Brand Tone

Authentic and Passionate, Approachable and Friendly, Proudly Mexican/Artisanal, Quality-Conscious and Confident, Modern and Stylish

Brand Values

• •Quality Craftsmanship
• •Tradition and Heritage
• •Customer Satisfaction
• •Authenticity
• •Style and Comfort
• •Value

Best Practices

• •Emphasize Heritage and Craftsmanship: Always weave in mentions of León, artisanal processes, premium leather, and the handcrafted nature of the products. This reinforces authenticity and quality.
• •Speak with Passion and Confidence: Let the pride in your products and heritage shine through. Use strong, positive language when describing quality, style, and comfort.
• •Maintain an Approachable and Authentic Voice: Especially on social media, don't be afraid to use a friendly, slightly informal tone. Share behind-the-scenes content and engage genuinely with your audience.
• •Focus on Benefits, Not Just Features: Instead of just saying "100% leather," explain what that means for the customer – "lasting comfort," "durable style," "a touch of luxury."
• •Ensure Visual and Textual Consistency: The style of language should match the aesthetic of your product photography and website design – elegant, high-quality, and with attention to detail.

Social Perception

High-Quality Products, Good Value for Money, Engaging and Relatable, Trustworthy, Stylish Choice

Copy Examples

• •Headline: Elevate Your Every Step. Crafted in León, Designed for You. Body: Experience the unmatched comfort and timeless style of Calzado Gaona. Each pair is a testament to Mexican artistry, handcrafted with the finest leather to accompany you on every journey. Because quality isn’t just a detail, it's our tradition.
• •Headline: From Our Hands to Your Feet: The Soul of León in Every Stitch. Body: At Calzado Gaona, we’re more than just shoemakers; we're artisans passionate about our heritage. Discover footwear that blends generations of Leonese craftsmanship with modern elegance. Feel the difference, wear the tradition.
• •Headline: Style That Speaks. Comfort That Lasts. That's the Gaona Promise. Body: Why choose between looking good and feeling great? Our premium leather footwear is meticulously crafted for the discerning man who values both. From boardroom to weekend, step confidently with Calzado Gaona.
• •Headline (Social Media): Behind the Scenes at Gaona! 🇲🇽✨ Body: Ever wonder what goes into your favorite leather shoes? It’s a mix of passion, premium León leather, and a whole lot of artisanal skill! 😉 We love what we do, and we love sharing it with you. #CalzadoGaona #HechoEnMexico #LeatherLove #Craftsmanship
• •Headline (Promotion): Invest in Timeless Quality. Your Feet Will Thank You. Body: Discover our latest collection of handcrafted leather footwear. Made with passion in León, Guanajuato, our shoes are built for style, comfort, and durability. Shop now and experience the Gaona difference.