Brand Tone

The brand's tone of voice is aspirational, personal, and empowering. It feels close and welcoming, frequently using phrases like "Welcome to my world." This creates a direct connection between the designer and her customers. The narrative is built around passion, perseverance, and inspiration, making the brand feel authentic and relatable while maintaining an aspirational sophistication. The language empowers its target audience, suggesting they can "conquer the world."

Brand Values

• •Passion and Authenticity
• •Quality and Craftsmanship
• •Comfort without Sacrificing Style
• •Empowerment
• •Honesty and Fair Pricing

Best Practices

• •Always Lead with Story: Every piece of copy should connect back to the brand’s origin story—Johanna's passion, her inspiration, and the "why" behind the brand. This personal touch is your strongest differentiator.
• •Use Empowering and Inclusive Language: Address the customer as a "warrior," "multifaceted," and "unstoppable." The tone should be consistently uplifting and make the customer feel seen and understood. Use welcoming phrases like "Welcome to our world."
• •Highlight Colombian Craftsmanship: Consistently mention that the products are "Made in Medellín" or "Crafted in Colombia." This reinforces the values of quality, local production, and national pride.
• •Balance Aspiration with Accessibility: While the visuals are high-style, the language should remain warm and personal. Avoid overly technical or cold corporate jargon. The brand feels like a conversation with the designer, not a transaction with a faceless company.
• •Emphasize the "Comfort and Style" Promise: This is a core value proposition. In product descriptions, ads, and social media, reiterate that Johanna Zaraza offers the best of both worlds, solving a key problem for the modern woman.

Social Perception

Customers likely perceive Johanna Zaraza as a personal brand, where they are buying a piece of the designer's story and passion, not just a product. It is seen as an emerging designer brand that is both accessible and high-quality. The connection to Medellín and Colombian craftsmanship generates a sense of national pride and appreciation for local production. The brand is perceived as a provider of exclusive, well-crafted footwear that allows for self-expression.

Copy Examples

• •For every step you take, for every challenge you conquer. Our new leather boots are designed not just to be worn, but to walk with you on your path. Crafted with passion in Medellín, because we know you're going far. #MadeInColombia #StyleWithComfort #JohannaZaraza
• •Style That Tells Your Story. Discover artisan-crafted leather footwear, designed for the unstoppable woman. Comfort and fashion in every step. Shop the new collection.
• •A Personal Note from Our World to Yours ✨ Hi [Customer Name], I've always believed that the right shoes don't just complete an outfit—they empower it. That’s why I started this journey: to create pieces with soul, passion, and the comfort you deserve. Thank you for being part of this world. Inspired by warriors like my mother, and designed for you. Discover what’s new this week. With love, Johanna.
• •More than a shoe, it's a piece of our heart. At Johanna Zaraza, every pair is born from a passion for design and a commitment to Colombian quality. We believe in style that doesn't compromise on comfort. Are you ready to conquer your world? #JohannaZaraza #ArtisanCrafted
• •The Urban Warrior Sneaker in White Leather: Redefine your daily hustle. These sneakers are our tribute to the multifaceted woman who does it all. Made with 100% Colombian leather and designed for dreamlike comfort, they are your perfect allies from the office to a weekend getaway. Because true style is feeling unstoppable, no matter where you are.