Brand Tone

Trendy and Edgy, Youthful and Playful, Confident and Bold, Approachable and Inclusive, Direct and Authentic

Brand Values

• •Fashion-Forwardness/Trendsetting
• •Individuality and Self-Expression
• •Accessibility/Affordability
• •Inclusivity and Diversity
• •Authenticity
• •Empowerment
• •Responsibility (emerging)

Best Practices

• •Embrace the Edge, But Stay Approachable: Use confident, bold language that reflects the brand's fashion-forward nature. However, balance it with an inclusive and relatable tone that invites everyone into the #MADDENSQUAD. Avoid overly technical jargon; keep it fresh and direct.
• •Speak the Language of Your Audience: Incorporate current slang and cultural references relevant to the 16-35 demographic where appropriate (especially on platforms like TikTok and Instagram). Use emojis and an informal, conversational style in social media captions, while maintaining a slightly more polished but still energetic tone on the website.
• •Highlight Individuality and Empowerment: Frame products not just as items, but as tools for self-expression and confidence. Use language that encourages customers to own their style and be unapologetically themselves.
• •Maintain Energy and Excitement: Convey the fast-paced, trend-driven nature of the brand. Use active voice, strong verbs, and a sense of urgency (e.g., "Shop the drop," "Latest obsessions").
• •Be Authentic and Transparent (Even When Playful): Reflect the brand's "warts and all" approach. Acknowledge the founder's story and the brand's journey. Even when being playful or using humor, ensure the underlying message feels genuine and aligns with the brand's core values of providing trend-led, accessible fashion.

Social Perception

Stylish and Trendy, Affordable Alternative, Hit-or-Miss Quality, Customer Service Concerns, Influencer-Driven, Iconic with a History

Copy Examples

• •Headline: DON'T FOLLOW. LEAD. Body: Your street. Your runway. The new collection is here to turn heads and break rules. Shop now and own your edge. #MaddenUK #StreetStyleSovereign
• •Headline: VIRAL STATUS: UNLOCKED. Body: From your feed to your feet. Get the looks everyone’s talking about. The latest drops are live – don’t just scroll, strut. #SteveMaddenUK #Trendsetter
• •Headline: REAL STYLE. REAL YOU. NO APOLOGIES. Body: Fashion that fits every vibe, every story. Our new arrivals celebrate individuality with more sizes, more styles. Because everyone deserves to feel like a freaking icon. #MaddenForAll #SelfExpression
• •Headline: LONDON CALLING (YOUR WARDROBE). Body: Inspired by the city's pulse, crafted for your grind. These aren't just shoes, they're your next statement. Step into Steve Madden UK. #UrbanEdge #LFWReady (even if it's just for the 'gram)
• •Headline: THE DAILY GRIND DESERVES A RUNWAY MOMENT. Body: Who said comfort can't be chic? Our latest trainers blend street-smart style with all-day wearability. Because life’s too short for boring shoes. Shop the drop. #SteveMaddenStyle #ComfortIsCool