Brand Tone

friendly, reliable, and community-focused

Brand Values

• •Heritage and Tradition
• •Customer-Centric Service
• •Quality Products
• •Reliability

Best Practices

• •Emphasize a Personal Touch: Continue to include handwritten notes with online orders and feature staff members in social media content to maintain a personal and approachable feel.
• •Highlight Heritage: Regularly share stories and facts about the store's long history to reinforce the brand's tradition and trustworthiness.
• •Showcase Customer Stories: Share positive customer reviews and testimonials across the website and social media to build social proof and reinforce the brand's commitment to service.
• •Maintain a Friendly and Accessible Voice: In all communications, from website copy to social media captions, use a warm, inviting, and straightforward tone that reflects the in-store experience.
• •Focus on Community: Engage with the local community online and in-person, reinforcing the brand's position as a valued local institution.

Social Perception

The public perception of Sampsons Shoe Store is overwhelmingly positive. Customers view it as a trustworthy and dependable local institution. It is seen as a place to receive expert advice and high-quality footwear. The brand is also perceived as being a step ahead in offering a convenient online shopping experience, despite its physical isolation. The personal touches, such as writing thank you notes for online orders, contribute to this positive perception.

Copy Examples

• •Walk with Confidence. Shop with Sampsons. For over a century, our family has been helping the Broken Hill community find the perfect fit. Step into our store or shop online for quality footwear and expert service you can always count on.
• •More Than a Shoe Store. We're a Tradition. From your first school shoes to your new work boots, Sampsons has been there every step of the way. Discover our heritage of quality and care.
• •Your Perfect Pair is Waiting. Whether you need rugged boots, stylish heels, or comfy slippers, our friendly team is here to help you find exactly what you're looking for. Visit us in-store or browse our collection online.
• •Local Roots. Nationwide Service. Proudly serving Broken Hill for generations, and now shipping our curated collection of quality footwear across Australia. Experience the Sampsons difference today.
• •Service That's 'One Step Ahead'. At Sampsons, we're committed to providing an exceptional shopping experience, from our friendly in-store service to our easy-to-use online store. Let us help you put your best foot forward.