Brand Tone

approachable, passionate, knowledgeable, and community-focused.

Brand Values

• •Passion for Surfing
• •Customer Service Excellence
• •Community
• •Quality and Variety
• •Authenticity/Down-to-Earth

Best Practices

• •Speak Like a Surfer (Authentically): Use language that resonates with the surfing community – terms like "stoked," "quiver," "swell," "session" – but ensure it feels natural and not forced. Staff are genuine surfers, so their natural way of speaking should inform the copy.
• •Prioritize Helpfulness & Expertise: Frame copy around helping customers find the right board and have the best surfing experience. Emphasize the staff's knowledge and willingness to guide.
• •Foster Community & Inclusivity: Write in a way that makes everyone feel welcome, from beginners to experienced surfers. Highlight the shared passion for surfing.
• •Keep it Real & Down-to-Earth: Reflect the brand's humble beginnings and genuine love for the sport. Avoid overly corporate or pretentious language.
• •Show, Don't Just Tell, the Passion: Infuse copy with genuine enthusiasm for surfing. Share stories, highlight cool boards, and celebrate the surfing lifestyle.

Social Perception

The Board Source is generally perceived very positively by customers and the local surfing community. They are seen as a "legit" and "favorite" surf shop with knowledgeable and friendly staff who offer a great buying and selling experience. Customers appreciate the wide selection of boards, the fair trade-in process, and the welcoming atmosphere, especially for those new to surfing. The lack of aggressive sales tactics and the focus on the customer's needs contribute to this positive perception.

Copy Examples

• •Headline: Find Your Perfect Wave. Our Crew's Here to Help. Body: Whether you're a seasoned pro or just getting your feet wet, The Board Source has the board and the know-how to get you stoked. Swing by the warehouse – we love talking surf!
• •Headline: More Than Just a Shop, It's a Surfing Family. Body: From our garage roots to a warehouse packed with over 600 boards, our passion for surfing and our community drives everything we do. Come find your next ride with us.
• •Headline: Got a Board to Sell? We Make it Easy. Body: Ready to trade up or make some space in your quiver? Our consignment process is straightforward and fair. Let our expert team help your board find its next adventure.
• •Headline: Stoke Guaranteed: New & Used Boards for Every Rider. Body: We live and breathe surfing. That’s why we stock a massive range of quality new and pre-loved boards. Our team will match you with the perfect stick to elevate your sessions.
• •Headline: Your Local Source for All Things Surf. Body: Need advice on the right fins? Looking for that magic board? Or just want to chat about the latest swell? We're your go-to. Passionate surfers, expert advice – that's The Board Source promise.