Brand Tone

Playful, witty, and caring. The voice should be consistently upbeat, relatable, and full of personality, using humor and clever wordplay. When discussing quality or safety, the tone shifts to sincere and transparent to build trust.

Brand Values

• •Expression: "We believe every dog has a personality worth showing off."
• •Quality & Comfort: "Pawsitively premium materials."
• •Community: "More than customers, we're a pack."
• •Joy & Humor: "Life is short, spoil your dog."

Best Practices

• •Create a Brand Voice Chart: Document your tone of voice with clear examples. List words to use (e.g., "Pawsome," "Sidekick," "Hoomin") and words to avoid (e.g., "Pet," "Owner," "Purchase"). This ensures anyone writing for the brand sounds like the brand.
• •Speak from the "We" Perspective: Write as if the brand is a collective of passionate dog lovers. Use "we believe," "our mission," and "we created" to build a personal connection with the audience.
• •Balance Wit with Clarity: While humor is a key part of the brand, product descriptions and important information (like shipping or returns) must be clear, concise, and easy to understand. Don't let a joke obscure essential details.
• •Engage with Your Community in a Consistent Tone: When replying to comments, DMs, or reviews, maintain the brand's playful and caring voice. Thank customers, use dog-related puns, and make every interaction feel personal and positive.
• •Tell Stories, Don't Just Sell Products: Frame your products within a narrative. A leash isn't just a leash; it's a tool for your next great adventure together. A dog bed isn't just a cushion; it's their personal throne. Storytelling makes the brand and its products more memorable and emotionally resonant.

Social Perception

DOGGIES MERCH® should be perceived as the "cool friend" in the pet brand space. It should be seen as a creative, trend-aware, and authentic brand that genuinely loves dogs. Customers should feel a sense of belonging and be proud to associate with the brand, sharing its content and products organically.

Copy Examples

• •The Ultimate Streetwear Staple for the Discerning Dog. Your dog’s social calendar is packed. We get it. From brunch to the dog park, this ultra-soft hoodie ensures they’re the best-dressed in any room (or field). Made with 100% breathable cotton for maximum comfort and zero complaints. Warning: May cause excessive compliments from strangers.
• •That feeling when you know you're a good boy... and you dressed the part. 🔥 Our 'Good Boy' bandana is officially back in stock. Get it before it's gone... again. #DoggiesMerch #DogStyle #GoodBoy
• •Your dog told us to send you this. (Probably.) New arrivals just dropped. Spoil them rotten.
• •It all started with a simple belief: dogs are family, not accessories. But hey, who says family can't be fashionable? DOGGIES MERCH® was born from our obsession with quality gear and our inability to say "no" to a cute face. We make cool stuff for cool dogs. It's that simple.
• •Stop blending in at the dog park. Your dog has a big personality. Their gear should too. Shop our collection of witty, stylish, and ridiculously comfortable merch. Your dog will thank you. Your wallet... well, let's not talk about that. Tap to shop!