Brand Tone

Authentic, respectful, empowering, warm, and community-focused, emphasizing heritage, craftsmanship, and cultural appreciation.

Brand Values

• •Indigenous Heritage & Culture
• •Community Support & Empowerment
• •Authenticity & Integrity
• •Quality & Craftsmanship
• •Comfort & Functionality
• •Sustainability

Best Practices

• •Prioritize Indigenous Voice & Storytelling: Ensure that all copywriting reflects and respects the Indigenous heritage at the brand's core. Use narratives that highlight the stories, traditions, and artisans behind the products.
• •Emphasize Authenticity and Impact: Consistently communicate the brand's commitment to cultural appreciation and its positive socio-economic impact on Indigenous communities. This reinforces trust and strengthens the brand's ethical positioning.
• •Use Warm and Inviting Language: Employ words that evoke comfort, coziness, connection, and belonging. This aligns with the 'Fireside Newsletter' and 'Unwrap Warmth' messaging, creating an emotional connection with the audience.
• •Maintain a Balance of Tradition and Modernity: While respecting heritage, the copy should also convey that products are designed for contemporary life, combining 'beauty & function' for 'all year round' wear. This demonstrates relevance to a broad audience.
• •Educate and Inform: When discussing materials or design, provide clear, concise, and respectful information. Addressing past feedback about 'limited information' on materials can enhance transparency and customer confidence.

Social Perception

Manitobah USA is perceived as a brand offering high-quality, comfortable, and culturally significant footwear. Customers appreciate the product quality, cultural significance, and positive impact on Indigenous communities, though there's a desire for more specific material details and consistent design elements.

Copy Examples

• •Introducing our Fall '25 Collection: Where ancient traditions meet modern comfort. Each pair tells a story, crafted by Indigenous artisans for your journey. Feel grounded, stay warm. #Manitobah #WalkWithUs #IndigenousCraftsmanship
• •Step into Heritage. Experience the unparalleled comfort and artistry of Manitobah mukluks and moccasins. Rooted in tradition, designed for your world. Shop the collection.
• •Fireside Warmth Delivered: New Arrivals & Exclusive Offers Inside!
• •The Waterproof Dibe Winter Boot: Engineered for the elements, inspired by generations. With authentic Indigenous design and unparalleled warmth, these boots are made to keep you connected, even on the coldest days. Functionality meets cultural reverence.
• •Beyond just footwear. Manitobah empowers Indigenous communities with every stitch, creating mukluks and moccasins that carry stories, comfort, and impact. Walk with purpose. Walk with us.