Launching something new into the surf-o-sphere?
You’re probably feeling the pressure to go BIG. Website. Ads. Influencers. Marching band.
Maybe a drone shot or two to prove you mean bizz-ness.
But after 10+ years in the game (working with brands like O’Neill, Corona, Wrangler) I can tell you this:
Standing out isn’t about spending more.
It’s about doing things differently.
And while a big budget definitely helps, you can still punch well above your weight with a clear identity, a bit of confidence and some strategic moves that cost next to nothing.
So if you’re launching a new surf brand, product or service, here are 3 low-cost ways to make people sit up and actually remember your name.
1. Get a distinctive visual identity (and stop looking like everyone else)
This is not an opinion shared by others in the surfing industry, but I’m not a fan of cliché surf visuals.
That’s not to say if you need a full rebrand. But you do need something that doesn’t scream “I made this in Canva in 45 minutes”.
Your visual identity is more than a logo.
It’s your colour palette, your font choices, your photography style, the vibe you put out into the world.
It’s the difference between being instantly recognisable (and instantly forgettable).
Here’s how to stand out visually without blowing your budget:
- Ditch the surf clichés. If your logo has a wave, palm tree or a surfboard, hate to break it to you but you’re blending in not standing out
- Pick one bold visual element and own it. It could be a striking colour, a vintage font, hand-drawn icons… just make it yours
- Create a moodboard. Use Pinterest or Milanote to curate a distinct look and feel. Then stick to it like melted wax to a rental car seat
- Invest in one photoshoot. Doesn’t have to be a pro photographer. A mate with a good eye and a decent lens can do wonders
This applies to everyone. From surfboard shapers to surf coaches to retreat operators. A dialled-in look shows you give a damn.
2. Corner the market by being the expert
If people trust you, they’ll buy from you. And if they see you as the go-to in your space, price becomes less of an issue.
I’ve seen this first-hand with the surf brands I’ve worked with.
The ones who commit to a clear niche and position themselves as authorities tend to win out long-term.
The good news?
Becoming the expert doesn’t cost money. Just clarity, consistency and a bit of boldness.
Start by answering this: What do you want to be known for?
It could be:
- Helping adult learners conquer pop-ups in 30 days
- Running surf retreats for over-40s who’ve never surfed before
- Crafting longboards inspired by retro designs
Once you’ve got your niche, own it. Forget about everything else. Forget about jumping on every new Tik-Tok trend.
Be ruthlessly persistent and loyal to your vision.
Here’s how to claim your expert status:
- Publish useful content. Blog posts, how-to videos, podcast guest spots. Share what you know, often
- Show results. Client transformations. Surfboard craftsmanship. Your own journey. People love proof
- Collaborate. Whether it’s a local surf comp, a guest coaching spot or an Instagram Live… it builds trust and exposure
- Be clear and confident. Not arrogant… just grounded in your experience.
You don’t have to know everything.
Just be known for your thing.
3. Humanise your brand (and make loyalty your secret weapon)
Here’s a radical idea… what if your brand treated people like actual humans?
Not “leads”. Not “traffic”. Not “conversions”.
Humans.
With inboxes full of noise, too many tabs open and so much shit going on in their lives that you become an island of reality reprieve for their day, week or year.
Over the years, I’ve seen how brands who humanise everything build ridiculous loyalty. And you don’t need a big CRM system or fancy funnel to do it.
This sounds obvious, but no joke… you just need to give a damn.
Here’s how to keep people coming back (without begging for it):
- Speak like a human. Ditch the corporate nonsense. Talk how you talk in the lineup or over beers post-surf
- Reward loyalty in unexpected ways. Handwritten notes. Surprise discounts. First dibs on new gear or trips. Personal emails
- Use their names (or even nicknames earned during their stay or time with you). In emails. In reviews. On socials. It makes a difference
- Involve your crew. Feature them in your feed. Ask for feedback. Let them co-create stuff with you
The more human you are, the harder it is for people to walk away.
And no algorithm or AI nonsense can compete with that.
A final word from someone who’s been in the surf biz trenches
After a decade writing copy for everyone from global giants to small surf startups, I can tell you this with full confidence:
You don’t need a monster budget to launch strong.
You need:
- A distinct look that people recognise
- A niche you confidently own
- A human-first approach that people feel
Do those three things and you’ll attract better-fit customers, get remembered, and build something that actually lasts.
Want help bringing your new offer to life with punchy copy, a bold strategy and zero jargon?
Hit. Me. Up.