Brand Tone

Helpful, Trustworthy, and Down-to-Earth

Brand Values

• •Customer-Centric Service
• •Authentic Expertise
• •Quality and Accessibility
• •Family & Community Focus

Best Practices

• •Always Write from Experience: Frame advice and product recommendations through the lens of being experienced animal owners. Use 'we use this for our...' or 'we recommend...' to build authority and trust.
• •Prioritize Helpfulness Over Hard Selling: Content should aim to solve a problem or answer a question first. The sale is a natural result of providing value.
• •Keep it Simple and Direct: Avoid complex jargon. Communicate clearly and concisely, as if you were talking to a neighbor over the fence.
• •Emphasize Your Roots: Regularly mention the 'family-owned' and 'Australian' aspects in your communications. This is a key differentiator from larger, faceless competitors.
• •Encourage Interaction: Even without a massive social presence, invite customers to ask questions via email or phone. Phrases like 'Don't hesitate to reach out' or 'We're happy to help you find the right product' reinforce your commitment to service.

Social Perception

Due to the lack of an online footprint, the brand's social perception is effectively a blank slate online. For customers who have interacted with them, the perception is likely shaped by their direct service experience, product availability, and pricing. For the broader online public, the brand is largely unknown. This presents both a challenge and an opportunity: a challenge in discoverability, but an opportunity to carefully craft their online reputation from the ground up without having to correct pre-existing negative perceptions.

Copy Examples

• •From our family to yours. Quality supplies for every paw, hoof, and feather in your flock. Free shipping over $150.
• •We're not just a business; we're a family of animal lovers. Running our own property in Nagambie means we use the very products we sell. We know what works, and we’re here to share that experience with you.
• •Struggling to keep your chickens happy and healthy through the winter? We've just stocked up on Laucke Mills' new winter feed blend. It's what we're using for our own chooks! Drop by the site or send us a message if you have any questions. #LuckyPawsPets #LivestockSupplies #Nagambie
• •Your best mate deserves the best. That’s why we stand by Black Hawk dog food. Packed with real Australian meat and no nasty fillers, it’s the choice for a healthy coat and happy gut. Have a question about switching foods? We’re here to help.
• •A note from your local supplier + tips for a healthy herd this season.