Brand Tone

Professional and Trustworthy, Caring and Empathetic, Helpful and Accessible, Engaging and Friendly (especially on social media)

Brand Values

• •Pet Welfare and Safety
• •Reliability and Longevity
• •Responsibility
• •Service and Support
• •Community and Contribution
• •Integrity and Data Security

Best Practices

• •Prioritize "Peace of Mind": Frame communications around the security and reassurance that CAR provides to pet owners. Use words like "safe," "secure," "protected," "reunite," and "trust."
• •Emphasize Care and Compassion: Especially in stories, social media, and communications about lost pets. Show genuine empathy for the owner's experience and the pet's wellbeing.
• •Be Clear and Direct: For instructional copy (e.g., how to update details, what to do if a pet is lost), use simple, straightforward language. Avoid jargon where possible, or explain it clearly. Ensure calls to action are obvious.
• •Maintain Professionalism with Partners: When addressing veterinary clinics, councils, and welfare organizations, the tone should remain highly professional, highlighting reliability, efficiency, and collaborative benefits.
• •Inject Personality (Appropriately): While the core service is serious, use friendlier, more engaging language on platforms like TikTok or in member communications (CARMA Rewards Club) to build community and relatability, always aligning with the overarching values of care and trust.

Social Perception

Essential Service, Authoritative and Established, Reliable Partner, Generally Positive

Copy Examples

• •Headline: Peace of Mind in a Tiny Chip. Your Pet, Registered & Protected with Central Animal Records. Body: "Australia's most trusted 24/7 pet recovery service is here for you and your furry, scaled, or feathered friend. Keep their microchip details current and help us bring them home if the unexpected happens. Register or update today at car.com.au."
• •Social Media Post (Image: Happy reunited pet & owner): Text: "Every reunion makes our day! ❤️ At Central Animal Records, we're dedicated to bringing lost pets back to their loving families. Ensure your pet's microchip details are up-to-date so we can help write your happy ending. #PetReunion #Microchip #CAR komunitas #LostPetFound"
• •Website Banner for CARMA Rewards Club: Text: "Unlock More Than Just Safety. Join CARMA Rewards Club for V.I.Pet benefits, exclusive discounts, and help support animal welfare! Because every pet deserves the best. Learn more at car.com.au/carma."
• •Email Subject to existing user: Important: Is Your Pet's Lifeline to You Up-to-Date? Body: "Dear [Pet Owner Name], A current microchip registration is your pet's best chance of a safe return. Log in to Central Animal Records today to quickly review and update [Pet's Name]'s details. It only takes a moment to ensure their safety. visit car.com.au."
• •Informational Brochure Snippet for Vet Clinics/Councils: Text: "Partner with Certainty. Central Animal Records: Decades of trusted service, millions of pets registered, and a 24/7 commitment to reuniting them. We provide seamless integration and reliable support for your essential work in animal welfare."