Brand Tone

Passionate & Enthusiastic, Professional & Performance-Oriented, Community-Focused & Inclusive, Authentic & Rooted in Legacy, Inspirational & Aspirational

Brand Values

• •Quality & Performance
• •Community
• •Heritage & Authenticity
• •Innovation
• •Customer Experience
• •Made in USA (for select items)

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand tone (e.g., passionate, professional, community-focused), provide examples of do's and don'ts, and list preferred terminology. Share this guide with everyone who creates content.
• •Understand Your Audience Deeply: Tailor your language and references to resonate with avid cyclists. Speak their language, understand their motivations, and address their needs authentically.
• •Prioritize Authenticity and Passion: Let the genuine love for cycling shine through in your copy. Share stories, celebrate the sport, and connect on an emotional level. Avoid overly corporate or generic language.
• •Balance Performance with Community: While highlighting the technical aspects and quality of the apparel is crucial, always weave in the sense of community, shared experience, and the joy of cycling.
• •Be Consistent Across All Channels: Ensure the brand voice is uniform across your website, social media, email marketing, product descriptions, and customer service interactions. Regular audits can help maintain this consistency.

Social Perception

Positive & Respected, Performance-Driven, Community-Oriented, Premium Brand, Trusted

Copy Examples

• •Headline for a new jersey: "Engineered for the Ascent. Crafted for the Unstoppable. Experience the [New Jersey Name] – where Hincapie legacy meets cutting-edge performance."
• •Social Media Post (Instagram/Facebook): "That feeling when the open road calls and your kit is as ready as you are. What epic rides are you conquering this weekend, #HincapieFamily? Share your adventures! #RideWithHincapie #CyclingLife #PerformanceApparel"
• •Email Subject Line for a Sale: "Fuel Your Passion: Performance Cycling Gear, Exceptional Value."
• •Product Description Snippet: "Meticulously designed in our Richburg, SC facility, this bib short features advanced compression fabrics and our signature chamois for unparalleled comfort and support on your longest days in the saddle. It’s not just apparel; it’s your competitive edge."
• •About Us Page Excerpt: "Born from a lifetime in the peloton and a passion for the perfect ride, Hincapie Sportswear is more than just a brand – it's a family commitment to every cyclist. We innovate, we craft, and we ride with you, every pedal stroke of the way."