Brand Tone

Expert & Knowledgeable, Friendly & Welcoming, Passionate & Enthusiastic, Supportive & Reassuring, Community-Focused

Brand Values

• •Expertise
• •Customer Satisfaction & Personalized Service
• •Inclusivity
• •Community
• •Passion for Running
• •Quality
• •Empowerment

Best Practices

• •Lead with Expertise, Follow with Friendliness: Always showcase your knowledge and experience, but deliver it in an approachable, warm, and welcoming manner. Avoid overly technical jargon unless explaining it clearly.
• •Emphasize "By Runners, For Runners": Subtly weave in the team's passion for running. This builds authenticity and trust. Share stories (like the founder's) where appropriate to reinforce this connection.
• •Be Inclusive in Your Language: Ensure your copy speaks to everyone, from absolute beginners to seasoned marathoners. Highlight support for all stages of a runner's journey.
• •Focus on Solutions and Empowerment: Frame product and service descriptions around how they help the runner achieve their goals, overcome challenges (like injury), or enhance their experience.
• •Maintain a Consistent Voice Across All Channels: Whether it's an Instagram post, website copy, or an email newsletter, the tone should be recognizably Achilles Heel – expert, supportive, passionate, and community-oriented. Refer back to the brand's voice developed in the 2021 refresh: "understanding; seeking to communicate the challenge and grit of running, as well as its achievability and fundamental satisfaction... a warm, reassuring and unpretentious informality".

Social Perception

Highly Recommended, Exceptional Service, Knowledgeable & Trustworthy Staff, Go-To Place for Runners, Good Value, Efficient Online Service

Copy Examples

• •Headline: Your Best Run Starts Here. Not Just with the Right Shoes, But with Expert Gait Analysis and a Community That Cheers You On. Body: At Achilles Heel, we're more than a running store; we're your partners in every stride. From Glasgow's streets to scenic trails, find your perfect fit and expert advice. #RunningMadeBetter (Tone: Expert, Welcoming, Community-Focused)
• •Headline: Feel That Niggle? Don't Let It Become Your Achilles' Heel. Body: Our in-house podiatry and sports injury clinic is here to get you back on track. Expert care for runners, by runners. Book your assessment today. (Tone: Supportive, Expert, Reassuring)
• •Headline: From Couch to 5k, to Marathon Personal Best. We've Got the Gear and Guidance. Body: No matter your pace or experience, Achilles Heel offers a welcoming space, premium kit from brands you trust, and advice that makes a difference. Join our Glasgow running hub. (Tone: Inclusive, Passionate, Supportive)
• •Headline: The Science of Speed, The Art of Comfort. Body: Experience our detailed gait analysis. Our specialists will help you understand your unique running style and match you with footwear that enhances performance and prevents injury. It’s not just a shoe, it’s a solution. (Tone: Expert, Reassuring, Professional)
• •Headline: More Than Miles. It's Our Community. Body: Achilles Heel: Your local Glasgow running experts, committed to quality gear, friendly advice, and celebrating every runner's journey. Shop online or visit us on Great Western Road. (Tone: Community-Focused, Friendly, Passionate)