Brand Tone

Fashion-Forward, Accessible, Engaging, and Increasingly Conscious

Brand Values

• •Fashion & Trend Focus
• •Affordability & Value
• •Variety & Choice
• •Customer Experience
• •Heritage & Family
• •Sustainability (emerging but significant)
• •Comfort (especially with Airflex and Zeroe)

Best Practices

• •Stay True to Your Voice: Always write in Betts' established friendly, fashion-forward, and approachable tone. Even when adapting for different platforms (e.g., more playful on TikTok, slightly more descriptive in email), the core personality should remain.
• •Highlight Trends & Benefits: Focus on how the shoes align with current trends and the benefits they offer the customer (e.g., "all-day comfort," "elevate your outfit," "planet-friendly choice") rather than just listing features.
• •Engage and Interact: Use questions, polls, and calls to action that encourage customer interaction. Respond to comments and messages to build a community feel, particularly on social media.
• •Showcase Versatility & Inclusivity: Reflect the wide range of styles and the diverse audience Betts caters to. Use inclusive language and imagery. Highlight collections like Zeroe for specific value propositions (sustainability, vegan).
• •Be Visually Cohesive with Copy: Ensure the copy complements the visuals. If an image is vibrant and energetic, the copy should match. If it's showcasing elegance, the tone can be slightly more sophisticated while still being accessible. Maintain consistency in hashtag usage for campaigns.

Social Perception

Betts is perceived as an established Australian brand that provides trendy footwear at accessible prices. The recent push towards sustainability and comfort with lines like Zeroe is likely enhancing its image, particularly among environmentally conscious and comfort-seeking consumers.

Copy Examples

• •Step into your power ✨ Our new collection of statement heels has just landed. Ready to elevate your look? 😉 #BettsShoes #NewCollection #HeelGood #StreetStyle
• •Style that feels good, inside and out. 🌿 Discover Zeroe by Betts – our stunning range of vegan and eco-friendly shoes. Look amazing, feel empowered, and step lighter on the planet. Shop now! #BettsZeroe #SustainableStyle #VeganFashion #EcoChic
• •Summer Hues & Hotter Hues! 🔥 Up to 50% OFF selected styles. Your perfect pair is waiting. Don't miss out!
• •Boot season is CALLING 👢📞 Which Betts boot look is your vibe? 1, 2, or 3? Let us know below! 👇 #BettsBoots #GRWM #OOTD #FashionTikTok #StyleHack
• •✨ Just Dropped: Your New Shoe Obsession Starts Now! ✨