Brand Tone

Compassionate and Caring, Warm and Welcoming, Informative and Responsible, Playful and Lighthearted (at times), Authentic and Transparent

Brand Values

• •Animal Welfare (specifically Cat Rescue)
• •Adoption Advocacy
• •Community
• •Responsibility
• •Creating a Healing Space
• •Transparency

Best Practices

• •Always Prioritize the Cats' Stories: Center your narrative around the cats – their personalities, their rescue journeys, their needs, and their successes. This reinforces the compassionate core of the brand.
• •Use Warm, Empathetic Language: Choose words that convey care, gentleness, and understanding. Avoid overly corporate or transactional language. Phrases like 'our furry friends,' 'gentle souls,' 'safe haven,' 'second chance' resonate well.
• •Maintain Transparency and Authenticity: Be honest about the realities of rescue work (when appropriate), share genuine updates (both happy and challenging), and let the true personalities of the cats and staff shine through. Avoid overly polished or staged content that feels impersonal.
• •Educate and Inform Gently: When sharing rules or information about cat welfare or adoption, do so in a kind, educational, and approachable manner rather than a preachy or strict one. The goal is to foster understanding and responsible behavior.
• •Balance Heartfelt with Lighthearted: While the mission is serious, allow for moments of joy, playfulness, and humor, especially when showcasing the cats' daily lives. This makes the brand more relatable and the content more engaging, preventing it from becoming overly somber. Ensure the humor aligns with the overall caring nature.

Social Perception

Highly Positive, Ethical and Trustworthy, A Place of Comfort and Joy, Important Community Asset, Supporters are emotionally invested

Copy Examples

• •Instagram Post (Image: A newly arrived, shy cat peeking out from a hiding spot): Meet Kiko, our newest little soul finding her paws at Kizaemon. She's a bit shy, but with a gentle heart and a world of love to give. Every purr in our cafe is a story of hope. Come share a quiet moment and help us show Kiko that humans can be kind. Your visit supports her journey, and maybe, just maybe, you'll find your new best friend. #RescueCat #KizaemonCats #NewArrival #JourneyToAHome #MatsuyamaCafe
• •Website Blog Post Title/Snippet (Announcing an adoption): A Happy Tale: Tama-chan Finds His Forever! It’s days like these that fill our hearts to bursting! Our sweet, playful Tama-chan has officially started his new adventure with a wonderful, loving family. Read about his journey and how your support makes these happy 'see you laters' possible. Thank you for believing in second chances! #AdoptDontShop #KizaemonFamily #ForeverHome #CatAdoptionSuccess
• •Promotional Tweet/Short Post (Highlighting cafe experience): Need a moment of calm? 🐾 Our cozy corners and gentle purrs are waiting. Kizaemon isn't just a cafe, it's a sanctuary for cats and a peaceful escape for you. Support rescue, sip coffee, and find your smile. Open today until 6 PM! #CatCafeLove #Kizaemon #Ehime #RelaxWithCats #SupportRescue
• •Online Store Product Description (Example: Tote bag with cat design): Carry a piece of Kizaemon love wherever you go! This charming tote bag features art inspired by our beloved rescue residents. Not only is it stylish and practical, but every purchase directly helps us provide food, shelter, and medical care for cats awaiting their forever homes. Wear your support proudly! #KizaemonGoods #ShopForACause #CatLoverGift #RescueSupport
• •Instagram Story (Series of short clips: cats playing, staff interacting gently): Clip 1 (Text overlay): Morning playtime at Kizaemon! ☀️ Clip 2 (Text overlay): Our dedicated staff ensuring everyone gets their cuddles. Clip 3 (Text overlay): Each cat here has a story. Come be a part of their next chapter. Clip 4 (Poll): Planning a visit this week? Yes / Can't wait!