Brand Tone

Personal, quirky, affectionate, informal, and playful, designed to create a sense of belonging among pet lovers.

Brand Values

• •Love for Animals
• •Niche Community
• •Humor and Lightheartedness
• •Personal Connection

Best Practices

• •Write as a Pet Owner: All copy should be written from the perspective of someone who deeply loves their dog. Use "we" to refer to the brand and Clive, creating a familiar, team-like feeling.
• •Incorporate Dog-Specific Humor: Utilize niche terms and concepts that dog owners will understand and appreciate (e.g., "sploot," "frapping," "mlem," "zoomies"). This validates the customer's identity as part of the in-group.
• •Tell Micro-Stories: Use product descriptions and social posts to share small, anecdotal stories about Clive. For example, "This sweatshirt is inspired by Clive’s attempt to 'help' with the gardening. It's durable, comfortable, and hides dirt well."
• •Prioritize a Personal and Informal Voice: Avoid corporate or overly professional language. Use contractions (you're, it's), ask questions, and write as if you're talking to a friend who also loves dogs.
• •Build a Character for Clive: Develop Clive's "personality" through the copy. Is he the demanding boss? The quirky artist? The loyal best friend? Giving him a consistent character will make the brand story more engaging and memorable.

Social Perception

Limited and undefined due to lack of external online presence. Likely perceived as a small, independent business or passion project, rather than a large, established brand. For existing customers, perception is shaped by direct purchasing experience and website narrative.

Copy Examples

• •Bad day? Corgi sploot. Tough meeting? Corgi smile. Traffic? Corgi head-tilt. For all of life's problems, there's a corgi. Wear the solution. Shop the Clive & Co. collection.
• •You don't just own a dog. You're part of a gang. The Frenchie Gang. Gear up with our new collection of shirts and hats, approved by the boss himself, Clive.
• •Your morning coffee is important. But so is starting your day with a smile. This mug guarantees at least one of those things. Featuring 100% pure, unfiltered corgi charm.
• •Woof! (That's corgi for 'check out our new hoodies'). I personally supervised the design of these to ensure maximum comfort for my fellow humans. Perfect for walks, naps, and sneaking snacks. Get yours before they're all gone!
• •Still thinking about it? So is Clive. And his judgemental corgi stare is something you don't want to be on the receiving end of. Grab your gear from French Fry Clive & Co. now!