Brand Tone

Empowering, Supportive, and Practical.

Brand Values

• •Inclusivity
• •Perseverance
• •Innovation

Best Practices

• •Lead with Empathy: Always start from a place of understanding the customer's struggle. Use phrases like "We get it," "Frustrating, isn't it?" or "If you've ever felt..." to build an immediate connection.
• •Champion Your Community: Continue to make user-generated content and testimonials the hero of your marketing. Share customer stories and photos relentlessly, as they are your most powerful form of social proof.
• •Focus on the "Why," Not Just the "What": The product is a foam knob, but its purpose is profound. Frame the narrative around the outcome: surfing again after an injury, keeping a family tradition alive, or conquering a personal challenge. The "why" is keeping people surfing.
• •Be Unapologetically Niche: Do not try to appeal to the pro-surfing crowd. Your strength is in serving the audience that has been left behind. Own the "assistive device" label and use it as a badge of honor.
• •Maintain a Supportive and Problem-Solving Tone: In all communications—from ad copy to customer service emails—be the helpful, knowledgeable friend. When a customer has an issue, respond publicly with solutions to show you stand behind your product and its users.

Social Perception

A "Game Changer" for a Niche Audience.

Copy Examples

• •Your last wave is not in your past. Age, injuries, and flexibility are just words. We created Surf Knobs to give you the lift you need, so you can keep doing what you love. More space, easier pop-ups, more waves. #SurfKnobs #SurfingForLife #NeverStopSurfing
• •Don't Let "Pop-Up Dysfunction" Win. Bad back? Stiff hips? Frustrating sessions? You're not alone. Surf Knobs give you an extra 2.25 inches of clearance right where you need it. It's the simple, patented tool that's getting surfers back on their boards and enjoying the ride. Learn more and read their stories.
• •The Difference Between a Blown Take-Off and the Ride of Your Life.
• •Still struggling with your pop-up? We need to talk.
• •Think of them as yoga blocks for your surfboard. Our patented EVA foam knobs give you the stability and space to get your feet under you cleanly. No more dragging your back foot. Just a smooth, single-motion pop-up, every time. #SurfAid #AdaptiveSurfing #SurfTech