Brand Tone

Passionate & Authentic, Knowledgeable & Performance-Oriented, Value-Driven & Accessible, Community-Focused & Friendly, Proudly Australian

Brand Values

• •Quality
• •Performance
• •Passion
• •Innovation
• •Value/Accessibility
• •Customer Focus
• •Integrity/Transparency

Best Practices

• •Maintain an Enthusiastic & Passionate Voice: Let the genuine love for surfing and water sports shine through in all communications. Use language that resonates with the surf community (e.g., "stoke," "shred," "glassy").
• •Balance Technical Detail with Lifestyle Appeal: While highlighting innovation and board features (e.g., "deep single into double concave," "carbon matrix construction"), always connect these back to the experience and "fun factor" for the rider.
• •Emphasize Australian Roots & Testing: Consistently refer to the brand's NSW origins and how boards are designed/tested for local conditions. This builds authenticity and trust.
• •Showcase Value Proposition Clearly: Reiterate the commitment to providing high-quality, performance-oriented boards at reasonable prices. This is a key differentiator.
• •Foster Community Engagement: Actively respond to comments and questions on social media, share user-generated content (with permission), and continue to feature team riders and their stories to build a relatable and aspirational brand image. Use visuals that reflect the diverse community of surfers and paddlers.

Social Perception

Good Value for Money, Reliable Quality & Performance, Innovative and Diverse Range, Approachable and Service-Oriented, Australian Identity, Mid-Market Position

Copy Examples

• •Headline: Ride the Evolution. Quality Boards, Aussie Soul. Body: Born on the Central Coast, ECS blends cutting-edge tech with pure surf passion. Get the performance you crave at a price that makes sense. Find your perfect wave-catcher today.
• •Headline: Your Next Adventure Starts Here. Epic SUPs for Every Paddle. Body: From glassy lakes to pumping surf, our award-winning SUPs are built for stability, performance, and pure fun. Explore our range and discover why ECS is the choice for Aussie paddlers.
• •Headline: Unleash Your Stoke. Performance-Driven Surfboards. Body: Engineered for Aussie waves and crafted with the best materials. Whether you're a seasoned shredder or just finding your feet, ECS delivers the ultimate fun factor. What are you waiting for?
• •Headline: More Waves. More Smiles. That’s the ECS Promise. Body: We live and breathe surfing. That’s why every ECS board is designed to help you catch more waves, progress faster, and love every moment in the water. Experience the difference passion makes.
• •Headline: Tech You Can Trust. Waves You Can Conquer. Body: Our commitment? Innovative designs, quality construction, and boards that truly perform. From our NSW R&D hub to your local break, ride with ECS confidence.