Brand Tone

authentic, engaging, friendly, and full of joy, while also being approachable, informative, clever, and fun

Brand Values

• •Comfort and Foot Health
• •Quality and Durability
• •Individuality and Style
• •Responsibility (Social and Environmental)
• •Community and Sharing
• •Passion and Meaningful Work

Best Practices

• •Emphasize "Authentic Joy & Approachable Information": Blend genuine enthusiasm for the product's benefits with clear, helpful details about comfort, materials, and fit. Avoid overly technical jargon unless explaining a specific benefit (e.g., "rocker bottom for an easier walking motion").
• •Weave in Core Values: Subtly integrate values like employee ownership, sustainability, and commitment to quality into product descriptions, "About Us" sections, and social media content. For example, "Crafted with care by our employee-owners."
• •Speak to the "Do-All-The-Things" Individual: Acknowledge the busy, multifaceted lives of the target audience. Position Dansko as a supportive partner that enables them to pursue their passions and responsibilities comfortably and stylishly.
• •Maintain a Friendly and Engaging Tone: Use warm, inviting language. Ask questions in social media captions to encourage interaction. Share stories of real customers (with permission) to build community.
• •Highlight Both Comfort and Style: Consistently message that Dansko offers the best of both worlds. Showcase how the shoes not only feel good but also look good for various occasions, aligning with the idea that they are "in step with current fashion trends."

Social Perception

Trusted for Comfort and Support, High Quality, Stylish and Versatile, Ethical and Sustainable, Good Value, A Brand with a Story

Copy Examples

• •Headline: Step Into Your Day, Supported. Body: From the morning rush to the last task, Dansko empowers you with all-day comfort and style that never quits. Embrace your journey, one joyful step at a time. Call to Action: Discover Your Perfect Pair.
• •Headline: More Than Just a Clog. It's a Dansko. Body: Crafted with passion, owned by its employees, and designed for your life. Experience the difference quality, comfort, and care make. Call to Action: Feel the Dansko Difference.
• •Headline: Comfort That Works as Hard as You Do. Body: For the professionals who give their all, Dansko delivers unwavering support and legendary comfort. Focus on what you do best; we’ll take care of your feet. Call to Action: Shop Professional Styles.
• •Headline: Style That Speaks Your Language. Comfort That Shouts Ours. Body: Don't choose between looking good and feeling great. With Dansko, express your individuality with footwear that’s as authentic and vibrant as you are. Call to Action: Explore New Arrivals.
• •Headline: Good for Your Feet. Good for the World. Body: As a 100% employee-owned B Corporation, we believe in making a positive impact. Step confidently knowing your Danskos are made with care for people and the planet. Call to Action: Learn Our Story.