Brand Tone

Adventurous, genuine, passionate, friendly, and approachable, focusing on the bond between humans and their canine companions.

Brand Values

• •Adventure
• •Quality & Durability
• •Handmade & Local
• •Human-Canine Bond
• •Passion for Dogs

Best Practices

• •Lead with Adventure: Every piece of copy, from product descriptions to social media posts, should evoke a sense of adventure and the joy of exploring with a canine companion.
• •Emphasize Durability and Functionality: Clearly communicate the practical benefits of the products, such as being waterproof, stink-proof, and easy to clean. This builds trust and justifies the investment.
• •Maintain a Personal and Passionate Voice: Continue to share the story of the brand, the family behind it, and their own dogs. This authenticity is a key differentiator.
• •Showcase, Don't Just Tell: Use high-quality photos and videos of the products in action across various terrains and weather conditions to visually reinforce the brand's promises.
• •Engage with the Community: Foster a sense of community by encouraging customers to share their adventure photos and stories. Respond to comments and reviews with the same friendly and genuine tone used in your marketing materials.

Social Perception

Perceived as a trustworthy, high-quality brand, offering durable and functional products ideal for active dogs. The 'Made in Canada' aspect and the founders' personal story contribute to a positive and authentic image, leading to high customer satisfaction and loyalty.

Copy Examples

• •For the Trailblazers. The Mud-Seekers. The Unstoppable. Your dog wasn't born to stay on the porch. Our waterproof, stink-proof BioThane collars are handcrafted for the most epic adventures. Let them roam free. We've got their gear covered.
• •From the Canadian Backwoods, to Your Next Adventure. Every collar, leash, and harness we make is handcrafted in Ontario with a passion for the great outdoors and the dogs who explore it with us. Gear up for adventure, the Canadian way.
• •The Last Leash You'll Ever Need. Seriously. Tired of frayed leashes and stinky collars? Our BioThane gear is built to outlast every swim, hike, and muddy escapade. It's not just a purchase; it's an investment in countless future adventures with your best friend.
• •Live the Adventure. It's more than our motto; it's our way of life. We believe in strengthening the bond between you and your dog through shared experiences. Our gear is designed to make those moments worry-free.
• •Style Meets Uncompromising Strength. Who says rugged can't be beautiful? Choose from a rainbow of vibrant colors to match your dog's personality, without ever sacrificing the durability you need for your outdoor lifestyle.