Brand Tone

Authoritative, confident, and results-driven, balanced with a passionate, insightful, and helpful expert approach.

Brand Values

• •Effectiveness and Results
• •Clarity and Communication
• •Accountability and Leadership
• •Exclusivity and Personalization
• •Freedom and Quality of Life

Best Practices

• •Lead with Confidence and Authority: Always use declarative and confident language. Avoid hesitant or vague phrasing. State what the training will do, not what it might do.
• •Focus on Transformation, Not Just Commands: Frame the benefit as a lifestyle change ("enjoy your dog stress-free," "the freedom of off-leash reliability") rather than just a list of commands they will learn. Sell the result of the training, not the process.
• •Embrace the Personal Brand: Use "I" and "My" frequently. The brand is Ethan Steinberg. The copy should reflect that it is his personal expertise, philosophy, and hands-on effort that delivers the results.
• •Be Unapologetic About the Method: Do not shy away from the term "balanced training" or the tools used. Justify their use by framing them as essential for clarity, communication, and accountability, which ultimately leads to the dog's happiness and safety.
• •Maintain Exclusivity and Urgency: Consistently reinforce that the program is selective and that spots are limited. This justifies the premium positioning and encourages serious, committed clients to apply promptly. Phrases like "Apply now," "Spots fill quickly," and "For serious owners only" should be used.

Social Perception

Clients and followers perceive NOVA Canine Academy as a high-end, effective, and highly skilled service. Within the dog training community, it's identified with the 'balanced training' movement, which can be polarizing. Some may view its assertive marketing and use of specific tools (e.g., e-collars, prong collars) as controversial.

Copy Examples

• •Your dog's leash reactivity isn't just a nuisance—it's a barrier to the life you both deserve. Our Board & Train program doesn't just manage the problem; it solves it. We establish clear communication and reliable obedience, turning stressful walks into the calm, controlled partnership you've always wanted. Ready for a real, lasting change? Apply today.
• •My program is not for everyone. I work with a select number of clients who are serious about achieving unparalleled results. This is a personalized, immersive experience with me as your dog's sole trainer, guaranteeing focus and a transformation that lasts.
• •The first few months are critical. We build the foundation for a lifetime of obedience and off-leash freedom. My puppy program ensures your dog understands the rules of your world from the start.
• •An e-collar in the right hands isn't for punishment—it's for clear, off-leash communication. It’s the tool that provides the accountability needed for true freedom. Watch how we teach dogs to understand this tool, leading to happier, more reliable companions.
• •You don't just want a dog that sits. You want a dog you can take anywhere, trust in any situation, and enjoy a stress-free life with. At NOVA Canine Academy, I bridge the gap between you and your dog, creating the communication and obedience that makes it all possible.