Brand Tone

Authoritative and Knowledgeable, Performance-Oriented, Authentic/Core Surfer, Professional yet Approachable

Brand Values

• •Quality Craftsmanship
• •Performance
• •Expertise & Passion
• •Authenticity
• •Community/Service

Best Practices

• •Prioritize Performance & Quality: Always highlight the technical superiority, craftsmanship, and performance benefits of the products. Use specific details where possible.
• •Speak the Surfer's Language (Authentically): Use terminology that resonates with experienced surfers, but avoid being overly exclusive or obscure. Keep it genuine and focused on the surfing experience.
• •Emphasize Expertise: Position The Board Lab as a knowledgeable authority. Content should educate and inform, reinforcing trust in their advice and product selection.
• •Showcase Passion: Let the love for surfing shine through. Whether describing a board's design or the feeling of a good wave, infuse copy with genuine enthusiasm for the sport.
• •Maintain a Professional Yet Welcoming Voice: While the brand is about high-performance gear, ensure the tone remains accessible and inviting, reflecting the positive in-store experiences mentioned by customers. Avoid overly aggressive sales language; let the quality and expertise speak for themselves.

Social Perception

Respected Retailer, Knowledgeable Staff, Supplier of Premium Products, Focused on Serious Surfers

Copy Examples

• •Headline: Unlock Your Potential: Precision-Crafted Boards at The Board Lab. Body: Stop fighting your board and start flowing with the wave. At The Board Lab, our expertly curated selection from the world's leading shapers, many built right here on-site, ensures you find the perfect match for your style and the day's conditions. Experience the 'Foam to Foot' difference.
• •Headline: Engineered for Epic. Shaped by Experience. Body: Every board at The Board Lab tells a story of passion and precision. We stock only the finest surfboards and hardware, because we know what dedicated surfers demand. Get the gear that won’t let you down, session after session.
• •Headline: Beyond the Hype: Real Boards for Real Surfers. Body: Forget the fads. The Board Lab is about pure performance and lasting quality. From leading international brands to our custom on-site shaping, we provide the tools you need to elevate your surfing. Talk to our expert team today.
• •Headline: Your Next Perfect Wave Starts Here. Body: The connection between a surfer and their board is sacred. That's why The Board Lab is committed to providing an unparalleled range of surfboards and hardware, backed by genuine expertise. Find the board that will define your season.
• •Headline: The Craftsman's Edge: Feel the Difference at The Board Lab. Body: With surfboards manufactured on-site and a collection from the globe's most respected brands, The Board Lab offers an unmatched 'Foam to Foot' experience. Discover quality you can feel and performance you can trust.