Brand Tone

Innovative and Technical, Enthusiast-Driven and Passionate, Helpful and Supportive, Direct and Confident, Quality-Focused

Brand Values

• •Innovation/Ingenuity
• •Performance Enhancement
• •Quality and Reliability
• •Customer Focus and Support
• •Passion for Cycling
• •Transparency (with a caveat)

Best Practices

• •Speak the Rider's Language: Use terminology and address pain points that e-bike enthusiasts understand (e.g., "speed limit brick wall," "smoke ya mates," "unchain your ride"). Maintain an enthusiastic and slightly edgy tone where appropriate, reflecting the passion for enhanced performance.
• •Highlight Innovation and Engineering: Emphasize the "precision engineered," "mechanical," and "New Zealand designed, manufactured, and tested" aspects. This builds trust and justifies the product's value.
• •Be Helpful and Accessible: Ensure all communications, from product descriptions to customer service interactions, are clear, supportive, and aim to solve customer problems. Provide easy access to installation guides and support channels.
• •Maintain Confidence in Product Benefits: Clearly articulate how NLS Components' products improve the riding experience (e.g., "transform your ride," "game-changer," "unleash potential") while being straightforward about their function.
• •Acknowledge the Context (Responsibly): While celebrating the freedom and performance gains, continue to include necessary disclaimers about users checking local regulations. This shows responsibility and transparency, even when the product itself operates in a legally sensitive area for on-road use in some regions. This can be done subtly in FAQs or terms of service rather than in every marketing headline.

Social Perception

Positive for Product Functionality, Appreciation for Customer Service, Seen as a Quality Solution, Acknowledged as Legally Grey Area, Innovative and Clever, Community Engagement

Copy Examples

• •Headline: Unleash Your E-Bike's True Potential. Body: Tired of that frustrating speed cap? The NLS Components SPEEDi mechanically and reliably uncaps your ride by 1.5x, without touching your bike's electronics. Ride freer, ride faster. Engineered in New Zealand for the passionate e-biker.
• •Headline: More Trails, More Thrills. Less "Brick Wall." Body: Don't let factory limits dictate your adventure. Our SPEEDi seamlessly integrates with your e-bike, boosting your speed so you can conquer those climbs and extend your rides. Precision engineered for pure performance.
• •Headline: The Smart Hack for a Faster Ride. No Software, All Speed. Body: Introducing the NLS SPEEDi: the mechanical advantage your e-bike has been waiting for. Easy to install, and designed to work harmoniously with your bike's existing systems, it's the simplest way to amplify your speed by 50%.
• •Headline: Passionately Engineered, Rider Approved. Body: Born from a love of biking and a dislike for limits, NLS Components delivers precision parts like the SPEEDi and Sharktooth Derailleur Hanger. Experience the difference quality New Zealand engineering makes to every ride. Our customers call it a game-changer.
• •Headline: Hit Your Stride, Not the Limiter. Body: The NLS SPEEDi transforms your e-bike experience, letting you maintain momentum and flow without abrupt cut-offs. It’s the original mechanical speed solution, trusted by riders worldwide. Got questions? Our dedicated support team is here to help.