Brand Tone

passionate, authentic, and community-focused

Brand Values

• •Passion for MTB
• •Quality and Accessibility
• •Performance-Driven Innovation
• •Community and Authenticity
• •Italian Heritage

Best Practices

• •Always Speak as a Rider: Use authentic MTB terminology and focus on the feeling and experience of riding. Avoid overly corporate or sales-y language. The voice should always be one of a fellow enthusiast.
• •Highlight the 'By Riders, For Riders' Ethos: Regularly remind the audience that the products are born from real-world passion and experience. This is a core differentiator and builds trust.
• •Emphasize the Value Proposition: Consistently balance the message of high-quality performance with accessibility and fair pricing. This addresses a key need in the market.
• •Incorporate the 'eat-sleep-ride-repeat' Mantra: Use this motto and its variations to reinforce the brand's identity as part of the dedicated MTB lifestyle.
• •Show, Don't Just Tell: Use action-oriented language and vivid descriptions of riding scenarios. Connect the features of a product (e.g., a fast-acting dropper post) to the direct benefit on the trail (e.g., more confidence on technical descents).

Social Perception

Genuine and rider-focused brand offering a strong value proposition, perceived as providing reliable, well-performing components without a premium price tag. Users appreciate the performance and features for the cost, viewing them as a solid upgrade choice. Active social media presence further solidifies a direct and positive connection with the audience.

Copy Examples

• •Carve the trail with precision. Our new Whip 35 Carbon handlebar isn't just light; it's engineered in the heart of Italy by riders who live for the descent. Feel the trail, not the chatter. #SwitchToCarbon
• •Stop tinkering, start riding. The SWR Dropper Post delivers instant, reliable action when you need it most. Because every second counts when you're in the zone. Eat. Sleep. Ride. Repeat. #DropperPost #MTBLife
• •From our trails to yours. We're a crew of Italian riders obsessed with creating components that make your ride better. High-quality upgrades, accessible prices. That's the Switch promise.
• •That feeling when your bike just works. We live for it. That’s why we pour our passion and experience into every component we make. Show us your #SwitchComponents setup!
• •Tired of components that can't keep up? Switch Components was born on the demanding trails of the Italian Alps. We build parts that we trust on our own bikes. Upgrade your ride and feel the difference.