Brand Tone

Supportive and empowering, practical and solution-oriented, trustworthy and credible, relatable and authentic.

Brand Values

• •Innovation and Ingenuity
• •Female Empowerment
• •Quality and Efficacy
• •Sustainability and Responsibility
• •Community

Best Practices

• •Lead with the Solution: Always frame the copy around the problem you are solving for the customer. Start with the pain point (sinking heels, blisters) and immediately introduce your product as the simple, effective answer.
• •Speak Like a Trusted Friend: Use a supportive, encouraging, and relatable tone. Use "you" and "your" to speak directly to the customer. The voice should be that of a clever, resourceful friend sharing a great tip.
• •Emphasize "Confidence": The core emotional benefit of Solemates is confidence. This word should be a cornerstone of the brand's messaging, whether it's confidence to walk on grass, confidence in new shoes, or confidence that your feet will be comfortable all day.
• •Reinforce Trust Signals: Casually weave in credibility markers where appropriate. Phrases like "Our Shark Tank-approved secret," or "The heel protectors loved by Oprah," can be used to remind customers of the brand's established reputation.
• •Keep it Clean and Simple: The products are elegant and straightforward, and the copy should be too. Avoid overly complex language or hype. Focus on clear benefits, natural ingredients, and the ease-of-use of the products.

Social Perception

Perceived as a "must-have" for special events, a smart problem-solving brand, and high-quality and trustworthy.

Copy Examples

• •For an Instagram Ad (targeting engaged women): Headline: Don't let sinking heels ruin your perfect day. Body: Your dream outdoor wedding doesn't have to be a balancing act. Our discreet High Heelers let you walk on grass, gravel, and cobblestones with total confidence. Say 'I do' to stress-free steps. #WalkWithConfidence #WeddingEssentials #Solemates
• •For a Website Banner (promoting the Blister Blocker): Headline: Break in the shoes. Not your feet. Body: That new-shoe-stiffness is no match for our all-natural Blister Blocker. One simple swipe provides hours of friction-free comfort. Go from the box to the boardroom, pain-free.
• •For an Email Marketing Campaign (highlighting the brand's values): Subject: Founded by women, for your walk of life. Body: We started Solemates because we were tired of the little things getting in the way of a great day. From heels sinking at a wedding to a blister on a busy workday, we knew there had to be a better way. Our solutions are designed in the USA with natural ingredients to help you walk with confidence, wherever you go.
• •For a Product Page (The Weather Protector Spray): Headline: Your shoes' favorite forecast: 100% protected. Body: Rain clouds? Spilled drinks? Puddles? Bring it on. Our Weather Protector spray creates an invisible, non-toxic shield for your favorite suede, leather, and fabric shoes. Protect your investment, effortlessly.
• •For a Facebook Retargeting Ad (to cart abandoners): Headline: Still thinking about it? Your feet will thank you. Body: You're *this* close to solving one of life's most annoying little problems. Don't let your heels (or your comfort) take a backseat. Complete your order and get ready to walk with confidence.