Cycling Brand Relationship Series. Illustrated.

Over the past couple of weeks, we’ve been discussing the cycling brand relationship hierarchy and how it’s communicated throughout the cycling environment. Below is a graphical explanation of this hierarchy.

The cycling brand relationship is an interconnected series of characteristics and relationships. Brands in the cycling industry ultimately be defined and formed in the individual cyclist’s mind. Understanding the relationships between brands and the characteristics used to form the brand will give the company a holistic view of the industry and where it fits in the mind of the cyclist.

what defines the brand.

Component Manufacturers
Bicycle Manufacturers
Independent Bike Dealers (IBD)

With the interconnectivity of the brand relationships between cycling industry segments, an increased level of communication will form. Not only do these companies and brands have to communicate with each other, but they also need to communicate with each individual cyclist. The characteristics of the social media and social branding communications allow for this permeation of conversations. Providing needed information about the brand and allowing the end user to communicate with the brand, will allow for this increased level of communication with a lower level of effort.

social branding communication.

Component Manufacturers
Bicycle Manufacturers
Independent Bike Dealers (IBD)

encouraged communication.

What are your thoughts? How do you see communication in the cycling industry for the future?

CBRS: Independent Bike Dealers (IBD) – Social Branding Communication

Courtesy of Flickr - wallyg

Last Friday we discussed the Independent Bike Dealer (IBD) and what characteristics the different consumer segments use to define the IBD brand. As we’ve mentioned many times before in the CBRS, brands are now created in the mind of the consumer using a combination of the different brand characteristics. The IBD has the most characteristics that could be used to define its brand, which are:

Service
Culture/History
Racers/Racing Teams/Affiliations
Cyclist Generated Content
Bicycle Brands
Component/Partner Brands
Community Involvement
Cyclist Engagement
Mechanics

what they want.

The IBD has one of the hardest jobs in the cycling industry. Not only do they have to portray their own personal shop’s brand, but also need to portray the bicycle manufacturer brands and component and product brands they stock. The dynamic nature of this position creates a brand that is partially out of the hands of the IBD.

The communication strategy throughout the customer segments will still be very similar to the component manufacturer or bike manufacturer communication strategies. Throughout this strategy, IBD brands will need to communicate and discuss the different brand characteristics and allow the user to ‘pull’ the information needed to integrate the IBD brand into their own personal cycling lifestyle needs. To illustrate this type of communication strategy, let’s walk through the three identified customer segments for the IBD industry and how social strategies could facilitate this communication.

Cyclist:

The cyclist is the most important stakeholder in the IBD environment. However, cyclists will be the most dynamic segment to communicate with for the IBD. All aspects of the shop’s brand could be important to a different cyclist. However, the importance of each identified brand characteristic lies within the individual cyclist. Therefore each characteristic needs to be communicated in a way where the cyclist can pull information that is personally important to them as a cyclist.

Bicycle Manufacturer:

The IBD has a tremendous duty in the cycling industry. Being the contact with the end cyclist, bicycle manufacturers rely heavily on the cyclist feedback from the IBD for future innovation and product design. Having a solid, openly communicated relationship allows these partner companies to recognize this feedback and use accordingly. This level of communication will also identify how the brands work together and how they complement each other in the minds of these cyclists. The communication will show the benefits of the partnership and discuss how each brand will be affected in combination.

Component/Product Brands:

As with the bicycle manufacturer, the IBD plays a crucial role in innovation and product design by providing the component and product brands with valuable cyclist feedback. Having open communication between the IBD and the component/product brands would not only provide this valuable feedback, but also communicate the value of the partnership between brands and how they enhance the strength of the brands in the mind of the cyclist.

social media facilitation.

With the dynamic nature of the communication that surrounds the independent bike dealer environment; social media provides a powerful platform that creates the malleable brand needed to communicate with the individuals in the various customer segments. By educating cyclists on the brand characteristics that is important to them and empowering them to discuss and share within their social network, IBD brands would create the network of conversations needed to build the level of awareness, loyalty, advocacy, and evangelism needed to succeed in today’s environment. Identifying the perfect combination of blogs, wikis, social networking platforms, SEO, forums, etc., an IBD brand could build a foundation of support, evangelism, and communication that would ultimately create the passionate, cult-like following needed in the cycling industry. This trusting relationship would also give the cyclist the power to provide the feedback needed by the bicycling, component, and product manufacturers for future innovation and product design. With a open, social communication like this the IBD could easily disseminate this information to the appropriate brands.

In a previous series, The Orbea Chronicles, I identified and outlined an in depth strategy that illustrates this kind of social media facilitation. Feel free to revisit the communication strategy.

encouraged communication.

What are your thoughts? Why do you go to your favorite IBD? What could they do better to increase your level of engagement as a cyclist?

CBRS: Independent Bike Dealer (IBD) - What Defines Brand

Courtesy of Flickr - zj

Finally it’s time to focus our energy on the Independent Bike Dealer (IBD) or as some call the Local Bike Shop (LBS). Now this is a crazy creature. The culture surrounding the IBD industry is one of passion, excitement, and has a cult-like following for the specific shop. There is a wide spectrum of customers which leads to more characteristics that could define the IBD brand. Let’s take a look at the characteristics that cyclists use to define their favorite IBD brand.

defining characteristics.

Service – First and foremost, the IBD needs to have a level of service that the cyclist finds acceptable. This level varies from cyclist to cyclist. The better the service the better the brand.

Culture / History –As mentioned in the previous cycling segments, cyclists are huge advocates of culture and history. To be a part of a great history or be involved in an exciting culture is a very big component in building the IBD brand.

Racers / Racing Teams / Affiliations – In the local cycling community, the IBD racing teams and racers become the celebrity endorsements. The racers, teams, and affiliations become a major defining characteristic for the IBD brand. The better these racers and team do the stronger the brand becomes.

Cyclist Generated Content – Communication between cyclists are happening everywhere. These conversations, whether online or offline, create a strong word of mouth and peer understanding for the different IBD brands. As we all know, this word of mouth is the strongest form of marketing. Being a part of these conversations is a necessary act for the IBD.

Bicycle Brands – The bike brands that the IBD carries become a great defining aspect of the IBD brand. Brand loyalty is spread throughout the entire cycling industry, so if one IBD carries a specific brand that a cyclist is loyal to, they will then become loyal to the IBD.

Component / Partner Brands – Just like the bike brands that an IBD carries, the components and product brands that an IBD carries helps define the IBD brand.

Community Involvement – Local cycling communities are a very passionate group. Having a loyalty for an IBD brand and seeing them participate in the cycling community helps strengthen brand. This is an essential offline part of the IBD brand.

Cyclist Engagement – Engaging cyclists on a personal level, both online and offline, by providing local cycling information such as routes, events, techniques, training, or maintenance. This personal engagement with strengthen the brand in the mind of each individual cyclist.

Mechanics – The mechanics an IBD employs is another major factor for some cyclists. As many of you probably agree, a well tuned bike is an essential tool for a great race or enjoyable ride. The mechanics that help you achieve that are a great defining characteristic or the IBD brand.

communication partners.

Independent Bike Dealers have a very integral communication duty in the local cycling community. Not only do they have to communicate to the cyclist about their shop, the brands they carry, and the components and products they stock, but they also have to communicate to the bike, component, and product manufacturers about the needs and voice of the cyclist. These groups need communicated in very different ways. The IBD needs to provide enough information so the user can define the brand in a way that integrates into their own personal lifestyle and fulfills their personal needs. Let’s take a look at these communication partners in more detail.

Cyclist – The main group to communicate to is the cyclist. The cyclists are the group that does the actual defining of the brand. Each cyclist is different. Therefore, the aforementioned characteristics are taken, dissected, and combined to create the brand for their individual personal lifestyle. The question for the cyclist becomes, “does this brand define me as a cyclist?”

Bicycle Manufacturer – Bikes are designed and built to fulfill cyclist needs and increase performance. A major influence on these design specs is the cyclist feedback. This feedback comes from the cyclist through the IBD to the bike manufacturer. The communication between the IBD and bike manufacturer also needs to portray the benefits of the partnership. After all, the IBD brand helps define the bicycle brand and the bicycle brand helps define the IBD brand. Having great communication is essential.

Component / Partner Brands – As with the bicycle brand, components and products are designed and built to fulfill cyclist needs and increase performance. The same level of communication is necessary for the component industry as well.

encouraged communication.

What are your thoughts? What are your favorite aspects of your IBD? What would make the brand experience better in your eyes?
up next…

Independent Bike Dealers:

• How can the brand communicate effectively with each customer
• How social media / branding could facilitate this communication

CBRS: Bicycle Manufacturers – Social Branding Communication

Courtesy of Flickr - tcd123usa

In the post yesterday, we discussed what characteristics are included when the various customer segments use to define the Bicycle Manufacturer brand. The characteristics we identified were:

Performance
Technologies / Innovation
Products /Services
Culture / History
Racers / Racing Teams / Affiliations
Cyclist Generated Content
Component / Partner Brands

what they want.

The communication strategy throughout the customer segments will be very similar to the component manufacturer communication strategy. During this strategy, brands will need to communicate and discuss the various brand characteristics and allow the user to ‘pull’ the information needed to integrate the brand into their own personal lifestyle needs. To illustrate this communication strategy, let’s walk through the three identified customer segments for the component industry and how social strategies could facilitate this communication.

Cyclist:

To illustrate the cycling buying behavior, here’s a comment from Jessica yesterday:

“I think this brand appealed to me because of its history and quality of the materials to manufacture the product. I was sold on the categorized specialty for ‘petite woman.’ I also thought of things like affordability, use, style and uniqueness.”

As mentioned during the component brand discussion, cyclists will be the most dynamic segment to communicate with. All aspects of the bicycling brand could be important to the cyclist. However, the importance of each identified brand characteristic lies within the individual cyclist. Therefore each characteristic needs to be communicated in a way where the cyclist can pull information that is personally important to them as a cyclist.

Local Bike Shop (LBS):

As we’ll identify later in the CBRS, the bicycle brands a local bike shop carries ultimately affects and defines the LBS brand. However, the LBS won’t have as many brand characteristic needs as the cyclist but could include products / services, technologies / innovation, and performance as well as the demand of the cyclist. Just as with the cyclist, each LBS is individually motivated for what aspects are important to them and their brand. Each of these characteristics need to be communicated to the LBS in a way where the decision maker can pull what is important to them, their business, and brand.

Component/Partner Brands

The component/partner brands are ultimately a defining characteristic for the bicycle manufacturer brand. Having a solid, openly communicated relationship allows the partner companies to understand how the brands work together and how they complement each other. The communication will show the benefits of the partnership and discuss how each brand will be affected in combination.

social media facilitation.

With the dynamic nature of the communication that surrounds the bicycle manufacturing industry, social media provides a powerful platform that creates the malleable brand needed to communicate with the individuals in the various customer segments. By educating individuals on the brand characteristics that is important to them and empowering them to discuss and share within their social network, bicycle manufacturing brands would create the network of conversations needed to build the level of awareness, loyalty, advocacy, and evangelism needed to succeed in today’s environment. Identifying the perfect combination of blogs, wikis, social networking platforms, SEO, forums, etc., a bicycle manufacturing brand could build a foundation of support, evangelism, and communication that would ultimately create the passionate, cult-like following needed in the cycling industry.

In a previous series, The Orbea Chronicles, I identified and outlined an in depth strategy that illustrates this kind of social media facilitation. Feel free to revisit the communication strategy.

encouraged communication.

What are your thoughts? How do you want to be communicated with by your favorite bicycle  brand? Why do you ride what you ride?

CBRS: Bicycle Manufacturers (OEM) - What Defines Brand

Courtesy of Flickr - bsidez

Alright, it’s time to look at the bicycle manufacturer. Brands throughout the industry will have very similar defining characteristics. Cyclists have great respect and admiration for the vast differences between companies. This level of respect creates a tremendous passion and loyalty for their personal favorite brand. It can even get to a level where a cyclist will wear the brand as a badge. It is the ultimate power of a brand.

Let’s take a look at how the bicycle manufacturer’s brand is formed.

defining characteristics.

Performance – As mentioned for the component manufacturers, the product has to perform. Without performance, there would be no company.

Technologies / Innovation – Allowing cyclists to ride stronger, faster, longer is a key byproduct of innovation through technology. These differentiating technologies become the “word on the street” in the industry.

Products /Services – Again, as mentioned for component manufacturers, every rider has different needs. Therefore the company needs to provide products at different skill levels across the different riding segments (road, MTB, Cyclo-cross).

Culture / History –The culture and history of the company has a tremendous effect on the bicycle brand. To quote JB’s comment during The Orbea Chronicles:

“… Orbea is a national COOP from the Basque region of Spain… the great Basque climbers who sweated and toiled on their tool of the trade to many stage wins and race wins. Orbeas are race bred and inspired designs from hard working blue collar workers high in the Pyrenees Mountains.”

Enough said…

Racers / Racing Teams / Affiliations – The racers, racing teams, and affiliations become the Celebrity Endorsement in the cycling industry. The personality of these iconic racers or the mantra of the racing team play a role in defining the bicycle brand. If the racers perform, the brand is strengthened.

Cyclist Generated Content – Communication is everywhere in the cycling industry. Cyclists are creating content online discussing their rides, brands, and new technologies. The passion to talk about their personal experiences defines a major part of the brands.

Component / Partner Brands – Not only is the bicycle brand defined by the information above, but it is also defined by the brands they put on their bikes. The components, handlebars, seat…these brands help define the bike brand as a whole. Understanding this will increase the communication throughout the industry players.

communication partners.

The bicycle manufacturers have to communicate on a grand scale. They also have to portray their brands on different levels providing enough information so the user can define the brand in a way that it integrates into their own personal life. There are three main user groups that need this type of communication. They are:

Cyclist – The main group to communicate to is the cyclist. The cyclists are the group that does the actual defining of the brand. The aforementioned characteristics are taken, dissected, and combined to create the brand for their individual personal lifestyle. The question for the cyclist becomes, “does this brand define me as a cyclist?” This brand guides the cyclist to their Local Bike Shop that carries that specific bike.

Local Bike Shops (LBS) – To sell bikes there needs to be a channel. That channel is the LBS. With the support of cyclists, the bicycle manufacturer has to turn to the independent bike dealer or local bike shop to convince owners of the advantages of their products, services, and brands. For complete brand satisfaction, this communication needs to come from both the cyclist and the bicycle manufacturer.

Component / Partner Brands – To build the strongest brand possible, the bicycle manufacturer needs to use the best component and partner brands on their new bikes. After all, their products helps define the bicycle brand in the mind of the cyclist and LBS owner. The communication here needs to show the benefits of the partnership. Each brand needs to be strengthened in effect of the partnership.

encouraged communication.

What are your thoughts? What defines the bicycle brand for you as a cyclist? Why do you ride what you ride?

up next…

Bicycle Manufacturers:

• How can the brand communicate effectively with each customer
• How social media / branding could facilitate this communication