Brand Tone

Authentic & Knowledgeable, Friendly & Welcoming, Community-Oriented, Passionate, Established & Trustworthy, Slightly Nostalgic but Modern

Brand Values

• •Authenticity: Run by skaters, from the managers to the staff.
• •Expertise & Guidance: Committed to providing knowledgeable advice for all skill levels.
• •Customer Focus & Service: Prioritizing excellent customer experience, both in-store and online, including after-sales support.
• •Community Building: Supporting and being an integral part of the local and wider skate scene.
• •Quality Products: Handpicking the best brands and offering a curated selection.
• •Resilience & Heritage: Proud of their long history and ability to adapt and thrive.
• •Inclusivity: Welcoming to beginners, older skaters, and diverse individuals within the skate community.

Best Practices

• •Speak from Experience: Always write as if you are a skater talking to another skater. Use authentic language (without overdoing slang if the target is broad) and demonstrate genuine understanding of the products and the culture.
• •Prioritize Helpfulness: Frame copy around how Slick Willie's can help the customer – whether it's finding the right product, learning a new trick, or connecting with the community. Emphasize the expert advice available.
• •Celebrate the Community: Regularly feature user-generated content (with permission), highlight local skate spots, team riders, and customer stories to reinforce the community value.
• •Balance Heritage with Modernity: Reference the store's rich history and experience, but keep the language fresh, energetic, and relevant to today's skaters. Avoid sounding dated.
• •Maintain a Welcoming and Inclusive Voice: Ensure copy is approachable for everyone, from complete beginners and younger kids to experienced adults returning to skating. Avoid jargon where simpler terms suffice or provide explanations. Reassure newcomers that they are in the right place.

Social Perception

Highly Respected & Trusted, Customer-Centric, Community Hub, Reliable, Welcoming Atmosphere

Copy Examples

• •Fresh drop alert! 🔥 The new [Skateboard Brand] decks have landed, and trust us, they ride as good as they look. Our crew's already eyeing them up! Swing by the store – we're here to help you find your perfect setup, whether you're a seasoned pro or just starting your roll. #SlickWillies #LondonsOldestSkateStore #SkateLife #NewGearDay #Since1970
• •Rolling with London Since 1970. More than just a shop, we're the heart of the city's skate scene. Expert advice, top gear, and a community that always has your back. Come say hi at our South Kensington spot or shop online 24/7. [Link to About Us]
• •Who's ready for a Hyde Park cruise? ☀️ We're buzzing for this weekend's community skate! It's all about good vibes, meeting fellow skaters, and enjoying the ride. Beginners welcome – our team will be there to share some tips. Check the link in bio for meet-up details! #SlickWilliesCommunity #LondonSkate #RollWithUs #SkateEvents
• •The [Inline Skate Model] – a true all-rounder. We've put these skates through their paces, and they deliver a smooth, responsive ride perfect for both street skating and park sessions. Our team loves the [Specific Feature] for its [Benefit]. Got questions on sizing or if these are the right fit for your style? Give our expert skaters a call or drop by – we’ve been matching skaters with their perfect gear for over 50 years!
• •50+ years of scrapes, grinds, and good times. Slick Willie's isn't just London's oldest skate store; it's a legacy built on passion and a love for all things skating. Thanks for being part of our journey! #SlickWilliesHeritage #SkateCulture #LondonHistory #StillRolling