Brand Tone

Authentic & Passionate, Community-Focused & Inclusive, Enthusiastic & Current, Approachable & Friendly, Slightly Edgy & Cool

Brand Values

• •Passion for Skateboarding & Music Culture
• •Community Building
• •Authenticity
• •Customer Service & Satisfaction
• •Curated Selection & Quality

Best Practices

• •Stay Authentic to Skate & Music Roots: Always speak from a place of genuine passion. Use language and references that resonate with these cultures (e.g., "shred," "grind," "wax," specific artist/band names, skate trick names when appropriate).
• •Engage Like a Fellow Enthusiast: Respond to comments and messages with the same enthusiasm you'd show a friend in the shop. Share user-generated content to build community.
• •Keep it Visually Coherent: Use high-quality, dynamic photos and videos of products, skateboarding action (if possible, or community reposts), and music-related imagery. Let the visuals reinforce the "cool" and "authentic" vibe.
• •Highlight Community & History: Regularly mention your local roots, years in business, and the community you serve. This reinforces your value as a trusted, established presence.
• •Balance Information with Vibe: While it's important to share product details and news, always do it with the characteristic enthusiasm and slight edge of the brand. Avoid overly corporate or dry language. Use relevant hashtags to connect with the wider community.

Social Perception

Respected Local Hub, Knowledgeable & Reliable, Cool & Cultured, Supportive of the Scene, Generally Positive

Copy Examples

• •Headline: Still Chasing That Old School Grind? Body: Rediscover the classics or find your new favorite setup. The Dark Slide: Iowa's heart of skate and sound since '05. Decks, vinyl, and all the good stuff in between. #TheDarkSlide #SkateCulture #VinylJunkie #Since2005 #DesMoines
• •Headline: Fresh Decks & Hot Wax Just Dropped! Body: Killer new arrivals from [Brand Name] and a restock of essential vinyl. Whether you're hitting the park or spinning tracks, we've got you covered. Swing by the shop or click your way to cool at thedarkslide.com. #NewGear #SkateShop #RecordStore #TheDarkSlideDSM
• •Headline: Your Sound. Your Ride. Your Scene. Body: The Dark Slide isn't just a shop; it's where passion for skate and music lives. From limited edition boards to rare LPs, find what moves you. Tag a friend who needs to visit! #SkateAndMusic #CommunityLove #TheDarkSlide #SupportLocalSkateShops
• •Headline: More Than Just a Shop: We're The Dark Slide. Body: For nearly two decades, we've been fueling Iowa's skate and music scene. Got a question? Need a recommendation? Our crew lives and breathes this stuff. Come say hi at Merle Hay Mall or explore online. #SkateboardHeritage #MusicLovers #TheDarkSlideCrew #DSMlocal
• •Headline: Weekend Plans: Shred. Spin. Repeat. Body: Gear up for an epic weekend with the best from The Dark Slide. New Powell Peralta drop and fresh vinyl arrivals that'll make your speakers sing. What are you riding/listening to? #SkateLife #VinylCollection #WeekendVibes #TheDarkSlide