Brand Tone

Community-focused and Inclusive, Passionate and Enthusiastic, Friendly and Approachable, Authentic and Local, Supportive

Brand Values

• •Community Building
• •Customer Experience
• •Quality Products
• •Local Support & Involvement
• •Passion for Skateboarding and Snowboarding
• •Inclusivity

Best Practices

• •Always Emphasize Community: Frame messaging around "we," "us," and "our community." Highlight local events, riders, and partnerships. Use phrases like "Rumor family" or "your local crew."
• •Be Genuinely Enthusiastic and Passionate: Let the love for skateboarding and snowboarding shine through. Use exclamation points where appropriate, and positive, energetic language. Words like "stoked," "fire," "shred," and "awesome" fit if used authentically.
• •Maintain a Friendly, Welcoming, and Inclusive Voice: Write as if you're talking to a friend, regardless of their skill level. Avoid overly technical jargon without explanation. Ensure messaging is approachable and encouraging, especially for beginners.
• •Highlight Local Roots and Authenticity: Regularly mention your connection to Edmonton and Leduc. Reference local spots, events, and the fact that you're locally owned and operated. Showcase local artists and team riders.
• •Focus on Support and Helpfulness: Position the brand as a resource. Offer advice, highlight your services, and show that the team is there to help customers make the best choices for their needs, reinforcing that you're more than just a sales point.

Social Perception

Highly Respected Local Shop, Welcoming and Inclusive Atmosphere, Knowledgeable and Trustworthy Resource, Community Hub, Supportive of the Scene, Good Value

Copy Examples

• •Instagram Post (Image: Group of local skaters at a park): "More than just a shop, we're a crew. 🤘 Huge thanks to everyone who came out to the [Event Name]! The Edmonton & Leduc scene is pure fire. Tag your friends who shred! #RumorBoardshop #SupportYourLocal #YEGskate #LeducSkate #SkateCommunity"
• •Website Banner (New Snowboard Arrivals): "Fresh Powder Calls for Fresh Gear! ❄️ The latest snowboards have landed at Rumor. Our crew's here to help you find the perfect ride, whether you're a seasoned pro or just starting your mountain journey. Let's get you stoked! #RumorSnow #WinterIsComing #BoardshopFamily"
• •Facebook Ad (Promoting a beginner skateboard complete): "Ready to roll? Taking that first push can be daunting, but at Rumor, we've got your back! Our friendly team will get you set up with the perfect first board – no pressure, just good vibes and expert advice. Come join the Rumor family! #RumorSkate #FirstSkateboard #EdmontonSkateboarding #SupportLocal"
• •YouTube Video Description (Shop Team Edit): "The Rumor crew is at it again! 🔥 Check out [Rider Names] absolutely tearing up [Local Spot/Event]. We're so proud to support the insane local talent here in Alberta. Get inspired, grab your board, and go make some noise! What spot should we hit next? Let us know! #RumorBoardshopTeam #SkateVideo #AlbertaSkateboarding"
• •In-Store Signage (Near service/repair area): "Keep Your Ride Dialed! 🛠️ From the cheapest wax & sharpen in town to getting your setup just right, our passionate team is here to help. We live and breathe this stuff. Ask us anything! Your adventure starts here. #RumorServices #BoardshopLove"