Brand Tone

authentic, rugged, and confident

Brand Values

• •Durability and Toughness
• •Innovation
• •Authenticity and Heritage
• •Empowerment
• •Versatility/Lifestyle
• •Progress and a Better Future

Best Practices

• •Anchor in Heritage, Aim for Today: Always nod to the brand's tough, industrial roots but frame it in a modern, relevant context for today's consumer and their varied lifestyles.
• •Use Strong, Active Verbs: Words like "power," "build," "command," "forge," and "endure" reinforce the rugged and confident nature of the brand.
• •Emphasize Durability and Reliability Authentically: Go beyond just saying "durable." Talk about the materials, the construction, and the real-world conditions the footwear can handle, referencing its origins.
• •Be Confident, Not Arrogant: The tone should exude self-assurance in the product's quality and heritage, but remain accessible and relatable to the "grafters" and everyday users it serves.
• •Adapt to the Platform, Maintain the Core: While TikTok content can be more playful and trend-driven, the underlying message of toughness, authenticity, and bold design should still resonate, linking back to the core brand identity.

Social Perception

Customers generally perceive CAT Footwear as producing sturdy, comfortable, and reliable boots, especially for work purposes. The brand is seen as globally recognized with a strong industrial heritage. Online, particularly on platforms like TikTok and through collaborations, there's a growing perception of the brand as fashionable, chunky, and appealing to a younger, style-conscious demographic.

Copy Examples

• •Engineered for the grind. Built for life. CAT Footwear: Unshakeable durability, undeniable style.
• •From the worksite to the city streets, our heritage of toughness walks with you. Discover the latest collection.
• •Don't just face the challenge. Command it. CAT Footwear – Powering your every step.
• •Boldly original since 1988. We craft footwear that’s as resilient and authentic as you are. #CatFootwearUK
• •Beyond the boot. It's a commitment to hard work, innovation, and the earthmovers in all of us. Experience the CAT difference.