Brand Tone

friendly, approachable, enthusiastic, and community-oriented, adventurous and active

Brand Values

• •Family and Community
• •Passion for Water Sports and Outdoor Lifestyle
• •Quality and Diversity
• •Customer Experience and Service
• •Adaptability and Growth

Best Practices

• •Embrace the "Stoke": Infuse copy with genuine enthusiasm for water sports, the beach, and the outdoor lifestyle. Use words that convey excitement, freedom, and fun.
• •Keep it Friendly and Accessible: Write as if you're talking to a friend or a fellow beach lover. Avoid overly technical jargon and maintain an approachable, welcoming tone.
• •Highlight Community and Family: Weave in the family-owned aspect and the shop's connection to the local South Haven and Saugatuck communities. This builds trust and relatability.
• •Focus on the Experience, Not Just Products: While showcasing products is important, emphasize the adventures, memories, and lifestyle they enable. Sell the joy of being on the water or enjoying a day at the beach.
• •Be Visually Consistent: Ensure that the language used in copy aligns with the visual branding (e.g., vibrant, sunny imagery on social media and the website). This creates a cohesive brand experience.

Social Perception

reliable and key local resource for beachwear, water sports gear, and rentals in the South Haven and Saugatuck areas, integral to the local tourism scene, provider of quality brands and a supporter of the local community

Copy Examples

• •Headline: Ride the Lake Michigan Vibe! Body: Sun's up, surf's up! ☀️ Whether you're a seasoned pro or just dipping your toes in, SoHa Surf Shop has everything you need to make a splash. From the latest swimwear and shades to paddleboards and kayaks ready for your next adventure. Come say hi and let's get you on the water! #SoHaSurf #LakeLife #MichiganAdventure
• •Headline: Your Adventure Starts at SoHa. Body: Dreaming of gliding across the water or catching a Great Lakes wave? We get it. As a family of water lovers, we’ve handpicked the best gear from brands you trust. Plus, our easy rentals at North Beach, South Beach, and Black River mean less fuss, more fun. What are you waiting for? #GetOutside #SoHaRentals #PureMichigan
• •Headline: More Than a Shop, It's a Lifestyle. Body: SoHa is all about sharing the stoke of lakeside living. We’re your local spot for top-notch gear, friendly advice, and that feeling of sandy toes and sunny days. Swing by our South Haven or Saugatuck stores – your next favorite beach outfit or adventure is waiting! #SoHaLifestyle #ShopLocal #GreatLakesSurf
• •Headline: Gear Up for Good Times! Body: From Quiksilver boardshorts to Roxy sun dresses, and Oakley shades to keep you cool – we’ve got the whole family covered. And hey, why not grab a kayak while you're here? Making memories on Lake Michigan is what we do best. #FamilyFun #BeachReady #SoHaSurfShop
• •Headline: Small Town Feel, Big Lake Thrills. Body: We're a small, family-run business with a big passion for all things water! Supporting us means you're supporting a dream and a community. Come experience the SoHa difference – quality gear, expert advice, and a friendly welcome, always. #SupportSmallBusiness #SouthHavenMI #SaugatuckMI