Brand Tone

Authentic & Handcrafted, Adventurous & Versatile, Approachable & Attainable Quality, Confident & Stylish, Customer-focused & Appreciative

Brand Values

• •Quality Craftsmanship
• •Comfort
• •Authenticity & Individuality
• •Versatile Style
• •Attainable Luxury
• •Heritage-inspired with a Modern Edge
• •Adventure & Discovery

Best Practices

• •Emphasize "Handcrafted" and "Genuine Leather": Consistently use terms like "hand-finished," "artisan-made," "genuine leather," "full-grain leather," and "uniquely distressed" to reinforce the core value of quality craftsmanship.
• •Speak to Versatility and Lifestyle: Frame products within the context of daily adventures and diverse lifestyles (city, country, beach). Use evocative language that suggests movement, exploration, and effortless style.
• •Maintain an Approachable yet Confident Voice: While highlighting quality, ensure the tone remains accessible, avoiding overly technical jargon. Convey confidence in the product's style and durability without being arrogant. Think "attainable quality."
• •Incorporate Storytelling Elements: Briefly allude to the inspiration behind designs (international culture, heritage) or the journey of the footwear with the wearer. This adds depth and connects with the "adventurous" value.
• •Be Authentic in Customer Interactions: When responding to reviews or comments, reflect the brand's appreciation for its customers. Address concerns honestly and highlight the unique nature of hand-finished products when relevant (e.g., regarding variations in appearance).

Social Perception

Positive: Customers generally perceive Roan as a brand that delivers stylish, comfortable, and high-quality leather footwear. The unique, distressed aesthetic is often a point of attraction. Valued for Comfort & Style: Many reviewers highlight the ability to wear the shoes for extended periods without discomfort, and they receive compliments on the style. Seen as a Sister to BED|STÜ: Those familiar with BED|STÜ often see Roan as a similar, perhaps more accessible, alternative. Concerns: The primary concerns revolve around sizing consistency and, for some, arch support. However, many still express loyalty despite these occasional issues. Appreciation for Craftsmanship: There's an understanding and appreciation for the hand-finished nature of the products.

Copy Examples

• •Headline: Roan: Crafted for Your Journey. Uniquely Yours. Body: Step into leather footwear that’s as original as your path. Hand-finished by artisans, each pair of Roan shoes tells a story of quality, comfort, and the spirit of adventure. Discover the lived-in look that’s ready for wherever life takes you.
• •Social Media Post (Image: Boots on a city street or country path): Write your own story, one step at a time. Our genuine leather boots are hand-distressed for that perfectly imperfect feel from day one. Adventure-ready, style-approved. #RoanFootwear #HandcraftedLeather #DailyAdventure
• •Product Description Snippet (for a versatile sandal): From sun-drenched boardwalks to city explorations, the [Product Name] sandal is your go-to. Crafted with supple, full-grain leather and a cushioned footbed, it’s where timeless style meets all-day comfort. Hand-finished for a touch of unique character.
• •Email Subject Line: Embrace Effortless Style: Discover Roan's New Arrivals. Email Body Preview: Quality you can feel, style you can count on. Explore the latest hand-finished leather footwear from Roan, designed for comfort and built to journey with you.
• •Website Banner: Roan Footwear: Real Leather. Real Comfort. Real Adventures. Sub-text: Experience the difference of artisan-crafted shoes, designed in Texas and inspired by the world. Find your perfect pair today.