Brand Tone

Authentic, Resilient, and Passionate

Brand Values

• •Inclusivity and Empowerment
• •Community Building
• •Animal Well-being
• •Transparency

Best Practices

• •Always connect products back to the brand's origin story, reminding customers their purchase supports a disabled-owned business born from passion and resilience.
• •Continue to use the founder's pets (Ash, Nimbus, Cronus) as brand characters, sharing their stories, preferences, and adventures to make the brand relatable and demonstrate authentic love for animals.
• •Employ inclusive and community-centric language like "we," "our community," and "fellow pet lovers," actively thanking customers to reinforce their role in the brand's success story.
• •Maintain authenticity and transparency by sharing both the triumphs and challenges of running the business, leveraging this vulnerability to sustain the strong, trusting relationship with the audience.
• •Naturally incorporate advocacy by continuing to use relevant hashtags like #disabledowned, #womenownedbusiness, and #smallbusiness, as advocacy is integral to the brand's voice and helps attract and retain a value-aligned audience.

Social Perception

Overwhelmingly positive, centered on the founder's personal story of resilience and entrepreneurial spirit. Perceived as a mission-driven, disabled and woman-owned small business that garners admiration and loyal community support, beyond just a pet store.

Copy Examples

• •From overcoming obstacles to creating moments of pure joy. We didn't just build a business, we built a community for pet lovers who believe in resilience. Every toy, like this little kicker, is packed with passion. Spoil your best friend and support a dream. #CatEstatePlus #DisabledOwned #CatToys
• •When I couldn't find a place in the job market, I decided to create my own. Cat Estate Plus was born out of a love for my cats and a refusal to give up. Every purchase supports a disabled-owned business dedicated to bringing happiness to your pets. Shop our collection of toys and accessories today!
• •Every time I get an order, I do a little happy dance. You're not just buying a toy; you're supporting my dream and helping me prove that disability isn't a barrier to success. Thank you! This special package is on its way to [Customer's City]!
• •Unleash your cat's inner hunter! This feather wand isn't just a toy It's an invitation to bond, play, and create joyful memories. Hand-selected with the same love I give my own cats, Ash and Nimbus, it's designed for hours of enriching fun. Because every pet deserves their own little kingdom.
• •Subject: A story in every box | Our new arrivals are here! Body Snippet: Hi [Customer Name], This week has been a whirlwind of activity, from a restock of your favorite kicker toys to a new vet visit for Ash! As a small business, every part of the journey matters, and I'm so glad to have you on it with me...