Brand Tone

Friendly and Approachable, Family-Oriented, Trustworthy and Reliable, Community-Focused, Knowledgeable and Expert, Modern and Evolving, Playful/Humorous

Brand Values

• •Quality
• •Customer Service Excellence
• •Family Ethos
• •Trust and Honesty
• •Community Support
• •Expertise and Passion
• •Adaptability and Growth

Best Practices

• •Prioritize "Family" and "Community": Consistently weave in an understanding that you are serving families and are an integral part of the local community. Use "we" and "us" to foster a sense of shared experience.
• •Emphasize Trust and Heritage: Reference the long-standing history (since 1960) and the expertise built over generations to reinforce reliability and quality without sounding dated.
• •Maintain a Helpful and Friendly Voice: Ensure all copy, from product descriptions to customer service interactions, is approachable, clear, and supportive. Avoid overly technical jargon unless explaining specific benefits (e.g., shoe technology).
• •Showcase Expertise with Warmth: When discussing specialized services like children's shoe fitting, convey knowledge and authority in a caring and reassuring manner.
• •Adapt Tone for the Platform, but Keep Core Values: While social media like TikTok might allow for more playful and humorous content, ensure it still aligns with the overarching values of being a trustworthy, family-friendly, and quality-focused brand. The humor should be inclusive and lighthearted, not sarcastic or alienating.

Social Perception

Highly Regarded Locally, Trusted Retailer, Customer-Centric, Community Pillar, Expert in Footwear, Positive Online Experience

Copy Examples

• •Headline: Step into Comfort, Step into Donaghys. Generations of Families Trust Us. Body: Since 1960, our family has been helping yours find the perfect fit. From first steps to fashion statements, discover quality footwear and friendly service that’s been a cornerstone of our community for decades. Visit us in-store or online at donaghys.co.uk.
• •Headline: More Than Just Shoes, It's a Family Tradition. Body: At Donaghys, we believe in quality that lasts and service that smiles. Explore our wide range of brands for men, women, and kids – handpicked for comfort, style, and durability. We're not just selling shoes; we're building relationships.
• •Headline: Happy Feet, Happy Families. Expert Fitting at Donaghys. Body: Worried about your little one's growing feet? Our experienced team is passionate about children's foot health. We offer expert measuring and advice to ensure every step is a comfortable and healthy one. Because at Donaghys, your family’s well-being comes first.
• •Headline: Your Local Shoe Experts, Now Online! Body: Can't make it to our Banbridge store? Experience the same great Donaghys service and fantastic selection from the comfort of your home! Quality brands, easy returns, and the friendly advice you’ve come to expect, all at donaghys.co.uk.
• •Headline: Supporting Our Community, One Step at a Time. Body: Donaghys is proud to be a part of the fabric of Northern Ireland. We’re committed to giving back to the community that has supported us for over 60 years. When you shop with us, you’re supporting a local business that cares.