Brand Tone

classic, confident, and approachable

Brand Values

• •Heritage and Authenticity
• •Quality and Craftsmanship
• •Comfort and Performance
• •Style and Versatility
• •Connection to Water/Coastal Lifestyle
• •Innovation
• •Customer Focus

Best Practices

• •Embrace Nautical & Coastal Language (Subtly): Weave in words and phrases that evoke the sea, adventure, and classic Americana (e.g., "set sail," "coastal," "voyage," "horizon," "authentic," "heritage") without overdoing it.
• •Focus on Timeless Quality and Durability: Highlight the craftsmanship, high-quality materials, and lasting nature of the products. Use words like "enduring," "classic," "built to last," "expertly crafted."
• •Maintain a Confident yet Approachable Voice: The tone should be self-assured about the brand's legacy and quality, but also warm, inviting, and relatable to a broad audience. Avoid overly technical jargon.
• •Tell the Heritage Story: Briefly allude to Sperry's rich history and its origin as the first boat shoe. This reinforces authenticity and brand legacy.
• •Inspire a Sense of Lifestyle: Connect the footwear to the experiences and aspirations of the target audience – freedom, exploration, and a connection to a life lived well, whether on or off the water.

Social Perception

Customers generally perceive Sperry as a brand that offers high-quality, durable, comfortable, and stylish footwear. The iconic boat shoe is widely recognized and appreciated for its classic design and functionality. The brand's long history and association with a "preppy" or coastal lifestyle contribute to its positive image.

Copy Examples

• •Headline: Set Sail for Adventure. Discover the Enduring Style of Sperry. Body: For nearly a century, Sperry has crafted footwear for those who answer the call of the water. Experience the unmatched comfort and timeless design that’s ready for any journey.
• •Headline: Heritage in Every Step. Craftsmanship You Can Feel. Body: Inspired by the sea, built for life. Our iconic boat shoes and coastal-inspired collections offer enduring quality and effortless style. Find your perfect pair today.
• •Headline: Beyond the Deck. Your Everyday Icon. Body: From city streets to coastal escapes, Sperry brings a touch of nautical class to every occasion. Versatile, comfortable, and always in style.
• •Headline: Make Waves. Live Fully. Body: Embrace the spirit of exploration with Sperry. Our innovative designs and commitment to quality ensure you’re ready for wherever life’s currents take you.
• •Headline: Timeless Comfort, Modern Adventures. Body: Step into the legacy of Sperry. Experience the perfect blend of classic American style and contemporary performance, designed to accompany you on all of life's voyages.