Brand Tone

Authoritative, Passionate, Craftsmanship-focused, Slightly Rebellious, Community-oriented

Brand Values

• •Quality & Precision
• •Authenticity
• •Individuality & Self-Expression
• •Expertise & Knowledge
• •Passion for Riding Culture

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Authoritative, Passionate, Craftsmanship-focused, Slightly Rebellious, Community-oriented) with specific examples of words to use and avoid. This ensures anyone writing copy understands the desired voice.
• •Immerse in the Culture: Stay deeply connected to the Harley-Davidson and custom motorcycle culture. Understand the lingo, the values, and what resonates with the target audience. This authenticity will naturally infuse the copy.
• •Show, Don't Just Tell: Instead of saying "we are experts," write copy that *demonstrates* expertise through detailed descriptions of work, technical insights, and confident language about their capabilities. Use vivid imagery and storytelling.
• •Consistent Terminology & Jargon: Use industry-specific terms correctly and consistently (e.g., "V-Twin," "Milwaukee-Eight," specific part names). This reinforces expertise and speaks directly to enthusiasts. However, ensure a balance so it's not overly alienating to those newer to the culture.
• •Review and Refine: Regularly review all public-facing copy (website, social media, ads) to ensure it aligns with the established brand tone and values. Get feedback from within the team and even trusted customers. Consistency is built through vigilance.

Social Perception

Respected Specialists, High-Quality Customizers, Go-to for Parts & Service, Embedded in Biker Culture, Trustworthy

Copy Examples

• •Headline (Authoritative & Craftsmanship-focused): "Beyond Stock. Beyond Expectation. Heavy Twins: Mastering the Art of Harley Customization."
• •Social Media Post (Passionate & Community-oriented): "Fuel your freedom. 🔥 Another beast rolls out of the Heavy Twins workshop, ready to own the road. What's your dream build? Share in the comments! #HeavyTwins #HarleyDavidson #CustomCulture #RideFree"
• •Product Description Snippet (Detail-oriented & Expert): "Precision-engineered Stage 1 kit for Milwaukee-Eight. Unleash the true growl and performance your Harley was born for. Expert installation available at Heavy Twins."
• •Website About Us Snippet (Rebellious & Authentic): "We don't just build bikes; we forge legends. At Heavy Twins, your Harley-Davidson isn't just a machine – it's a statement. We speak fluent V-Twin."
• •Call to Action (Enthusiastic & Direct): "Ready to transform your ride? The Heavy Twins crew is here to make it happen. Visit our workshop or call us today – let's talk horsepower and vision!"