Brand Tone

Authentic, Passionate, Knowledgeable, Expert, Community-Oriented, Welcoming, Established, Respected, Legendary, Iconic, Friendly, Approachable, Nostalgic but Current

Brand Values

• •Passion for Board Sports
• •Customer Service & Expertise
• •Community Focus
• •Authenticity & Quality
• •Family & Heritage
• •Pioneering Spirit & Innovation

Best Practices

• •Speak from Experience: Write as if you are an active participant in surf, skate, or snow sports. Use authentic language and terminology understood by the community, but ensure it's inclusive enough for newcomers. Avoid overly corporate or generic marketing speak.
• •Emphasize Heritage Authentically: Weave in the brand's rich history and pioneering status naturally, not just as a boast. Focus on how this experience translates to better products, service, and community understanding today.
• •Foster Community & Inclusivity: Use a welcoming and approachable tone. Address the audience as part of a shared passion. Create copy that encourages interaction, sharing of stories, and a sense of belonging, whether online or in-store.
• •Prioritize Knowledge & Passion Over Hard Selling: While the goal is to sell, the tone should convey a genuine desire to help customers find the right gear for their needs, fueled by a deep understanding of the sports. Let the passion for the lifestyle shine through.
• •Stay Current While Respecting Roots: Balance the classic, established feel with an awareness of current trends, new technologies, and contemporary riders. The language should feel fresh but grounded in Val Surf's enduring values.

Social Perception

Val Surf is overwhelmingly perceived as a legendary and iconic institution within the surf, skate, and snow communities, particularly in Southern California. Customers see them as a reliable, trustworthy source for quality gear and expert advice, with a friendly and welcoming atmosphere. They are respected for their deep history, contribution to the growth of board sports, and their continuous family ownership. The staff's genuine passion and knowledge are highly valued by customers, creating a loyal following that spans generations. There's a strong sense of community around the brand, and it's viewed as more than just a retail store but a cultural hub.

Copy Examples

• •Headline: 60 Years Deep & Still Carving Our Own Path. Body: From the first inland surf shop in '62 to your go-to for all things surf, skate, and snow. Val Surf: Generations of Stoke. #ValSurfSince1962 #FamilyOwned #BoardSportsHeritage
• •Headline: Your Ride Starts Here. Expert Advice, Legendary Selection. Body: Whether you're dropping in for the first time or a seasoned pro, our crew (who actually ride!) will get you geared up right. Smell the wax, share the stoke. #ValSurf #KnowledgeIsPower #SurfSkateSnow
• •Headline: More Than a Shop. It's a Community. Body: For decades, Val Surf has been the heart of SoCal's board scene. We've seen trends come and go, but the passion remains. Join the family. #ValSurfCommunity #LocalSince62 #RideWithUs
• •Headline: The OG Inland Surf Shop. Still Making Waves. Body: We brought the coast to the Valley in 1962 and have been pioneering board sports ever since. Discover the Val Surf difference – where history meets the latest gear. #PioneerSpirit #ValSurfHistory #StillRipping
• •Headline: Gear Up, Get Out, Go Big. We've Got You Covered. Body: From the newest decks and freshest wetsuits to snow gear that slays the mountain. Val Surf stocks the best, because we ride the best. What's your next adventure? #ValSurfAdventure #QualityGear #Boardsports