Brand Tone

Authentic & Knowledgeable, Community-Focused & Supportive, Friendly & Approachable, Passionate, Playful & Relatable (especially on TikTok)

Brand Values

• •Community
• •Expertise & Experience
• •Quality & Range
• •Support for Local
• •Passion for Surfing
• •Customer Service

Best Practices

• •Speak from Experience: Leverage the shop's extensive history and the staff's genuine surfing knowledge. Use anecdotes, local surf spot references, and authentic surf lingo (appropriately, without overdoing it).
• •Prioritize Community: Regularly highlight local shapers, surf schools, community events, and customer stories. Frame promotions and content around how they benefit the local surf scene.
• •Be Genuinely Helpful: Offer practical advice, tips, and guides related to surfboard selection, care, and surfing in Victoria. Respond to queries with a friendly and informative approach.
• •Adapt to the Platform, Maintain the Core: While the playfulness on TikTok is great, ensure the core values of expertise, quality, and community still subtly shine through. The foundational voice should remain recognizable.
• •Keep it Real and Relatable: Avoid overly corporate or generic marketing speak. Use a conversational style that resonates with the everyday surfer. Share the stoke, the struggles, and the humour of the surfing lifestyle.

Social Perception

Melbourne Surfboard Shop is generally perceived as a cornerstone of the Melbourne surfing scene. It's seen as a reliable, expert source for surfboards and gear, with a strong connection to local surfers and shapers. Customers likely view them as authentic and deeply invested in the surf culture, rather than just a retail outlet.

Copy Examples

• •Instagram Post (New Board Arrival): Fresh foam just landed! 🔥 Check out the latest quiver from local shaper [Shaper's Name/Brand] – crafted right here in Vic for those perfect local peelers. Whether you're charging Bells or cruising the Peninsula, we've got the magic stick for your next session. Swing by the shop or hit us up online. #MelbourneSurf #SupportLocalShapers #CoreBoardStore #VicSurf
• •Facebook Post (Community Event/URBNSURF Tip): Heading to URBNSURF this weekend? 🌊 Don't forget, the right board makes all the difference in the pool! Our crew have been getting their wave counts up and have some solid tips on what works best for Cruiser to Beast mode. Got questions? Drop 'em below or come chat with us in Thornbury. We're all about keeping you stoked and on the best gear. #MelbourneSurfboardShop #UrbnsurfMelbourne #WavePoolWarriors #SurfCommunityVic
• •Website Blog Snippet (About Board Care): Your board's your mate in the water, so treat it right! After 20+ years of seeing it all – from minor dings to full-on battle scars – we know a thing or two about keeping your surfboard in prime condition. Here are a few simple tips from the MSS crew to ensure your favourite ride lasts season after season...
• •TikTok Video Caption (Humorous take on a wipeout): When the surf report says 2ft and it feels like 6ft... 😂 We've all been there! At least the walk of shame is easier with one of our trusty legropes. Gear up for reality at Melbourne Surfboard Shop. #SurfFails #MelbourneSurf #ZakSurfboards #StillFrothing #CoreBoardStore
• •Email Newsletter Subject Line (Promoting a Sale/Workshop): Score Your Next Dream Board (and support local!) 🤙 Body Snippet: G'day Surfers, The crew at Melbourne Surfboard Shop here. We're not just about selling boards; we're about fuelling your passion and backing our awesome Victorian surf community. [Details of sale/workshop]...