Brand Tone

Urban & Authentic, Confident & Independent, Community-Oriented & Inclusive, Contemporary & Stylish, Approachable & Passionate

Brand Values

• •London Heritage
• •Family & Independence
• •Youth Culture & Diversity
• •Quality & Curated Selection
• •Community Engagement
• •Customer Experience

Best Practices

• •Embrace the "London, Born and Bred" Ethos: Consistently weave in references to London's culture, landmarks (authentically, not forced), and the unique energy of the city. Use colloquialisms sparingly and appropriately if they fit the context and audience.
• •Speak as "One of You": Adopt an inclusive, down-to-earth voice that resonates with a diverse urban community. Avoid overly corporate or detached language. Show understanding of youth culture and street style.
• •Highlight Independence and Heritage: Remind the audience of the brand's family-run, independent status and its long history in London. This builds trust and authenticity.
• •Balance Edgy with Approachable: While reflecting urban style, ensure the tone remains welcoming and not alienating. The "confident" aspect should come from expertise and passion, not arrogance.
• •Be Visually and Verbally Cohesive: Ensure the language used in copy aligns with the visual identity (urban, modern, with nods to heritage). The raw, textured feel of their new store designs can be a cue for descriptive language.

Social Perception

Customers and the public generally perceive TOWER London as a well-established and reputable source for a wide variety of branded footwear, with a strong London identity. Many shoppers report positive experiences regarding product quality, style, and delivery speed. The brand's connection to London and its family-run nature are seen as authentic. However, there's a notable segment of customers who have experienced issues with customer service, delivery times, and the returns process, leading to some negative perceptions regarding post-purchase support and operational consistency. Overall, the brand is seen as a legitimate retailer offering desirable products, but with room for improvement in ensuring a universally positive customer service experience.

Copy Examples

• •Headline: London Calling. Your City. Your Soles. Body: From the Northern Line to the Brick Lane cobbles, TOWER London walks with you. We’re born and bred London, curating footwear that’s as authentic and diverse as the city itself. Step into your next story. #TowerLDN #LondonBorn
• •Headline: More Than Just Trainers. It’s a Statement. Body: Lace up with intent. TOWER London brings you iconic brands and fresh drops that define London street style. Independent spirit, family roots, since 1980. Find your fit. #Since1980 #IndependentFootwear
• •Headline: We See You, London. Body: Your style, your hustle, your community. TOWER London is proud to be part of the city’s fabric, offering footwear for every journey. We’re more than a store; we’re part of your crew. Explore the latest collections online and in-store. #TowerCommunity #FootwearForLondon
• •Headline: Camden’s New Kick. TOWER London Has Landed. Body: Our newest spot on Camden High Street is now open! Experience the TOWER London vibe – raw, real, and rooted in London’s heart. Discover curated heat for your feet. Come say hello. #TowerCamden #LondonFootwear
• •Headline: Family Heritage, Fresh Perspectives. Body: Three generations deep in the footwear game, TOWER London blends timeless quality with the pulse of the street. For every walk of London life. Shop the family’s picks. #TowerFamily #StyleAndComfort