Brand Tone

informative, health-conscious, and calmly passionate

Brand Values

• •Foot Health & Natural Movement
• •Comfort & Quality
• •Sustainability & Ethical Practices
• •Minimalism & Practical Style
• •Customer Well-being

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (informative, health-conscious, approachable), key messaging points, "do's and don'ts" for language, and preferred terminology (e.g., "natural movement" vs. "flexible," "foot health" vs. "orthopedic").
• •Prioritize Education Over Hard Selling: Frame copy around informing the customer about the benefits of barefoot shoes, foot health, and sustainable choices. Let the product's value speak for itself through this educational lens.
• •Use "You-Focused" Language that Empowers: Speak directly to the customer ("your feet," "your health," "experience how you...") and focus on how the products and philosophy benefit them personally, empowering them to make positive choices.
• •Maintain Authenticity and Transparency: Be honest about materials, production processes, and the journey towards greater sustainability. Avoid overly hyped or exaggerated claims. The tone should feel genuine and trustworthy.
• •Ensure Consistency Across All Channels: Whether it's a website FAQ, an Instagram caption, a customer service email, or a product description, the tone should remain consistent. Regular review and training for anyone creating content can help achieve this.

Social Perception

A trusted source for quality barefoot/minimalist shoes; a brand that genuinely cares about foot health; an ethical and sustainable choice; stylish within the niche; responsive and customer-focused.

Copy Examples

• •Experience the ground beneath you. Our [Shoe Name] minimalist shoes are designed with a zero-drop sole and wide toe box, allowing your feet to move naturally and build strength with every step. Crafted from breathable, sustainable [Material], they're not just shoes, they're a commitment to your foot health.
• •Ready to rediscover what comfortable really feels like? 🌱 Our latest collection combines natural movement with timeless style, so you can tread lightly on the planet and feel amazing doing it. What adventures will your Lisbeth Joes take you on this week? #BarefootShoes #HealthyFeet #SustainableStyle #LisbethJoe
• •Are Your Shoes Harming Your Feet? The Truth About Natural Alignment.
• •Lisbeth Joe: Minimalist Footwear. Maximum Comfort. Authentically You.
• •We believe that strong, healthy feet are the foundation of a vibrant life. For too long, conventional footwear has reshaped our natural form. Join us as we explore how embracing the barefoot philosophy can unlock better posture, balance, and a deeper connection to the world around you.