Brand Tone

Authentic & Passionate, Knowledgeable & Expert, Community-Oriented & Local, Friendly & Approachable, Enthusiastic & Stoke-Driven

Brand Values

• •Passion for Surfing
• •Quality Products
• •Customer Service & Expertise
• •Community Connection
• •Authenticity
• •Family-Owned Heritage

Best Practices

• •Speak the Surfer's Language (Authentically): Incorporate common surf terminology and slang naturally where appropriate, but avoid overdoing it to the point of it feeling forced or alienating beginners. Keep it genuine to how surfers actually talk.
• •Emphasize Passion & Expertise: Let the genuine love for surfing shine through. Share knowledge, offer tips, and explain product benefits from a surfer's perspective, not just a retailer's. Highlight the experience of the team.
• •Foster Community & Local Connection: Reference local surf spots (where appropriate for broader online content, or specifically for local targeting), conditions, and the surf lifestyle. Make customers feel like part of the Overboard family.
• •Be Approachable & Helpful: Ensure the language is welcoming, encouraging questions, and offering support. This reflects the positive in-store experience online. Use a conversational style.
• •Maintain Visual & Verbal Consistency: Ensure the tone of the copy aligns with the visual branding (action shots, authentic lifestyle images). Whether it's a social media caption, product description, or email, the voice should feel consistently "Overboard Surf." Develop a simple style guide for common phrases and tone.

Social Perception

Positive Local Reputation, Reliable Surf Retailer, Supportive of Local Surf Culture, Trustworthy

Copy Examples

• •Instagram Post (New Wetsuit Arrival): Dawn patrol calling? 📞❄️ Don't let the chill keep you from the swell! Our fresh drop of [Brand] winter steamers has landed. Engineered for warmth, designed for flex. Gear up and get out there – the waves are waiting! Link in bio for the full range. #OverboardSurf #WinterWetsuits #StayWarmSurfLonger #[LocalSurfSpot]
• •Facebook Ad (Surfboard Promotion): Find Your Magic Stick! ✨ Whether you're hunting for your first board or a new quiver addition, our Port Macquarie & Forster surf gurus are here to help. Decades of experience matching riders with their perfect shapes. Plus, check out the latest models from [Surfboard Brand A] & [Surfboard Brand B] online now! Shop boards -> [Link] #OverboardSurfCo #SurfboardExperts #RideTheBest #SupportLocalSurfShop
• •Website Banner (General Brand Message): Your Wave. Your Gear. Your Local Surf Shop Since '92. Expert Advice & Australia's Best Surf Brands. Shop Online or Visit Us in Port Macquarie & Forster.
• •Email Newsletter Subject Line (Seasonal Sale): Score! Epic Deals on Surf Essentials – Get Ready for [Summer/Winter] Waves! *(Body Snippet): Hey [Customer Name], the season's changing and so is the surf! To make sure you're kitted out, we're throwing a massive sale on [product category, e.g., boardshorts, accessories]. From the local breaks to your next surf trip, Overboard's got you covered. Dive in before it's gone!
• •Product Description Snippet (for a specific surfboard): This [Surfboard Model Name] by [Brand] isn't just a board; it's your ticket to an all-access pass for [type of waves, e.g., 'punchy beach breaks and peeling points']. Crafted for performance but forgiving enough to boost your confidence. Got questions on sizing or if it's the right fit for your style? Hit us up – we live for this stuff!