Brand Tone

fun, energetic, authentic, and slightly rebellious or counter-culture tone

Brand Values

• •Performance & Quality
• •Passion for Surfing
• •Fun & Enjoyment
• •Authenticity & Rider-Driven
• •Innovation
• •Accessibility/Value
• •Community & Inclusivity

Best Practices

• •Speak the Language: Use authentic surf terminology and slang naturally. Avoid forcing it, but don't shy away from words like "froth," "stoked," "shred," "barrels," etc., where appropriate. The tone should feel like it's coming from a fellow surfer.
• •Embrace the Fun: Inject humor and personality into your copy. Highlight the enjoyment and adventurous spirit of surfing. This can be through playful headlines, witty descriptions, or engaging social media captions.
• •Be Authentic and Passionate: Let the genuine love for surfing shine through. Share stories, celebrate the culture, and connect with the audience on an emotional level. Authenticity builds trust with the core surf community.
• •Visually Driven Storytelling: Complement copy with high-energy, high-quality photos and videos of surfing action, team riders, and products in use. The visuals should match the energetic and fun tone of the copy. Instagram and TikTok are prime channels for this.
• •Community First: Engage with your audience. Respond to comments, feature user-generated content (with permission), and foster a sense of belonging. Make customers feel like they're part of the Buell family/tribe.

Social Perception

Positive Reputation for Quality and Value. Core Surf Brand. Fun and Unique. Growing Popularity.

Copy Examples

• •Headline: Stop Shivering, Start Shredding. Body: Tired of cutting your sessions short? Our new [Product Name] wetsuit is built with "Ninja Neoprene" for ultimate warmth and mind-blowing flex. Get in, stay out, surf harder. That’s the Buell way. #RubberSoul
• •Headline: Fuel Your Froth. Body: It's more than a wetsuit, it's an invitation. An invitation to chase that next wave, to laugh off the wipeouts, and to feel that pure, unfiltered joy of surfing. Dive into the Buell experience. Fun is our first priority.
• •Headline: Built by Lifers. Trusted by Legends. Body: With decades of design experience packed into every seam, Buell wetsuits are crafted for those who live and breathe saltwater. Join Jamie O'Brien, Dane Reynolds, and the rest of the B! Team who know what it means to have gear that just works.
• •Headline: Your Wallet Shouldn't Freeze, Either. Body: Top-tier performance doesn't have to mean emptying your bank account. We deliver premium warmth, flexibility, and durability at a price that keeps the good times rolling. Quality gear for every surfer.
• •Headline: Warning: May Cause Uncontrollable Stoke. Body: From dawn patrol to sunset sessions, our suits are engineered for maximum comfort and performance. So you can focus on what really matters – the wave. Unleash your inner grom. #BuellSurf #GetPitted