Brand Tone

Welcoming and Inclusive, Passionate and Enthusiastic, Community-Focused and Friendly, Authentic and Down-to-Earth

Brand Values

• •Community
• •Passion for Cycling
• •Inclusivity
• •Authenticity
• •Sustainability
• •Support and Encouragement

Best Practices

• •Embrace "Collective" Language: Use words like "we," "us," "together," "community," and "collective" to reinforce the brand's communal aspect. Frame communications as a conversation with friends.
• •Stay Welcoming and Inclusive: Ensure copy is approachable for all levels. Avoid overly technical jargon without explanation. Explicitly invite participation and assure newcomers they belong.
• •Inject Genuine Passion: Let the love for cycling shine through. Use enthusiastic and positive language when talking about rides, gear, and the cycling lifestyle. Share authentic stories and experiences.
• •Highlight Support and Encouragement: Position SALA not just as a retailer but as a supportive partner in each cyclist's journey. Offer tips, share knowledge, and celebrate community members' achievements.
• •Be Authentic and Transparent: Share the stories behind the brand and its people. If discussing products, focus on genuine benefits and experiences rather than just sales-driven hype. Acknowledge partners and the community that supports SALA.

Social Perception

Positive and Supportive Hub, Community Builder, Resourceful and Knowledgeable, Lifestyle Enabler

Copy Examples

• •Instagram Post (Image: Group of diverse cyclists laughing post-ride): More than miles, it's the smiles we share. 😊 Our living room on wheels is always open. All faces, all paces. Join the SALA collective this week! #SALACycling #CommunityRides #NurembergCycling #RideWithUs
• •Website Banner (New apparel collection): Gear up for your next adventure. Sustainably sourced, community approved. Discover the latest from SALA – designed for every journey, every rider. #SALAApparel #SustainableCycling #CyclingLifestyle
• •TikTok Video Caption (Short clip of a bike workshop tip): Quick tip from the SALA workshop! 🔧 Keeping your ride smooth is easier than you think. Got questions? Drop by – we’re here to help! #BikeMaintenance #CyclingTips #SALAWorkshop #CyclingCommunity
• •Email Newsletter Snippet (Promoting a beginner's ride): New to cycling or just looking for a relaxed spin? Our 'Fun Ride' is all about good vibes and maybe an ice cream stop! 🍦 No pressure, just pedals and pals. Sign up and let's roll! #SALAStarts #BeginnerCycling #InclusiveCycling #Nuremberg
• •Facebook Ad (Targeting local cyclists): Your Nuremberg cycling hub is here! SALA Cycling Collective: Apparel, workshop, group rides, and a community that feels like family. Swing by Georg-Strobel-Str. 48 or visit us online. Let's make memories on two wheels! #SALACyclingCollective #SupportLocal #CyclingGermany