Brand Tone

Authentic, Community-Focused, Passionate, and Friendly

Brand Values

• •Community Support
• •Authenticity
• •Customer Focus
• •Passion for Surf/Skate
• •Local Heritage

Best Practices

• •Embrace Local Lingo (Authentically): Use terms and references that resonate with the Santa Cruz surf and skate community (e.g., "The Lane," "stoked," "rippers"), but ensure it feels natural and not forced.
• •Highlight Community Involvement: Regularly share stories and updates about local events, team riders, and community support initiatives. This reinforces the "community-focused" value.
• •Maintain a Friendly & Approachable Voice: Write as if you're talking to a friend. Use welcoming language, be helpful, and show enthusiasm. Avoid overly corporate or impersonal jargon.
• •Show, Don't Just Tell, Your Passion: Let the genuine love for surfing and skateboarding shine through in descriptions, stories, and social media interactions. Visuals (photos/videos of local spots, riders) should complement this.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media posts, email marketing, and even in-store signage feels like it's coming from the same authentic, community-minded brand. Develop a simple style guide for reference.

Social Perception

Positive Local Reputation, Supportive of Local Talent, Authentic Surf/Skate Hub, Trusted Retailer

Copy Examples

• •Instagram Post (New Product Arrival): "Fresh drop of [Brand] gear just hit the shelves and online! 🌊 Get that Santa Cruz style dialed in. Whether you're hitting The Lane or cruising the boardwalk, we've got you covered. Swing by the shop or tap the link in bio – stay stoked, friends! #PacificWave #SantaCruzSurf #SkateLife #NewCollection #SupportLocalSC"
• •Facebook Ad (Event Promotion): "Pacific Wave is amped to support the upcoming [Local Surf Contest Name]! 🤙 Come cheer on the local rippers and soak up the Santa Cruz surf vibes. Our team riders will be there – stop by our tent for some freebies and high-fives! More details on our website. #PacWaveCommunity #SantaCruzEvents #SurfContest #LocalAndProud"
• •Website Homepage Banner: "Your Santa Cruz Surf & Skate Hub Since '93. From seasoned pros to weekend wave warriors, Pacific Wave treats you like family. Shop the latest gear, get expert advice, and share the stoke. #RideWithUs #PacWaveSantaCruz"
• •Email Newsletter Subject: "Waves Are Calling (& So Is New PacWave Gear!) 🌊" Email Body Snippet: "Hey [Customer Name], whether the surf's up or the pavement's calling, we've got the goods to keep your stoke levels high. Check out the latest arrivals from [Brand X] and our exclusive PacWave private label tees – designed right here in Santa Cruz, for our community. [Link to New Arrivals]"
• •Twitter Post (General Engagement): "Epic morning at Steamer Lane! Who caught some waves? Share your pics! 👇 Nothing beats that Santa Cruz surf life. #PacificWave #SurfSantaCruz #GoodVibes"