Brand Tone

caring, emotional, and aspirational

Brand Values

• •Holistic Health and Wellness
• •Family and Companionship
• •Longevity and Quality of Life
• •Natural and High-Quality Ingredients

Best Practices

• •Lead with the Emotional "Why": Focus all copy on the core value proposition: more quality time with a beloved pet. Frame the supplements as a means to achieve this, not just as a health product. Use phrases like "for more shared adventures" or "to keep the welcome-home wags strong for years."
• •Use Storytelling: Incorporate customer testimonials and stories into product pages and social media (once established). A narrative about a senior dog regaining its puppy-like energy is far more powerful than a list of ingredients.
• •Educate and Build Trust: Create content that explains the benefits of your specific ingredients, like mushroom adaptogens and oregano oil. This positions the brand as a knowledgeable authority and builds confidence, helping to justify the premium price point.
• •Address the Name Confusion Subtly: Use the "About Us" page to clarify the brand's mission. A sentence like, "Inspired by the love we have for our own Chocolate Lab, we created a different kind of lab—one dedicated to formulating the purest health supplements for the pets we call family," can turn confusion into a memorable brand story.
• •Maintain a Consistent Voice: The caring, slightly aspirational, and expert tone should be present everywhere, from the website's microcopy (like button text) to customer service emails. Every touchpoint is an opportunity to reinforce that Chocolate Lab is a brand that cares deeply about the well-being of its customers and their pets.

Social Perception

The public perception of the 'Chocolate Lab' brand is fragmented and confusing due to name overlap with the dog breed and actual chocolate. There is a limited online presence, especially on social media, for the supplement business. However, among a small niche of customers, perception regarding product quality and results is positive.

Copy Examples

• •More years, more wags, more wellness. Natural supplements for the family you choose.
• •Your dog takes care of your heart. It's time we helped you take care of theirs. Our all-natural mushroom supplements are designed for longevity, so you can make more memories together. #SharedWellness
• •He’s been your loyal companion through it all. Now, help him thrive in his golden years. Our Senior Dog Mushroom Bundle is formulated to support joint health, boost immunity, and maintain the sharp, playful mind you love. Because his best years are still ahead.
• •A healthier tomorrow for you and your best friend starts today.
• •Beyond the Hype: 3 Natural Mushroom Supplements That Actually Support Your Dog's Health.