Brand Tone

Authentic & Passionate, Community-Oriented & Inclusive, Laid-back & Friendly, Informative & Helpful, Aspirational & Stoke-focused, Eco-conscious

Brand Values

• •Community: Strong emphasis on supporting and being a part of the local Siargao and broader Philippine surfing community.
• •Passion for Surfing: A clear love for the sport and the lifestyle it represents is evident in all their communications.
• •Quality: They stock reputable international and local surf brands and emphasize the quality of their gear.
• •Authenticity: Staying true to the surf culture and providing genuine experiences and products.
• •Sustainability & Environmental Responsibility: A stated commitment to being a sustainable brand and educating on environmental care. This is reinforced by stocking brands like Vissla, known for their environmental focus.
• •Customer Experience: Aiming to provide an "amazing shopping experience and superior customer service." They also focus on making surfing accessible through lessons and gear for all levels.

Best Practices

• •Speak the Surfer's Language (Authentically): Use common surf terminology and slang naturally (e.g., "stoke," "groms," "ripping," "swell," "dawn patrol"), but avoid overdoing it or forcing it if it doesn't fit the specific message. The language should feel like it's coming from a fellow surfer.
• •Emphasize Community and Connection: Regularly feature local surfers, share community news, and use inclusive language ("our community," "join the family"). Highlight collaborations and events that bring people together.
• •Keep it Positive and Passionate: Let the love for surfing and the Siargao lifestyle shine through. Use enthusiastic and uplifting language. Focus on the joy, freedom, and thrill of surfing.
• •Be Visually Consistent with Tone: Ensure that the imagery and videos used alongside the copy match the laid-back, adventurous, and community-focused vibe. High-quality surfing action, scenic beach shots, and images of people enjoying the lifestyle will reinforce the written tone.
• •Show, Don't Just Tell, Your Values: Instead of just saying "we're sustainable," share stories or posts about specific sustainable practices, eco-friendly products, or community clean-ups. If supporting locals is a value, regularly showcase these individuals and their stories. This provides tangible proof of the brand's principles.

Social Perception

Positive & Respected, Community Hub, Supportive of Local Talent, Go-To Place for Surf Needs, Credible & Knowledgeable

Copy Examples

• •Sun's up, swell's calling! ☀️ Our new Kudo Surf ‘No Bad Days’ collection just dropped, designed right here in Siargao with all the good island vibes. Gear up to chase those waves and live the stoke. Because around here, every day is a good day to surf. Link in bio to shop, or swing by the shop in GL! #KSBoardriders #KudoSurf #SiargaoStoke #NoBadDays #SurfPhilippines
• •Stop dreaming, start surfing! ‍♀️‍♂️ Our experienced local instructors at KS Boardriders Siargao are ready to share their love for the ocean and get you riding your first wave (or ripping your next one!). All levels welcome, all smiles guaranteed. Book your lesson today and join the Siargao surf family! #SurfSiargao #KSBoardridersLessons #CatchTheWave #PhilippineSurfAdventure
• •Ride with Respect. At KS Boardriders, we're passionate about protecting the waves that raised us. As the Philippines' first fully sustainable surf brand, we're committed to a greener ride. Discover gear that's good for your soul and our ocean. #SustainableSurf #ProtectOurPlayground #KSBoardridersCare
• •Meet [Surfer's Name], a Siargao local who lives and breathes the surf. Watch them tear up Cloud 9 on their [Brand] board, available at KS Boardriders. We're stoked to support the talent that makes our community shine! Grab your own magic stick online (we deliver nationwide!) or at our Siargao shop. Don't forget to subscribe for more local surf stories! #SiargaoSurfers #LocalTalent #KSBoardridersCommunity #PhilippineSurfing
• •Island life essentials loading... 🌴 Boards, threads, coffee, and good company. That’s the KS Boardriders vibe in General Luna. Come say hi, grab your gear, and get local tips for your Siargao adventure! #KSBoardriders #Siargao #SurfShop #IslandVibes #Philippines