Brand Tone

Authentic & Core, Community-Focused & Welcoming, Knowledgeable & Curated, Slightly Understated Cool

Brand Values

• •Community: A primary focus is on "improving our local skate scene and providing a positive experience to everyone who comes through." They engage in local collaborations, such as with Vertigo Music, celebrating shared community ties.
• •Authenticity: Started by friends and managed by a "tight knit crew," emphasizing genuine connection to skate culture.
• •Customer Service: They aim to provide a "high standard of service" both in-store and online, with personalized touches like thank you notes. This is frequently praised in customer reviews.
• •Quality & Curation: Focus on a "well curated list of brands" and high-quality products, including their own private label and collaborations.
• •Passion for Skateboarding & Sneaker Culture: Evident through their product selection, collaborations, and the stories they tell around their releases.

Best Practices

• •Speak from Experience: Use language that reflects a genuine understanding of skate culture, its nuances, and the products. Avoid overly corporate or generic marketing speak.
• •Highlight Community Stories: Regularly feature local skaters, events, or collaborations that emphasize the "community hub" aspect of the brand.
• •Be Authentic in Engagement: Respond to comments and messages in a genuine, helpful, and approachable manner. Reflect the "tight knit crew" vibe.
• •Educate and Inform: When describing products, especially collaborations or technical gear, provide context, inspiration, or details that showcase knowledge and passion, not just features.
• •Maintain Visual Consistency: Ensure photography and videography on social media and the website align with the authentic, core skate aesthetic – not overly polished, but clean and engaging, often action-oriented or showcasing product in a real-world context.

Social Perception

Legitimate and Trusted, Respected in the Skate/Sneaker Community, Good Customer Service, Hub for Locals, Access to Desirable Products

Copy Examples

• •Instagram Post (New Shoe Release): "More than just a shoe, it's a piece of [Local Theme, e.g., 'Michigan fall']. Inspired by [brief inspiration story], our latest collab with [Brand] is built for the streets and rooted in our community. Cop yours in-store and online Saturday. #PremierSkate #NewCollection #[CollaborationName]"
• •Website Banner (General): "Premier: Your Local Hub for Skate and Street. Since 2001, built by friends, for the scene. Shop curated gear and connect with us."
• •Facebook Event (Skate Jam/Demo): "Roll through this Saturday! We're hosting a [Event Type] at [Location]. Good vibes, new lines, and the community together. All wheels welcome. More details on our site. #PremierSkateCommunity #GrandRapidsSkate"
• •Product Description (Premier Branded Deck): "Pressed with passion, right from the heart of GR. Our latest Premier shop decks are designed by skaters, for skaters – durable, responsive, and ready for whatever spot you’re hitting next. Support your local. [Link to product]"
• •Email Newsletter Snippet (Highlighting Staff): "Meet the crew! [Staff Member's Name], a [Role] at Premier, has been lacing up for [X] years. Favorite spot? [Spot Name]. Swing by the shop and say hi – we’re always here to talk gear, spots, or the latest drops."