Brand Tone

Reassuring, Tech-Savvy, and Caring. It balances technological sophistication with genuine care for pets, providing peace of mind through security and reliability, while also connecting with customers on an emotional level.

Brand Values

• •Safety and Security
• •Health and Wellness
• •Connection
• •Innovation and Empowerment

Best Practices

• •Lead with the Emotional Benefit: Always start by highlighting the core emotional value—peace of mind, connection, or the joy of a healthy pet. Technical features should be presented as the how behind the why.
• •Use "You and Your Dog" Language: Frame the narrative around the shared experience of the owner and their pet. Use phrases like "your best friend," "for a happy and healthy BFF," and "your adventures together" to reinforce the bond the product serves.
• •Balance Tech with Tenderness: Explain technological features using clear, simple language (e.g., "real-time GPS," "activity monitoring"), but always tie them back to a caring, emotional outcome (e.g., "...so you never have to worry," "...to keep them healthy and strong").
• •Be a Proactive Problem-Solver: Acknowledge the owner's fears (losing a pet, health concerns) and immediately present Link as the reliable, empowering solution. The tone should be reassuring and solution-oriented, not alarmist.
• •Tell Stories, Don't Just List Features: Utilize customer testimonials, brand ambassador stories, and hypothetical scenarios in your copy. Narratives like "Jenna & Honey" are more powerful than a simple bulleted list of features because they create an emotional and relatable context for the product's value.

Social Perception

Public perception is generally positive, praising the peace of mind provided by comprehensive features like activity tracking, temperature alerts, and consolidated vet records. However, there is mixed feedback regarding functional reliability, inconsistent GPS, device durability, and the mandatory subscription fee.

Copy Examples

• •Adventures are for exploring, not for worrying. With Link’s real-time GPS tracking, you can let your best friend roam a little freer knowing you’re always connected. See their location, get escape alerts, and enjoy peace of mind on every walk. #LinkMyPet #DogSafety #GPSCollar
• •Wellness goes beyond the vet. Monitor daily activity, set custom fitness goals, and understand your dog's health trends with the Link app. It’s the smartest way to ensure a long, happy, and healthy life together.
• •Your dog is more than a pet—they're family. Link helps you stay in tune with their needs 24/7. From tracking their location on a hike to celebrating a new activity milestone, our smart collar strengthens the bond you share. Reconnect with what matters most.
• •The Link smart collar is more than a GPS tracker; it's a complete ecosystem for modern pet care. Leveraging advanced GPS, Wi-Fi, and cellular technology, combined with a patent-pending algorithm for activity monitoring and in-app televet access, Link puts total pet wellness right at your fingertips.
• •Positive Reinforcement in Your Pocket: How to Use Link’s Training Tones to Improve Recall and Strengthen Commands.