Brand Tone

Friendly, accessible, value-driven, and family-oriented. On platforms like TikTok: More energetic, trendy, and youthful. Overall: Aims to be relatable and down-to-earth, focusing on providing affordable style for everyone. The communication is generally simple, direct, and promotional.

Brand Values

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

Best Practices

• •Know Your Audience, Speak Their Language: Always keep the target customer in mind. For Shoe City, this often means clear, straightforward language that emphasizes value and family. On platforms with younger audiences like TikTok, adapt to be more contemporary and use relevant slang, but keep the core message of accessible style.
• •Prioritize Value and Affordability: Ensure that price points, discounts, and the overall value proposition are frequently and clearly communicated. Phrases like "Great Prices," "Affordable Style," "Deals," and "Savings" should be staples.
• •Keep it Friendly and Approachable: Use a conversational and welcoming tone. Employ contractions (e.g., "you're," "it's"), occasional emojis where appropriate for the platform, and address the customer directly and warmly. Avoid overly formal or technical jargon.
• •Be Consistent Across Platforms (with Nuance): While the core tone (friendly, value-driven) should remain consistent, adapt the specific style and content format for each platform. Instagram can be more visual and aspirational (while still highlighting price), Facebook more community-focused and informational, and TikTok more entertaining and trend-driven.
• •Develop Key Message Pillars: Identify 3-5 core messages that represent the brand (e.g., "Affordable Footwear for the Whole Family," "Style Within Reach," "Your Everyday Shoe Destination"). Ensure that copywriting, regardless of the platform or specific promotion, subtly reinforces one or more of these pillars. This helps maintain a unified brand voice even when discussing different products or offers.

Social Perception

Seen as a reliable source for affordable shoes for the whole family. Customers appreciate the frequent sales and the ability to find trendy items without a high price tag. They are a well-known, established name in South African retail. Some customers perceive it as a "get what you pay for" scenario, where the primary draw is price over premium quality or exceptional customer service. Experiences can vary by store. Through their social media, especially Instagram and TikTok, they are trying to build a more stylish and trendy image, particularly to appeal to a younger, fashion-conscious audience while retaining their core family demographic.

Copy Examples

• •Headline (Website Banner for Sale): "Step into Savings! 🎉 Up to 50% OFF Your Favourite Family Footwear. Shop Now & Treat Your Feet!"
• •Instagram Post (New Kids' Collection): "Little feet, big adventures! 👣 Our new kids' collection has landed – durable, comfy, and playground-approved. Starting from just R129! #ShoeCityKids #AffordableFun #BackToSchoolReady"
• •Facebook Post (Engaging Question): "Boots or Sneakers? 🤔 What's your go-to style for conquering the week? Show us your Shoe City favourites below! 👇 #ShoeCityStyle #MyChoice #FashionForAll"
• •TikTok Video Caption (Trendy Sneakers): "New kicks on the block! 🔥 Cop these fresh sneakers and own your vibe. Limited stock – run, don't walk! 👟💨 #ShoeCitySA #SneakerHead #StreetStyle #GetYours"
• •Email Subject Line (General Promotion): "Your Perfect Pair Awaits! ✨ Discover Great Styles at Prices You'll Love at Shoe City."