Brand Tone

Expert & Innovative, Passionate & Performance-Driven, Authentic & Grounded, Resilient & Forward-Looking, Supportive & Inclusive

Brand Values

• •Innovation
• •Quality & Craftsmanship
• •Performance ("Proven Speed")
• •Integrity & Truth
• •Collaboration & Community
• •Joy & Passion
• •Safety
• •Continuous Improvement
• •Legacy
• •American Made/Operated

Best Practices

• •Anchor in "Proven Speed" and Innovation: Always tie messaging back to the core promise of performance through well-researched and tested design. Highlight the technology and engineering in an accessible way.
• •Balance Expertise with Passion: While showcasing technical knowledge, infuse copy with genuine enthusiasm for cycling and the achievements of riders. Avoid overly dry or academic language; let the love for the sport shine through.
• •Emphasize Heritage and Authenticity: Weave in the story of HED's origins, its family roots, and its commitment to quality craftsmanship (including "Made in USA" where applicable). This builds trust and distinguishes the brand.
• •Speak to the Rider's Goals: Understand that customers are looking for an edge, reliability, and an enhanced riding experience. Address their aspirations and how HED products help them achieve those goals, whether it's a PR, a challenging adventure, or simply more enjoyment on the bike.
• •Maintain a Tone of Confident Humility: Be confident in the proven performance and quality of HED products without resorting to hype or arrogance. Let the results, history, and customer testimonials speak alongside the brand's own voice. Focus on the benefits for the cyclist.

Social Perception

Highly Respected & Reputable, Innovative Leader, Performance-Enhancing, Reliable & Durable, Good Customer Support, Associated with Serious Cyclists, Understated Excellence

Copy Examples

• •Headline: The Science of Speed. The Soul of the Ride. Body: For over 35 years, HED Cycling has been obsessed with one thing: making you faster. Born from aerodynamic innovation and built with an unwavering commitment to quality, our wheels aren't just components; they're your partners in performance. Experience the HED difference – where True Speed meets the pure joy of cycling.
• •Social Media Post (Instagram - with a dynamic image of a cyclist on HED wheels): Caption: Chasing horizons? So are we. Every HED wheel is a testament to relentless innovation and a passion for pushing limits. Engineered for your personal best, crafted for the journey ahead. #HEDWheels #ProvenSpeed #CyclingInnovation #RideFaster
• •Product Description Snippet (for a new gravel wheel): Text: Unleash your adventure with the new Emporia [Model Name]. We’ve poured decades of aerodynamic expertise and real-world gravel grinding into a wheelset that’s as resilient as it is revolutionary. Lighter, wider, and ready for whatever the unpaved path throws your way. Because at HED, we believe your ride should elevate your experience, not limit it.
• •Email Subject Line: Still Handcrafted. Still Leading the Pack. Email Body Snippet: In a world of mass production, HED remains committed to the art and science of wheel building. Many of our wheels are still proudly handcrafted in Minnesota, ensuring the quality and performance that has defined us for generations. Discover the dedication behind every rotation.
• •Website "About Us" Excerpt: Text: From Steve Hed's visionary sketches in a basement workshop to the podiums of global races, our journey has always been fueled by a simple mission: create the best bicycle wheels in the world. We don’t just build wheels; we build on a legacy of innovation, integrity, and an unshakeable passion for cycling. Join the HED family and feel the difference that dedication makes.