Volcom Tone of Voice — Authentic & Rebellious
Tagline: "True to This"
Industry: Fashion & Apparel
Sector: Sports & Fitness
How Volcom Communicates
Volcom ties action-sports apparel to staying true to yourself. "True to This" frames the brand around the creative, rebellious spirit of surf, skate, and snow culture — authentic, rebellious, creative. The voice is true-to-this-boardwear and defiant, selling loyalty to a way of life, positioning Volcom around clothing born from board sports and its Stone logo, worn by people committed to the counter-culture, creativity, and independence of the boarding world.
Tone Words
Volcom's brand voice is defined by the following tone words: Authentic, Rebellious, Creative.
Communication Style
- Language Style: True-to-this-boardwear
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Volcom Brand Story
Founded in 1991 in Newport Beach, California by Richard Woolcott and Tucker Hall, Volcom pioneered the combination of skateboarding, surfing, and snowboarding under one brand. Known for its stone logo and rebellious Youth Against Establishment ethos.
Brand Message
Stay true to your passion
Brand Mission
To combine youth culture with creative expression
Brand Positioning
Core Concept: Action sports apparel for skate, surf, and snow
Central Tension: Mainstream vs. Counter-Culture
About Volcom
Volcom was an American lifestyle brand that designed, marketed, and distributed boardsports-oriented products. Volcom is headquartered in Costa Mesa, California. The brand was known for its trademark stone logo, its slogan True to This, and the Let the Kids Ride Free campaign. Todd Hymel is the CEO of Volcom.
Frequently Asked Questions About Volcom
What is Volcom's tone of voice?
Volcom uses a authentic, rebellious, creative tone of voice. Their communication is true-to-this-boardwear, typically using statement-style sentences in the present tense. Their tagline "True to This" exemplifies this voice.
How does Volcom communicate with customers?
Founded in 1991 in Newport Beach, California by Richard Woolcott and Tucker Hall, Volcom pioneered the combination of skateboarding, surfing, and snowboarding under one brand. Known for its stone logo and rebellious Youth Against Establishment ethos.
What is Volcom's brand message?
Volcom's core message: Stay true to your passion Their mission: To combine youth culture with creative expression
What is Volcom's slogan?
Volcom's slogan is "True to This". It carries their authentic, rebellious, creative voice.
What is Volcom's mission?
Volcom's mission: To combine youth culture with creative expression
What makes Volcom's brand voice unique?
Volcom stands out through their authentic, rebellious, creative communication style. Their central brand tension, "Mainstream vs. Counter-Culture", shapes how they communicate across the Sports & Fitness sector.
What language style does Volcom use?
Volcom uses true-to-this-boardwear language, with imaginative messaging, in statement-style sentences, using the present tense.
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