Brand Tone

Aspirational & Inspiring, Authentic & Proudly South African, Quality-Conscious & Enduring, Personal & Connecting, Modern yet Timeless, Adventurous & Lifestyle-Oriented

Brand Values

• •Quality & Craftsmanship
• •Longevity & Durability
• •Authenticity
• •Responsibility & Community Upliftment
• •Inspiration & Empowerment
• •Customer Connection
• •Hard Work & Discipline

Best Practices

• •Embrace Storytelling: Weave the brand's origin story and the inspiration behind "Freedom of Movement" (earned through hard work and discipline) into narratives. Highlight the journey of the products and the adventures they enable.
• •Champion "Proudly South African" Authenticity: Consistently emphasize the brand's roots, local craftsmanship, and the use of quality South African materials where applicable. Use language that evokes a sense of national pride and connection.
• •Focus on "Companionship" and Longevity: Position products not just as items, but as trusted "companions" for life's adventures. Use terms that suggest durability, timelessness, and the idea of products getting "better with age."
• •Inspire Action and Aspiration: Use active, empowering language that encourages customers to dream, create, and explore. Align copy with the brand's vision of enabling personal freedom and movement.
• •Maintain a Balance of Premium and Approachable: While highlighting the premium quality and aspirational nature of the brand, ensure the tone remains relatable and welcoming, reflecting the "feels like home" atmosphere of their stores and the diverse range of people who buy their products.

Social Perception

Positive for Quality and Local Pride, Aspirational and Stylish, Effective Marketing, Concerns about Price and Comfort (for some shoes), Customer Service Issues (isolated), Growing Brand Awareness

Copy Examples

• •Headline: Earn Your Journey. Our [Product Name] – Crafted for a Life in Motion. Body: Built with passion, rooted in South Africa. Discover quality that moves with you. #FreedomOfMovement #MadeToLast
• •Headline: Beyond the Horizon, Beyond Expectation. The [Product Name]. Body: Adventure is calling. Answer it with a companion that’s as resilient and authentic as your spirit. Explore the collection. #FOMbrand #AuthenticLifestyle
• •Headline: The Art of Freedom. The Craft of [Product Category, e.g., Leather]. Body: Every stitch tells a story of South African artistry and enduring quality. Invest in pieces that become part of your legacy. #QualityCraftsmanship #ProudlySouthAfrican
• •Headline: Your Story. Your Companion. The [Product Name]. Body: More than just an accessory, it’s a testament to your dreams, your creations, your movement. What will you achieve together? #FreedomToCreate #FOMAdventures
• •Headline: Inspired by Heritage. Designed for Today. The FOM Vellie. Body: Walk your path with confidence. Our iconic vellies blend timeless South African style with modern comfort for wherever life takes you. #StayFreeKeepMoving #FOMVellies