Brand Tone

Authentic, Knowledgeable/Core, Community-Oriented, Approachable, Slightly Edgy/Cool (but not alienating), Supportive & Inclusive

Brand Values

• •Passion for Skateboarding
• •Community Focus
• •Authenticity
• •Quality & Curation
• •Customer Service/Experience
• •Evolution & Adaptability

Best Practices

• •Know Your Roots, Speak Their Language: Always remember the brand is "by skaters, for skaters." Use authentic skate terminology naturally, but avoid forcing slang where it doesn't fit. The copy should sound like it's coming from someone who genuinely understands skateboarding.
• •Prioritize Community & Authenticity: Feature real skaters and real skateboarding. Let the passion for the culture shine through. Avoid overly polished or corporate-speak that can feel inauthentic to the skate community.
• •Balance "Premium" with "Approachable": While highlighting quality and curated products, ensure the tone remains welcoming and inclusive. Offer helpful advice (like trick tips or product guides) to show expertise without being condescending.
• •Keep it Visually Consistent: The tone of voice should be complemented by the visual branding. Gritty, action-oriented, and authentic imagery on social media and the website reinforces the written tone.
• •Develop a Simple Style Guide: Even a brief guide outlining key brand voice characteristics (e.g., "Authentic, Knowledgeable, Community-Focused, Understated Cool"), preferred terminology, and things to avoid can help ensure consistency across all writers and platforms. Regularly review content to ensure it aligns with this guide.

Social Perception

Respected & Established, Core Skate Shop, Reliable Source, Supportive of the Skate Scene, Trustworthy

Copy Examples

• •Product Post (New Deck Arrival): Fresh wood just landed. 🔥 The new [Brand Name] pro models are looking sick and ready to rip. Built tough, tons of pop. Grab yours before they’re gone. #AmbushSkateboarding #NewDecks #SkateGear #SkateLife #[RelevantBrandHashtag]
• •Community Spotlight Post (Instagram): Local ripper @[SkaterInstagramHandle] absolutely sending it at [LocalSkateparkName]! 🤘 We love seeing the scene thrive. Tag us in your clips for a chance to be featured. #AmbushCommunity #SkateboardingIsFun #SupportLocalSkaters #SkateEveryDamnDay
• •Sale Announcement: Gear up without breaking the bank. Our Summer Sale is ON NOW. Decks, wheels, kicks, threads – score up to 40% off selected gear. Link in bio to save. Don’t sleep on these deals. #AmbushSale #SkateDeals #SkateboardingGear #AffordableSkate
• •Brand Story Snippet (About Us page or social media): Since '97, Ambush has been more than just a shop – it's a part of the ATL skate scene. Founded by skaters, for skaters. We handpick the best gear because we use it too. Come hang, talk shop, and find your next setup. #AmbushBoardCo #Since1997 #SkateCulture #AtlantaSkateboarding
• •Email Subject Line for New Shoe Release: Lace Up the Latest: New [Shoe Brand] Drops at Ambush! (Followed by email body): Heads up, skaters. The much-anticipated [Shoe Brand Model] just hit our shelves. All the tech you need, with the style you want. Check out the colorways and secure your pair – these fly out fast. [Link to Product]