Brand Tone

Friendly, Personal, and Community-Focused

Brand Values

• •Love for Animals
• •Customer Convenience
• •Trust and Reliability
• •Portuguese Identity

Best Practices

• •Lead with the Story: Always connect the brand back to its origin story. Use Emílio and Carlota as "mascots" in communications. This personal touch is your strongest asset and differentiates you from larger, impersonal pet stores.
• •Use "We" and "You": Write in a conversational style. Use "we" to refer to the store (e.g., "We found the best materials") and "you" to speak directly to the customer (e.g., "You and your pet will love this"). This creates a friendly, one-on-one dialogue.
• •Balance Emotion with Professionalism: While the tone is friendly, ensure that transactional communications (order confirmations, shipping updates) are clear, professional, and timely. This will help rebuild trust where it has been damaged.
• •Show, Don't Just Tell: Instead of just saying you love animals, fill your social media with user-generated content (with permission). Create a branded hashtag and feature customers' pets regularly. This authenticates your core value of animal love.
• •Maintain a Consistent Voice Across All Channels: Whether writing a TikTok caption, a formal email response to a complaint, or a product description, the core voice —personal, caring, and rooted in the Emílio story —should be recognizable. Train any customer service staff to adopt this tone.

Social Perception

The public perception of Loja Gato Emílio is polarized. Positive perception notes good product selection and fast shipping, connecting with the brand's charming story and pet focus. Negative perception highlights significant operational issues, particularly with order fulfillment and slow customer service, leading to reliability concerns and a low satisfaction rating on complaint portals.

Copy Examples

• •Headline: Inspired by Emílio, approved by your cat! Our new cozy cat bed has arrived. Designed for the deepest naps and sweetest dreams. Tap to give your best friend the comfort they deserve. #GatoEmilio #AmorDeGato #CamasParaGatos
• •Title: The Ultimate Adventure Tower for Your Cat Built for explorers and nap experts alike! Our multi-level scratching post is more than just a toy; it's a castle for your king or queen. Made with durable materials and a personal touch, it was designed thinking of what our own Emílio would love. Easy to assemble, and even easier for your cat to fall in love with.
• •A special treat from Emílio... inside!
• •Headline: Your dog's new favourite toy is here! Body: From our family to yours! At Loja Gato Emílio, we know that all pets deserve the best. That's why we've handpicked a collection of durable and fun toys for your canine companion. Fast delivery from our warehouse in Viseu!
• •Headline: It all started with two cats and a lot of love. Sub-headline: Discover the story behind Loja Gato Emílio and why we ’re so passionate about every product we sell.