Brand Tone

Friendly, accessible, value-driven, and family-oriented. More energetic, trendy, and youthful on platforms like TikTok and Instagram. Conversational and welcoming.

Brand Values

• •Affordability
• •Variety/Selection
• •Family Focus
• •Accessibility
• •Current Styles
• •Customer Experience

Best Practices

• •Prioritize Value and Affordability: Always ensure that price points, discounts, and the overall value proposition are clearly and frequently communicated. Use phrases like "Great Prices," "Affordable Style," "Deals," and "Savings" consistently.
• •Maintain a Friendly and Accessible Tone: Use conversational language. Employ contractions (e.g., "you're," "it's") and address the customer directly and warmly. Avoid overly formal or technical jargon.
• •Speak to the Family, Engage the Youth: While maintaining the core message of affordable style for everyone, tailor the energy and specific language for different platforms. Be more contemporary and use relevant slang on TikTok, while Facebook can be more community-focused.
• •Highlight Variety and Occasion: Regularly showcase the breadth of the shoe collection, emphasizing that there’s something for every family member and for various occasions (work, school, casual, special events).
• •Visual Storytelling with Clear Calls to Action: On image-led platforms like Instagram, ensure copy complements the visuals by highlighting key benefits (style, comfort, price) and always include a clear call to action (e.g., "Shop Now," "Discover More," "Visit Us In-Store").

Social Perception

Shoe City is largely perceived as a go-to retailer for affordable shoes for the whole family in South Africa. Customers appreciate the frequent sales and the ability to find trendy items without a high price tag. It's considered an established and well-known name in South African retail.

Copy Examples

• •Headline: Step Up Your Family's Style Without Breaking the Bank! Body: From school shoes to weekend sneakers, and office heels to comfy flats, Shoe City has everyone covered. Discover the latest trends at prices you’ll love. Walk this way for affordable style! #ShoeCitySA #FamilyFootwear #AffordableStyle Platform: Facebook / Instagram
• •Headline: ✨ Weekend Vibes Loading... ✨ Body: Got plans? We’ve got the shoes! 😉 Strut into your weekend with fresh kicks from Shoe City. Trendy, comfy, and oh-so-affordable. What’s your weekend shoe style? Drop an emoji below! 👟👢👡 Platform: Instagram / TikTok
• •Headline: Deals So Good, You'll Want To Stock Up! 🛍️ Body: Don't miss out on our incredible savings! Great prices on a huge selection of shoes for men, women, and kids. Your feet (and your wallet) will thank you. Shop in-store or online now! Platform: General Promotion / Website Banner
• •Headline: New Arrivals Alert! 🔥 Step into the new season with Shoe City! Body: Fresh styles have just landed! From the hottest trends to everyday essentials, find your perfect pair and make a statement. Affordable fashion for every foot. Platform: Instagram Story / Email Newsletter
• •Headline: Shoe City: Your Everyday Shoe Destination. Body: Life’s a journey, make sure you’ve got good shoes! At Shoe City, we bring you a wide variety of stylish and comfortable footwear for the whole family, all at prices that make sense. Quality you can trust, styles you'll adore. Platform: Website "About Us" snippet / General Branding