Brand Tone

Expert & Knowledgeable, Passionate & Enthusiastic, Community-Focused & Inclusive, Approachable & Friendly, Action-Oriented & Exciting

Brand Values

• •Expertise & Authority
• •Passion
• •Quality
• •Customer Support & Service
• •Community
• •Innovation & Progress
• •Experience

Best Practices

• •Speak the Language of Your Audience: Use terminology that resonates with water sports enthusiasts (e.g., "stoke," "glide," "boost," "shred") but ensure clarity for those newer to the sports, especially in instructional content. Balance passion with clear, expert explanations.
• •Prioritize Passion and Enthusiasm: Let genuine excitement for the sports shine through in your wording. Use active voice and vivid descriptions that evoke the feeling of being on the water.
• •Show, Don't Just Tell, Your Expertise: Instead of simply stating you are experts, demonstrate it through detailed product insights, helpful tips, and well-explained technical features. Back up claims with rider experience.
• •Foster Community and Inclusivity: Address your audience as part of a shared community. Encourage interaction, user-generated content, and participation in events. Make everyone feel welcome, from beginners to pros.
• •Be Approachable and Helpful: Even when discussing technical products, maintain a friendly and supportive tone. Ensure calls to action are clear and invite customers to reach out for personalized advice. Respond to queries promptly and with a helpful attitude across all platforms.

Social Perception

Trusted Experts, Well-Stocked & Comprehensive, Supportive & Helpful, Community Hub, Reliable

Copy Examples

• •Unleash the future of flight! 🚀 The all-new [Product Name] has just landed at Surf FX, and trust us, it’s a game-changer. Engineered for insane lift and effortless glide, this foil will redefine your sessions. Our team has been putting it through its paces, and the verdict is unanimous: pure adrenaline! Got questions? Our expert riders are here to break down every detail. Slide into our DMs or visit us in-store. #SurfFX #FoilFever #NewGearDay #[BrandName] #[WaterSport]
• •Ready to walk on water? (Almost!) 😉 Our Wing Foiling beginner lessons are the perfect way to dive into the world's fastest-growing water sport. With patient, expert instructors and the latest gear, we’ll get you flying safely and confidently. Join the Surf FX family and discover your new passion! Book your spot via the link in bio. #WingFoilLessons #SurfFXSchool #GoldCoastWaterSports #LearnToFly
• •DEMO DAY ALERT! 🤙 This Saturday, join the Surf FX crew at [Location] from [Time] for an epic day on the water! We're bringing down the latest 2025 kites, foils, and boards from [Brand A], [Brand B], and [Brand C]. Come chat with our team, test out your dream gear, and share the stoke with fellow riders. All levels welcome – it’s all about having fun and progressing together! See you there! #SurfFXCommunity #DemoDay #WaterSportsGoldCoast #RideWithUs
• •Choosing Your First Kite: A No-Nonsense Guide by Surf FX. Overwhelmed by the options? We get it. With over 30 years of experience, we know what works. In our latest guide, we break down the key factors – size, style, and conditions – to help you invest wisely and maximize your time on the water. Read the full article on our blog [link] or watch our detailed video breakdown [link]. Still unsure? Our team is always ready for a chat! #KitesurfingTips #SurfFXExperts #LearnToKite #KiteboardingAustralia
• •Weekend vibes done right! 🤘 Huge thanks to @[CustomerHandle] for sharing this awesome shot tearing it up on their new [Product Name] from Surf FX! This is what it's all about – pushing limits and pure joy on the water. Keep tagging us in your adventures, we love seeing our gear in action! #SurfFXFamily #CustomerStoke #WaterSportsLife #[SportName] #[Location]