Brand Tone

Adventurous, Passionate, and Encouraging

Brand Values

• •Adventure and Freedom
• •Quality and Expertise
• •Community and Shared Experience
• •Passion for Place
• •Customer-Centric Service

Best Practices

• •Lead with the Experience, Not the Specs: Focus copywriting on the feeling of freedom, flight, and silent gliding. Use powerful, evocative verbs like "soar," "glide," "unleash," and "discover" instead of getting bogged down in technical specifications, which can be reserved for product pages.
• •Anchor the Brand in Northern Michigan: Consistently weave the "Lake Life" ethos into the copy. Mention specific local areas (with permission), the beauty of freshwater lakes, and the unique culture of Northern Michigan summers. This creates an authentic connection with the target audience.
• •Show, Don't Just Tell: Pair every piece of copy with high-quality, dynamic visuals (photos and videos) of real people having fun. This reinforces the adventurous and encouraging tone and provides social proof that the activity is both exciting and achievable.
• •Balance "Premium" with "Approachable": While you sell a high-end product (Lift Foils), the brand's voice should remain encouraging and down-to-earth. Emphasize that lessons are designed for absolute beginners and that the goal is to share a passion, not just sell expensive gear.
• •Maintain Authenticity Through the Founders' Story: Continue to leverage the personal story of Paul and Sara. Using an "owner-operator" voice in social media and email marketing adds a layer of trust and passion that larger, more corporate brands cannot replicate. It makes the adventure feel personal and the business more relatable.

Social Perception

The public perception of Lake Life Efoils appears to be overwhelmingly positive, positioning it as a professional, exciting, and well-regarded local business. Media portrayals and their own content suggest they are seen as pioneers bringing a novel and thrilling water sport to the Northern Michigan community. The emphasis on structured lessons with certified instructors likely contributes to a perception of safety and professionalism. The business is framed as a successful local venture started by passionate residents, which tends to generate positive community sentiment. Word-of-mouth seems to be a significant driver of their growth, indicating high customer satisfaction.

Copy Examples

• •Don't Just Live the Lake Life. Fly It. Your First eFoil Flight is One Lesson Away.
• •That feeling when you stop riding on the water and start flying over it. This is the future of the lake life, and it's easier than you think. Ready for takeoff? Tap the link in our bio to book your lesson! #LakeLifeEfoils #LiftFoils #PureMichigan #FlyOverWater #TraverseCity
• •Tired of the same old summer routine? Unleash a new kind of thrill. Lake Life Efoils offers certified eFoil lessons that will have you gliding above the water on your very first day. No waves, no noise just pure flight. Book your adventure now.
• •Your Summer Adventure Just Got an Upgrade.
• •Experience the Sensation of Flight. At Lake Life Efoils, we believe everyone should know what it feels like to fly. As Northern Michigan's premier Lift Foils affiliate, our certified instructors provide the expert guidance and top-tier equipment you need to safely master the art of eFoiling. Book a private or group lesson today and discover a whole new way to love the lake.