Brand Tone

Comfort-focused and Reassuring, Technical and Innovative, Quality-driven and Craft-oriented, Community-engaged and Passionate, Problem-solving

Brand Values

• •Comfort
• •Innovation
• •Quality & Craftsmanship
• •Durability & Serviceability
• •Rider Focus & Anatomical Design
• •American Made

Best Practices

• •Prioritize "Comfort" in Every Message: Whether it's a product description, social media post, or ad, the core benefit of comfort should be evident. Use words like "pain-free," "all-day comfort," "relief," and "support."
• •Highlight Innovation with Purpose: When mentioning patented designs or technical features (like the Flex-Fly Slot or Watershed leather), always tie it back to the rider's benefit – i.e., *how* it makes the ride more comfortable or solves a problem.
• •Emphasize Craftsmanship and Quality: Regularly mention "handcrafted," "Made in the USA," and "premium materials" to reinforce the quality and durability aspect. This justifies the premium positioning.
• •Speak the Language of the Rider: Use terminology and address pain points that experienced cyclists, especially tourers and long-distance riders, will understand and appreciate (e.g., "saddle sores," "perineal pressure," "break-in period").
• •Show, Don't Just Tell, Through User Stories: Feature customer testimonials, photos, and stories of their saddles on epic rides. This provides social proof and connects with the adventurous spirit of the target audience, reinforcing the brand's values in an authentic way.

Social Perception

Highly Praised for Comfort, Seen as a Problem Solver, Premium Product, Past Durability Concerns, Now Largely Addressed, Responsive Customer Service, Niche but Growing Following

Copy Examples

• •Headline: End Saddle Soreness. Embrace the Horizon. Body: Don't let discomfort cut your journey short. Our patented Flex-Fly Slot technology and handcrafted American leather move with you, not against you. Experience ride-all-day comfort from mile one. Discover your Selle Anatomica.
• •Headline: The Last Saddle You'll Ever Need to Buy? Many Riders Think So. Body: Engineered for endurance, built for comfort. Selle Anatomica saddles combine innovative, anatomical design with premium, US-sourced materials. Say goodbye to break-in periods and hello to blissful miles.
• •Headline: Your Anatomy is Unique. Your Saddle Should Be Too. Body: Stop conforming to your saddle. Let your saddle conform to you. Selle Anatomica’s unique slot design flexes with every pedal stroke, offering personalized support and eliminating pressure points. Handcrafted in the USA for your longest adventures.
• •Headline: Miles, Not Millimeters, Define Our Success. Body: We measure our saddles by the pain-free miles they deliver. Our "WaterShed" leather and innovative frame designs are built to go the distance, supporting you through every tour, every commute, every adventure. Ride longer, feel better.
• •Headline: Built by Riders, For Riders. Crafted for Comfort. Body: Born from a passion for cycling and a quest for the perfect ride, Selle Anatomica is dedicated to pioneering comfort engineering. Experience the difference American craftsmanship and rider-focused design make on your next journey.