Brand Tone

Friendly and Approachable, Caring and Passionate, Informative and Expert, Community-Oriented, Humorous

Brand Values

• •Animal Welfare Priority
• •Quality Products and Services
• •Support for Local Economy
• •Customer Service and Expertise
• •Family and Community
• •Passion for Animals

Best Practices

• •Prioritize "Pet-First" Language: Always frame benefits and features from the perspective of the animal's well-being, happiness, and comfort. Use empathetic and caring words.
• •Be Genuinely Helpful and Informative: Share expert advice, tips, and insights that empower pet owners. Avoid overly technical jargon unless explaining it clearly. This builds trust and positions the brand as a knowledgeable resource.
• •Maintain a Friendly, Conversational Style: Write as if you're talking to a fellow pet lover. Use warm, approachable language. Incorporate light humor where appropriate, especially in social media, reflecting campaigns like "Là où l'animal est roi."
• •Emphasize Community and Local Connection: Highlight Quebec/Canadian products, feature local store stories or staff, and use inclusive language that makes customers feel part of the "Animo etc family."
• •Develop a Brand Voice Guide: Create a simple document outlining key tone attributes (e.g., Caring, Knowledgeable, Friendly, Community-focused), approved vocabulary, and examples of on-brand and off-brand messaging. Share this with anyone creating content.

Social Perception

Trusted Local Pet Experts, Caring and Responsible, Community-Focused Retailer, Quality Provider, Accessible and Welcoming

Copy Examples

• •Headline: Your Pet's Happy Place is Animo etc. Body: From the tastiest treats to the coziest beds, we've got everything your furry, feathered, or scaled friend desires. Plus, expert advice from people who love pets as much as you do! Visit your local Animo etc today – where pets are family. Call to Action: Find a Store Near You!
• •Headline: Healthy Pets, Happy Hearts. That’s the Animo etc Promise. Body: We believe exceptional care starts with quality. That's why we stock a wide range of nutritious foods, including local Quebec brands, and offer professional grooming to keep your companion looking and feeling their best. Call to Action: Explore Our Health & Wellness Range!
• •Headline: Why Do Dogs Chew? Our Experts Have the Answers (and the Toys!). Body: Is your furry friend a champion chewer? Our latest Animo Magazine etc article dives into a dog's natural need to chew and recommends the best, safest toys to satisfy their instincts. Call to Action: Read the Article & Shop Chew Toys!
• •Headline: Grooming Day? More Like Spa Day at Animo etc! Body: Our professional groomers provide a calm and caring environment, ensuring your pet leaves not only looking fabulous but feeling refreshed and happy. We treat every pet like royalty! Call to Action: Book a Grooming Appointment!
• •Headline: Proudly Quebecois: Supporting Local, Nourishing Your Pets. Body: At Animo etc, we're committed to our community. Discover our wide selection of high-quality pet products made right here in Quebec and Canada. Because local matters, for them and for us. Call to Action: Shop Local Brands!