Brand Tone

passionate, trustworthy, and personal

Brand Values

• •Animal Well-being
• •Quality and Transparency
• •Community and Shared Knowledge
• •Accessibility

Best Practices

• •Always Tell the "Why": Every piece of copy should connect back to the core mission. Don't just sell a product; sell the outcome—a healthier, happier pet—and remind customers why the brand was founded.
• •Use "We" and "Our": Employing personal pronouns reinforces the family-owned, hands-on nature of the business. It creates a sense of a shared journey with the customer.
• •Prioritize Education Over Hard Selling: Frame content around helpful advice, tips for transitioning to raw, and explanations of benefits. This builds trust and positions the brand as a knowledgeable partner.
• •Maintain Honesty and Humility: Continue to use the honest disclaimer: "We are not Veterinarians, we are just passionate about animals." This transparency is a powerful tool for building long-term trust and managing customer expectations.
• •Keep it Personal and Relatable: Continue to mention Alfa, the family, and the personal experiences that drive the business. Storytelling is the most effective way to convey the brand's core values and differentiate it from larger competitors.

Social Perception

Alfa's Raw Dog Food is perceived as a trustworthy, accountable, small, family-run business, favored by customers who prefer supporting such enterprises. Within the raw-feeding niche, the brand is seen as a dedicated specialist, aligning with the audience's values of ingredient transparency, ethical sourcing, and evidence-based health benefits.

Copy Examples

• •Feed them like family. Inspired by our own German Shepherd, Alfa, we provide the high-quality, complete raw nutrition that nature intended. Because our dogs don't just eat, they thrive.
• •Fuel your best friend's adventures with our complete beef recipe. We saw the incredible difference a raw diet made for our dog, Alfa, and we wanted to share that vitality. Packed with essential nutrients, it's the honest, simple, and delicious meal your dog deserves.
• •We're not a big corporation; we're dog people, just like you. Alfa's Raw Dog Food began in our home, with our dog. We love talking about nutrition and are always here to answer your questions—no matter how small. Let's make our pets healthier, together.
• •A note from Alfa's family & new treats inside!
• •Meet the boss! This is Alfa, the inspiration behind it all. When we saw her energy and shiny coat after switching to raw, we knew we couldn't keep it to ourselves. We're on a mission to help your pets feel this good too! #RawDogFood #FamilyBusiness #FeedRealFood