Brand Tone

passionate, expert, and personally welcoming

Brand Values

• •Animal Welfare and Health
• •Expertise and Education
• •Personalized Service
• •Passion-Driven Business
• •Support for Quality and Localism

Best Practices

• •Always Speak from a Place of Passion: Frame every message with the underlying love for animals. Use words like "care," "well-being," "happiness," and "health." The business exists because of a passion, and the copy should always reflect that.
• •Lead with Expertise, Advise like a Friend: Position the brand as the knowledgeable expert, but deliver advice in a warm, approachable, and non-judgmental tone. Start sentences with "A tip from Lucie..." or "We recommend..." to reinforce authority while maintaining a personal connection.
• •Use "Lucie" as the Personal Brand Anchor: The name "Chez Lucie" is the brand's biggest asset. Use it to personify the business. For example, "Lucie's choice for winter coats," or "A new treat approved by Lucie." This creates a consistent, personal, and trustworthy voice.
• •Tell Stories, Don't Just List Features: Instead of just saying a toy is "durable," tell a one-sentence story: "Perfect for the power-chewer who goes through other toys in minutes." When showcasing a client's dog, briefly mention its personality: "It was a pleasure grooming this sweet, gentle giant today!"
• •Engage the Community Actively: In social media copy, ask questions to encourage interaction (e.g., "What's your dog's favorite winter activity?"). When replying to comments, be personal and use the pet's name if known. This reinforces the brand's community-oriented and welcoming nature.

Social Perception

overwhelmingly positive, highly-rated, trusted local expert, effective service provider

Copy Examples

• •From shaggy to chic! ✨ Look at this beautiful transformation. A good grooming session is more than just a haircut; it's about comfort, health, and a wagging tail. Ready to see your best friend shine? Book your spot at Lucie's! #ChezLucieGrooming #DogGrooming #HappyDog
• •Lucie's Latest Picks! We've hand-selected the best new toys and healthiest treats for your furry family member. Because if it's not good enough for our dogs, it's not good enough for yours. Shop new arrivals!
• •Does your dog pull on the leash? Tip from Lucie: Use a no-pull harness and reward calm walking. It turns a stressful walk into a bonding moment. Find the right tools, chosen by an expert. Shop our training collection.
• •Nourish them from the inside out. We trust Fromm for its family-owned heritage and commitment to quality ingredients—the same values we hold dear at Chez Lucie. This recipe provides a holistic approach to nutrition, ensuring your dog has the energy and health to live life to the fullest. Have questions about switching foods? We're here to offer our expert advice.
• •New puppy? Congratulations! Let's get started on the right paw. Our puppy kindergarten and private training sessions, led by Lucie, are designed to build your confidence and your pup's good manners. From potty training to basic commands, we're here to help. Join the Chez Lucie family today!