Brand Tone

Professional, Educational, and Caring

Brand Values

• •Education
• •Responsibility
• •Community Involvement
• •Animal Welfare

Best Practices

• •Prioritize "Counselor" over "Salesperson": Frame all communication around providing guidance and expertise. Use language like "we recommend," "let us help you find," and "our experts suggest" to reinforce the educational value proposition.
• •Lead with Education: Structure content (social media, emails, blogs) to answer common pet owner questions. Focus on "how-to" guides, health tips, and behavioral advice to build trust and authority.
• •Acknowledge and Reinforce the Mission: Regularly incorporate phrases from the official mission statement, such as "enhancing the human-animal bond" and "matching the right pet with the right guest," into marketing materials to keep the core values front and center.
• •Showcase Community a lotment: Actively create content around community involvement. Post about SPCA partnerships, school visits, and local events. This builds a local identity separate from the national controversies and demonstrates a tangible commitment to the Medicine Hat area.
• •Be Transparent and Proactive in All Communication: Given the negative online sentiment, clarity is crucial. While not directly addressing attacks, the copy should proactively emphasize the store’s commitment to animal health, responsible sourcing (where possible), and the well-being of the pets they care for and sell, using specific examples rather than vague claims.

Social Perception

The social perception of Petland Medicine Hat is highly polarized. A segment of the local community views the store positively as a helpful, knowledgeable resource and community partner, appreciating the wide selection and staff expertise. However, a significant and vocal portion of the public perceives the brand negatively due to accusations of selling pets from inhumane breeding facilities (puppy mills), leading to complaints of sick pets and a reputation for prioritizing profit over animal health. This controversy often overshadows their community involvement and other business activities.

Copy Examples

• •Beyond a Pet Store, We're Your Partners in Pet Parenthood. Your journey with your pet is unique. Our Pet Counsellors are here to provide not just supplies, but expert advice for every stage of their life. From choosing the right nutrition to celebrating their first birthday, we're with you every step of the way.
• •Is Your Dog's Itching More Than Just a Scratch? Seasonal allergies can be tough on our furry friends. Learn the common signs of skin sensitivities and discover our range of specialized foods and supplements to bring them relief. Our experts are always here to help you find the perfect solution.
• •Proud to Support Our Friends at the Medicine Hat SPCA. A strong community cares for all its members, including the four-legged ones! We're honored to partner with the Medicine Hat SPCA to help their vital work. Come in and ask about their adoptable cats currently housed with us!
• •The Right Toy for Every Play Style. From tough chewers to curious cats, the right toy makes all the difference. Did you know that interactive play can reduce anxiety and strengthen your bond? Explore our curated collection and let our team help you find your pet’s new favorite.
• •Expert Advice, Delivered to Your Door. Life gets busy, but your pet's needs don't stop. Get the same quality products and expert-backed supplies you trust from our store, now with convenient curbside pickup and local delivery. Because caring for them should be easy.