Brand Tone

friendly, reassuring, and value-driven

Brand Values

• •Affordability & Value
• •Quality & Trust
• •Customer-Centricity
• •Authenticity & Passion for Dogs
• •Simplicity & Empowerment

Best Practices

• •Lead with the 'Why': Always start with the brand's core mission—providing affordable, high-quality tools for fellow dog lovers. The story of Fie is a powerful asset that should be woven into the narrative.
• •Emphasize Value Over Price: Instead of just saying "cheap," use phrases like "smart value," "no middlemen," or "factory-direct prices." This frames the affordability as a smart choice, not a compromise on quality.
• •Speak from One Dog Owner to Another: Use "we," "our dogs," and "you" to create a community feel. Write as if you are giving a personal recommendation, maintaining a friendly, helpful, and reassuring tone.
• •Build Trust with Every Word: Consistently mention the risk-free trial, warranty, and the large number of satisfied customers. Use these proof points to overcome the natural skepticism of online shopping.
• •Focus on Benefits, Not Just Features: Translate technical features into tangible benefits. For example, instead of "8,200 RPM motor," write "Powerful enough to glide through the thickest coats without pulling." Instead of "220g weight," write "So light your hand will never get tired."

Social Perception

a popular, trusted, and fast-growing online store for dog owners

Copy Examples

• •Professional Grooming Doesn't Have to Be Expensive. Get the Salon-Quality Cut at Home for a Fraction of the Price with the Bjaf Dog Clipper Pro™.
• •It all started with our dog, Fie. We wanted the best for her without breaking the bank. Now, the same tools we developed and trust for our own dogs are available for yours. Join 150,000+ happy dog owners and discover the Bjaf difference.
• •Tired of stressful, noisy clippers that snag? The Bjaf Dog Clipper Pro™ is ultra-quiet (<60db) and features advanced ceramic blades for a smooth, effortless trim every time. Make grooming a calm and happy experience for you both.
• •Try it, love it, or your money back. With our 30-day risk-free guarantee, you have nothing to lose! See why 30,000+ dog lovers have already made the switch. Shop our Birthday Sale now for up to 40% off!
• •Lightweight, Cordless, and Powerful. Total freedom to groom your dog anywhere, anytime. Say goodbye to tangled cords and bulky clippers forever.