Brand Tone

Approachable, Reassuring, Stylishly Practical

Brand Values

• •Comfort
• •Style
• •Quality
• •Value/Accessibility
• •Innovation
• •Customer-Centricity
• •Sustainability

Best Practices

• •Prioritize 'Comfort' and 'Style' Symbiosis: Ensure that copy consistently reflects both core pillars. Avoid overemphasizing one to the detriment of the other. Showcase how Aerosoles offers the solution to the style vs. comfort dilemma.
• •Speak the Customer's Language: Use an approachable, relatable, and slightly sophisticated tone. Avoid overly technical jargon unless explaining specific comfort technologies, in which case, translate the tech into tangible benefits (e.g., 'Our Diamond Flex Soles mean you feel less impact, more 'ahh').
• •Empower and Uplift: Frame products as enabling women to 'do it all' and 'show up' confidently and comfortably in their daily lives. Focus on the positive impact the shoes can have on their day.
• •Be Visually and Textually Cohesive: Ensure the tone of the copy aligns with the visual branding. If visuals are modern and chic, the copy should reflect that. If they highlight everyday versatility, the copy should support that narrative.
• •Maintain a Balance of Heritage and Modernity: Acknowledge the brand's long-standing reputation for comfort while infusing copy with a sense of current style and innovation to appeal to both loyal and new, younger customers. Highlight that decades of experience are now powering modern designs.

Social Perception

Established Reputation for Comfort, Perceived as a 'Comfort Brand', Target Audience Shift, Mixed Online Sentiment, Value Proposition, Evolving Fashion Image

Copy Examples

• •Aerosoles: Where Style Meets All-Day Comfort. Step into your power.
• •Ready for anything your day throws at you? Our new [Collection Name] is here! Designed with our signature comfort technology and the latest trends, so you can #ShowUp in style and feel amazing. ✨ #Aerosoles #FashionMeetsComfort #EffortlessStyle
• •Meet your new go-to. The [Product Name] loafer effortlessly blends chic sophistication with the cloud-like comfort Aerosoles is known for. From morning meetings to evening outings, experience innovative cushioning and flexible design that moves with you. Because you shouldn’t have to choose between looking good and feeling good.
• •Treat Your Feet! 👠 Up to 40% Off Stylish Comfort.
• •Since 1987, we’ve believed that true style doesn’t come at the expense of comfort. Aerosoles was born from a simple idea: women deserve shoes that keep up with their dynamic lives, offering both innovative comfort and on-trend design. We’re dedicated to making you feel as good as you look, every step of the way.