Brand Tone

Community-focused & Inclusive, Family-oriented & Welcoming, Enthusiastic & Passionate, Knowledgeable & Trustworthy, Playful & Modern, Customer-centric & Service-oriented

Brand Values

• •Community Service
• •Customer Service
• •Integrity
• •Family
• •Passion for Cycling
• •Quality
• •Inclusivity
• •Fun & Relationships

Best Practices

• •Emphasize Community & Connection: Always highlight the community aspect, whether it's local events, customer stories, or the shop's role as a cycling hub. Use inclusive language that welcomes all riders.
• •Showcase Family Heritage & Trust: Subtly weave in the store's long history and family-owned nature to build credibility and a sense of warmth. Mentioning "since 1957" or "family-run" reinforces this.
• •Maintain an Enthusiastic & Passionate Voice: Let the genuine love for cycling shine through in all communications. Use vibrant language and express excitement about products, events, and the cycling lifestyle.
• •Be Authentic & Approachable: While knowledgeable, avoid overly technical jargon unless appropriate for a specific audience. Keep the tone friendly and relatable, as if talking to a fellow cyclist. This is especially true for social media.
• •Balance Professionalism with Playfulness (Platform Dependent): Maintain a high standard of customer service and product information, but don't be afraid to inject humor and personality, especially on platforms like TikTok and Instagram, to engage a wider audience. Ensure core values like integrity and community support are consistently present.

Social Perception

Highly Reputable & Respected, Community Pillar, Reliable & Trustworthy, Family-Friendly & Welcoming, Progressive & Inclusive, Go-To Shop for Cyclists

Copy Examples

• •Headline: More Than a Bike Shop. It's a Miami Legacy. Body: Since 1957, Mack Cycle & Fitness has been fueling South Florida's passion for two wheels. From your first bike to your next pro build, we're here with expert advice, quality gear, and a commitment to our cycling family. Ride with us. #MackCycleLegacy #MiamiCycling
• •Headline: Your Ride. Our Passion. Community Driven. Body: At Mack Cycle & Fitness, we believe bikes bring people together. That's why we're dedicated to supporting local events and riders of all levels. Find your perfect ride and join a community that shares your love for the open road (or trail!). #CommunityFirst #RideMiami #MackCycleFamily
• •Headline: Generations of Trust, Miles of Smiles. Body: For over 65 years, our family has been helping yours discover the joy of cycling. Experience the Mack Cycle difference – where expert service meets a passion for every pedal stroke. Visit us in-store or online at mackcycle.com. #TrustedSince1957 #CyclingJoy
• •Headline (TikTok/Instagram): New Bike Day Vibes! 🚴‍♀️🎉 Body: That feeling when you roll out on your dream machine from Mack Cycle! We live for these moments. What's your next cycling adventure? Tag us @mackcycleandfitness! #NewBikeDay #MackCycle #BikeLove #CyclingLife #Miami
• •Headline: Gear Up for Good. Ride with Purpose. Body: We're proud to support incredible causes like the Best Buddies Challenge and the Dolphins Cancer Challenge. When you ride with Mack Cycle, you're part of something bigger. Let's make a difference, one ride at a time. #MackGivesBack #CyclingForACause