Brand Tone

Knowledgeable & Technical, Confident & No-Nonsense, Quality-Focused & Proud, Helpful & Accessible, Enthusiast-to-Enthusiast

Brand Values

• •Quality & Precision Engineering
• •Performance Enhancement & Innovation
• •Durability & Reliability
• •Value for Money
• •British Manufacturing & Craftsmanship
• •Customer-Centric (Problem Solving)

Best Practices

• •Prioritize Performance and Quality: Always lead with how the product benefits the rider's experience through superior engineering and materials. Use specific, technical terms where appropriate but explain their benefits clearly.
• •Be Direct and Confident: Avoid overly flowery or exaggerated marketing language. State the product's purpose and advantages with assurance, backed by the quality of UK manufacturing and positive rider feedback.
• •Highlight "Made in UK" and Precision: Consistently mention the British manufacturing and CNC machining process as a hallmark of quality and precision. This is a key differentiator.
• •Speak the Rider's Language: Use terminology and address pain points that are familiar to experienced mountain bikers (e.g., "slacken head angle," "chain retention," "geometry adjustment").
• •Maintain a Helpful and Knowledgeable Stance: While the tone is confident, ensure that information is accessible and that customer support (even through copy like FAQs or detailed product pages) is thorough and expert.

Social Perception

Respected & Trusted, Go-To for Specific Upgrades, High-Quality Manufacturer, Good Value, Knowledgeable & "Rider-Owned" Feel

Copy Examples

• •Unlock your bike's true potential. Our UK-made Angle Headsets offer precise geometry adjustment for a more confident and capable ride. Engineered for performance, built to last.
• •Drop chains, not performance. Works Components Narrow-Wide chainrings deliver tenacious chain retention and durability, ride after ride. CNC machined in the UK for ultimate precision.
• •Precision engineered in the UK. Works Components provides riders with the high-quality, performance-driven components they need to push their limits. No hype, just engineering that works.
• •Introducing the [New Product Name]. We've spent months refining every detail to bring you [key benefit 1] and [key benefit 2]. Built in-house, ready to upgrade your ride. Full specs on the website. #WorksComponents #MadeInUK #MTBupgrades
• •At Works Components, we're passionate about one thing: making your bike better. From our workshop in the UK, we design and manufacture high-performance bicycle components that deliver real-world improvements. Quality engineering, proven on the trails.