Brand Tone

Friendly and Community-Oriented, Customer-Centric and Service-Focused, Trustworthy and Experienced, Inclusive and Value-Driven, Approachable and Modern

Brand Values

• •Customer Satisfaction
• •Comfort and Quality
• •Community Support
• •Integrity and Trust
• •Adaptability and Modernization
• •Ethical Considerations

Best Practices

• •Emphasize Heritage and Trust: Regularly incorporate phrases that allude to their long history (e.g., "Serving Salinas since 1951," "Decades of experience") to build credibility.
• •Maintain a Helpful, Friendly Voice: Use warm, approachable language. Address customers directly and ensure the tone is welcoming, whether on the website or social media. Think "we're here to help you."
• •Highlight Core Values: Weave in mentions of their commitment to community, customer satisfaction, quality brands, and ethical choices (like vegan options) into product descriptions, social posts, and 'About Us' sections.
• •Be Consistent Across Platforms, Adapt the Formality: While the core friendly and trustworthy tone should remain, adjust the formality for different platforms. For instance, TikTok and Instagram can be more casual and use emojis, while website copy might be slightly more formal but still approachable.
• •Focus on Benefits and Solutions: Instead of just listing shoe features, explain how they benefit the customer (e.g., "All-day comfort for your busy life," "The support you need for your adventures"). Connect products back to the core promise of comfort and confidence.

Social Perception

A Reliable Local Retailer, A Source for Popular and Trusted Shoe Brands, Service-Oriented, Community-Engaged, Progressive (in retail terms), Trustworthy (Online)

Copy Examples

• •Headline: Step Into 70 Years of Comfort & Community. Body: Since 1951, Joy-Per's Shoes has been helping Salinas walk happy. Discover top brands, friendly service, and shoes that feel like home. Your perfect pair is waiting! #JoyPersShoes #SalinasStrong #ComfortFirst
• •Headline: Vegan Styles You'll Love, Values We Share. Body: Walk your path, beautifully and ethically. Our curated collection of vegan footwear means you don't have to compromise on style or your principles. Shop with heart at Joy-Per's. #VeganShoes #EthicalFashion #JoyPersCares
• •Headline: From Our Family to Yours: The Perfect Fit, Guaranteed. Body: Finding the right shoe shouldn't be a hassle. With over 30 years of collective experience, free returns, and local delivery, we make it easy! Experience the Joy-Per's difference today. #FamilyOwned #ShoeExperts #CustomerFocused
• •Headline (TikTok/Instagram Vibe): New HOKAs just dropped! 👟💨 Run, don't walk to JoyPers.com! Salinas, we've got your happy feet covered. 😉 #Hoka #NewArrivals #ShoeGame #JoyPersShoes #ShopLocalSalinas
• •Headline: More Than Just Shoes – It's a Community. Body: We're proud to be part of Salinas for over 70 years, giving back and growing with you. Thank you for being part of the Joy-Per's family. Let's take the next step together. #CommunityLove #Since1951 #JoyPersFamily