Brand Tone

Community-Focused, Knowledgeable, Encouraging, and Authentic

Brand Values

• •Community Support: Actively participating in and sponsoring local events and initiatives.
• •Expertise & Quality Service: Providing specialized fitting services and knowledgeable advice to ensure customer satisfaction and proper footwear.
• •Health & Wellness: Promoting an active lifestyle through running and walking.
• •Heritage & Trust: Valuing their long-standing history as a family-owned business and building lasting relationships with customers.
• •Customer Focus: Prioritizing individual customer needs and ensuring they find the right products.

Best Practices

• •Prioritize Community: Always look for ways to weave in local connections, support for events, or highlight community members. Use hashtags that resonate with the local audience.
• •Showcase Expertise, Don't Just Tell: Instead of saying "we are experts," demonstrate it through tips, explanations of "The Right Fit™ Experience," and discussing product technology in an accessible way.
• •Use Encouraging and Positive Language: Motivate your audience. Focus on the benefits of an active lifestyle and the joy of achieving personal goals. Avoid overly technical jargon unless explaining a specific benefit clearly.
• •Be Authentic and Relatable: Share genuine stories (with permission), highlight staff, and let the family-owned heritage shine through. Avoid overly corporate or impersonal language.
• •Develop a Content Calendar with Tone Guidelines: Plan content themes that align with the core values and ensure that all copywriters (even if it's just one person) understand and can consistently apply the established brand voice across all platforms. Regularly review content to ensure it aligns.

Social Perception

Wagner's Shoes is generally perceived very positively by its customers and the local community. Customers view the brand as a reliable source for high-quality running and walking shoes. They highly value the personalized fitting service and the expertise of the staff. The Public/Community is seen as a committed local business that actively contributes to the community.

Copy Examples

• •Headline (Website/Social Media): "Your Miles, Our Mission. Since 1951, Wagner's RunWalk has been dedicated to finding your perfect fit and supporting every step of your journey. #WagnersRunWalk #CommunityStrong"
• •Instagram Post (New Shoe Arrival): "Step into spring with the all-new [Shoe Model]! 👟 Our expert team is ready to guide you through The Right Fit™ Experience to ensure maximum comfort and performance. Whether you're hitting the trails or the pavement, we've got the sole for your goals! #NewArrival #ProperFit #RunHappy #WagnersShoes"
• •Facebook Post (Event Promotion): "Join Wagner's RunWalk this Saturday at the [Local Event Name]! We're proud to support our amazing community and cheer on all the participants. Stop by our booth for a chance to win some swag and chat about your running goals! #LocalLove #RunTogether #WagnersSupports"
• •Email Newsletter Snippet (Customer Story): "Meet Sarah, a local runner who just conquered her first half-marathon! She credits her success (and happy feet!) to finding the perfect pair of shoes with our Right Fit™ Experience. 'Wagner's didn't just sell me shoes, they invested in my journey,' says Sarah. We're so proud to be a small part of big achievements! #CustomerSuccess #FitExperts #YourRunOurPassion"
• •Website 'About Us' Snippet: "For over 70 years and three generations, Wagner's Shoes has been more than just a shoe store. We're a family, a team of passionate runners and walkers, and a cornerstone of our local Pennsylvania communities. We believe in the power of a perfect fit and the joy of movement. #FamilyOwned #Since1951 #ExpertAdvice"