Brand Tone

Trustworthy, Traditional, and Customer-Focused. It is also Practical & Quality-Conscious, and Friendly & Approachable.

Brand Values

• •Quality and Durability
• •Comfort and Style Combined
• •Heritage and Trust
• •Customer-Centric Service
• •Curated Selection

Best Practices

• •Prioritize Heritage: Always lean on the brand's long history as a family business. This is a unique selling proposition that builds immediate trust.
• •Talk Benefits, Not Just Features: Instead of just saying a shoe has "comfort technology," explain what that means for the customer: "Walk for hours without a second thought."
• •Maintain an Approachable Voice: Use "we" and "you" to create a conversational feel. Phrases like "We believe" or "Our aim is to help you" foster a connection.
• •Be Explicit About Quality Over Trends: Continue to reinforce the message that you are against "throwaway fashion." This will attract and retain a loyal customer base that shares this value.
• •Bridge the Online-Offline Gap: Regularly mention the physical store in South Wales and encourage direct communication. This reinforces the idea that there are real, knowledgeable people behind the website, enhancing the sense of trust and personal service.

Social Perception

The intended perception is that of a reliable, traditional shoe shop that offers good value and expert curation. Customers are likely to be those who prioritize comfort and quality over fast-fashion trends. The lack of social media may appeal to an older demographic or those who prefer a more straightforward shopping experience without the noise of social media marketing. The perception is likely one of dependability rather than trend-setting.

Copy Examples

• •For feet that have stories to tell. For over 140 years, our family has been fitting yours with shoes that blend timeless style and unbeatable comfort. Discover your perfect pair today.
• •Don't choose between comfort and style. These Rieker boots are crafted with the latest comfort technology and designed to be worn all day, every day. As official Rieker retailers, we stand by their quality—they're a favourite in our South Wales shop for a reason.
• •We're a fifth-generation family of shoe lovers! Since 1875, we've believed in shoes that feel as good as they look. We're not about fast fashion; we're about finding you a pair you'll love for years to come. #WaltersShoes #QualityFootwear #FamilyBusiness
• •Tired of uncomfortable shoes? We've got you covered.
• •Quality that lasts. Investing in a great pair of shoes means enjoying them season after season. Our curated collection is hand-picked for durability and timeless design, so you get true value with every step you take.