Brand Tone

Friendly and Welcoming, Playful and Enthusiastic, Passionate and Knowledgeable, Community-Oriented, Nautical/Coastal

Brand Values

• •Pet Happiness and Well-being
• •Quality and Uniqueness
• •Customer Service Excellence
• •Supporting Local/Artisan
• •Fun and Joy
• •Eco-consciousness

Best Practices

• •Embrace "Pet-Speak" Playfully: Incorporate charming, pet-related puns and phrases (e.g., "pawsome," "fur-tastic," "get your wag on," "meowvelous") where appropriate, especially on social media, to maintain a lighthearted and engaging tone.
• •Always Be Welcoming and Inclusive: Ensure language is warm, inviting, and speaks directly to pet owners as fellow animal lovers. Use phrases that convey a sense of community and understanding of the pet-owner bond.
• •Highlight Quality and Uniqueness with Enthusiasm: When describing products, use enthusiastic and descriptive adjectives that convey the special nature of the items (e.g., "handpicked," "artisan-crafted," "one-of-a-kind," "best-in-show").
• •Keep it Personal and Story-Driven: Share stories about the pets who visit, the inspiration behind products (like the "Our Story" page), or the joy of the team. This reinforces the personal, non-corporate feel of the boutique.
• •Maintain a Strong Local Connection: Regularly reference Kennebunkport and Maine, highlighting "Maine-made" products or "nautically-inspired" themes to reinforce the boutique's unique local identity and appeal to both locals and tourists.

Social Perception

Highly Positive, Trusted Resource, More Than Just a Store, Fun and Charming

Copy Examples

• •Instagram Post (Image: A happy dog wearing a new Scalawags bandana): Salty air and stylish flair! 🐾 Finn is rocking his new nautically-inspired bandana from Scalawags. Ready for seaside adventures and turning heads in Kennebunkport! Swing by and let us help your scalawag find their next favorite accessory. #ScalawagsStyle #KennebunkportDogs #MaineMadeLove #PetBoutique
• •Website Banner (Highlighting a new treat line): Pawsitively Delicious! ✨ Spoil your best friend with our new line of all-natural, Maine-baked treats. Healthy ingredients, tail-wagging taste. Because they deserve the best! Shop now and watch the happy wiggles. [Link to Treats]
• •Facebook Ad (Targeting tourists visiting Kennebunkport): Visiting Kennebunkport with your furry co-pilot? ⚓ Don't miss Scalawags Pet Boutique in Dock Square! A treasure trove of unique toys, stylish gear, and tasty treats awaits. Plus, a fresh bowl of water and ear scratches are always on us! Your dog's new favorite place to shop. #KennebunkportME #DogFriendlyMaine #ScalawagsPetBoutique #VacationlandPets
• •TikTok Video Caption (Video: Staff joyfully greeting a dog entering the store): The best kind of VIP arrival! 🥰 We live for these moments. Bring your scalawag to see us in Kennebunkport – we’ve got treats and endless affection waiting! #DogWelcome #PetFriendlyBusiness #Kennebunkport #Scalawags #DogLovers #BestJobEver
• •Email Newsletter Snippet (Promoting gift items): Searching for the purr-fect gift for the pet lover in your life (or your own cherished companion)? 🎁 From handcrafted Maine collars to irresistible toys and cozy beds, Scalawags has unique finds that celebrate the joy pets bring. Let us help you make their tail wag! #GiftsForPetLovers #ScalawagsFinds #PamperYourPet