Caleres Tone of Voice — Step & Counts

Tagline: "Every Step Counts"

Industry: Footwear

Sector: Consumer Goods

How Caleres Communicates

Caleres ties footwear to the idea that every step matters. "Every Step Counts" frames the company — home of Famous Footwear and Naturalizer — around shoes for every kind of walk in life — thoughtful, dependable, broad. The voice is footwear-brand-house and warm, selling the meaning behind everyday footwear, positioning Caleres around a portfolio of shoe brands and stores that fit people at every step, from casual to comfort to fashion.

Tone Words

Caleres's brand voice is defined by the following tone words: Step, Counts, Matter.

Communication Style

Language Style: Footwear-brand-house
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Caleres Brand Story

Caleres owns Famous Footwear, Sam Edelman, and other shoe brands.

Brand Message

Famous Footwear and brands

Brand Mission

To inspire people to feel great, feet first

Brand Positioning

Core Concept: Counted steps

Central Tension: Ignored vs. Counted

About Caleres

Caleres Inc. is an American footwear company that owns and operates a variety of footwear brands. Its headquarters is located in Clayton, Missouri, a suburb of St. Louis. The company was founded in 1878 as Bryan, Brown & Company in St. Louis, though it underwent several name changes. The Hamilton-Brown Shoe Company was the largest manufacturer of shoes in America in the early 20th century, but it went bankrupt in June 1939. In the 1970s, Brown operated Famous Footwear, Cloth World fabric stores, Bottom Half jeans stores, and Meis department stores. Brown Shoe changed its name to Caleres on May 27, 2015, and current brands include Famous Footwear, Sam Edelman, Allen Edmonds, Naturalizer, and Vionic.

Frequently Asked Questions About Caleres

What is Caleres's tone of voice?

Caleres uses a step, counts, matter tone of voice. Their communication is footwear-brand-house, typically using statement-style sentences in the present tense. Their tagline "Every Step Counts" exemplifies this voice.

What is Caleres's brand message?

Caleres's core message: Famous Footwear and brands Their mission: To inspire people to feel great, feet first

What is Caleres's slogan?

Caleres's slogan is "Every Step Counts". It carries their step, counts, matter voice.

What is Caleres's mission?

Caleres's mission: To inspire people to feel great, feet first

What makes Caleres's brand voice unique?

Caleres stands out through their step, counts, matter communication style. Their central brand tension, "Ignored vs. Counted", shapes how they communicate across the Consumer Goods sector.

What language style does Caleres use?

Caleres uses footwear-brand-house language, with imaginative messaging, in statement-style sentences, using the present tense.