Brand Tone

Authentic, Passionate, and Expert. Genuine and approachable, using direct, knowledgeable language that speaks to riders without being exclusionary, emphasizing craft and community.

Brand Values

• •Craftsmanship and Quality
• •Community and Family
• •Authenticity and Passion
• •Service and Reliability

Best Practices

• •Lead with Passion, Not Sales: Frame content around the love of motorcycles—the build process, the finished product, the ride. The sale is a natural result of sharing that passion, not the primary message.
• •Tell the "Homegrown" Story: Regularly weave the brand's origin story into the content. Highlighting that the shop is run by former employees who loved it enough to buy it reinforces authenticity and trustworthiness.
• •Spotlight the Community: Consistently feature customer bikes (with their permission). Tag them in posts and celebrate their rides. This reinforces the "family" and "community" values and generates authentic, user-centric content.
• •Speak Like an Expert, Not a Robot: Use clear, confident, and knowledgeable language. Don't be afraid to use technical terms when describing a build, but always keep the tone accessible and friendly. Avoid generic corporate jargon.
• •Maintain a Consistent Visual Identity: Continue using high-quality, clean, and well-composed photos that focus on the motorcycle as a piece of art and engineering. This visual consistency across the website and social media reinforces the brand's commitment to quality and craftsmanship.

Social Perception

SC Motorcycle Co. is perceived as a trustworthy, knowledgeable, and family-run business, a core part of the Southern Orange County motorcycle community. Customers view them as skilled mechanics and passionate riders who provide reliable service and high-quality custom work, fostering loyalty through their authentic origin story.

Copy Examples

• •From stock to a one-of-a-kind ride. This build was all about the details for our friend @[CustomerHandle]. We brought together a clean look with some serious performance upgrades. There’s nothing better than seeing a vision roll out of the shop. Got a project in mind? Let’s talk.
• •Whether it's routine maintenance or a full custom overhaul, we treat every bike like it's our own. With experience in everything from Harleys to Hondas, our team has the expertise to keep you on the road. Come by the shop – we're your local source for trusted service. #SCMotorcycleCo
• •We’ve been wrenching on bikes in Southern Orange County for over a decade. It’s more than a job for us; it’s our passion. We specialize in everything from vintage restorations to performance tuning, ensuring every bike that leaves our shop is safe, reliable, and ready for the road. Your journey is our commitment.
• •Inside the Shop: New Builds and Essential Gear
• •Rep the shop that keeps you rolling. Our new SCMC tees and hats are in stock now. Built with the same passion and quality we put into our bikes. Swing by and grab yours.