Brand Tone

Authentic & Passionate, Community-Focused & Inclusive, Supportive & Encouraging, Knowledgeable & Helpful, Down-to-Earth & Approachable, Slightly Edgy & Cool, Respectful & Collaborative

Brand Values

• •Community Building
• •Passion for Skateboarding
• •Inclusivity & Accessibility
• •Authenticity
• •Local Support & History
• •Giving Back
• •Preserving Street Skating
• •Hospitality

Best Practices

• •Speak from Experience: Always communicate with the genuine passion and knowledge of an active skateboarder. Avoid overly corporate or generic marketing language.
• •Prioritize Community: Frame messages around the collective 'we' and 'us' (the skate community). Highlight local events, skaters, and spots.
• •Be Inclusive and Welcoming: Use language that invites everyone, regardless of skill level or background. Emphasize support and encouragement.
• •Stay Authentic and Real: Avoid hype or trends that don't align with the core values of skateboarding culture as Birling embodies it. Keep it grounded.
• •Show, Don't Just Tell: Instead of just saying you support the community, showcase it through stories, photos, and videos of events, collaborations, and local skaters. Let the actions speak through the content.

Social Perception

Highly Respected & Loved, More Than a Shop, Knowledgeable & Trustworthy Resource, Positive & Welcoming Environment, Community Champions, Authentic Representatives of Skate Culture

Copy Examples

• •Fresh decks just rolled in from [Brand]! 🔥 Whether you're a seasoned local or just finding your feet, we've got the gear to keep you shredding. Swing by the shop, grab a coffee, and let's talk setups. #BirlingTheOttawa #OttawaSkateScene #SupportLocalSkateShops #NewGear
• •Mark your calendars! Our annual 'Archives Block Party' is back on [Date]! Join us for a day of sun, skating, good vibes, and community. All wheels welcome. Let's celebrate Ottawa's awesome skate culture together. More details on our blog. #BirlingEvents #OttawaCommunity #SkateboardingIsFun
• •We believe skateboarding is for everyone. That’s why we’re stoked to partner with [Local Charity] again this year to donate boards to kids in our community. Every bit helps share the love of skating. Want to get involved? DM us or stop by. #BirlingGivesBack #SkateCulture #Ottawa #CommunitySupport
• •Shoutout to @[LocalSkaterUsername] landing this sick tre flip at McNabb! 🤘 We love seeing the Ottawa scene thrive. Keep pushing those limits! Tag us in your clips for a chance to be featured. #BirlingCommunity #OttawaSkaters #LocalTalent
• •Birling: More than just a skate shop. We're a home for Ottawa's skate community. Founded by skaters, for skaters. Here to support your ride, from your first push to your next big trick. Come hang, grab a coffee, and be part of the family. #BirlingTheOttawa #SkateShop #CommunityHub