Brand Tone

Utilitarian and Value-Driven: Practical, functional, direct, and confident in value, with a no-frills approach.

Brand Values

• •Affordability
• •Accessibility
• •Function over Prestige

Best Practices

• •Embrace the "Value" Proposition: Be upfront and proud about being an affordable alternative. Use words like "practical," "reliable," "value," "smart," and "budget-friendly." Avoid language that suggests you are a top-tier, premium brand.
• •Focus on the DIY Cyclist: Target your copy towards home mechanics, project bike builders, and commuters. Acknowledge their needs for compatibility, ease of installation, and cost-effectiveness.
• •Be Honest and Transparent: Don't hide from the "knockoff" perception. Instead, lean into being a functional alternative. Use phrases like, "Compatible with Shimano systems," and focus on the positive user consensus: "Surprisingly solid performance."
• •Prioritize Function over Form: Keep the language clear, direct, and to the point. While premium brands sell an aspirational lifestyle, microNEW sells a functional component. The copy should reflect this by being straightforward and benefit-driven (e.g., "Crisp shifting," "Durable materials," "Easy installation").
• •Leverage User Testimonials and Builds: Since the brand is largely defined by its users, make them the heroes. Use quotes from positive reviews and showcase user-submitted photos of their bikes. This builds authentic social proof and reinforces the brand's value from a trusted source.

Social Perception

The Capable Underdog: Perceived as a "Value King" offering incredible "bang for the buck." Often seen as a "knockoff" or "copy" of MicroSHIFT, but frequently surprises users with quality, making it "A Gamble with Good Odds."

Copy Examples

• •Shift Happens. It Shouldn't Cost a Fortune. Crisp, reliable shifting that respects your budget.
• •Why pay for a name? Our 10-speed derailleur delivers the performance you need to conquer your commute or weekend trail. Fully Shimano-compatible, it's the smart upgrade for the practical cyclist.
• •Your build, your budget. We love seeing how home mechanics use microNEW parts to bring their dream bikes to life. Share your project using #microNEWbuild and show the world what practical performance looks like.
• •Stop searching for overpriced used parts. For the cost of a few coffees, you can get a brand new, reliable microNEW shifter and get your bike back on the road. Click to see our prices.
• •Worn-out shifter killing your ride? Don't let a single part sideline your bike. Our shifters offer the crisp, positive feel of top brands at a price that makes sense. Simple to install, built to last.