Brand Tone

Passionate & Enthusiastic, Caring & Philanthropic, Friendly & Approachable, Community-Oriented

Brand Values

• •Love for Pets
• •Giving Back/Charity
• •Quality
• •Community
• •Making a Difference

Best Practices

• •Always Circle Back to the "Why": Remind the audience of the core mission – celebrating pets and giving back. Even in product-focused copy, weave in the philanthropic aspect. For example, instead of just "High-quality pet blanket," try "Our cozy, high-quality pet blanket – a warm hug for your furry friend, and a helping hand for a pet in need."
• •Use Pet-Centric and Emotive Language: Employ words and phrases that resonate with pet lovers (e.g., "furry family," "pawsome," "tail-wagging joy," "purrfect," "unconditional love"). This creates an immediate connection and reinforces the brand's focus.
• •Maintain Transparency and Honesty: Given the existing negative feedback regarding misleading promotions, it's crucial to be crystal clear in all communications. If a product is "personalized" rather than "featured in a universally distributed contest issue," this distinction must be upfront and unambiguous. Avoid language that could be perceived as deceptive.
• •Show, Don't Just Tell, the Impact: Regularly share specific stories and updates (with permission) about the animals and shelters being helped. Use visuals and tangible details (e.g., "Thanks to your support, we donated 500 meals this month to [Shelter Name]"). This substantiates the brand's philanthropic claims and builds trust.
• •Be Consistent Across All Channels: Ensure the caring, passionate, and philanthropic tone is evident not only in marketing copy but also in customer service interactions, social media responses, and even in transactional emails. A unified voice reinforces brand identity and values. If addressing negative feedback, maintain a respectful, empathetic, and solution-oriented tone.

Social Perception

Divided: Some customers appreciate the products and the company's charitable efforts, seeing them as a "great company" supporting a "great cause." However, a significant number of customers have expressed frustration, primarily concerning the calendar contest, which many perceive as a deceptive marketing tactic. Complaints also frequently cite poor customer service, unresponsiveness, delivery issues, and problems with product accuracy or personalization quality.

Copy Examples

• •Headline: "More Than Just a Calendar. It's a Helping Paw." Body: "Each custom calendar featuring your beloved pet does more than just mark the days. It extends a lifeline to animals in need. With every purchase, you join The Paw Print family in providing meals, shelter, and care to rescue pets. Celebrate your furry friend and make a difference, one paw print at a time."
• •Social Media Post: "Your Pet, Their Hero! 🐾 When [Pet's Name] graces the pages of our 2025 calendar, you're not just capturing a precious moment – you're helping us support animals like [Name of a rescue pet helped, with a brief story]. Share your pet's photo today and become part of their story of hope!"
• •Product Description Snippet: "Crafted with love, for the love of pets. Our personalized [Product Name] is more than just a beautiful keepsake; it’s a testament to the joy pets bring into our lives and our commitment to giving back to the animal community. Quality you can see, a mission you can feel."
• •Email Subject Line: "Pawsome News! Your Purchase Helped [Specific Achievement, e.g., 'Fund Bella's Surgery']" Email Body Snippet: "Thanks to compassionate pet lovers like you, The Paw Print Store was able to [detail the specific donation/help provided]. See how your choice to celebrate your pet is creating wagging tails and happy purrs for animals who need it most. Read their story on our blog!"
• •Website Banner: "Cherish Your Pet. Champion Their Cause. Create your custom gift today and help us write happy new beginnings for animals in need. Every order gives back!"