Brand Tone

Authentic, Practical, and Passionate. The brand's voice is direct, informative, and rooted in a personal story, communicating a clear passion for high-quality, functional products. It is friendly, approachable, and feels like a small business run by dog lovers for dog lovers.

Brand Values

• •Durability and Quality
• •Handmade and Local
• •Functionality and Practicality
• •Sustainability
• •Customization and Community

Best Practices

• •Lead with the "Why": Always circle back to the brand's origin story. Remind customers that the business was born from a genuine need for a better, more durable product for a beloved dog. This builds authenticity and trust.
• •Emphasize Material Quality: Consistently mention "genuine BioThane®" and "solid brass hardware." Explain what these materials mean for the customer: waterproof, rust-proof, durable, and stronger than alternatives. This reinforces the value and justifies the purchase.
• •Use Storytelling: Share stories about the dogs who wear the collars. Feature customer photos (with permission) and tell the tale behind custom color combinations. Naming designs after customers' dogs is a powerful tool—leverage it in your copy.
• •Maintain a Passionate, Personal Tone: Write as a dog lover speaking to another dog lover. Use "we" and "our" to describe the crafting process. Keep the language clear, heartfelt, and focused on the shared love for dogs and their well-being.
• •Highlight the "Handmade in the UK" Aspect: In a market of mass-produced goods, being "handmade to order" in Brighton is a significant differentiator. Mention this in product descriptions, social media bios, and marketing materials to appeal to customers who value craftsmanship and supporting local businesses.

Social Perception

The brand is perceived as a trustworthy and specialized small business, drawing customers to its clear origin story and tangible product benefits (waterproof, rust-proof). The made-to-order approach suggests high care and attention to detail, and the brand is seen as run by genuine dog enthusiasts who stand behind their craft.

Copy Examples

• •For the love of dogs and adventure. Our waterproof, rust-proof BioThane® collars are handmade in Brighton to withstand muddy puddles and seaside sprints. Just like your best friend, they're built to last.
• •A splash of personality for your pup. Our Colourband collars feature a vibrant, contrasting highlight. Handmade with solid brass hardware and durable BioThane®, they’re as tough as they are stylish. Design your own, and we might just name it after your dog!
• •From our workshop by the sea to your next adventure. 🐾 Every collar we make is handcrafted to order because we believe every dog deserves the best. What colours will you choose for your companion's custom gear? #FranksGoods #HandmadeDogCollar #UKDogLife
• •It all started with Frank, our dog, who needed a collar that could keep up with him. When we couldn't find one, we made one. Today, we handcraft every Franks Goods collar and lead with the same care, using rust-proof brass and waterproof BioThane® to ensure they're ready for anything.
• •Ready for rainy walks? Franks Goods has you covered. Our handmade, waterproof collars and leads never rust, fade, or fray. Order now and get a collar that’s made just for your dog, ready for a lifetime of exploration.