Brand Tone

Aspirational yet Accessible, Reliable and Trustworthy, Encouraging and Motivational, Community-Oriented/Familial, Stylish and Modern

Brand Values

• •Quality
• •Affordability
• •Comfort
• •Customer Satisfaction
• •Resilience and Commitment
• •Integrity and Compassion
• •Innovation
• •Empowerment
• •Supporting "Make In India"

Best Practices

• •Always Emphasize Value (Quality + Affordability): Consistently weave in the message of receiving high-quality, durable, and stylish footwear at a fair and accessible price. Avoid language that sounds overly cheap or excessively luxurious.
• •Uphold the "Every Step Matters" Philosophy: Connect product features and brand messaging back to the idea of empowerment, progress, and the significance of each individual's journey, whether literal or metaphorical.
• •Maintain an Encouraging and Positive Voice: Use language that inspires confidence and supports an active, positive lifestyle. Focus on solutions and benefits rather than just features.
• •Be Relatable and Grounded: While showcasing style, ensure the language remains down-to-earth and speaks to the "common man" as per the founder's vision. Avoid jargon or overly exclusive terminology.
• •Reinforce Trust Through Legacy and Commitment: Subtly remind the audience of the brand's experience (23+ years) and dedication to its core values like quality, comfort, and customer satisfaction in relevant communications.

Social Perception

Positive for Value and Comfort, Durable for Price Point, Growing Household Name, Trustworthy (Legacy), Confusion Exists

Copy Examples

• •Headline: Every Journey Begins with a Confident Step. Tracer India: Quality Footwear, Honestly Priced. Body: For over 23 years, we've believed that everyone deserves shoes that feel as good as they look, without compromising on quality. Step into your day with Tracer. #EveryStepMatters
• •Instagram Post (Image: Stylish person wearing Tracer sneakers): Own your style, own your story. ✨ Tracer sneakers blend premium comfort with trendsetting designs, so you can express yourself effortlessly. Affordable luxury for your feet. #TracerIndia #StyleThatSpeaks #ComfortInEveryStep
• •Product Description (for running shoes): Unleash your potential with the new Tracer Bolt running shoes. Engineered for performance, designed for comfort, and priced for you. Because every run is a step towards a stronger you. Experience the legacy of quality. #TracerRunning #MilesOfComfort
• •Facebook Ad (Targeting families): From schoolyards to weekend adventures, Tracer has the whole family covered. Durable, comfortable, and stylish shoes for men, women, and kids. Quality you can trust, at prices that make sense. #TracerForFamily #FootwearForAll
• •Brand Story Snippet: More than just shoes, we're a family built on resilience, quality, and the belief that "Every Step Matters." For over two decades, Tracer India has been committed to crafting footwear that empowers you to walk with confidence and pride. Join our journey.