Brand Tone

Professional, innovative, performance-oriented, authoritative, informative, enthusiastic, friendly, community-focused, supportive, approachable

Brand Values

• •Innovation & Technology
• •Quality & Reliability
• •Performance
• •Accessibility & Inclusivity
• •Passion for Cycling
• •Community
• •Integrity & Partnership
• •Sustainability

Best Practices

• •Balance Innovation with Inclusivity: While highlighting Giant's technological advancements and performance aspects, ensure the language remains accessible and welcoming to cyclists of all levels. Avoid overly technical jargon where simpler terms suffice, or briefly explain key technologies.
• •Emphasize a "Rider-First" Approach: Focus on how Giant's products and services benefit the rider – their experience, goals, and enjoyment. Use "you" and "your" to connect directly with the audience. Reflect the global purpose: "to unleash each rider's full potential."
• •Showcase Local Relevance: Connect the global Giant brand to the Singaporean context. Mention local cycling spots, conditions, or events where appropriate. Highlight the role of local retailers like Tay Junction in providing service and community.
• •Maintain Professionalism with Passion: The core tone should be professional and authoritative, reflecting Giant's status as a leading manufacturer. However, infuse this with genuine enthusiasm and passion for cycling, mirroring the energy seen in community interactions.
• •Be Consistent Across Platforms, Adapt for Nuance: While the core message of quality, innovation, and performance should be consistent, the tone can be slightly adapted for different platforms. For instance, website copy might be more formal and detailed, while social media posts can be more conversational and engaging, incorporating user-generated content or community highlights. However, the underlying values and professionalism should always shine through.

Social Perception

Giant is perceived as a reputable and reliable brand offering good quality bikes across various price points. Retailers are praised for excellent customer service and a supportive atmosphere. Seen as a strong contender offering advanced technology and value for money.

Copy Examples

• •Headline: Unleash Your Potential. Discover Singapore. Body: From the East Coast Park connector to the challenging trails of Bukit Timah, your perfect ride awaits. Giant Bicycles Singapore combines world-leading innovation with a passion for cycling to fuel your next adventure. Explore our 2025 range – engineered for every journey. #GiantSingapore #RideUnleashed
• •Headline: Innovation in Every Ride. Body: Experience the pinnacle of cycling technology with Giant. Our award-winning designs and advanced engineering mean a smoother, faster, and more exhilarating ride on Singapore's streets and trails. Visit Tay Junction or our Ubi store to feel the Giant difference. #GiantTech #CyclingInnovationSG
• •Headline: Your Journey, Our Support. The Giant Singapore Community. Body: More than just bikes, we're a community of passionate riders. Whether you're a seasoned pro or just starting out, Giant and our partners like Tay Junction are here with expert advice, top-quality gear, and a shared love for cycling. Join a group ride or visit us for a personalized consultation. #GiantCommunitySG #RideWithUs
• •Headline: Quality You Can Trust, Performance You'll Love. Body: For decades, Giant has been committed to crafting high-quality bicycles that deliver exceptional performance and reliability. From daily commutes to weekend explorations, find your perfect Giant companion, backed by expert service across Singapore. #GiantQuality #SingaporeCycling
• •Headline: Ride Further, Ride Smarter. Explore Giant E-Bikes in Singapore. Body: Effortlessly conquer Singapore's inclines and extend your adventures with Giant's cutting-edge E-bike collection. Experience the joy of cycling with an intelligent boost, perfect for commuting or leisure. Test ride one today and redefine your limits. #GiantEbikesSG #BoostYourRide