Brand Tone

Expert, Passionate, and Approachable

Brand Values

• •Craftsmanship & Quality
• •Personalization & Collaboration
• •Expertise & Education
• •Community
• •Durability & Performance

Best Practices

• •Lead with Passion, Support with Facts
• •Speak Like an Expert, Not an Elitist
• •Always Center the Rider
• •Embrace the Story
• •Maintain a Consistent Voice Across Platforms

Social Perception

The Psychic Derailleur is perceived as a premium, artisan service for discerning cyclists, a trustworthy expert, a high-end niche provider, and is community-respected.

Copy Examples

• •Built for the Backcountry. Another fresh set of wheels rolling out of the workshop. We laced a pair of [Rim Brand] carbon rims to some ever-reliable [Hub Brand] hubs with [Spoke Brand] spokes for a build that's light, stiff, and ready for whatever the trail throws at it. Custom-built for @[CustomerHandle] to conquer the climbs and bomb the descents on their next bikepacking adventure. What would your dream wheelset be?
• •Your Ride, Your Wheels. The Custom Build Process. Off-the-shelf wheels are built for everyone, which means they’re perfect for no one. At The Psychic Derailleur, we believe your wheels should be as unique as your riding style. Our process starts with a conversation—about where you ride, how you ride, and what you want from your bike. From there, we meticulously select every component, from the rim and hub to the spokes and nipples, to create a wheelset that is perfectly tuned for you. The result is unparalleled durability, performance, and confidence on every ride.
• •The Secret to a Bombproof Wheelset? It’s in the Details.
• •Stop settling for stock wheels. Your bike is an extension of you. Shouldn't your wheels be too? The Psychic Derailleur specializes in hand-built bicycle wheels right here in [City/Region]. Get a wheelset crafted specifically for your adventures, from weekend road races to epic gravel grinders. Let's talk about your next upgrade. [Link to Website]
• •Hubs, Rims, and Spokes: How We Choose Components for a Perfect Build. A wheelset is more than the sum of its parts, but those parts matter. A lot. Choosing the right components is the first and most critical step in building a wheel that feels alive on the road and inspires confidence on the trail. In this post, we’re pulling back the curtain on our selection process, sharing the insights we’ve gained from years of building and riding.