Brand Tone

Authentic & Passionate, Friendly & Welcoming, Knowledgeable & Experienced, Community-Focused, Informal & Conversational, Enthusiastic & Fun

Brand Values

• •Passion for Surfing
• •Community
• •Authenticity
• •Expertise & Quality
• •Customer Experience
• •Respect for Nature/Environment
• •Heritage & Longevity

Best Practices

• •Speak from Passion, Not Just Product: Infuse genuine enthusiasm for surfing and the ocean into all communications. Share the stoke.
• •Keep it Real and Relatable: Use a conversational, down-to-earth voice. Avoid overly technical jargon unless explaining something specific where expertise is key, and even then, make it understandable. Use language your audience uses.
• •Embrace the Community: Regularly address and engage with your audience as part of a shared community. Highlight local events, customer stories (with permission), and the unique aspects of surfing in Bundoran.
• •Be an Encouraging Expert: Offer advice, tips, and insights with confidence but always in a supportive and encouraging manner, especially for beginners. Position yourself as the friendly expert.
• •Visuals and Voice Must Match: Ensure the tone of your written content aligns with your visual branding (which is currently strong). If the photos are about adventure and fun, the text should echo that. Consistency across all touchpoints reinforces the brand identity.

Social Perception

Trusted Authority, Community Hub, Welcoming to All, High-Quality Provider, Iconic Local Business, Passionate & Genuine

Copy Examples

• •The Atlantic is calling! 🌊Epic swells rolling into Bundoran today. Who's grabbing their board and joining us? Drop by the shop for the latest conditions and gear to make the most of it. Let's get salty! #SurfworldBundoran #BundoranSurf #IrelandSurfing #WaveOfTheDay #SurfLife
• •Always dreamed of riding a wave? 🤔💭 Now's your chance! Our beginner surf lessons are all about fun, safety, and catching that unforgettable first wave. Our experienced instructors will be with you every step of the way. Book your spot and start your surf journey with Ireland's original surf shop! Link in bio. #SurfLessons #BeginnerSurfer #Bundoran #SurfSchool #SurfworldSince1990
• •Ireland's Oldest Surf Shop, Youngest at Heart. Your Adventure Starts Here in Bundoran. Gear Up, Get Out, Get Stoked!
• •Chilly waters? Not a problem with the new [Wetsuit Brand & Model]! 🔥 Stay warmer, surf longer, and feel the freedom. We've tested this ourselves in the Irish waves, and trust us, it's a game-changer. Swing by Surfworld or check it out online – your next epic session awaits! #Wetsuit #SurfGear #StayWarm #SurfworldBundoran #IrishSea
• •Hey Surf Fam! 👋 Big thanks to everyone who joined the beach clean-up last Saturday – what a legendary effort! It's all about keeping our beautiful coastline pristine for more wave-riding adventures. Keep an eye out for our next community day, and remember, the shop's always stocked with good vibes and the best gear. See you in the water! - The Surfworld Crew