Brand Tone

friendly, enthusiastic, approachable, and community-oriented.

Brand Values

• •Customer-Centricity/Service
• •Quality
• •Canadian Identity
• •Sustainability & Environmental Responsibility
• •Community
• •Accessibility & Inclusivity
• •Passion for the Outdoors
• •Trust & Transparency

Best Practices

• •Embrace "Canadian Candour": Be friendly, approachable, and genuine in all communications. Use "eh?" sparingly and authentically if it fits, but focus more on a warm, neighbourly, and slightly informal style. Speak with passion but always be welcoming.
• •Prioritize Helpfulness & Enthusiasm: Whether it's a social media reply, an email, or website copy, ensure the tone is always helpful, supportive, and enthusiastic about getting people outdoors and on the water. Share the "stoke."
• •Community First Language: Use inclusive language ("we," "us," "our community," "fellow paddlers"). Encourage user-generated content and interaction. Make customers feel like they are part of the Canadian Board Co. family.
• •Be Passionately Authentic: Let the genuine love for paddleboarding, surfing, and the Canadian outdoors shine through. Share personal stories or insights from the team when appropriate. This builds trust and relatability.
• •Consistent Voice Across Platforms, Adapt Tone to Context: While the core *voice* (passionate, Canadian, outdoorsy) remains the same, slightly adapt the *tone* for the specific channel and situation. For instance, customer service for an issue might be more empathetic and reassuring while still friendly; an Instagram post might be more purely enthusiastic and visually focused. Always circle back to the core values of quality, community, and Canadian pride.

Social Perception

Customers generally perceive the brand very positively, frequently highlighting excellent customer service, quick shipping, and high-quality products. Many feel a personal connection, sometimes even mentioning direct, helpful interactions with the owner. They are seen as a legitimate and reliable Canadian company, which is a significant draw for many customers.

Copy Examples

• •Instagram Post (Image: Person smiling on a paddleboard at sunset): Sunsets and SUPs – the perfect Canadian combo! ✨🇨🇦 Where’s your favourite spot to paddle into the golden hour? Share your pics with #CanadianBoardCoAdventures! We’re not just selling boards; we’re sharing the stoke of exploring Canada’s beautiful waters. Ready for your next adventure? Our Boardfinder makes it easy! (Link in bio)
• •Facebook Ad (Video: Quick montage of different people easily setting up and using inflatable paddleboards): Think paddleboarding is too much hassle? Think again! Our inflatables are ready for adventure when you are – easy to set up, super stable, and built for Canadian waters. From your car trunk to the lake in minutes! Plus, with our 60-day 'Ride It & Love It' guarantee, what’s stopping you? Get out there! #PaddleEasy #CanadianMadeFun
• •Product Page Snippet (For a new all-around paddleboard): Meet The Voyageur – your new best mate for every Canadian waterway! 🌊 Crafted with passion right here in Canada, this board offers the perfect blend of stability for beginners and performance for seasoned paddlers. We’re a family-run biz, and we test our gear like our adventures depend on it – because they do! Got questions? We’re here to help, neighbour. Let’s get you on the water!
• •Email Newsletter Subject Line: Your Great Canadian Backyard is Calling (and we’ve got the gear!) 🛶 Email Body Snippet: Hey [Customer Name], Jagger and the team here at Canadian Board Co. here! We live for those moments on the water – the quiet paddles, the family fun, the pure Canadian wilderness. That's why we pour our hearts into every board and piece of gear. This week, we’re stoked to share tips for your next trip and how we’re keeping our lakes clean, one paddle at a time. Let's make some waves (responsibly!).
• •Website 'About Us' Section Header: More Than Just Boards: We're Your Connection to Canada's Wild Waters. 🍁 Proudly Canadian, Family-Owned, and Passionate About Your Next Adventure.