Brand Tone

Reliable, accessible, and family-oriented, shifting towards aspirational, trendy, and engaging, especially when targeting younger demographics. Professional and established for corporate communications. Informative, benefit-driven (emphasizing comfort and style), and reassuring in customer-facing contexts.

Brand Values

• •Quality
• •Comfort
• •Value for Money/Affordability
• •Trust and Heritage
• •Innovation
• •Customer Satisfaction
• •Inclusivity/For Everyone
• •Patriotism/Indian Identity

Best Practices

• •Develop Clear Brand Voice Guidelines: Document the specific characteristics of Liberty's tone (e.g., "Reliable yet Modern," "Accessible and Aspirational," "Comfort-centric and Trustworthy"). Provide examples of "do's and don'ts" for writers.
• •Emphasize Key Values Consistently: Ensure that core values like comfort, quality (with a focus on tangible benefits), heritage, and value for money are woven into messaging across all platforms, tailored to the specific audience and channel.
• •Segment Communication but Maintain Core Identity: While the tone can be adapted for different audiences (e.g., more playful for youth-focused sneaker campaigns on Instagram, more formal on LinkedIn), the underlying message of trust, comfort, and value should remain consistent.
• •Use Storytelling to Connect: Leverage Liberty's long history and "Made in India" aspect to tell stories that resonate emotionally with customers, building a stronger connection beyond just product features. Campaigns like "Mera Joota Hindustani" are a good example.
• •Train and Align All Content Creators: Ensure that everyone involved in creating content (internal marketing teams, agencies, social media managers, customer service representatives) understands and can consistently apply the brand's tone of voice. Regular reviews and feedback sessions can help maintain consistency.

Social Perception

Established and Known, Value-Oriented, Comfort-Focused, Mixed Quality Perception, Modernizing Image, Customer Service Concerns

Copy Examples

• •Headline: Step into Your Day, Your Way. Comfort That Lasts. Body: From boardroom meetings to weekend adventures, Liberty crafts footwear that moves with you. Discover quality, style, and unbeatable comfort for the whole family. #LibertyShoes #ComfortInEveryStep
• •Headline: Heritage Quality, Modern Style. The Perfect Pair Awaits. Body: With over 60 years of trust, Liberty continues to innovate. Explore our latest collection, blending timeless craftsmanship with contemporary designs. Find your fit, love your shoes. #LibertyLegacy #StyleAndSubstance
• •Headline: Feel the Freedom. Lightweight, Durable, Ready for Anything. Body: Unleash your potential with Liberty’s Force10 range. Engineered for performance and designed for style, so you can conquer every challenge with confidence and comfort. #LibertyForce10 #AdventureReady
• •Headline: Smart Value, Smarter You. Step Up Without Breaking the Bank. Body: Why choose between quality and price? Liberty offers stylish, comfortable footwear that’s built to last, all at a value you’ll love. Making every step a confident one. #LibertyValue #AffordableStyle
• •Headline: Eco-Conscious Comfort. Step Greener with Liberty. Body: Introducing our new sustainable collection – kind to your feet, kinder to the planet. Experience the same Liberty comfort, now crafted with eco-friendly materials. Walk the talk. #LibertyCares #SustainableSteps