Brand Tone

Passionate and Enthusiastic, Knowledgeable and Expert, Welcoming and Community-Focused, Encouraging and Supportive, Authentic and Down-to-Earth

Brand Values

• •Passion for Water Sports
• •Expertise and Guidance
• •Community and Inclusivity
• •Quality Products
• •Customer Progression and Enjoyment
• •Sharing and Stoke

Best Practices

• •Embrace Passionate Language: Use words that convey genuine enthusiasm and love for water sports (e.g., "stoke," "epic," "thrill," "glide," "passion," "adventure").
• •Showcase Expertise Authentically: Share knowledge and experience in a helpful, approachable way, not an arrogant one. Talk *with* the audience, not *at* them. Highlight the team's experience.
• •Foster a Sense of Community: Use inclusive language ("we," "us," "our community," "Ohana") and invite interaction. Frame the brand as a welcoming hub.
• •Focus on the Experience and Benefits: While product features are important, emphasize the feeling, the fun, the progression, and the connection with nature that the products and services enable.
• •Maintain an Encouraging and Supportive Voice: Acknowledge different skill levels and encourage learning and improvement. Celebrate customer successes and their journey in water sports.

Social Perception

Positive Customer Experiences, Respected Local Hub, Knowledgeable Experts, Community-Oriented, Reliable and Trustworthy

Copy Examples

• •Headline: Dive In! Your Next Water Adventure Starts at Covewater. Body: Feel that pull towards the ocean? We get it. At Covewater, we're more than just a shop; we're your partners in stoke. From your first glide on a paddleboard to mastering the art of foiling, our expert crew is here with the gear and guidance to make every moment on the water unforgettable. Let's chase those horizons together! #CovewaterCommunity #RideTheTide
• •Headline: Unlock Your Inner Waterman/Waterwoman. Expert Advice, Epic Gear. Body: Ready to take your paddling or foiling to the next level? Our team lives and breathes these sports. We've spent years on the water, testing, tweaking, and finding what truly works. Come chat with us – we’ll share our knowledge, help you find the perfect setup, and get you amped for your next session. Because the only thing better than being on the water is helping you get there too. #PaddleLikeAPro #FoilFriday
• •Headline: More Than Gear. It's a Family. Welcome to the Covewater Ohana. Body: When you step into Covewater, you're not just a customer, you're part of our water-loving family. We believe the ocean has a way of bringing people together, and we’re here to share that connection with you. Top-notch equipment? Absolutely. But also a friendly face, expert tips, and a shared passion for all things H2O. Join the Ohana! #SantaCruzSUP #OceanLovers
• •Headline: Your Stoke Starts Here. Premium Boards, Paddles & Foils. Body: Dreaming of glassy glides or thrilling foil flights? We stock the gear that makes those dreams a reality. Handpicked for performance and durability, our selection of paddleboards, foils, and accessories will get you out there with confidence. Plus, our team’s always ready with tips to help you progress and have maximum fun. Let's get you on the water! #CovewaterStoke #GearUpGetOut
• •Headline: From First Stroke to Flying High: Lessons for Every Level. Body: Whether you're curious about stand-up paddling or ready to experience the thrill of foiling, our expert instructors are here to guide you. We tailor our lessons to your skill level, ensuring you build confidence and have a blast from day one. It's not just about learning; it's about discovering a new passion. Book your lesson today and let the adventure begin! #SUPLessonsSantaCruz #LearnToFoil