Brand Tone

Caring and Empathetic, Trustworthy and Reliable, Supportive and Community-Oriented, Problem-Solving, Proud and Passionate

Brand Values

• •Quality and Durability
• •Safety and Security
• •Customer Satisfaction and Trust
• •Problem Solving and Resourcefulness
• •Community
• •Legacy and Pride

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., Caring, Trustworthy, Supportive), and for each trait, list "Do's" (e.g., Use empathetic language, share success stories) and "Don'ts" (e.g., Use overly technical jargon, make light of owner anxieties).
• •Storytelling is Key: Continuously weave the origin story (Macy, the grandmothers) into communications where appropriate. This reinforces authenticity and values. Focus on the "why" behind the products.
• •Prioritize "You" Over "We": While sharing the brand story is important, ensure that most copy focuses on the customer's needs, problems, and how Carmella & Rose provides a solution for *them* and *their* dog. ("We created the Forever Leash for Macy's comfort and *our peace of mind*. Now, we're sharing it with other families, so *they too can enjoy years of happiness with their beloved companions*.")
• •Show, Don't Just Tell, Empathy: Instead of just saying "we understand," use language that reflects that understanding. Acknowledge the specific struggles of owners with anxious or reactive dogs (e.g., "the stress of unexpected lunges," "the fear of a broken clip"). The blog post on building a dog's confidence is a good example of this in practice.
• •Consistency Across All Channels: Ensure that the tone used on the website, in emails, on social media, and in customer service interactions is aligned. Regularly review content across platforms to check for consistency in language, terminology (e.g., "Forever Leash®"), and overall feeling.

Social Perception

A Provider of High-Quality, Effective Products; Trustworthy and Customer-Focused; Understanding of Dog Owners' Needs; A Small Business with a Personal Touch

Copy Examples

• •Peaceful Walks Start Here. Discover the Forever Leash® – Strength, Security, and a Lifetime of Happy Adventures with Your Best Friend.
• •Meet [Dog's Name] & [Owner's Name]! They're now enjoying stress-free strolls thanks to the dual-handle control of their Forever Leash®. No more pulling, just pure joy and connection. Share your #ForeverLeashAdventures with us! 🐾
• •Crafted with the spirit of our problem-solving grandmothers, Carmella and Rose, the Forever Leash® offers unparalleled strength with military-grade paracord and an escape-proof frog clip. We know the worry of an anxious puller, which is why we designed this leash for your peace of mind and their safety. Backed by our lifetime guarantee – because quality and trust are woven into everything we do.
• •Worried About Walks? We Get It. + Tips for Anxious Pups Inside!
• •Tired of leashes that can't handle your enthusiastic explorer? The Carmella & Rose Forever Leash® is built for strength, designed for control, and guaranteed for life. Join thousands of happy dog families experiencing confident, joyful walks. Shop now for a 30-day risk-free trial!