Brand Tone

Approachable, Supportive, Enthusiastic, Passionate, Value-Driven, Humble, Earnest, Performance-Oriented and Technical (for higher-end products)

Brand Values

• •Customer Focus & Satisfaction
• •Accessibility & Availability
• •Quality and Reliability
• •Innovation and Development
• •Passion for Cycling
• •Value for Money
• •Environmental Respect & Sustainability

Best Practices

• •Speak as a Fellow Rider: Use language that resonates with cyclists. Share the excitement of the ride. Avoid overly corporate jargon.
• •Emphasize Support and Accessibility: Highlight how the brand helps customers (e.g., readily available parts, knowledgeable service, helpful programs).
• •Balance Performance with Value: When talking about products, clearly explain the performance benefits but also subtly reinforce the value proposition.
• •Be Solution-Oriented: Frame products and services as solutions to common rider needs or problems
• •Maintain an Enthusiastic and Positive Voice: Let the passion for cycling shine through. Use active language and a generally upbeat tone that reflects the joy and freedom of biking.

Social Perception

Improving Reputation, Value Brand, Entry-Level Association Still Lingers, Good Customer Support (North America), Ubiquitous

Copy Examples

• •Headline: Your Ride, Elevated. Body: At SR SUNTOUR NA, we're riders just like you. That's why we're dedicated to bringing you reliable suspension and components that enhance every trail, path, or mountain pass. Got questions? Our team is here to help you find the perfect setup. Ride with confidence, ride with SR SUNTOUR.
• •Headline: Upgrade Your Adventure, Not Your Budget. Body: Dreaming of smoother rides and better control? Our Upgrade Program makes it easier than ever to experience the next level of SR SUNTOUR performance. Discover quality suspension that delivers real value and transforms your cycling experience. Let's make your dream ride a reality.
• •Headline: Doubts? Demo It! Try SR SUNTOUR On Your Trails. Body: We believe in our suspension, and we want you to believe in it too. With our 'Demo to your Door' program, you can test select SR SUNTOUR forks on your own bike, on your favorite trails. Experience the difference passion and engineering can make.
• •Headline: Passionate Support for Your Two-Wheeled Passion. Body: From finding the right spare part to choosing your next big upgrade, SR SUNTOUR NA is your partner in cycling. We share your enthusiasm and are committed to providing the know-how and components you need to keep rolling smoothly and joyfully.
• •Headline: Built for the Ride. Backed by Riders. Body: SR SUNTOUR components are engineered for performance and durability, from your daily commute to your most challenging adventures. And here in North America, our team of cycling enthusiasts is ready to support you every pedal stroke of the way. Better rides start here.