Brand Tone

Aspirational & Premium, Passionate & Enthusiastic, Expert & Professional, Welcoming & Community-Focused, Adventurous

Brand Values

• •Quality & Excellence
• •Experience
• •Community
• •Passion for Cycling
• •Attention to Detail
• •Heritage (Professional Cycling)

Best Practices

• •Emphasize Quality and Craftsmanship: Use descriptive language that highlights the superior nature of the products and the skill involved in services or custom builds.
• •Focus on the Experiential: Sell not just the product, but the feeling, the adventure, and the memories created through cycling.
• •Maintain an Aura of Exclusivity and Expertise: Position the brand as a leader and a destination for serious cyclists, leveraging its professional heritage.
• •Foster a Sense of Community and Passion: While premium, the tone should still be inviting and speak to the shared love of cycling.
• •Be Aspirational but Approachable: Inspire customers to strive for a higher level of cycling experience while ensuring the brand feels accessible to its target audience.

Social Perception

Positive Customer Experiences, Destination for Cyclists, High-End/Boutique, Knowledgeable and Helpful, Recent Closures and Market Struggles

Copy Examples

• •Headline: Beyond the Ride: Your Pro-Level Cycling Odyssey Starts Here. Body: At The Service Course, we don't just sell bikes; we craft unforgettable cycling journeys. Experience the meticulous care, expert guidance, and passionate community that define a truly world-class adventure.
• •Headline: The Finest Machines, Curated for the Discerning Rider. Body: Discover our collection of handpicked, custom-built bicycles from the world's most respected artisans. Precision engineering meets unparalleled performance – because your ride deserves nothing less.
• •Headline: Join the Peloton: Where Passion Meets Pavement (and Gravel). Body: More than a shop, we're a hub for cyclists who demand the best. Connect with fellow enthusiasts, explore breathtaking routes, and elevate your cycling lifestyle with The Service Course.
• •Headline: Details Matter. Performance Follows. Body: From perfectly tuned gears to the finest espresso post-ride, we obsess over every detail to ensure your experience is seamless and extraordinary. That's the The Service Course promise.
• •Headline: Unleash Your Inner Pro: Premium Gear, Expert Support, Unforgettable Miles. Body: Inspired by the highest echelons of cycling, we bring a professional touch to every aspect of your journey. Ride with confidence, knowing The Service Course team is behind you.