Brand Tone

personal, trustworthy, and caring

Brand Values

• •Health and Wellness
• •Quality and Craftsmanship
• •Sustainability and Ethics
• •Community and Connection
• •Authenticity

Best Practices

• •Always Tell the "Peggy" Story: Continuously weave the brand's origin story into the copy. This personal narrative is a powerful differentiator and reinforces the values of authenticity and care.
• •Lead with "Health and Happiness": Frame product benefits around the pet's well-being. Use phrases like "for their health and happiness" or "a treat you can feel good about" to connect with the owner's motivations.
• •Emphasize "British-Made" and "Natural": These keywords are central to the brand's value proposition. They should be prominent in headlines, product descriptions, and all marketing materials to justify the premium positioning.
• •Use a Warm and Personal "We": Write as if the founders are speaking directly to the customer. This maintains the small-business, person-to-person feel and avoids cold, corporate language.
• •Focus on Solutions and Benefits: Instead of just listing ingredients, explain *why* they are beneficial (e.g., "Chicken-free for sensitive tummies," "Supports dental hygiene"). This educational approach builds trust and demonstrates expertise.

Social Perception

small, dedicated, and ethical company; friendly, knowledgeable, and passionate about animal welfare; niche, premium provider for discerning dog owners who prioritize natural and British-made products

Copy Examples

• •For the love of dogs. Natural British treats and handmade leather goods, inspired by our puppy, Peggy, and made for yours.
• •Introducing our new Beef & Nettle Bites. Packed with protein and rich in iron, these grain-free treats are more than just a reward—they're a boost for your dog's skin and coat. Lovingly sourced and made in the UK, because they deserve nothing less.
• •Inky Paws wasn't born in a boardroom. It started in our home, with our puppy Peggy. We couldn't find the simple, natural, British-made treats we wanted for her, so we decided to make and source them ourselves. Every product we sell is one we'd trust for our own furry family.
• •Treats for a healthy coat? See what's new at Inky Paws.
• •Yorkshire, we're coming to you! Find the Inky Paws stall at the Yorkshire Dales Food & Drink Festival this weekend. Come say hello, grab some all-natural treats for your four-legged friend, and let's talk all things dogs!