Brand Tone

Authentic & Passionate, Knowledgeable & Supportive, Community-Focused, Established & Trusted, Enthusiastic & Fun

Brand Values

• •Passion for the Sports
• •Quality & Selection
• •Customer Service & Expertise
• •Community Building
• •Authenticity

Best Practices

• •Speak the Language Authentically: Use genuine skate and snow terminology naturally. Avoid forced slang, but don't be afraid to use terms that resonate with experienced riders (e.g., dialed in, stoked, kickflip, powder).
• •Focus on the Experience, Not Just Specs: While product features are important, connect them to the feeling and experience of skateboarding or snowboarding. Emphasize fun, freedom, progression, and community.
• •Highlight Community and Local Roots: Regularly feature local riders, spots, and events. Emphasize their Canadian heritage and connection to the Alberta scene. This builds loyalty and reinforces authenticity.
• •Be Enthusiastic and Passionate: Let the genuine love for the sports shine through in your wording. Use energetic and positive language that reflects the excitement of riding.
• •Be Knowledgeable but Approachable: Position the brand as experts who are eager to share their knowledge in a friendly, non-intimidating way. Make beginners feel as welcome as seasoned pros.

Social Perception

Positive among Target Audience, Community Hub, Trusted Online Retailer, Knowledgeable Staff

Copy Examples

• •Headline: Fresh Powder, Fresh Gear. Your Winter Starts at The Source. Body: The mountains are calling, and we've got everything you need to answer. From the latest boards to the warmest tech, gear up with the pros who ride. #SourceForAdventure
• •Headline: Concrete Waves & Community Vibes. Body: Whether you're dialing in your kickflip or cruising the streets, The Source is your spot. Decks, kicks, and the raddest crew in [City Name/Canada]. Roll through. #SkateTheSource
• •Headline: Not Just a Shop, We're Your Crew. Body: Since '89, we've been sharing the stoke for snow and skate. Expert advice, the best gear, and a passion that matches yours. Come find your perfect setup. #TheSourceExperience
• •Headline: Limited Drops. Unlimited Stoke. Body: Cop the freshest [Brand Name] release before it's gone. We score the exclusives so you can ride in style. Check online & in-store for new arrivals. #SourceExclusive
• •Headline: Built by Riders, For Riders. Body: We live this stuff. From first turns to pro lines, The Source has your back with gear that performs and advice you can trust. Get equipped for your next session. #RideWithUs