Brand Tone

Traditional & Classic, Trustworthy & Reputable, Nurturing & Caring, Slightly Formal & Elegant, Proudly British

Brand Values

• •Quality Craftsmanship
• •Heritage
• •Comfort & Healthy Foot Development
• •British Manufacturing
• •Timeless Style
• •Customer Satisfaction
• •Sustainability (emerging)

Best Practices

• •Emphasize Heritage and British Craftsmanship: Consistently mention "Made in England," the 1952 establishment, and the quality craftsmanship in product descriptions, 'About Us' sections, and social media posts.
• •Use Classic and slightly Elegant Language: Employ words like "timeless," "classic," "heritage," "elegant," "cherished," and "exquisite." Avoid overly casual slang or overly technical jargon. The tone should feel warm and reassuring.
• •Highlight Comfort and Child Development: Focus on the benefits for the baby – soft materials, support for developing feet, comfortable fit, and suitability for pre-walkers and first steps.
• •Subtly Weave in the Royal Connection (where appropriate): Mentioning "Royal Family favourite" or alluding to the shoes being "fit for little princes and princesses" can reinforce prestige without being ostentatious.
• •Maintain Visual Consistency: Ensure that the imagery used alongside the copy (on the website, social media, and ads) reflects the classic, high-quality, and traditional nature of the brand. Lifestyle images should evoke warmth, family, and special moments.

Social Perception

Early Days is widely perceived as a high-quality, traditional British brand specializing in baby and toddler shoes. The association with the Royal Family has created an image of prestige and desirability. Many customers are influenced by this royal connection. Customers view the shoes as well-made, comfortable for babies, and often an ideal choice for special occasions. There's a strong appreciation for the "Made in England" aspect, which adds to the perception of quality and trustworthiness. The brand is seen as reliable and a go-to for classic children's footwear.

Copy Examples

• •Headline: A Royal Tradition for Tiny Toes. Discover Early Days. Body: Crafted in England since 1952, our classic baby shoes are designed for comfort, quality, and those precious first steps. Loved by families, including the Royals. Call to Action: Shop the Heritage Collection.
• •Headline: Soft Soles, Timeless Style. Perfect for Your Little One. Body: Early Days Baypods offer the gentle support growing feet need. Made with the finest, softest leathers for ultimate comfort and healthy development. Because every step matters. Call to Action: Explore Baypods Pre-Walkers.
• •Headline: Cherished Moments, Beautifully Shod. Body: From their first pram ride to those memorable special occasions, Early Days provides the perfect finishing touch. Discover timeless elegance, proudly made in Great Britain. Call to Action: View Our Special Occasion Shoes.
• •Headline: The Art of British Shoemaking, For the Littlest Feet. Body: With a legacy of quality since 1952, Early Days continues to craft exquisite baby shoes in our Leicester factory. Experience the difference of true British craftsmanship. Call to Action: Learn Our Story.
• •Headline: Comfort, Quality, and a Touch of Royal Charm. Body: Give your baby the best start with Early Days. Our shoes are designed with their delicate feet in mind, ensuring comfort and style that's adored by parents and even graced palace nurseries. Call to Action: Find Their Perfect Pair.