Brand Tone

Friendly, Humorous, and Encouraging

Brand Values

• •Authenticity
• •Community
• •Positivity and Fun
• •Perseverance

Best Practices

• •Use Community "Inside Jokes": Incorporate catchphrases and references from Sam's YouTube channels (e.g., 'Larold,' 'Welp!,' 'Never been a better time') to strengthen the connection with the core audience.
• •Embrace Humor and Self-deprecation: The copy should not take itself too seriously. Reflect Sam's ability to laugh at himself. This makes the brand more relatable and human.
• •Keep it Casual and Conversational: Write copy as if you were talking to a friend. Use contractions (you're, it's) and an informal vocabulary. Avoid corporate jargon or an overly polished, sales-y tone.
• •Focus on Fun and Passion, Not Just the Product: The messaging should center on the joy of skateboarding and gaming. The merchandise is a byproduct of that passion, not just a product for sale.
• •Let Sam's Authentic Voice Lead: Every piece of copy should sound like something Sam himself would say. Before publishing, ask, 'Does this sound like Sam?' This ensures the brand remains an authentic extension of its creator.

Social Perception

The public, particularly his target audience of young skateboarders and gamers, perceives the Sam Tabor Store as a likable and creator-driven brand. It is seen as a way to support a content creator they admire and respect. The brand is not viewed as a standalone entity but as an extension of Sam Tabor's world. This perception is built on years of consistent content that showcases his genuine passion for his hobbies and his positive interaction with his fanbase.

Copy Examples

• •The new Pixel Face hoodie is officially here! Perfect for late-night gaming sessions or pretending you know how to do a kickflip. Grab yours before they're gone... or don't, but it'd be a lot cooler if you did. Link in bio! #SamTaborStore #NeverBeenABetterTime
• •The 'Long Live Larold' deck. It might not make you a better skater, but it'll definitely make you look like you're part of the crew. Made with 7-ply maple and a whole lot of love. This deck has seen more bails than a hay farm, but it's ready for whatever you can throw at it. Go have fun with it!
• •Just saw someone wearing one of our 'Hold Your Horse' tees out in the wild. You guys are awesome. Thanks for all the support! Made my day.
• •From the skate park to your couch! The official Sam Tabor Store has the gear you need to rep your favorite channel. Whether you're into skating, gaming, or just watching a grown man fall off a piece of wood, we've got something for you. Shop now and support the channel!
• •You asked for it... (and we finally listened) Hey! You know that one design we hinted at like, a year ago? Well, after countless hours of definitely not procrastinating, it's finally here. Check out the new collection—it's probably the best thing we've ever made. Never been a better time to get some new gear!