Brand Tone

Classic & Timeless, Heritage-Focused & Proud, Quality-Oriented & Craft-Proud, Refined & Gentlemanly, Knowledgeable & Authoritative

Brand Values

• •Heritage & Legacy: Honoring the brand's century-old history and the founder's vision.
• •Quality Craftsmanship: Commitment to traditional shoemaking techniques and high-quality materials.
• •Timeless British Style: Adherence to classic, enduring British design principles.
• •Durability & Value: Creating shoes built to last, offering good value for the quality provided.
• •Perseverance & Resilience: Stemming from the founder's story of overcoming adversity and the brand's own history of revival.

Best Practices

• •Embrace Heritage Storytelling: Consistently weave elements of the brand's rich history (founded 1919, Northamptonshire roots, wartime efforts, "Keep Believing" motto) into website copy, social media posts, and product descriptions to reinforce authenticity and legacy.
• •Prioritize "Quality" and "Craftsmanship" in Vocabulary: Use descriptive language that highlights the quality of materials (e.g., "premium calf leather," "full-grain," "supple suede") and construction methods ("Goodyear welted," "hand-burnished," "meticulously stitched") to emphasize the tangible value of the products.
• •Maintain a Refined and Respectful Voice: Address the customer with a degree of formality and sophistication that mirrors the classic nature of the footwear. Avoid overly casual slang or overly aggressive sales tactics. The tone should be confident yet understated.
• •Showcase Timeless British Style: Visually and textually, connect the products to classic British aesthetics. Use terms like "timeless elegance," "quintessentially British," and "classic design." Ensure imagery reflects this (e.g., well-dressed individuals in classic settings).
• •Educate and Guide: Leverage "The Guide" section and detailed product information to subtly position the brand as an authority in men's footwear. This builds trust and reinforces the value of investing in well-made shoes, aligning with a knowledgeable and sophisticated tone.

Social Perception

Established & Reputable, Classic & Traditional, Good Quality for Price, Variable Perception on Premium Status, Trusted by Retailers

Copy Examples

• •Headline: Step into a Century of British Craftsmanship. Body: Since 1919, John White has defined timeless British footwear. Our shoes aren't just made; they're meticulously crafted with a legacy of quality in every stitch. Discover enduring style, built to last.
• •Headline: The Foundation of a Gentleman's Wardrobe. Body: From the boardroom to weekend pursuits, John White offers impeccably crafted Oxfords, Brogues, and Boots. Experience the perfect blend of classic design, superior comfort, and unwavering British quality.
• •Headline: More Than Shoes. A Legacy You Wear. Body: Inspired by our founder's motto, "Keep Believing," every pair of John White shoes embodies resilience and a commitment to excellence. Walk with confidence, knowing you're wearing a piece of British shoemaking history.
• •Headline: Details That Define. Quality That Endures. Body: Supple leathers, time-honored construction, and an eye for classic detail. At John White, we believe true style is timeless. Invest in footwear that speaks volumes about your standards.
• •Headline: Your Journey, Elegantly Shod. Body: Whether it's a crucial meeting or a cherished occasion, John White shoes provide the refined foundation for every important step. Explore our collection and find your perfect companion in British style.