Brand Tone

Aspirational & Adventurous, Youthful & Energetic, Authentic & Community-Focused, Informal & Engaging, Slightly Edgy (for some brands like DC Shoes & RVCA)

Brand Values

• •Passion for Action Sports & Outdoor Lifestyle
• •Freedom & Adventure
• •Authenticity & Heritage
• •Innovation & Performance
• •Community & Connection
• •Creativity & Self-Expression
• •Youthful Spirit
• •Protecting Playgrounds

Best Practices

• •Develop a Unified Brand Voice Guide: create an overarching South African 'Boardriders' voice that is adventurous, youthful, and authentic, then allow the distinct personalities of Quiksilver, Roxy, DC, etc., to shine through within that framework. This guide should include keywords, approved slang (if any), a 'do's and don'ts' list for language, and the overall emotional connection to evoke.
• •Understand Your Audience Segments: Tailor the nuances of the tone to the specific audience of each brand and platform. For example, Instagram and TikTok might allow for a more casual and visually-driven tone, while email newsletters could balance aspirational content with clear promotional messaging.
• •Embrace Storytelling: Share stories of local athletes, surf spots, skate parks, and customer adventures. Use user-generated content (with permission) to enhance authenticity and community feel. This reinforces the lifestyle aspect beyond just selling products.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media posts, email marketing, and even customer service interactions is aligned. This builds brand recognition and trust.
• •Review and Refine Regularly: Periodically review your copy across all platforms to ensure it still aligns with the brand values and resonates with the target audience. Monitor social media comments and customer feedback for insights into how your tone is being perceived and adjust as necessary.

Social Perception

Generally perceived as a hub for desirable, high-quality surf and skate lifestyle brands. Customers appreciate the range of iconic brands available under one roof. The brands themselves (Quiksilver, Billabong, Roxy, DC Shoes) have a strong heritage and are seen as leaders in the action sports market. There's an association with adventure, style, and the surf/skate culture.

Copy Examples

• •Instagram Post (New Arrival - Quiksilver Boardshorts): 'Unleash the weekend warrior. 🌊 New Quiksilver boardshorts just dropped – engineered for epic sessions and endless style. Ride the tide. #BoardridersSA #Quiksilver #SurfLife #AdventureReady'
• •Facebook Ad (Roxy Wetsuit Promotion): 'Sun-kissed shoulders & salty hair. Chase the perfect wave in Roxy's latest wetsuits. Designed for freedom, built for the bold. Shop the collection now and get 15% off! #BoardridersSA #Roxy #MakeWavesMoveMountains #BeachDays'
• •Website Banner (DC Shoes Skate Collection): 'Own The Streets. DC Shoes: Uncompromising style, ultimate performance. From pro-level tech to everyday kicks, find your perfect pair. #BoardridersSA #DCShoes #SkateCulture #AlwaysPush'
• •Email Subject Line (Billabong Lifestyle Apparel): 'Your Next Adventure Called... 🤙 (Billabong's Got You Covered)'
• •TikTok Video Caption (Element Skate Deck): 'Flip it, grind it, own it. 🛹 The new Element decks are here to take your skate game to the next level. Art, nature, and pure street style. What's your next trick? #BoardridersSA #ElementSkateboards #Skateboarding #RideWithUs'