A shoe brand is more than just the name or design of a product. It is the way that a consumer connects, relates and identifies with your core message on a conscious and subconscious level.

Go beyond the usual marketing message tactics to spread your brand message. Creating a standard logo, brochure and website are basic brand building tools to communication your message. Sponsor promotional shoe giveaways on 10 blogs within your niche. Create a short YouTube video and 30 second commercial highlighting your shoe brand in action. If your company manufactures athletic shoes, give free shoes to a neighborhood kids’ sports team and the local nursing home to put a smile on the faces of Little Leaguers and their grandparents.

Create a shoe product and brand message that removes the pain of your consumer, connects them with a celebrity brand messenger or helps them feel invincible. According to Interbrand, in 2008 Nike Nike Free Run is the No. 1 sports brand worldwide and the 29th most valuable brand in their yearly “Best Global Brands” report. Nike’s “Just Do It” campaign gives the consumer permission to infuse passion and endurance into their lives, beyond wearing the famous athletic shoes. By connecting their brand Nike Roshe Run with the best products Nike Free Run and athletic spokespeople, while simultaneously creating innovative and life enhancing shoe products, Nike is able to dominate their niche with a powerful and memorable lifestyle brand.

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