Brand Tone

The predominant tone is aspirational, encouraging, reassuring, informative, personable, and helpful. Overall, it is positive, focusing on the enjoyment and practical benefits of e-biking.

Brand Values

• •Quality and Performance
• •Accessibility and Inclusivity
• •Adventure and Lifestyle Enhancement
• •Customer-Centricity
• •Value for Money

Best Practices

• •Lead with Lifestyle, Support with Specs: Start with the emotional benefit—freedom, adventure, convenience—and then introduce the technical specifications (like motor power or battery life) as the reason the lifestyle benefit is possible.
• •Use Empowering and Inclusive Language: Employ words like "your ride, your way," "discover," and "unleash" to empower the customer. Avoid overly technical jargon where possible, and when you do use it, explain it in simple terms (e.g., "Our torque sensor gives you a smoother, more natural-feeling boost").
• •Maintain a Positive and Encouraging Voice: Even when addressing challenges like hills or long distances, frame them as obstacles that are easily overcome with a Ridewave bike. The tone should always be one of possibility and encouragement.
• •Be Transparent and Helpful in All Communications: When addressing potentially confusing topics, such as motor power regulations, be clear, direct, and honest. Providing clear guides and being upfront can build trust, even if the information is complex. Proactively addressing these concerns in a dedicated FAQ or blog post could mitigate negative sentiment.
• •Show, Don't Just Tell: Utilize user-generated content, images, and videos of real customers enjoying their bikes in diverse Australian settings. This visually reinforces the brand's values of adventure, accessibility, and lifestyle enhancement, adding authenticity to the brand's voice.

Social Perception

The general perception of Ridewave Bikes is largely positive, viewed as a reliable Australian brand offering good quality e-bikes at a fair price. They are praised for making e-biking more accessible and for their responsive customer service, aligning with the Australian lifestyle. However, there is a significant point of negative perception regarding motor power and road legality due to confusion around 'unlockable' features, which has led to accusations of misleading advertising in some online forums.

Copy Examples

• •Tired of traffic? Sick of crowded trains? Rediscover your daily commute with the Ridewave CityWave. Glide through city streets, conquer hills without breaking a sweat, and turn your travel time into your 'me' time. Ride the wave of a smarter, greener commute. #RidewaveBikes #EbikeCommute #MelbourneCycling
• •Weekend plans: Get lost on purpose. Our Xplorer series with fat tyres is built to take you from sandy shores to rugged trails. Where will your next adventure be? Tag a friend who needs to join you! #Ridewave #FatTyreBike #ExploreAustralia #AdventureAwaits
• •Engineered for both performance and peace of mind, the Ridewave GlideWave features a high-torque Bafang motor and a long-lasting Samsung battery. We've paired this with Shimano gears and responsive hydraulic brakes to give you a ride that's not only smooth and powerful but also incredibly reliable. This is more than just an e-bike; it's your new definition of freedom.
• •Think e-bikes are just for the pros or the 'super fit'? Think again. Whether you're recovering from an injury, wanting to keep up with the family, or simply looking for a fun way to get active, an e-bike empowers you to ride your own way. Let's bust some myths and discover how electric assistance can revolutionize your ride.
• •Your Next Adventure is Calling (and it's on sale!).