Brand Tone

Aspirational, authentic, and appreciative.

Brand Values

• •Craftsmanship & Tradition
• •Quality
• •Contemporary Design
• •Authenticity
• •Customer Connection

Best Practices

• •Prioritize Storytelling: Always connect the product back to its roots. Share stories of the artisans, the inspiration behind a design, or the traditional techniques used. This reinforces the values of authenticity and craftsmanship.
• •Use Elevated and Evocative Language: Employ descriptive words that convey quality, elegance, and comfort. Phrases like 'fusión de tradición,' 'diseño atemporal,' and 'hecho con dedicación' maintain the aspirational tone.
• •Maintain Visual Consistency: Ensure that all photography and videography align with the brand's clean, modern, and authentic aesthetic. High-quality visuals are crucial for an aspirational brand.
• •Engage with Appreciation: When interacting with customers on social media or through customer service, always use a warm, respectful, and appreciative tone. Thank them for sharing photos and feedback to build a loyal community.
• •Develop a Brand Voice Guide: Create a simple internal document that outlines the key values, the brand's personality (e.g., authentic, stylish, warm), and provides examples of on-brand and off-brand messaging. This ensures all team members communicate consistently.

Social Perception

TulesMX is perceived as a high-quality, authentic brand that offers unique, stylish, and well-crafted footwear. The 'Made in Mexico' aspect positively associates the brand with cultural richness and artisanal skill. Customers value style, comfort, and the product's story, viewing it as a thoughtful alternative to mass-produced footwear.

Copy Examples

• •Hechos a mano, pensados para trascender. Nuestros Botines Alejandrita son más que un zapato, son una herencia de la artesanía mexicana en cada paso que das. Estilo que no pasa de moda, calidad que perdura.
• •Eleva tu estilo con un toque de tradición. En TulesMX, fusionamos diseño contemporáneo con la maestría de nuestros artesanos. Descubre zapatos únicos que cuentan una historia. Explora la nueva colección.
• •La magia está en los detalles ✨ De las manos de nuestros artesanos a tus pies. #HechoEnMexico #Artesanal #TulesMX
• •Diseño atemporal, alma artesanal. Zapatos hechos a mano en México.
• •Tradición y vanguardia en nuestra nueva colección.