Brand Tone

Authentic & Passionate, Knowledgeable & Expert, Community-Oriented & Friendly, Enthusiastic & Stoke-Driven, Down-to-Earth & Approachable

Brand Values

• •Heritage & Longevity
• •Expertise & Quality
• •Community Focus
• •Passion for Surf & Skate Culture
• •Customer Service & Education
• •Authenticity

Best Practices

• •Embrace Authentic Surf/Skate Lingo (but don't overdo it): Use terms like "stoked," "grom," "shred," "carve," "yew!" naturally where appropriate. It shows you're part of the culture. However, ensure clarity for a broader audience too.
• •Channel 'Wooly's' Voice: Think expertise delivered in a friendly, down-to-earth, and passionate way. Avoid overly corporate or bland language. Let the genuine enthusiasm for surfing and skating shine through.
• •Highlight Heritage and Local Connection: Regularly remind your audience of Star's long history in Mandurah and WA. This builds trust and a sense of community.
• •Focus on Solutions and Stoke: Frame products and services around how they enhance the customer's surfing/skating experience – improving skills, catching more waves, having more fun ("sharing the stoke").
• •Be Engaging and Approachable: Ask questions in social media posts, encourage interaction, and maintain a helpful, friendly tone in all communications, reflecting the "family owned and operated" vibe.

Social Perception

A Respected Local Institution, Knowledgeable and Trustworthy, Community-Minded, Authentically Connected to Surf/Skate Culture, A Go-To for Quality Gear

Copy Examples

• •YEEW! 🌊 Fresh batch of [Surfboard Brand/Model] just landed at Star! Ian 'Wooly' Macpherson already eyeing a couple for his next Wooly TV review – you know they gotta be good. 😉 Whether you're chasing barrels or perfecting that cutback, we've got the magic stick for your next session. Swing by the shop or check 'em out online! #StarSurfSkate #MandurahSurf #NewBoards #Stoked #WoolyApproved #SurfLife
• •No waves? No worries! Keep the surf vibes alive and your skills sharp with our epic range of surf skates. 🤙 Carve up the concrete and feel that ocean flow, right here in WA. Perfect for all levels – from groms finding their feet to seasoned shredders. Pop into Star Surf + Skate in Mandurah, your local spot since 1980, and let's find your perfect ride! #SurfSkate #LandSurfing #StarSurf #Since1980 #Mandurah #SkateLife #TrainAnywhere
• •Get the Lowdown Before You Ride! 📺 Dive into Wooly TV – Star Surf + Skate owner Ian 'Wooly' Macpherson's honest, no-nonsense surfboard reviews and surf tips. Decades of WA surfing packed into every vid. Your next favorite board is just a click away! [Link to Wooly TV] #WoolyTV #SurfboardReviews #ExpertAdvice #StarSurfSkate #KnowYourGear
• •Hey [Customer Name], The swell's looking good and so are the deals down at Star! This weekend, we're not just about epic gear; we're celebrating the awesome Mandurah surf community. Swing by for [mention event, e.g., a local surfers' BBQ, special discount on wetsuits] and share the stoke with us. We've been your family-owned surf hub for over 40 years – come feel the local love! #StarCommunity #MandurahLocals #SurfSale #StarSurfSkate #SharingTheStoke
• •Ready to catch your first wave? Or maybe you're looking to build that confidence? This [Surfboard Model Name] is your perfect mate for WA's friendly rollers. Crafted for stability and easy paddling, it’ll get you up and riding with a smile. Our crew at Star, backed by decades of surfing these local breaks (and teaching 'em too!), reckon this is a winner for getting you hooked. Got questions? Wooly and the team are always here to help you find your feet! #BeginnerBoard #FirstWave #StarSurfSchool #MandurahSurf #EasyRider #GetStoked