Brand Tone

Authentic & Passionate, Down-to-Earth & Approachable, Slightly Understated & Confident, Lifestyle-Oriented

Brand Values

• •Quality & Durability
• •Functionality & Performance
• •Passion for Surfing & Ocean
• •Authenticity & Connection to Surf Culture
• •Simplicity & Essentialism (Potentially)
• •Sustainability (Increasingly Common)

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., authentic, passionate, down-to-earth, knowledgeable), including "do's and don'ts" for language, specific words to use or avoid, and examples.
• •Know Your Audience Deeply: Understand the language your target audience (surfers, ocean enthusiasts) uses, what resonates with them, their pain points, and their aspirations. Your copy should speak their language authentically.
• •Be Consistent Across All Channels: Whether it's your website, social media captions, email marketing, or customer service responses, the tone should feel consistently "Basic Blue." This builds brand recognition and trust.
• •Tell Your Story (and Theirs): Weave your brand's origin, values, and passion into your copy. Feature user-generated content and customer stories to reinforce community and authenticity, using a tone that reflects their genuine experiences.
• •Read Everything Aloud: Before publishing, read your copy aloud. This helps catch awkward phrasing and ensures the tone sounds natural, conversational, and aligned with the intended voice. If it sounds off when spoken, it will likely feel off to the reader.

Social Perception

Positive Perception for Quality & Fit (Likely), Seen as an Authentic Surf Brand, Appreciation for Understated Style, Community Focused (if actively engaged), Neutral to Positive Online Presence

Copy Examples

• •Instagram Post (Product Focus): "Dawn patrol ready. Our [Product Name] steamer isn't just a wetsuit; it's your second skin against the chill, designed right here in Torquay for those perfect peeling waves. Built to last, session after session. Tap to gear up. #BasicBlue #SurfEssentials #MadeForMornings"
• •Website Product Description Snippet: "Forget the frills. The Basic Blue [Product Name] is all about core warmth, flexibility where you need it, and the kind of durability that sees you through countless tides. Just pure, unadulterated surf performance."
• •Email Newsletter Subject: "That feeling? We bottled it (in neoprene)." Email Body Snippet: "There's nothing like that first duck dive, the anticipation of the next set. At Basic Blue, we craft wetsuits that let you focus on that feeling. No distractions, just reliable warmth and the freedom to chase that wave. Check out our latest arrivals..."
• •Social Media Ad (Lifestyle Focus): "More than just a brand, Basic Blue is a nod to the simple joys: salty hair, sandy toes, and the perfect wave shared with mates. Our gear is made for those moments. Live the glide. #BasicBlueSurf #OceanLife #KeepItSimple"
• •'About Us' Page Snippet: "Born from a love for the raw Aussie coast and the pursuit of the perfect wave, Basic Blue started with a simple idea: create honest, hard-working wetsuits that stand up to the elements. We're still out there, testing, refining, and staying true to the core of surfing."