Brand Tone

Personal, warm, and crafty. The language is friendly and approachable, heavily influenced by the 'dog mom' subculture. The overall voice is authentic and expresses a genuine love for pets and the craft of crochet.

Brand Values

• •Handmade Quality
• •Pet-Centric Love
• •Personal Connection
• •Style and Aesthetics

Best Practices

• •Always lead with 'pet-first' language, framing products around pet comfort, style, and the joy they bring, using terms like 'furry friend,' 'paws,' and 'pupper.'
• •Emphasize the 'handmade' story by consistently using words like 'handcrafted,' 'handmade,' 'made with love,' and 'knot by knot' to reinforce core values and quality.
• •Maintain the personal narrative by continuing to feature Amber, Bowzer, and Gotenks in social media and website content to humanize and make the brand more relatable.
• •Engage with 'Dog Mom' culture by using hashtags and language that resonate with this community (e.g., #dogmom, #fur-everfriend, #twinningwithmydog) to show understanding of the target audience.
• •Keep the tone warm and simple, avoiding overly corporate or technical jargon, so it feels like a recommendation from a fellow pet-loving friend; cozy, inviting, and clear.

Social Perception

The brand is perceived very positively by its customer base as a source of high-quality, unique, and adorable handmade goods. Customers are satisfied, appreciate the craftsmanship, and view it as a charming small business run by a genuine pet lover. Perception is primarily shaped by direct customer interactions.

Copy Examples

• •Share the warmth. Our signature Mommy & Pupper Beanie set is handcrafted from 100% soft cotton, ensuring you and your best friend stay cozy on every adventure. Lovingly stitched knot by knot, because the best things in life are made with care—and meant to be shared.
• •Beanie season is better together. 🐾 Just dropped a new batch of our matching sets! Who’s twinning with their furry CEO this fall? Show us your looks! #CozyKnotsAndPaws #DogMomLife #HandmadeWithLove #Twinning
• •For Them, For You. Handmade macrame and crochet goods, crafted with love in Kansas City. Celebrate your coziest companion.
• •A little something for your favorite paws... Hi [Customer Name], chilly walks just got a whole lot cuter. Our latest collection of handmade pet beanies has arrived, perfect for keeping your furry friend stylish and warm.
• •It all started with a dog, a ball of yarn, and an idea. Cozy Knots & Paws isn’t just a store; it’s a celebration of the furry friends who make our lives whole. Every piece is designed by our founder, Amber, and quality-tested by our CEO, Bowzer the dog.