The Brand Voice of New Balance

Every brand and company has a voice and their voice shows what they stand for and who they are. For New Balance specifically, they’ve used social media and press releases tell the story of who they are and what they do.

Press Releases

New Balance uses press releases to market what is happening in their company in an in-depth way. Common themes they tend to use is bringing in athletes to join their brand that have similar morals and values. These athletes then wear New Balance and are ambassadors for the brand. At the same time New Balance may have these athletes be the face of a new product to entice consumers to purchase it. However, these press releases are also used to show what New Balance is doing beyond selling products. For instance, they host events to invest in potential young athlete’s futures and give to charities that pursue that goal. Press releases are a way for New Balance to show the community that they’re more than a shoe brand.

Social Media

New Balance uses social media in a variety of ways. Main ways it’s used is they use athletes who wear New Balance to advertise their products or their brand’s motto. This social media post from New Balance is an example of many of how the company has a consistency in having athletes do everyday things to relate to their consumers. The goal is for consumers to see that New Balance is for everyone. They use phrasing such as “Run your way” to connect with society and represent their brand as relatable.

In the End

New Balance never talks negatively about other brands or athletes showing their values. They use little quirks such as embracing the fact that their shoes are “Dad shoes” and use that to their advantage in marketing. I appreciate this because they care about what they say and don’t want to cause unnecessary drama. As well as, instead of being offended by having dad shoes they use it to bring people in which makes them a more attractive brand.

New Balance uses social media and press releases to tell society who they are, what they stand for, and what they sell. They use themes of bringing in athletes with similar morals, using athletes as faces for their products, and host events to invest in younger athlete’s futures. Through a PR perspective, New Balance uses media relations, marketing, audience identification, and more to elevate who they are as a company and brand.