Brand Tone

friendly, helpful, and community-oriented

Brand Values

• •Value for Money: Consistently emphasizing "everyday low prices" and "maximum value."
• •Quality and Selection: Offering a "vast selection of trusted national brands" and "premium pet products."
• •Customer Service: Committing to "friendly customer support," "maximum service," and being "happy to help."
• •Canadian Identity & Community Support: Proudly stating they are "100% Canadian," family-owned, and support local initiatives like the HBSPCA and Canadian-made products.
• •Pet Well-being: Providing expert advice through their blog and focusing on quality nutrition and care.
• •Convenience: Highlighting "fast shipping," an "easy-to-navigate website," and services like "AutoShip."
• •Trust and Reliability: Building on their long history since 1993 and ensuring product authenticity.

Best Practices

• •Emphasize "Canadian" and "Family-Owned": Weave these core identity elements into communications where appropriate to reinforce trust and local connection.
• •Keep it Friendly and Approachable: Use welcoming language. Address customers as part of the "PetMax family" or fellow "pet parents." Avoid overly technical jargon unless explaining specific product benefits clearly.
• •Focus on Value and Solutions: Highlight not just products, but how they solve a pet owner's needs (e.g., "for a healthier coat," "to keep them entertained," "for sensitive stomachs"). Always tie this back to fair pricing.
• •Be Genuinely Helpful: Offer tips, advice, and responsive customer service. Position blog posts and social media content as resources for pet well-being.
• •Show, Don't Just Tell, Community Involvement: Regularly share stories or updates about support for local shelters or Canadian brands. This authenticates the brand's values.

Social Perception

generally perceived positively as a reliable source for a wide range of pet products at competitive prices, with an emphasis on being a Canadian company and supporting local animal shelters.

Copy Examples

• •Headline: Fueling Canadian Pets, Affordably! Body: At PetMax, we're proudly Canadian and family-run, just like many of your homes! We believe every wagging tail and happy purr deserves the best, without breaking the bank. Explore our huge selection of trusted brands at everyday low prices. Quality care for your furry family is closer than you think!
• •Social Media Post (Image: A happy dog with a Canadian-made treat): Text: Supporting local never tasted so good! 🇨🇦 Spoil your best friend with our range of delicious Canadian-made treats. Because our pets deserve the best, and so do our local businesses! Shop Canadian at PetMax.ca. #PetMax #ProudlyCanadian #ShopLocalPets
• •Email Subject: Your Pet's Favourites, Delivered Fast & Free!* Body: Never run out of kibble again! At PetMax, get your pet's must-haves shipped quickly across Canada. Plus, enjoy free shipping on orders over $X! We're making pet parenting easier and more affordable, one delivery at a time. *Exclusions apply.
• •Website Banner: Expert Advice & Maximum Savings – That's the PetMax Promise! Body: From choosing the right food to finding the perfect toy, our family is here to help yours. With over 30 years of experience, PetMax offers top brands, great prices, and friendly support for all your pet needs.
• •Product Description Snippet (for a new toy): Text: Unleash the fun! This durable [Toy Name] is designed for hours of happy play. At PetMax, we pick products we'd trust with our own furry family, ensuring quality and joy at a price you'll love. Because happy pets make happy homes!