Brand Tone

Traditional, Community-Focused, and Trustworthy.

Brand Values

• •Heritage and Longevity
• •Quality Products
• •Family and Accessibility
• •Community Involvement

Best Practices

• •Emphasize Heritage: Always lead with your long-standing history. Phrases like "Since 1973," "A family tradition for over 40 years," and "Your trusted local bike shop" reinforce your core identity.
• •Use Simple, Direct Language: Avoid jargon and overly technical terms. Your tone should be accessible and welcoming to families and casual riders, not just cycling experts.
• •Highlight Community Connection: Regularly feature local stories, partnerships, or customer photos (with permission) on your social media. This reinforces your position as a community hub.
• •Focus on Durability and Trust: In product descriptions, emphasize the quality and reliability of the brands you carry. Connect this to the value of a long-lasting family bike.
• •Maintain a Personal, Family-Friendly Voice: Whether it's a website update or a social media post, write as if you are speaking to a neighbor. A friendly, approachable, and helpful tone will resonate with your target audience.

Social Perception

A Respected Local Institution.

Copy Examples

• •Headline: Four Decades, Two Wheels, One Family. Body: Since 1973, our family has been helping yours find the perfect ride. From first bikes to forever bikes, Hickland Cycles is with you for every turn of the pedal.
• •Headline: The Adventure Starts Here. Your Local Bike Shop since 1973. Body: Whether it's a weekend trail ride or the daily commute, find your perfect cycling companion at Hickland Cycles. We stock a wide range of bikes for every rider and every journey.
• •Headline: Quality You Can Trust, from Our Family to Yours. Body: We believe in bikes that last. That D5s why we hand-pick every model from top brands like Fuji, Dawes, and Claud Butler. Visit us for a bike that D5s built for the road ahead.
• •Headline: More Than a Bike Shop. A Community on Wheels. Body: For over 40 years, we've been proud to be a part of the Lisburn community. Thank you for letting us share in your family's cycling adventures.
• •Headline: Ready for School, Ready to Ride. Body: Get them set for the new term with a reliable bike from Hickland Cycles. We have a great selection of kids' bikes and helmets to ensure a safe and fun ride to school.