Brand Tone

friendly, enthusiastic, knowledgeable, and customer-focused. They also project an independent and curated feel, emphasizing their hand-picked selections and unique offerings. There's an element of excitement around new arrivals and specific brands.

Brand Values

• •Quality and Craftsmanship: Offering high-quality, wearable essentials and heritage classics.
• •Individuality and Unique Style: Providing a diverse and hand-picked selection that caters to unique tastes, including wacky and bizarre options.
• •Customer Experience: Focusing on attentive, helpful, and personable customer service.
• •Ethical Practices and Sustainability: Committing to ethical production processes and representing brands that minimize environmental impact.
• •Community and Independence: Highlighting their status as an independent retailer with local roots.

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone, personality traits, vocabulary (words to use/avoid), and an overview of the target audience. Share this with everyone who creates content.
• •Know Your Audience: Understand who you're talking to – their preferences, pain points, and language style. Tailor your copy to resonate with them while staying true to the brand's core voice.
• •Be Consistent Across All Channels: Ensure the brand voice is maintained whether it's on the website, social media posts, email newsletters, or in-store signage. This builds recognition and trust.
• •Tell Your Story: Weave the brand's values and story (e.g., independence, commitment to ethical sourcing, passion for unique footwear) into the copy. This adds authenticity and depth.
• •Review and Refine: Regularly review written content to ensure it aligns with the defined brand tone. Get feedback and be open to refining the voice as the brand evolves, but always with a clear rationale.

Social Perception

ZigZag Footwear is generally perceived positively as a reputable independent shoe retailer with a unique and diverse selection of quality footwear. Customers value the knowledgeable and friendly staff, the comfortable products, and the efficient service. They are seen as a go-to for those seeking something different from mainstream offerings and for supporting a local business.

Copy Examples

• •Step into your unique style! ✨ Our latest hand-picked collection has just landed, full of personality and comfort. Discover your next favorite pair at ZigZag Footwear!
• •Ethically sourced, beautifully crafted. We believe in shoes that not only look good but *do* good. Explore our sustainable range and walk with purpose.
• •Tired of the same old styles? So are we! ZigZag Footwear brings you a curated selection of heritage classics and bold, on-trend designs you won't find everywhere else. Dare to be different!
• •Our friendly team is passionate about finding you the perfect fit and style. Got a question or need some advice? We're always here to help you put your best foot forward!
• •From iconic Birkenstocks to the innovative designs of Flower Mountain, we've got your feet covered for every adventure. Shop new arrivals in-store and online!