Brand Tone

loving, playful, and aspirational

Brand Values

• •Love and Bonding
• •Handmade Quality
• •Style and Comfort
• •Community
• •Small Business Support

Best Practices

• •Maintain the "Pet as Protagonist" Voice: Continue to use Zoey, the dog CEO, as a central figure in the brand's storytelling. Write captions and emails from her "paw-spective" occasionally to reinforce the brand's playful and unique personality.
• •Always Emphasize the "Handmade in the USA" Aspect: This is a key differentiator. Mentioning it consistently reinforces the values of quality, craftsmanship, and supporting a local business.
• •Use Affectionate and Inclusive Language: Employ terms like "fur baby," "Mama," "Paw-parent," and "best fur-iend" to create an emotional connection and foster a sense of community among pet owners.
• •Focus on the "Why," Not Just the "What": Instead of just selling accessories, sell the feeling of joy and the celebration of the human-animal bond. Frame your products as a way to create and share happy moments.
• •Leverage User-Generated Content with Brand-Centric Hashtags: Encourage customers and ambassadors to share photos using specific hashtags. When re-sharing, add captions that align with the brand's loving and playful tone to amplify the message of community and shared style.

Social Perception

A charming and heartfelt small business, perceived as a passion project born from genuine love for pets, creating a relatable and authentic image for pet owners who cherish their furry family members.

Copy Examples

• •Twinning with your best fur-iend has never been cuter! ✨ Introducing our new 'Autumn Feast' collection. Handmade with love in Oregon, so you and your pup can celebrate the season in style and comfort. Tap to shop the matching bandana and scrunchie set! #PawfectStyling #DogMom #MatchingSets
• •For the Love of Matching. Celebrate the special bond you share with your fur baby. Shop our handmade bandana and scrunchie sets, designed for comfort, style, and unforgettable moments. #MadeWithLoveInUSA
• •You’re not a regular dog mom, you’re a cool dog mom! 😉 Spoil your pup (and yourself!) with our adorable, handmade matching accessory sets. Because the best of friends deserve to look their best, together. Shop now for 15% off your first order!
• •From one Paw-parent to another... I'm the fashion designer, but my Bichon, Zoey, is the boss! Pawfect Styling was born from our love of creating matching outfits. Every piece is handmade with the same love we share. Discover our story and find a style that tells yours.
• •Elegance is a shared language. Our 'Silk Pintuck' bandana and scrunchie set brings a touch of class to your daily walks and special occasions. Made from premium, soft-to-the-touch fabric, this set ensures your stylish duo turns heads, comfortably and gracefully.