Brand Tone

Practical & Functional, Friendly & Approachable, Value-Oriented, Reliable & Trustworthy, Relatable (especially on TikTok)

Brand Values

• •Durability: Providing long-lasting footwear that can withstand daily wear and tear.
• •Practicality: Offering shoes that are functional for various weather conditions (especially rain) and activities.
• •Affordability: Making quality, everyday footwear accessible to a broad audience.
• •Comfort: Aiming to provide a comfortable wearing experience, often highlighted with features like memory foam insoles in some models.
• •Everyday Style: Offering designs that are versatile enough for work, school, and casual wear, often mimicking the look of leather.

Best Practices

• •Prioritize Practical Benefits: Always lead with how EASY SOFT PH shoes solve a problem or make life easier for the customer (e.g., staying dry, saving money, lasting long).
• •Use Clear, Simple Language: Avoid jargon. Make the copy easy to understand for a broad audience. The tone should be straightforward and direct.
• •Maintain a Friendly and Approachable Voice: Use "you" and "your" to speak directly to the customer. Keep the tone conversational and helpful.
• •Emphasize Value Consistently: Subtly weave in the affordability and durability aspects, reinforcing the smart-choice perception without sounding "cheap." Phrases like "great value," "budget-friendly," "long-lasting" are effective.
• •Show, Don't Just Tell (with Visuals and Stories): While this is about copywriting, the copy should complement visuals that showcase the shoes in real-life, practical situations (rain, work, school). Use customer testimonials or short narratives in copy where appropriate to build relatability.

Social Perception

A smart, budget-friendly choice, The "rainy day hero", Durable for the price, A practical work/school shoe, Good value for money

Copy Examples

• •Headline: Brave the Rain. Love Your Budget. Body: Don't let a downpour ruin your day or your shoes! EASY SOFT PH offers durable, 100% waterproof footwear that keeps you dry and comfortable, without breaking the bank. Step confidently, rain or shine.
• •Headline: Work-Ready. Worry-Free. Body: From busy shifts to long commutes, EASY SOFT PH is built to keep up. Our flexible, easy-to-clean shoes offer all-day comfort and resilience. Focus on your tasks, not your feet.
• •Headline: Style That Lasts, Price That Won't Last You Out. Body: Get the look you want with the durability you need. EASY SOFT PH shoes are designed to look good and go the distance. Smart, stylish, and surprisingly affordable – that's the Easy Soft promise.
• •Headline: Adventure-Proof Your Kids' Feet! Body: School days, play days, rainy days – EASY SOFT PH kids' shoes are ready for anything! Waterproof, tough, and comfy, they’re designed for non-stop fun and easy clean-ups for parents.
• •Headline: The Everyday Essential: Comfort, Durability, Value. Body: Why choose? With EASY SOFT PH, you get it all. Our Vicrotech shoes are engineered for lasting comfort, impressive durability, and a price that makes sense. Your perfect everyday pair awaits.