What does GEWLS stand for beyond product?

What should people feel when interacting with your brand?

How should GEWLS sound? (e.g. warm, confident, playful, refined, direct)

What tones should we avoid?

If GEWLS were a person, how would they speak? Who would they sound like? What do their texts look like? Emojis or none? Shortcut texts or proper capitalization & punctuation marks? Be as specific as possible.

List your current brand pillars (or values). If not defined, please describe:
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What is non-negotiable for GEWLS?
What differentiates you in your category?
What do you want to be known for long-term?

Brands whose tone of voice you admire (especially footwear brands):

Any language styles you don’t resonate with?

Launch context or story to give me a better idea of what you want to share. (e.g. names (if any), taglines, titles, concepts)

Any specific messaging to include?