Brand Tone

Positive & Uplifting, Community-Focused & Inclusive, Authentic & Transparent, Friendly & Approachable, Passionate & Purpose-Driven

Brand Values

• •Giving Back/Charity
• •Animal Welfare
• •Ethical Production/Quality
• •Community
• •Positivity & Doing Good
• •Comfort & Practicality

Best Practices

• •Always Circle Back to the "Why": Remind the audience (and yourself) about the mission. Every piece of copy should, directly or indirectly, connect back to the core values of giving back and loving pets.
• •Use Positive and Inclusive Language: Employ words that uplift, unite, and inspire. Avoid jargon or exclusionary terms. Focus on "we," "us," and "together" to foster community.
• •Show, Don't Just Tell, the Impact: Instead of just saying "we donate," share stories (with permission) of the shelters helped, or feature user-generated content that shows the joy of the products and the community.
• •Maintain Authenticity and Transparency: Be genuine. If there are challenges or updates, communicate them honestly. This builds trust, which is crucial for a mission-driven brand.
• •Incorporate Pet-Centric Language Naturally: Use terms, phrases, and emojis that resonate with pet lovers (e.g., "paw-some," "fur-ever," 🐾, 🐶) but ensure it feels natural and not forced. Let the love for animals shine through in a relatable way.

Social Perception

Loved by its Niche, Seen as Ethical & Trustworthy, Associated with "Feel-Good" Purchases, Community-Oriented, High-Quality Products

Copy Examples

• •🐾 Wrap yourself in GOOD! ✨ Our new [Hoodie Name] just dropped, and it's more than just cozy – it's a promise. With every purchase, you're helping us send 20% of profits to amazing animal shelters. Look good, feel good, DO good. Tap to shop and join the #ProjectGoodApparel family! #GoodHumanGoodDog #WearYourValues #Dogooders
• •Hey Dog Lovers! 👋 Want apparel that’s as awesome as your furry best friend AND helps other pups in need? At Project Good Apparel, we donate 20% of our profits to animal rescue. Gear up for your next adventure together in comfort that counts! Shop now and become a #Dogooder. [Link]
• •Special Treat for our Good Humans! 🐶 Up to 25% Off Inside! *Email Body Snippet:* Because you're part of our pack, we wanted to give you first dibs on our latest offers! Every comfy tee and snug hoodie you snag still helps us support incredible animal shelters. Good for your wardrobe, GREAT for a cause! Shop the sale: [Link]
• •Packing up some GOOD VIBES (and super soft tees!) for another awesome #Dogooder! 🥰 Did you know 20% of every purchase goes to helping shelter pets? Thanks for making a difference with us! 🐾 #ProjectGoodApparel #EthicalFashion #DogLove #SupportSmallBusiness
• •More Than Just Apparel. It's a Movement. | Project Good Apparel: Look Good. Feel Good. Do Good for Pets. *Sub-headline:* High-quality, comfy clothing that gives back. 20% of all profits donated to animal welfare.