Brand Tone

Authentic & Passionate, Community-Focused & Inclusive, Knowledgeable & Trustworthy, Friendly & Approachable, Enthusiastic & Energetic, Down-to-Earth & Relatable

Brand Values

• •Community
• •Quality & Craftsmanship
• •Customer Service Excellence
• •Passion for Skateboarding
• •Authenticity
• •Accessibility/Competitiveness

Best Practices

• •Speak the Language: Use authentic skate terminology and a casual, approachable tone that resonates with skaters. Avoid overly formal or corporate jargon.
• •Highlight Community: Emphasize support for the local NZ skate scene, events, and skaters. Showcase user-generated content and foster a sense of belonging.
• •Show, Don't Just Tell, Passion: Let genuine enthusiasm for skateboarding and skate culture shine through in product descriptions, social media posts, and all communications.
• •Emphasize Expertise and Quality: Reassure customers that they are buying from knowledgeable individuals who offer high-quality, durable products. Back this up with specifics about materials, brands, or staff experience.
• •Be Inclusive and Encouraging: Welcome skaters of all levels. Offer advice for beginners and celebrate the achievements of experienced riders. Maintain a positive and supportive voice.

Social Perception

Highly Respected Local Skate Shop, Reliable and Trustworthy Retailer, Supportive of the Skate Community, Knowledgeable and Passionate Staff, Go-To for Skate Gear

Copy Examples

• •Fresh deck drop! 🔥 Check out the latest [Brand Name] boards that just landed at Empire. Pure art, built to shred. Whether you're hitting the park or cruising the streets, we've got the wood to make it epic. Link in bio to snag yours before they're history! #EmpireSkateNZ #NewSkateGear #Skateboarding #NZSkateScene #SupportLocalSkateShop
• •Gear up for the season! 🛹☀️ Our [Season Name] Sale is ON NOW at Empire Skate! Score epic deals on decks, wheels, trucks, apparel, and more. Everything you need to keep rolling, at prices that won't break the bank. Shop online or visit us in Lower Hutt. Don't sleep on these savings! empireskate.co.nz #EmpireSkateSale #SkateNZ #StreetwearDeals #WellingtonSkate
• •New to skating? Welcome to the crew! We know taking that first push can be daunting, but having the right setup makes all the difference. At Empire, our team (who are all skaters themselves!) can talk you through the best beginner-friendly completes, pads, and helmets to get you rolling safely and with confidence. Let's find your perfect first ride! [Link to beginner guide/products] #SkateTips #BeginnerSkateboard #EmpireSkateCommunity #NZRollers
• •Hey Empire Fam! Get ready to shred with us at the [Event Name] next Saturday! We're stoked to be supporting our local scene with a day of good vibes, sick tricks, and awesome prizes. Come hang out, meet the team, and maybe even learn a new trick or two. More details on our Facebook page. See you there! #EmpireEvents #NZSkateCommunity #SupportLocal #SkateLife
• •Engineered by skaters, for skaters. Our new Empire [Deck Name] pro model is built right here in NZ with 7-ply premium maple for that perfect pop and durability that lasts. We’ve spent 20 years in the game, so we know what makes a great deck. This isn't just a piece of wood; it's a testament to our passion for skateboarding. Ride with Empire. #EmpireSkateHardware #NZMade #SkateDeck #QualitySkateboards