Brand Tone

Aspirational & Refined

Brand Values

• •Craftsmanship & Quality
• •Durability & Anti-Fast Fashion
• •Sustainability
• •Exclusivity
• •Heritage & Growth

Best Practices

• •Lead with Craftsmanship: Always bring the message back to the handmade nature of the product. Use words like "artisan," "handcrafted," "meticulous," and "precision" to reinforce this core value.
• •Champion Durability Over Trends: Frame the products as investments, not impulse buys. Use copy that contrasts the brand with the disposable nature of fast fashion. Phrases like "style that endures," "built to last," and "timeless design" are on-brand.
• •Maintain a Refined Vocabulary: Avoid overly casual language, slang, or excessive emojis. The tone should mirror the premium quality of the product. Keep sentences clear, confident, and elegant.
• •Tell the Heritage Story: Periodically weave the brand's journey from Nigeria to the UK into your storytelling. This adds depth, authenticity, and a unique selling proposition that competitors cannot replicate.
• •Emphasize Scarcity and Exclusivity: Always mention when a product is a "limited run" or made in "small batches." This reinforces its value and creates a sense of urgency and desirability for the fashion-savvy consumer.

Social Perception

Emerging & Niche

Copy Examples

• •Artistry in Every Step. It’s more than a shoe; it’s a statement. Handcrafted in limited runs for the man who walks his own path. Discover the Dára loafer. #IteleUK #HandcraftedFootwear #MensStyle #LimitedEdition
• •Tired of Fast Fashion? Invest in Style That Lasts. At Itele uk, we believe in durability and timeless design. Our loafers are meticulously handcrafted by artisans, using sustainably sourced leather. Quality you can see and feel. Shop the collection and enjoy complimentary UK shipping on your first order. Call to Action: Shop Now
• •The Art of Shoemaking. The Soul of Style. Explore our exclusive collection of handcrafted men's loafers.
• •A Tradition of Craft, Delivered to Your Door.
• •(TikTok Video Script Idea) (0-3s): Quick cuts showing hands cutting leather, stitching, and shaping a shoe. Text overlay: "We don't do fast fashion." (4-8s): A slow-motion shot of the finished loafer, rotating to show all angles. Text overlay: "We do this." (9-15s): A well-dressed man confidently walking down a stylish city street, with close-ups on the shoes. Text overlay: "Itele uk. Walk with purpose." Upbeat, sophisticated background music plays throughout.