it clearly.
• •Maintain Visual and Verbal Consistency: Ensure that the energetic, authentic, and community-focused tone is reflected not only in text but also in imagery and video content across all platforms. Visuals should showcase the bikes in action and the diverse community of Haro riders.

Social Perception

BMX Icon, Quality & Durability, Expanding Identity, Good Value, Community-Oriented, Trusted by Pros, Nostalgic Appeal, Addressing Past Criticisms

Copy Examples

• •Website Hero/About Us: "From the godfather of freestyle to the cutting edge of cycling technology. Haro Bikes: Four decades of fueling two-wheeled freedom. Ride with a legacy. Explore your next adventure."
• •BMX Product (Social Media): "Dialed for the park, built for the streets. The Haro [Model Name] is pure BMX DNA, engineered for progression and designed to send it. Own your session. #HaroBMX #RideHaro #BMXLife"
• •Mountain Bike (Product Page): "Tear up the trail, not your budget. The Haro Saguaro blends aggressive geometry with trail-taming suspension for a ride that's as exhilarating on the climbs as it is confident on the descents. Your mountain awaits. #HaroMTB #TrailProven"
• •E-Bike (Lifestyle Ad): "More miles, bigger smiles. The Haro [E-Bike Model] empowers you to explore further, conquer steeper hills, and rediscover the joy of the ride, amplified. Unleash your range. #HaroEBikes #ElectricAdventure"
• •Community Engagement (Instagram Story): "Tag us in your #HaroAdventures! We're stoked to see where your Haro takes you. From local shred spots to epic journeys, you're all part of the Haro family. Let's ride! #HaroCommunity"