Brand Tone

aspirational, confident, feminine, and fashion-forward. It's also empowering and slightly edgy.

Brand Values

• •Style & Fashion Leadership: Creating trendy, 'most wanted' shoes and being featured in top fashion publications. The creative director mentions designing unique boots she couldn't find elsewhere.
• •Quality Craftsmanship: Emphasizing products 'handcrafted in Portugal in Spain with the finest leather.'
• •Comfort: Fusing sophisticated style with comfort is a stated mission.
• •Empowerment: Designing for 'strong, confident women' and 'IT Girls' who are 'energetic and creative' and 'walk freely in the pursuit of their dreams.'
• •Responsible Production: Working with responsible manufacturing partners and commitment to ethical practices.
• •Accessibility (Direct-to-Consumer): Offering high-quality products at the best possible price by selling directly online.

Best Practices

• •Develop a Tone of Voice Guide: Clearly document the brand's personality traits (e.g., confident, aspirational, feminine, empowering, bold), preferred vocabulary (and words to avoid), sentence structure (e.g., often uses short, punchy statements alongside more descriptive ones), and overall attitude. This should be shared with anyone creating content.
• •Embody the 'IT Girl' Persona: Write as if speaking to, or as, the confident, stylish, and empowered 'IT Girl' the brand targets. Understand her aspirations, lifestyle, and what motivates her.
• •Use Storytelling: Weave in the brand's narrative – the founder's vision, the 'Designed for Dreamers' ethos, the craftsmanship story. This creates an emotional connection beyond just the product.
• •Focus on Empowerment and Aspiration: Use language that inspires confidence and a sense of possibility. Highlight how the shoes can help the wearer express her best self and pursue her goals.
• •Maintain Visual and Textual Harmony: Ensure the copy on all platforms (website, social media, ads) consistently reflects the same aspirational and fashion-forward tone that is projected by the brand's imagery and overall aesthetic. The language should feel like a natural extension of the visual identity.

Social Perception

a trendy, stylish brand, particularly known for its cowboy boots and unique designs. It targets a fashion-conscious woman who wants to make a statement with her footwear. The association with 'It Girls' and features in major fashion magazines contribute to a perception of being fashionable and desirable. The founder's story adds a personal and passionate touch to the brand.

Copy Examples

• •Headline: Dare to Dream. Walk the Legend. Body: You're not just choosing a shoe, you're stepping into your story. ITSHOES: Crafted for the woman who designs her own destiny. #ITSHOES #DesignedForDreamers
• •Headline: Beyond Trend. Beyond Expectation. Body: This isn't just footwear, it's a statement. Handcrafted in Spain, designed for your boldest moments. Discover the collection that’s turning heads and inspiring confidence. #ITGirlEssential #MadeInSpain
• •Headline: Unleash Your Inner Icon. Body: Comfort that empowers, style that speaks. Our latest collection is here to help you chase those dreams with unstoppable confidence and a touch of legend. What will your ITSHOES say about you? #BeAnITGirl #LuxuryFootwear
• •Headline: The City is Your Runway. Own It. Body: From sunrise meetings to sunset adventures, our new [Specific Shoe Style, e.g., 'Urban Rider Boots'] are made for the cosmopolitan soul. Effortless style, uncompromising quality. #ITSHOESStyle #StreetChic
• •Headline: Don't Just Follow the Trend. Be the Trend. Body: Inspired by legends, designed for you. Experience the art of Iberian craftsmanship and step into a world where every detail matters. Your next iconic look starts with ITSHOES. #FutureClassics #ITSHOES