Brand Tone

Authentic & Passionate, Knowledgeable & Authoritative (but approachable), Community-Focused & Friendly, Enthusiastic & Stoked, Informal & Conversational

Brand Values

• •Passion for Surfing
• •Community
• •Authenticity
• •Quality
• •Expertise & Service
• •Lifestyle

Best Practices

• •Know Your Roots, Speak Their Language: Immerse yourself in surf culture and the local Newcastle vibe. Use authentic surf terminology naturally, but avoid overdoing it to the point of it feeling forced or excluding beginners.
• •Prioritize Passion and Enthusiasm: Let genuine excitement for surfing and the products (like Rip Curl's innovative gear) shine through in every piece of communication. If you're stoked, your customers will be too.
• •Be Helpful, Not Just Salesy: Focus on providing value – whether it's tips on choosing the right wetsuit, information about local surf conditions, or insights into new Rip Curl technology. Sales will follow genuine assistance.
• •Foster Community Connection: Frame your messaging to reinforce Sanbah's role as a central part of the Newcastle surf scene. Highlight local events, surfers, and partnerships. Make customers feel like they're part of the Sanbah family.
• •Stay Visually and Verbally Cohesive: Ensure your copy complements your visual branding (action shots, lifestyle imagery). The words and pictures should tell the same authentic story of a brand deeply embedded in the surf lifestyle, proudly offering quality gear like Rip Curl. Consistency across all platforms (website, Instagram, emails) is key.

Social Perception

Respected Local Surf Hub, Knowledgeable and Trusted, Supportive of the Surf Community, Good Range of Products, Friendly and Welcoming

Copy Examples

• •Instagram Post (New Rip Curl Wetsuit): Fresh drop of Rip Curl steamers just hit the racks! 🌊 Get geared up for those crisp autumn swells with the latest E-Bomb and Flashbomb tech. Swing by Sanbah – we'll get you sorted. #RipCurl #NewcastleSurfing #SanbahSurf #NewWetsuitDay #StayWarmStayStoked
• •Website Banner (Seasonal Sale): Score Epic Deals! 🤙 Our mid-season sale is ON. Grab that Rip Curl boardshort you've been eyeing or upgrade your rubber for less. Your next wave is waiting. Shop now at Sanbah!
• •Email Newsletter Snippet (Promoting Surfboard Range): Hey [Customer Name], chasing the perfect ride? From performance shortboards to fun-focused fishes, our surfboard quiver is looking all-time. Our crew at Sanbah have decades of experience matching surfers with their magic carpet. Got questions on what Rip Curl model or local shaper is right for you? Hit reply – we're here to help you find it!
• •Facebook Post (Community Event): Huge thanks to everyone who came down for the Sanbah grom comp last weekend! So much talent on display. Congrats to all the winners and participants – you guys rip! Stay tuned for more community shred-togethers. #SanbahCommunity #NewcastleGroms #SupportLocalSurf #RipCurl
• •Product Description (Rip Curl Watch): More than just a timepiece, the Rip Curl Search GPS 2 watch is your ultimate surf companion. Track your waves, check the tides, and count your paddle strokes – all from your wrist. Built tough for the surf and beyond. Get yours at Sanbah and never miss a session. #RipCurlSearchGPS #SurfTech #SanbahApproved