Brand Tone

Personable, enthusiastic, and educational

Brand Values

• •Community
• •Passion for the Hobby
• •Authenticity & Transparency
• •Education

Best Practices

• •Always Lead with Passion: Every piece of copy should reflect a genuine love for the hobby. Use enthusiastic and positive language when talking about fish and aquarium life.
• •Be the Relatable Hobbyist, Not Just an Expert: Frame advice and information from a personal perspective. Use "I" statements ("Here’s what I learned...") and share both struggles and successes to maintain authenticity.
• •Foster Community in Every Post: Actively invite engagement by asking questions, encouraging photo sharing, and responding to comments personally. Use inclusive language like "Fish Fam" or "fellow hobbyists."
• •Prioritize Helpful, Educational Content: Ensure that promotional posts are balanced with content that provides real value. Whether it's a quick tip, a detailed guide, or a product review, the primary goal should be to help the audience.
• •Keep it Personal: Continue to weave Kaity’s personal story and her own fish (like Bart and Laila) into the brand narrative. This personal connection is the brand's strongest and most unique asset.

Social Perception

Highly positive, viewed as a trusted influencer, community builder, and positive and engaging figure within the aquarium hobby.

Copy Examples

• •New video is LIVE! 🎥 Ever wondered what it’s *really* like to deal with a bully in a cichlid tank? I’m sharing my full experience with peacock aggression and the steps I took to bring back the peace. It's not always easy, but it's part of the journey! Link in bio to watch and share your own tips in the comments! #AfricanCichlids #Fishkeeping #AquariumHobby #KaitysCichlids
• •Wear Your Hobby. From our tanks to your closet. Shop the new collection inspired by the colors and personalities of our favorite fish. Made for true fishkeepers. #KaitysCichlids
• •Happy Friday, Fish Fam! Just finished a massive water change on the 6ft Malawi tank and the colors are popping. Feeling so grateful for this hobby and this amazing community. What are you all working on in your tanks this weekend? Share some pics below! 👇 #Community #AquariumLife
• •Title: Unboxing My Dream Fish! RARE Tanganyikan Cichlids Arrive! Description: The wait is finally over! Join me for a real-time unboxing of some stunning Tanganyikan cichlids I've wanted for years. We'll go through the proper acclimation process and get their first reactions to their new home. I'm so excited to share this with you all!
• •Email Newsletter Subject Line: You asked, I answered: My Top 5 Tips for a Thriving Cichlid Tank