Brand Tone

Knowledgeable & Expert, Supportive & Friendly, Community-Oriented, Passionate, Professional yet Approachable, Established & Trusted

Brand Values

• •Expertise & Quality: Providing top-tier fitting services and stocking high-quality, reputable brands.
• •Customer Focus & Service: Ensuring dancers get what they need with personalized attention and guidance.
• •Community Commitment: Giving back to and being an integral part of the local dance and theatre scene.
• •Passion for the Arts: A deep-seated dedication to supporting dancers and performers in their artistic journeys.
• •Integrity & Trust: Building long-term relationships based on honest advice and reliable service.
• •Adaptability: Willingness to evolve with customer needs, as seen with the consolidation of store locations and focus on online/remote services.

Best Practices

• •Lead with Expertise, Soften with Support: Always showcase knowledge (e.g., "Our certified fitters," "We stock quality brands"), but frame it with supportive language ("are here to help you," "to ensure your comfort and safety").
• •Embrace the "We": Use inclusive language like "we," "us," and "our community" to reinforce the sense of partnership and belonging. Talk *with* your audience, not *at* them.
• •Highlight the "Why": Connect products and services to the dancer's passion and goals (e.g., "to help you express yourself," "so you can perform with confidence").
• •Be Authentically Passionate: Let genuine enthusiasm for dance and theatre shine through. Share stories, customer successes (with permission), and staff insights.
• •Maintain Visual Consistency: Ensure that the visuals on social media and the website align with the brand's tone – clean, inspiring, focused on the beauty and dedication of dance and theatre. Use high-quality images and videos.

Social Perception

The Go-To Experts, Community Pillar, High-Quality Provider, Welcoming & Inclusive, Dedicated & Long-Standing

Copy Examples

• •Headline: Find Your Perfect Fit, Unleash Your Passion. Body: At Footlights, we're more than just a boutique; we're your dedicated partners in dance. Our expert fitters have been guiding dancers since 1991, ensuring every shoe and every piece of apparel helps you shine. Visit us in Frederick or shop online! #FootlightsFamily #DanceExperts
• •Headline: Pointe Perfect. Every Time. Body: Experience the Footlights difference with our renowned professional pointe shoe fittings. Our certified experts are passionate about finding the ideal shoe to support your technique and artistry. Book your personalized fitting today and step confidently onto any stage.
• •Headline: From Studio to Stage, We've Got You Covered. Body: New arrivals are here! Discover the latest leotards, essential tights, and all the accessories you need to feel your best. For over 30 years, Footlights has been dressing dancers for success. Shop local, support small, dance big!
• •Headline: Theatre Magic Starts with the Right Details. Body: Calling all performers! Find your stage makeup, character shoes, and essential theatre accessories at Footlights. Our knowledgeable team is here to help you get ready for your spotlight moment.
• •Headline: Join the Footlights Legacy of Dance. Body: For generations, we've shared our passion for dance with our cherished community. From first pliés to professional careers, we're honored to be a part of your journey. Thank you for supporting our family-owned boutique!