Brand Tone

Aspirational & Passionate, Modern & Stylish, Community-Oriented & Inclusive, Knowledgeable & Performance-Focused, Enthusiastic & Positive

Brand Values

• •Quality & Performance
• •Design & Aesthetics
• •Passion for Cycling
• •Community
• •Innovation

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your brand tone (e.g., aspirational, passionate, community-focused), including approved vocabulary, phrases to avoid, and examples of on-brand copy. Share this with anyone creating content.
• •Know Your Audience: Understand the language, motivations, and aspirations of your target cyclists. Speak their language authentically, referencing shared experiences and cycling culture.
• •Prioritize Visual-Verbal Synergy: Ensure your copy complements your visuals. If your images are aspirational and action-oriented, your text should evoke similar feelings of passion, performance, and style.
• •Be Authentic and Passionate: Let the genuine love for cycling shine through. Share stories, insights, and encouragement that resonate with fellow enthusiasts. Avoid overly corporate or generic language.
• •Maintain Consistency Across All Channels: Whether it's a website product description, an Instagram caption, a customer service email, or a LinkedIn update, the core brand tone should be recognizable. Regularly review content across platforms to ensure alignment.

Social Perception

Positive & Engaged (among their followers), Niche & Boutique, Design-Forward, Quality-Conscious

Copy Examples

• •Engineered for the chase, designed for the bold. Our new [Product Name] Jersey isn't just apparel; it's a statement. Crafted with premium, breathable fabrics and a fit that moves with you, it’s ready for every climb, every sprint, every mile. Discover the difference passion makes. #TwentyOneCycling #NewCollection #RideInStyle #CyclingPerformance
• •Your rides, our inspiration. This week, we're celebrating the journey. Tag us @twentyonecycling.cc in your favorite cycling memory for a chance to be featured! Let's share the roads we've conquered and the views that took our breath away. #CyclingCommunity #TwentyOneJourney #ShareYourRide
• •Headline: Beyond the Finish Line. Sub-headline: Experience cycling apparel where cutting-edge design meets uncompromising performance. Built for every ride, by riders like you.
• •Subject: Unleash Your Potential: The [Collection Name] Has Arrived. Body Snippet: Hello [Customer Name], At Twenty One Cycling, we believe every ride is an opportunity. An opportunity to push further, explore new horizons, and reconnect with the pure joy of cycling. Our new [Collection Name] is crafted with this spirit in mind – blending innovative design with the performance you demand. See what's new and elevate your next adventure.
• •Gear up for greatness. For a limited time, get [Discount Percentage]% off our signature [Product Category, e.g., Bib Shorts] and feel the Twenty One Cycling difference. Because the right gear doesn't just support your ride, it transforms it. Shop now – link in bio. #CyclingSale #PerformanceGear #TwentyOneCycling