Brand Tone

Approachable and Friendly, Authentic and Heartfelt, Quirky and Modern, Community-Focused.

Brand Values

• •Quality and Curation
• •Animal Welfare
• •Community and Local Support
• •Passion and Authenticity
• •Inclusivity

Best Practices

• •Always Write from the Heart: Channel the founder's authentic story and passion. Every piece of copy should feel personal and genuine, as if talking to a friend.
• •Embrace the "Super Neat" and "Weird": Don't be afraid to use quirky and fun language. This unique vocabulary sets the brand apart and builds a memorable personality.
• •Prioritize "Pups" and "People": Always speak directly to the dog owner and their pet. Use "you" and "your pup" to create a direct and personal connection.
• •Tell Stories, Don't Just Sell Products: Instead of just listing product features, tell the story behind them. Why was this toy selected? What makes this treat special? Connect products back to the brand's values of quality and care.
• •Keep it Local: Regularly mention the local roots and community. This reinforces the brand's identity as a neighborhood staple and builds a strong local following.

Social Perception

Trusted and Knowledgeable, Caring and Compassionate, Unique and Charming, Community-Oriented.

Copy Examples

• •Your dog's toy basket is about to get a whole lot weirder (and cooler). Our new collection is hand-picked for maximum fun. Because normal is boring. #pupthestore #superneat
• •Does your pup get the zoomies... from anxiety? We get it. Book a private shopping session and let your special doggo browse in peace. No crowds, no stress, just a super neat time. Link in bio to schedule!
• •Made with love, right here in the Ozarks! We're so excited to carry these locally-made treats. Stop by, say hi, and support a fellow local dreamer. Your pup will thank you!
• •Home is where the dog is. And our home is a store. Come on in and make yourselves comfortable in our little bungalow boutique. We've got the best stuff for your best friend. #dogboutique #carljunction
• •We're not just a dog boutique; we're a dream that came true in a little house on Main Street. We fill our shop with things we love, for the dogs we love. Come be a part of our story. #smallbusinessbigheart