Brand Tone

Authentic, Community-Focused, Knowledgeable, Direct, Enthusiastic

Brand Values

• •Authenticity
• •Community
• •Passion over Profit
• •Quality & Expertise
• •Longevity & Trust
• •Support for Skaters

Best Practices

• •Speak from experience: Always write as if you are a seasoned skateboarder who is part of the community. Use language and references that resonate with skaters, but avoid forcing slang if it doesn't feel natural.
• •Prioritize authenticity over sales hype: Focus on the quality of the product, its relevance to skateboarding, and the story behind it rather than just pushing a sale. Let the passion for skateboarding shine through.
• •Foster community in every post: Frame messages in a way that invites interaction and makes skaters feel like they are part of the Furnace family. Highlight local skaters, events, and community achievements.
• •Keep it real and relatable: Avoid overly corporate or polished language. A slightly raw, direct, and honest tone builds more trust within the skate community.
• •Stay true to core values: Consistently reinforce the values of being skater-owned, supporting the local scene, and preserving "real skateboarding." Every piece of copy should subtly (or overtly) reflect these foundational principles.

Social Perception

Respected Local Hub, Go-To for Core Skaters, Trusted Retailer, Community Supporter, Positive Online Reviews

Copy Examples

• •Fresh wood just hit the shop 🔥. New [Brand] decks in stock now. Built tough, ready to shred. Come grab yours and support skater-owned. #FurnaceSkate #RealSkateboarding #[Brand]Skateboards #SupportYourLocal
• •Since '96, Furnace has been more than just a skate shop – we're a foundation for the SoCal skate scene. Skater-owned and run, we're here to fuel your passion with the best gear and a community that gets it. This is raw skateboarding. Welcome home.
• •Furnace Skate Jam is ON! 🛹 Join us this Saturday at [Location] for a day of good vibes, sick skating, and community. All wheels welcome. Let's keep the scene alive. Tag your crew! #FurnaceSkateJam #SoCalSkate #SkateCommunity #FurnaceSkate
• •Rep your roots. The Furnace [Product Name] Tee – classic comfort, core skate approved. Because it's more than a shop, it's a statement. 100% cotton, built to last through every session. #FurnaceSkate #SkaterOwned #WearYourAllegiance
• •Heads up! Limited drop of the [Shoe Model] arriving [Date] exclusively at Furnace. In-store raffle details on our IG. First come, first served for true heads. Don't sleep. #FurnaceSkate #SneakerDrop #NikeSB #LimitedEdition