Brand Tone

Informal and Friendly, Benefit-Oriented, Enthusiastic and Positive, Direct and Sales-Focused

Brand Values

• •Comfort
• •Style & Fashion
• •Accessibility/Affordability
• •Customer Satisfaction
• •Practicality

Best Practices

• •Create a Simple Tone of Voice Guide: Document 3-5 core tone characteristics (e.g., "Friendly," "Helpful," "Slightly Playful," "Reassuring") with brief explanations and examples of "do's and don'ts." Share this with anyone creating content.
• •Focus on "You" not "We": Frame copy around the customer and their benefits, rather than solely talking about the company or its features. For example, instead of "We designed these sandals with great arch support," try "You'll love the incredible arch support in these sandals."
• •Use Everyday Language: Avoid overly technical jargon or corporate-speak unless specifically addressing a technical feature in detail (and even then, explain it simply). Keep sentences relatively short and clear.
• •Read Aloud: Before publishing, read copy aloud. This helps catch awkward phrasing, a tone that feels off-brand, or sentences that are too complex. If it doesn’t sound like a friendly, helpful person speaking, revise it.
• •Be Consistent Across Platforms, Adapt for Nuance: While the core tone should remain consistent, allow for slight adaptations based on the platform. For instance, Twitter copy might be more concise and use more emojis/hashtags, while an email might allow for slightly longer, more descriptive storytelling, but both should still feel like they're coming from the same friendly, benefit-driven brand.

Social Perception

Provider of fashionable and comfortable sandals, often targeting specific needs like foot pain relief or versatile summer footwear.

Copy Examples

• •Facebook/Instagram Ad: "Step into sunshine! ☀️ Our new SummerBloom sandals are here to make every day feel like a vacation. Experience cloud-like comfort and chic style that turns heads. Shop the collection now and get 15% off your first order! #CasualComfort #SummerStyle #HappyFeet"
• •Product Description Snippet (for an orthopedic sandal): "Tired of sacrificing style for comfort? Meet The ArchAngel Sandal! Engineered with supportive arches and plush cushioning, it’s your secret weapon against foot fatigue. Look fabulous, feel fantastic – all day long. Your feet will thank you!"
• •Email Subject Line: "Your Perfect Pair is Waiting! (+ Special Offer Inside 😉)"
• •Tweet/Short Post: "Long walks, happy feet! Our All-Day Explorer Sandals are designed for adventure without the ouch. Where will your Casual Comfort take you today? #ComfortFirst #ExploreMore"
• •Pinterest Pin Description: "Dreaming of effortless summer style? ✨ These ultra-comfy slides are perfect for beach days, brunch dates, and everything in between. Pin your faves and discover your next go-to pair! #SandalSeason #ComfortChic #CasualComfortSandals"