Brand Tone

Authentic & Nostalgic, Community-Focused & Local, Helpful & Knowledgeable, Casual & Approachable, Timeless & Enduring

Brand Values

• •Heritage & Authenticity
• •Quality & Durability
• •Community Connection
• •Customer Service
• •Self-Expression & Individuality
• •Sustainability (Emerging)

Best Practices

• •Maintain Authenticity: Consistently use language that reflects genuine appreciation for "old school" culture, heritage brands, and quality craftsmanship. Avoid overly trendy slang that doesn't fit the established tone.
• •Emphasize Local Connection: Regularly incorporate Santa Cruz references, highlight community involvement (if any), and tailor content to the local audience (e.g., mentioning UCSC, local weather).
• •Showcase Product Knowledge & History: Share interesting facts about the iconic brands you carry, their history, or how to style them. This reinforces expertise and the "value of timeless" aspect.
• •Foster Community Dialogue: Encourage user-generated content (e.g., customers sharing photos in their "old school" gear). Ask questions that invite nostalgic sharing or style tips. Use a friendly, conversational tone in replies.
• •Visual Consistency: Ensure that imagery (on the website and social media) aligns with the "old school," authentic, and sometimes retro aesthetic. This could include vintage-inspired filters (used sparingly), focus on product details and craftsmanship, and lifestyle shots that evoke a sense of timeless cool and local Santa Cruz life.

Social Perception

Trusted Local Retailer, Go-To for Classic Styles, Connected to Santa Cruz Culture, Helpful and Friendly

Copy Examples

• •Headline: Step Back Into Style. Body: Rediscover timeless classics and retro-inspired favorites at Old School Shoes Inc. Your Santa Cruz local for over 15 years. #OldSchoolCool #SantaCruzStyle
• •Headline: Built to Last. Styled to Stand Out. Body: From iconic Docs to classic Vans, find footwear that tells a story. Quality, durability, and authentic Old School vibes. Visit us in Downtown SC!
• •Headline: More Than Just Shoes, It's a Vibe. Body: We're Old School Supply Co. – your hub for everyday apparel that’s as original as you are. Shoes, socks, and local Santa Cruz spirit. #ShopLocalSC
• •Headline: Lace Up Your Story. Body: Every pair of Old School shoes has a history. What will yours say? Find your perfect fit and timeless style with us. Helpful advice, always.
• •Headline: Keeping Santa Cruz Original, One Pair at a Time. Body: We love everything Old School, from heritage brands to our own unique designs. Supporting our community for over 15 years. Come say hello! #OldSchoolShoes #DowntownSantaCruz