Brand Tone

Hopeful and Uplifting, Authentic and Honest, Down-to-Earth and Relatable, Passionate and Energetic, Community-Focused and Philanthropic, Thought-Provoking

Brand Values

• •Hope
• •Faith/Spirituality
• •Love and Unity
• •Authenticity and Honesty
• •Community and Giving Back
• •Resilience and Perseverance
• •Artistic Integrity and Growth

Best Practices

• •Lead with Hope and Authenticity: Ensure that all communications, whether about music, merch, or events, carry an underlying message of hope and are expressed in a genuine, honest voice. Avoid hype that feels disingenuous.
• •Speak to the "Existential Crisis": Acknowledge life's struggles and questions in your copy. Switchfoot's music often explores the tension between how things are and how they could be. Let your copy reflect this understanding and offer a sense of solidarity.
• •Foster Community and Connection: Use inclusive language ("we," "us," "our community"). Encourage interaction and sharing, reinforcing the band's value of connection with their fans. Actively engage with comments and messages.
• •Highlight Action and Purpose (Bro-Am): When promoting the Bro-Am Foundation or other charitable efforts, clearly articulate the impact and invite participation. This reinforces their commitment to giving back and allows fans to connect with that value.
• •Stay True to the "Switchfoot" Meaning: Remember the origin of the band's name – "to take a new stance facing the opposite direction... It's about change and movement, a different way of approaching life and music." Let copy reflect a willingness to explore, question, and inspire positive change, rather than offering easy answers.

Social Perception

Inspiring and Positive Influence, Talented and Passionate Musicians, Genuine and Humble, Dedicated to their Community, Long-Standing and Evolving, Transcends Genre Labels

Copy Examples

• •Concert Promotion: "More than just a concert. It's a night of hope, shared stories, and songs that meet you where you are. Join Switchfoot live – let the music move you. #SwitchfootLive #HopeIsTheAnthem"
• •New Music Announcement: "New songs for the journey. We poured our hearts and questions into this one, hoping it finds you and speaks to what you're going through. Listen to the new album now. Link in bio. #Switchfoot #NewMusic #AuthenticSongs"
• •Bro-Am Foundation Appeal: "Be the change. The Bro-Am isn't just about surf and songs; it's about lifting our community. Every bit of support helps us give back to at-risk youth in San Diego. Play your part. Donate today. #SwitchfootBroAm #GivingBack #SanDiegoLove"
• •Merch Store Post (General): "Wear the words that move you. Our latest merch is inspired by the journey, the struggles, and the light that always shines through. Shop the collection. #SwitchfootMerch #WhereTheLightShinesThrough #SongsToLiveBy"
• •Fan Engagement Post: "This journey wouldn't be the same without you. What Switchfoot song has meant the most to you lately and why? Share your story in the comments. We're listening. #SwitchfootFamily #Community #MusicConnects"