Brand Tone

Authentic, Passionate, Knowledgeable, Experienced, Community-Focused, Local, Heritage, Traditional, Principled, Resilient, Approachable, Friendly

Brand Values

• •Authenticity
• •Quality Craftsmanship
• •Community
• •Heritage & Legacy
• •Passion for Surfing
• •Integrity & Honesty
• •Environmental Stewardship

Best Practices

• •Embrace the Heritage: Regularly weave in the "since 1965," family-owned aspect, and their historical significance to Folly Beach. It’s a powerful differentiator.
• •Speak Authentically (Like a Knowledgeable Local Surfer): Use genuine, relatable surf language but remain accessible. Avoid overly corporate or generic marketing speak. Let the passion for surfing shine through.
• •Champion "Real" Surfing: Consistently reinforce the value of quality, hand-shaped boards and the "No Pop-Outs" philosophy. Educate customers on why this matters.
• •Highlight Community & Localism: Feature local surfers, artists, shapers, and talk about Folly Beach with affection. Promote community events and the impact of "The Beach Project."
• •Be Story-Driven: Share anecdotes from the shop's long history, customer stories (with permission), or the journey of a particular surfboard. This builds connection beyond just selling products.

Social Perception

Iconic, Respected, Core, Authentic, Knowledgeable, Trustworthy, Community-Minded, Potentially Perceived as "Old School"

Copy Examples

• •Headline: Rooted in Folly. Riding Since '65. Body: McKevlin's isn't just a surf shop; it's a landmark. Family-owned for generations, we stock boards with soul and gear that lasts. Come feel the difference experience makes. #McKevlinsHeritage #RealSurfShop
• •Headline: Know Your Wave. Know Your Shaper. Body: We believe in the craft. That's why you'll only find hand-shaped boards and quality gear that we'd ride ourselves. No pop-outs, just pure passion. Talk to our crew – we live for this. #FollyBeachSurf #QualityCraftsmanship
• •Headline: More Than a Shop, It's Our Community. Body: From sponsoring the Gromfest to protecting our shores with The Beach Project, McKevlin's is Folly Beach. Gear up where your purchase supports the waves we all love. #SupportLocalSurf #McKevlinsCommunity
• •Headline: Your First Wave or Your Fiftieth? We've Got You. Body: With decades of Folly Beach swells under our belts, our expert team is here to guide you to the perfect board and essentials, no matter your skill level. Let's share the stoke! #SurfingForAll #FollyBeach
• •Headline: The Ocean Gives Us So Much. We're Giving Back. Body: Every "Beach Project" tee or hat you buy helps fund local legends like Charleston Waterkeeper, keeping our waves clean and marine life thriving. Ride with purpose. #ProtectOurCoast #McKevlinsBeachProject