Brand Tone

Practical and informative, aspirational and lifestyle-oriented, community-focused and approachable, confident and quality-driven.

Brand Values

• •Sustainability
• •Innovation and Design Excellence
• •Utility and Practicality
• •Quality and Safety
• •Inclusivity and Accessibility

Best Practices

• •Lead with the "Why," Not Just the "What": Instead of starting with technical specs, begin with the lifestyle benefit. Don't just say "200kg carrying capacity"; say "Take both kids to school and pick up groceries on the way." Connect features to real-life solutions.
• •Reinforce Core Values in Every Message: Every piece of copy should echo the values of sustainability, quality, and utility. Use words like "sustainable," "durable," "practical," "solution," and "community" to build a consistent brand identity.
• •Use "You-Centric" Language: Frame your copy around the customer. Use "you" and "your" frequently. Focus on how the bike solves their problems and improves their life (e.g., "Your commute will be easier," "You can spend less time in traffic").
• •Show, Don't Just Tell, with Visuals and Stories: Pair strong copy with authentic visuals of diverse people using the bikes in everyday Australian settings. Feature user-generated content and testimonials to build social proof and illustrate the brand's community focus and inclusivity.
• •Maintain a Confident but Humble Tone: Be confident in the premium quality and engineering of your products without sounding arrogant. Acknowledge that it's a considered purchase, but clearly articulate the long-term value and benefits that justify the investment. Use phrases like "Built to last," "A smart investment," and "Join the thousands of families..."

Social Perception

Generally positive, viewing Tern as premium and high-quality, a genuine 'car-replacement' solution, innovative but with a learning curve, with a strong accessory ecosystem, and customer service dependent on the local dealer.

Copy Examples

• •The school run, the grocery shop, and the weekend park trip—all on one tank of... well, nothing. The Tern GSD isn't just a bike; it's your family's new favorite way to explore. Reclaim your city, reduce your carbon footprint, and make every journey an adventure. #TernGSD #CargoBikeLife #FamilyCycling #CarReplacement
• •Tired of traffic jams and transit delays? Your commute is about to get a serious upgrade. The Tern Vektron combines powerful Bosch electric assist with a brilliant 10-second fold. It's the ultimate vehicle for a smarter, faster, and more enjoyable journey to work. Ride more, stress less. #TernVektron #UrbanMobility #BikeToWork #FoldingBike
• •Mighty, but Mini. The Tern HSD packs huge carrying capacity into a bike that's shorter than a standard bicycle. Haul your weekly essentials or a special passenger with unparalleled ease and stability. City living just got simpler. #HaulStuffDaily
• •At Tern, we believe a bicycle can change the world. That's why we build bikes that last—designed to be serviced, not thrown away. By choosing to ride, you're not just choosing a healthier lifestyle; you're contributing to a more sustainable future for all. It's a commitment we make with every frame we build and 1% of our profits we donate. Join the movement. #TernBicycles #Sustainability #RideMore
• •The Tern Quick Haul: Your Everyday Workhorse. Meet the compact e-bike that's ready for anything. Engineered for durability and designed for practicality, the Quick Haul is your go-to for daily errands and spontaneous adventures. With a robust build, trusted Bosch motor, and compatibility with a vast ecosystem of accessories, it’s built to handle your daily grind and help you discover the joy in every trip. #TernQuickHaul #UtilityBike #Ebike