Brand Tone

Authentic & Passionate, Community-Focused & Welcoming, Slightly Edgy & Cool, Down-to-Earth & Relatable, Enthusiastic & Driven

Brand Values

• •Community
• •Passion
• •Authenticity
• •Quality & Craftsmanship
• •Inclusivity
• •Education & Empowerment
• •Local Support & Collaboration

Best Practices

• •Stay True to Your Roots: Always circle back to the core passion for motorcycles and community. Let this genuine enthusiasm shine through in all communications. Your "why" is your anchor.
• •Speak Like a Knowledgeable Friend, Not a Salesperson: Use a welcoming, approachable, and slightly informal tone. Offer advice and share stories rather than just pushing products. Be authentic and avoid overly corporate language.
• •Embrace Your Community's Voice: Feature user-generated content (with permission), share customer stories, and engage in conversations on social media. This reinforces the community aspect and keeps the tone relatable.
• •Visuals and Voice Must Align: Ensure your imagery (gritty, authentic, community-focused) matches your written tone. The "cool" factor should be effortless, not forced.
• •Consistency Across All Platforms: Whether it's a quick TikTok, a detailed blog post, or an in-store sign, the fundamental voice – passionate, authentic, community-driven, and a little edgy – should be recognizable. Develop simple brand voice guidelines for anyone creating content.

Social Perception

Highly Positive, More Than Just a Shop, Authentic and Welcoming, Unique and Valued, Supportive of Women Riders

Copy Examples

• •The open road is calling, and so are we! 🛠️ Join us this Saturday for our [Event Name] – good bikes, great people, and the kind of vibes that make you feel right at home. Whether you're a seasoned rider or just moto-curious, you're family here. Link in bio for details. #SpokeAndDaggerCo #BuffaloMotoCommunity #RideWithUs #MotorcycleLifestyle
• •More than just a shop, Spoke & Dagger Co. is where Buffalo's heart for motorcycles beats loudest. Born from a passion for two wheels and a desire to build a real community, we're your go-to for quality gear, honest advice, and a damn good cup of coffee. We believe in the freedom of the ride and the bonds forged along the way. Pull up a chair, share your story – you’re part of the S&D family now.
• •Built for the ride. Crafted for life. Our new [Jacket Name] isn't just another piece of gear; it's a promise of quality and a nod to the timeless spirit of adventure. Swing by the shop, feel the difference, and gear up for wherever the road takes you. #SpokeAndDagger #MotorcycleGear #BuiltToLast #BuffaloNY
• •Fuel your day, the Spoke & Dagger way! ☕🏍️ From killer espresso to the best local moto chat, our coffee spot is brewing more than just great coffee – we're brewing community. Swing by 1432 Hertel Ave! #SpokeAndDaggerCoffee #BuffaloCoffee #MotoCulture #HertelAve #GoodVibesOnly
• •There's something special about getting your hands dirty and understanding the machine you love. Our latest [Workshop Name] was all about that – a garage full of eager learners, shared knowledge, and the unmistakable smell of grease and camaraderie. Here’s a look at what went down and why these skills matter more than ever. #SpokeAndDaggerWorkshops #LearnYourBike #DIYMoto #CommunityBuilt