Brand Tone

Caring, Playful, and Quality-Conscious

Brand Values

• •Quality and Functionality
• •Style and Aesthetics
• •Community and Shared Experiences
• •Pet Well-being and Comfort

Best Practices

• •Adopt the "Pet Parent" Persona: Always address the customer as a loving and responsible "pet parent," not just an owner. Use language that reflects this deep, familial bond (e.g., "your furry family member," "your best friend," "your adventure buddy").
• •Balance Function with Emotion: In every piece of copy, pair a practical product feature with an emotional benefit. For example, "Waterproof fabric (function) so you never have to deal with that wet dog smell again (emotion)."
• •Incorporate Playful Language: Use pet-related puns and joyful language consistently but judiciously (e.g., "paw-fect," "fur-ever," "zoomies"). This keeps the tone lighthearted and aligned with the fun of having a pet.
• •Champion the Community: Regularly use customer testimonials, stories, and photos in marketing materials. Always credit them by name (pet and parent) to reinforce the brand's community-centric values and build social proof.
• •Maintain a Premium and Caring Voice: Avoid overly technical jargon or discount-focused language that could devalue the brand. The voice should always be warm, reassuring, and focused on the high quality and care embedded in each product.

Social Perception

High-Quality and Reliable, Stylish and Desirable, Customer-Centric

Copy Examples

• •Instagram Post (Image of a dog in a raincoat on a trail): "Ready for any forecast. Our Dry On-The-Go Raincoat™ is designed for puddle-jumping, trail-exploring, and memory-making. Keep the adventures going, rain or shine. 🐾 #CorpawAdventures"
• •Facebook Ad (Carousel of different products): "Style that protects. Comfort that wags. From our all-weather raincoats to our everyday adventure gear, every CORPAW piece is crafted with your best friend's happiness and safety in mind. Shop the collection and make every moment epic."
• •Product Page Description (For a new collar): "The everyday collar for extraordinary friends. Made with ultra-durable, feather-light material, it’s built for zoomies and designed for compliments. Because your pup deserves quality you can trust and style you’ll both love."
• •Email Marketing Subject Line: "A little something for your favorite family member..."
• •Website Banner: "Epic Style for Lifelong Memories. Adventure-proof gear for the pets who make our world."