Brand Tone

Passionate & Enthusiastic, Authentic & Down-to-Earth, Community-Oriented, Environmentally Conscious & Educational, Inspiring

Brand Values

• •Passion for Surfing & the Ocean
• •Sustainability & Environmental Responsibility
• •Quality
• •Community & Support for Local Scene
• •Social Responsibility
• •Authenticity

Best Practices

• •Always Circle Back to Core Values: Before writing, briefly revisit the brand's core values (passion, sustainability, community, quality, authenticity). Ensure the copy, whether for a product, social media, or an "About Us" page, reflects at least one of these.
• •Speak the Surfer's Language (Authentically): Use terminology and a style that resonates with the surf community, but avoid forcing slang or being overly technical if it doesn't feel natural. The tone should be inclusive yet knowledgeable.
• •Highlight Purpose Beyond Profit: Weave in messages about environmental responsibility and community support where relevant. This reinforces the brand's deeper purpose and resonates with conscious consumers.
• •Maintain a Passionate and Positive Voice: Even when discussing serious topics like pollution, frame the message with hope and a call to positive action. The overarching feeling should be one of enthusiasm for surfing and love for the ocean.
• •Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual elements used (e.g., adventurous and inspiring photos should be paired with similarly toned text). This is particularly important for Instagram and the website.

Social Perception

Positive Association with Sustainability, Respected within the Local Surf Community, Seen as Authentic, Limited Broader Online Review Footprint

Copy Examples

• •Instagram Post (Product Focus - Wetsuit): Chase the chill, embrace the thrill. Our new [Wetsuit Name] isn't just about warmth, it's about extending those perfect sessions and respecting the ocean that gives us everything. Made with [Sustainable Feature, if any] because every wave counts. 🌊 #TheWavesCompany #SurfChile #OceanRespect #BuiltToLast
• •Website Banner (Brand Story): Born from salty hair and a love for the Chilean coast. The Waves Company: Quality gear for your ride, a commitment to our ocean. Discover the difference passion makes.
• •Facebook Post (Community/Environmental Focus): Join us this Saturday for our monthly beach cleanup at [Beach Name]! Let's give back to the waves that give us so much joy. Afterwards, we'll share some stories and maybe a few surf tips. Every piece of plastic removed makes a difference. #ProtectOurPlayground #ChileSurfCommunity #TheWavesWay (Even if Facebook is less active, such a post reflects values).
• •Product Description (Surfboard Wax Comb made from recycled plastic): More than just a wax comb. This is a statement. Crafted from plastic pollution collected from our beloved Chilean beaches, our EcoComb helps you prep your board while cleaning our seas. Small tool, big impact. Surf clean, surf conscious. #SustainableSurf #RecycledPlastic #WavesOfChange
• •Email Newsletter Snippet (Promoting new arrivals & values): Hey Surfer, Fresh swells are on the horizon, and so is new gear at The Waves Company! Check out our latest arrivals, designed with passion right here in Chile and with an ever-growing commitment to protecting our marine playgrounds. Gear up for your next adventure, knowing you're supporting a brand that rides with purpose.