Brand Tone

Helpful and Caring, Confident and Reassuring, Direct and Benefit-Oriented, Friendly and Approachable, Australian Identity

Brand Values

• •Safety
• •Comfort
• •Quality and Durability
• •Effectiveness
• •Customer Satisfaction
• •Love for Dogs
• •Affordability/Value

Best Practices

• •Prioritise WUS (Wellbeing, Understanding, Safety): Always frame copy around the dog's wellbeing, showing understanding of owner concerns, and highlighting the safety/comfort benefits of the harnesses. Use empathetic and caring language.
• •Speak the Owner's Language: Use relatable terms like "furry friend," "best mate," and address common pain points directly (e.g., "tired of pulling?"). Keep the language clear, friendly, and avoid overly technical jargon.
• •Highlight Australian Roots (Subtly): Where appropriate, reinforcing the "Australian owned and operated" aspect or referencing suitability for "Aussie conditions" can build trust and local connection without overdoing it.
• •Be Benefit-Driven and Solution-Oriented: Clearly articulate how the harnesses solve problems (pulling, discomfort, safety concerns). Focus on the positive outcomes for both the dog and the owner. Use active, confident language when describing product features.
• •Maintain a Helpful and Supportive Voice: Ensure all communications, from product descriptions to customer service interactions and social media posts, are consistently helpful, patient, and focused on providing solutions and support to dog owners. Reinforce guarantees and customer satisfaction.

Social Perception

Positive Customer Experiences, Trusted for Problem Solving, Reliable, Focused on Essentials

Copy Examples

• •Safer, Comfier Walks Start Here. Tired of tug-of-war walks? Our No-Pull Harnesses are designed in Australia to make every outing with your best mate a joyful and stress-free experience. Gentle on them, easy for you.
• •Personalised Comfort, Unbeatable Control. Give your furry friend the perfect fit with our custom-name No-Pull Harness. Designed for safety and ultimate comfort, it’s the Aussie-loved choice for happier walks and peace of mind.
• •Walk More, Worry Less. Explore Australia with your dog without the strain. Our durable, easy-to-use harnesses ensure your adventures are always secure and comfortable. See why thousands of Aussie dogs (and their humans!) love them.
• •Quality Harnesses for Your Aussie Companion. At Dogs Harness Australia, we believe in quality you can trust. Our harnesses are built tough for Aussie conditions, ensuring your dog’s safety and comfort on every walk. Plus, they look great too!
• •Happy Dog, Happy You: The No-Pull Difference. Experience the joy of pull-free walks! Our ergonomically designed harnesses protect your dog's neck and give you better control, making training easier and adventures more fun. Australian owned, dog approved.