Brand Tone

Performance-Oriented & Technical, Passionate & Authentic, Authoritative & Experienced, Proudly American-Made & Quality-Focused, Supportive & Customer-Centric (generally)

Brand Values

• •Innovation
• •Performance
• •Quality & Reliability
• •Integrity ("Tell the Truth")
• •Collaboration
• •Continuous Improvement ("Get Better Every-Day")
• •Passion for Cycling ("Share Joy")
• •Community & Heritage

Best Practices

• •Prioritize Performance Language: Consistently use words and phrases that evoke speed, aerodynamics, efficiency, and competitive advantage (e.g., "unlock speed," "aero gains," "race-proven," "optimize").
• •Emphasize Heritage and Expertise: Weave in the brand's long history, the legacy of Steve Hed, and their pioneering role in wheel technology to build authority and trust. Mention "Handmade in the USA" where appropriate.
• •Speak Authentically to Cyclists: Use terminology and address pain points that resonate with serious cyclists and triathletes, demonstrating a deep understanding of their needs and aspirations.
• •Balance Technical Detail with Passion: While providing key technical information is crucial, also convey the underlying passion for cycling and the joy of riding. The "Why" behind the "What."
• •Maintain a Confident, Yet Approachable Voice: Project confidence in product superiority based on innovation and quality, while remaining open and supportive to customer inquiries and the broader cycling community. Strive for the knowledgeable passion of a trusted expert.

Social Perception

A Reputable and Respected Brand, Innovative, Durable and Reliable, Good Value for Performance, American-Made, Strong Customer Support, A Legacy Brand, Predominantly for Serious Cyclists/Triathletes

Copy Examples

• •Headline: Unlock Your True Speed. Decades of aerodynamic mastery, handcrafted in the USA. Ride HED. Body: Don't just chase your next PR, shatter it. HED wheels are born from a relentless pursuit of innovation and a passion for cycling that runs generations deep. Experience the difference that meticulous engineering and American-made quality make on every ride. Your fastest awaits.
• •Social Media Post (Image: Close-up of a HED wheel with a cyclist blurring past in the background): Engineered for the win, built for the journey. Our commitment to "True Speed" isn't just a tagline; it's in every carbon fiber lay-up, every wind tunnel test, and every wheel that leaves our Minnesota facility. What are your cycling goals this season? #HEDWheels #TrueSpeed #CyclingPerformance #MadeInUSA
• •Product Description Snippet (for a new gravel wheel): Tame the unpaved. The all-new Emporia GCX Pro combines HED's legendary aerodynamic know-how with rugged durability, designed to conquer the most demanding gravel. Lighter, wider, and more responsive than ever, it’s your trusted partner for adventure, from local trails to epic backcountry epics. Elevate your ride.
• •Email Subject Line: Still Handcrafted, Still Leading the Pack. Discover the HED Difference. Email Body Excerpt: Since 1984, HED Cycling has been driven by a simple mission: create the best bicycle wheels in the world. That mission continues today, with every wheel meticulously handcrafted in Minnesota, blending Steve Hed's visionary spirit with cutting-edge technology. We don’t just make wheels; we craft speed.
• •Brand Story Snippet (for "About Us" page or social media): It started in a basement with a wild idea and a passion for making cyclists faster. Nearly 40 years later, HED Cycling remains a family-owned business, committed to innovation, American craftsmanship, and the core belief that every ride can be an extraordinary experience. We build wheels that carry a legacy of speed and a promise of performance.