Brand Tone

Authentic & Passionate, Confident & Straightforward, Adventurous & Rugged, Approachable & Customer-Focused, Respectful of Heritage

Brand Values

• •Craftsmanship & Quality
• •Durability & Longevity
• •Comfort
• •Timeless Style
• •Value
• •Adventure & Exploration
• •Sustainability (emerging)

Best Practices

• •Anchor in Authenticity: Always draw from the core story and values – the Mexican craftsmanship discovery, the desire for comfortable yet stylish and durable boots, and the spirit of adventure. Let genuine passion shine through.
• •Prioritize "Comfort" and "Durability" in Messaging: These are key differentiators and highly valued by customers. Consistently highlight the CloudCush™ system and the resoleable Goodyear welt construction.
• •Speak the Language of the "Adventurous Everyman/Woman": Use strong, confident, yet approachable language. Avoid overly technical jargon unless explaining a key benefit (like Goodyear welt). Focus on how the boots enable their lifestyle.
• •Show, Don't Just Tell, the "Timeless Style": Visually reinforce the classic, versatile aesthetic through photography and user-generated content. Copy should complement these visuals by emphasizing the enduring nature of the designs over fleeting trends.
• •Maintain a Confident Humility: Be proud of the craftsmanship and quality, but always tie it back to customer benefit and the value proposition. Acknowledge the heritage of bootmaking and your place within it.

Social Perception

Positive Overall: Customers generally perceive Wilcox Boots as offering excellent value for money, with a strong emphasis on out-of-the-box comfort and quality materials for their price range.

Copy Examples

• •Headline: Beyond the Trailhead. Beyond the Trend. Body: Wilcox Boots: Crafted for the journey, built for a lifetime. Experience heritage quality and modern CloudCush™ comfort that’s ready right out of the box. Where will your Wilcox take you? #BuiltToExplore #TimelessComfort
• •Headline: Resoleable. Remarkable. Ready for Anything. Body: Don't replace your story, rebuild it. Our Goodyear welted boots are made to be your companions for years, adapting to every adventure. Invest in craftsmanship that endures. #WilcoxBoots #MadeToLast #SustainableStyle
• •Headline: That "Favorite Boots" Feeling, From Day One. Body: Forget stiff break-in periods. Wilcox Boots are engineered with our CloudCush™ Comfort system, delivering unparalleled support and cushioning from the moment you lace them up. Classic style, meet all-day wearability. #ComfortCrafted #WilcoxWay
• •Headline: Honest Craftsmanship. Fair Price. No Compromises. Body: We believe in quality you can feel and value that makes sense. Wilcox Boots are handmade in León, Mexico, blending traditional techniques with modern innovation. Step into a better boot. #WilcoxHeritage #AdventureReady
• •Headline: Your Daily Driver, Upgraded. Body: From workshop to weekend, Wilcox Boots offer the rugged durability your life demands and the classic style you appreciate. Versatile, comfortable, and undeniably Wilcox. #EverydayAdventures #ClassicLeather