Brand Tone

Authentic, Reliable, and Proud

Brand Values

• •Quality
• •Durability & Reliability
• •Safety
• •Tradition & Heritage ("Hecho en México")
• •Customer Service
• •Hard Work

Best Practices

• •Emphasize "Hecho en México" with Pride: Consistently weave in the brand's Mexican heritage and craftsmanship story. This builds authenticity and connects with national pride.
• •Use Direct, Honest Language: Avoid overly embellished claims. Focus on the tangible benefits of quality materials, durability, and safety. Let the product's proven performance speak.
• •Show, Don't Just Tell (Especially on Visual Platforms): Accompany copy with images and videos that demonstrate the boots' toughness, the care in their making, or their performance in real-world (work/lifestyle) scenarios.
• •Speak to the User's Reality: Address the challenges and needs of the target audience (e.g., long hours on their feet, need for protection, desire for durable goods). Use language that resonates with hard-working individuals.
• •Maintain a Consistent Voice Across Platforms, Adapting Format: While the core tone (Authentic, Reliable, Proud) should remain, adapt the style for each platform. For instance, TikTok can be more informal and visually punchy, while website copy can be more detailed and informative, but the underlying values and trustworthiness should shine through in both.

Social Perception

Positive Association with Durability and Work, Appreciation for Mexican Craftsmanship, Trustworthy for Safety Needs, Expanding into Lifestyle, Price Consideration.

Copy Examples

• •Headline (Website/Social Media): "Botas Chicho: Forjadas en Tradición, Diseñadas para tu Jornada. Calidad Hecha en México que Siente en Cada Paso."
• •Product Description Snippet (Work Boot): "Nuestra Bota de Trabajo XTR no es solo calzado, es tu compañera infalible. Confeccionada con piel genuina y suela de máxima resistencia, enfrenta contigo los retos más duros. Porque sabemos que tu día no se detiene."
• •Instagram Caption (Image of boots in a workshop): "Desde 1989, el orgullo de León en cada costura. Botas Chicho, donde la herencia artesanal se encuentra con la innovación para proteger tus pasos. #BotasChicho #HechoEnMexico #TrabajoDuro #CalidadQueDura"
• •TikTok Video Concept Slogan: "Písale Fuerte, Písale Seguro. Botas Chicho. La Resistencia Hecha Bota."
• •Facebook Ad Copy (Targeting industrial workers): "¿Buscas seguridad sin sacrificar comodidad? Descubre la línea industrial de Botas Chicho. Protección certificada, durabilidad comprobada. Invierte en tus pies, invierte en tu trabajo. Conoce más y ordena las tuyas hoy. [Link]"