Brand Tone

Friendly and Welcoming, Community-Oriented, Passionate and Enthusiastic, Approachable and Down-to-Earth, Helpful and Authentic

Brand Values

• •Exceptional Customer Experience
• •Quality and Diverse Offerings
• •Community Focus and Local Roots
• •Passion for the Water Lifestyle
• •Family and Local Entrepreneurship

Best Practices

• •Embrace "Friendly Expert" Language: Write as if you're talking to a friend who's keen to share their passion and knowledge about water sports and beach life. Avoid overly technical jargon unless explaining something specific where expertise is valued. Be approachable and enthusiastic.
• •Highlight Community and Local Connections: Regularly incorporate references to South Haven, Saugatuck, Lake Michigan, and the "SoHa lifestyle." Share local news (when relevant), talk about community events, and emphasize the family-owned aspect. This reinforces the "local go-to" perception.
• •Use Authentic, Relatable Scenarios: Describe products and services in the context of real-life use by your target audience (e.g., "perfect for a family day at South Beach," "stay warm after a sunset surf"). This makes the brand more tangible and relatable.
• •Keep it Positive and Upbeat: The overall tone should be optimistic and reflect the joy of their lifestyle. Use positive language and a generally enthusiastic voice, especially on social media, complemented by vibrant imagery.
• •Be Genuinely Helpful: Whether it's providing clear rental information, tips for a good day on the water, or just a friendly greeting, the copy should always aim to be helpful. This reinforces the excellent customer service value that is frequently praised in reviews.

Social Perception

A Trusted Local Destination, Welcoming and Family-Oriented, A Source for Quality Products, An Integral Part of the Local Water Sports Scene, A Respected Small Business

Copy Examples

• •Sun's out, boards out! ☀️🌊 Fresh drop of [Brand Name] boardshorts just hit the shelves! Perfect for chasing those Great Lakes waves or just soaking up the South Haven sunshine. Swing by the shop and find your perfect pair – let's get you ready for your next adventure! #SoHaSurfShop #LakeLife #SurfMichigan #NewArrivals #[BrandName]
• •Dreaming of a peaceful paddle on the Black River or a fun day on Lake Michigan? We've got you covered! Our kayak and paddleboard rentals are ready to make your summer unforgettable. Friendly instruction included! Book your adventure today: [Link to rental page] #SoHaRentals #SouthHavenMichigan #Saugatuck #Paddleboarding #KayakFun #PureMichigan
• •Your Great Lakes Adventure Starts Here. Quality Gear, Local Vibe, Unforgettable Memories. Welcome to SoHa Surf Shop – Family-owned and fueled by the lake.
• •Hey SoHa Lifers! 👋 Don't forget our Annual Beach Clean-Up this Saturday at North Beach! Join your fellow lake lovers as we give back to the shores we adore. Plus, coffee and donuts on us! More than just a shop, we're a community. See you there! #SoHaCommunity #ProtectOurLakes #SouthHavenEvents
• •Wrap yourself in comfort and authentic lakeside style with the [Product Name] sweatshirt by [Brand Name]. Super soft, built to last, and perfect for those cool Michigan evenings by the water or post-surf chills. It’s not just a sweatshirt, it’s a piece of the SoHa lifestyle. Get yours and feel the good vibes! #LakeMichigan #SurfStyle #CozyVibes