Brand Tone

Adventurous, trustworthy, rugged, confident, straightforward, community-focused, and caring.

Brand Values

• •Durability and Strength
• •Safety
• •Adventure
• •British Craftsmanship
• •Sustainability

Best Practices

• •Lead with Adventure: Always frame the product within the context of an activity (hiking, exploring, trails). Use evocative and active language that speaks to the spirit of exploration.
• •Emphasize "Trust" Keywords: Consistently use words like strong, durable, safe, secure, and lifetime warranty to reinforce the brand’s core promise.
• •Speak to the Human-Dog Bond: Write copy that acknowledges the dog as a cherished companion and partner in adventure, not just a pet. Use phrases like "for you and your best mate" or "conquer together."
• •Highlight "Made in the UK": Mention the British craftsmanship in product descriptions and "About Us" sections to appeal to customers who value local, high-quality manufacturing.
• •Maintain a Rugged but Premium Voice: The tone should be robust and outdoorsy, but the language should remain polished and professional to reflect the premium quality and price point of the products. Avoid overly casual slang.

Social Perception

cranbery is perceived positively as a reliable, expert, and premium brand for adventure-grade dog gear, recognized for its high-quality, durability, and lifetime guarantee, building significant trust with active dog owners.

Copy Examples

• •Conquer new peaks together. Introducing the Alpine Series—our toughest lead yet, engineered for the highest adventures. Built with ultra-durable climbing rope and a secure-lock carabiner because every adventure should be a safe one. Tap to shop the collection. #CranberyAdventure #BuiltForTheWild
• •Ready for Autumn Trails? Gear Up with 15% Off.
• •Naturally Strong. Sustainably Made. Explore our eco-friendly Hemp Collection. Kind to the planet, tough on adventure.
• •From misty morning walks to rugged coastal hikes, the 'Everyday Adventure' lead is your trusted companion. Hand-spliced in the UK from high-tensile climbing rope, this lead offers unparalleled strength and a comfortable grip. The industrial-grade carabiner ensures a swift, secure connection to any collar or harness, giving you peace of mind on every journey. Backed by our lifetime warranty, it's the last lead you'll ever need.
• •Your Adventure Starts Here. Don't let your gear hold you back. Our UK-made climbing rope leashes are built to withstand any element, so you can focus on making memories. Safe. Strong. Guaranteed for life. Shop now.