Brand Tone

Humorous, Quirky, Endearing, Heartwarming, Positive, Joyful, Authentic, Relatable

Brand Values

• •Adoption of Senior Pets
• •Love and Companionship
• •Finding Joy in Imperfection
• •Animal Welfare
• •Bringing Joy and Positivity

Best Practices

• •Develop a Clear Brand Voice Guide: Document the specific characteristics of Marnie's tone (e.g., words to use/avoid, sentence structure, use of humor, level of quirkiness) so anyone writing copy can reference it. Even though Marnie's voice was very specific to Shirley, a guide can help maintain its essence.
• •Embrace Imperfection and Authenticity: Continue to highlight the unique, endearing qualities that made Marnie special. Avoid overly polished or generic pet language. The 'hot mess of a pup' aspect was part of her charm.
• •Focus on Joy and Positivity: While acknowledging her passing, the overall tone should remain uplifting, celebrating her life and the joy she brought, and the ongoing mission of senior pet adoption.
• •Incorporate Humor Gently: Use lighthearted, quirky humor that aligns with Marnie's established persona. This can be achieved through captions that imagine her 'thoughts' or playful observations about the world from a dog's perspective.
• •Weave in the Core Message Subtly: While the primary goal is to engage and entertain, gently integrate the message about the value of adopting senior pets. This shouldn't feel forced but rather a natural extension of Marnie's story and legacy.

Social Perception

Beloved, Adored, Inspirational, Iconic, Symbol of Hope and Second Chances, Entertaining

Copy Examples

• •Current mood: Tongue out, worries out! Who needs a perfect head tilt when you've got this much charm? 😉 #SeniorDogLove #AdoptDontShop #MarnieTheDogLegacy
• •Throwback to when every day was a new adventure and every nap was a five-star experience. Still dreaming of those chicken dinners! Remember, old souls have the most love to give. ❤️ #RescueDog #ForeverLoved #MarnieVibes
• •Spotted: The reason your day just got 100% cuter. You're welcome! Consider opening your heart to a golden oldie – they're full of surprises. ✨ #MarnieTheDog #AdoptASeniorPet #JoyfulMoments
• •Life's too short not to stick your tongue out at the world (especially if it's as magnificent as this one!). Sending you all some happy, slobbery vibes today. Think about giving a senior pup a reason to smile! 😊 #DogDays #AdoptSeniorDogs #MarnieForever
• •Pretty sure 'perfectly imperfect' was coined just for me. Still inspiring cuddles and senior pet adoptions from the great beyond! What are you grateful for today? #ThankfulThursday #MarnieTheDog #RescueIsMyFavoriteBreed