Brand Tone

passionate, knowledgeable, community-focused, with an insider's voice; casual, supportive, playful, expert, and approachable.

Brand Values

• •Authenticity
• •Community
• •Passion
• •Functionality & Style

Best Practices

• •Always use terminology and inside jokes specific to dog sports (e.g., "Q", "PACH", "Take'm down and back"). This validates the brand's authenticity and builds a strong connection with the niche audience.
• •Frame the customer as a teammate and fellow competitor. Use inclusive language like "we," "us," and "our community" to foster a sense of belonging.
• •While the emotional connection to dogs is key, always circle back to the practical benefits of the apparel—comfort, durability, and easy care for an active lifestyle.
• •Maintain the "by competitors, for competitors" angle in all communications. Share stories or scenarios that are relatable to the audience, reinforcing that the brand understands their lifestyle.
• •Keep the tone light and engaging. Use puns and witty phrases related to dogs and sports to make the brand memorable and approachable, like the clever copy on the contact and product pages.

Social Perception

Aims to be perceived as a go-to apparel provider for a dedicated niche, where customers are seen as competitors and lifestyle enthusiasts. The perception is neutral-to-positive due to well-defined niche marketing and no significant negative mentions, suggesting a tight-knit community or new market position.

Copy Examples

• •Headline: From the Ring to the Field, We've Got You Covered. Body: You pack the treats, we’ll handle the comfort. Our new line of wash-and-wear hoodies is designed for long trial weekends and surprise muddy paws. Made by competitors, for competitors. #DogSporteez #AgilityLife #DogSportLifestyle
• •Product Name: "Wait For The 'Go'" Unisex Performance Tee. Description: That split second of silence. The shared breath between handler and teammate. This tee is for those moments. Crafted from a breathable tri-blend fabric that moves with you, it’s tough enough for a Barn Hunt and soft enough for the car ride home. Because we know the work doesn't stop when you leave the ring.
• •Weekend forecast: 100% chance of winning (and maybe some mud).
• •Headline: Your Sport. Your Passion. Your Tee. Sub-headline: Apparel that speaks your language. From "Big Dock Energy" to "Leader of the PACH," find your new favorite shirt today.
• •We're the ones setting up courses in the pre-dawn light and celebrating a "Q" with a long road trip home. DogSporteez wasn't just created for the dog sport community—it was created by it. Every design is inspired by the moments we all share.