Brand Tone

Empowering, reliable, and geared towards an active lifestyle.

Brand Values

• •Innovation
• •Quality
• •Service
• •Performance & Functionality
• •Comfort & Well-being
• •Empowerment/Enablement

Best Practices

• •Develop a Clear Brand Voice Guide: Document the brand's tone (e.g., empowering, innovative, reliable), personality traits (e.g., adventurous, supportive, tech-savvy), and key messaging points. Share this with anyone creating content.
• •Focus on "You" (The Customer): Frame copy around the customer's needs, challenges, and aspirations. How does the product empower *them* or make *their* life better?
• •Use Active and Evocative Language: Employ strong verbs and descriptive adjectives that convey energy, performance, and the experience of using the products (e.g., "conquer," "unleash," "explore," "seamless," "powerful").
• •Maintain Consistency Across All Channels: Whether it's website copy, a TikTok caption, or a product description, the underlying tone and core values should be recognizable.
• •Show, Don't Just Tell: Instead of just saying a product is "high quality," describe the materials, technology, or user benefits that demonstrate that quality. For example, "Crafted with a weather-resistant shell and ultra-fine heating elements for durable warmth."

Social Perception

The brand appears to be perceived as a part of the cycling and active lifestyle community. The engagement on #igpsport suggests a user base that is actively sharing their experiences with the products. Users are interested in practical tips (e.g., importing Komoot routes). The collaboration with a Tour de France champion like Christopher Froome for their GPS products likely boosts credibility and perception among cycling enthusiasts.

Copy Examples

• •Don't let winter dictate your adventures. Our IGS SPORT Heated Vest delivers consistent warmth where you need it most, so you can focus on the thrill, not the chill. Power up your outdoor life.
• •Your ride, your data, your edge. The IGS SPORT GPS Bike Computer: Innovatively designed for precision, built for every journey. Track, analyze, and conquer your cycling goals.
• •From mountain peaks to city streets, IGS SPORT empowers your every move. Gear up for a powerful life. #IGSPowerfulLife #HeatedGear #GPSAdventure
• •Experience the freedom of all-weather activity. Our heated jacket isn't just about staying warm; it's about extending your season and maximizing every moment outdoors. Reliable heat, undeniable comfort.
• •Join a global community of riders powered by IGS SPORT. Share your routes, celebrate your milestones, and discover new horizons. What's your next adventure? #IGSRides