Brand Tone

Caring, enthusiastic, trustworthy, affectionate, friendly, community-oriented, playful.

Brand Values

• •Health and Wellness
• •Quality and Transparency
• •Love and Emotional Connection
• •Community and Charity

Best Practices

• •Always Use "Pet Parent" Terminology: Consistently address the audience as "pet parents" and refer to dogs as "fur babies," "best friends," or part of the family. This reinforces the brand's core value of the human-animal bond.
• •Lead with Emotion, Support with Science: Start copy with emotional, caring language that speaks to the love an owner has for their pet. Follow it up with keywords like "vet-formulated," "natural superfoods," and "immunity-boosting" to build trust and justify the premium quality.
• •Incorporate the "Shmush" Vernacular: Continue to use the brand name as a verb and noun (e.g., "Get Shmushed," "Give them a Shmush," "#youvebeenshmushed"). This unique, playful language builds brand identity and encourages social sharing.
• •Leverage Social Proof: Regularly feature customer reviews, testimonials, and user-generated content in marketing materials. Phrases like "Join thousands of happy pet parents" validate the brand's claims and build community trust.
• •Focus on the "Why," Not Just the "What": Instead of just listing ingredients, explain why they matter. Frame the product as a solution for owners who want to provide the best possible care, ensuring a long, healthy, and happy life for their companion.

Social Perception

Shmush! Pets is perceived as a premium, trustworthy brand that genuinely cares about dog health. Customers see their products as high-quality and effective, leading to noticeable positive effects on their dogs. The brand is also seen as having cute packaging and offering a convenient subscription model. Overall, it's a company pet owners feel good about supporting.

Copy Examples

• •More than a biscuit, it's a daily ritual of love. ❤️ Our AM biscuit protects them for a day of play, and our PM biscuit helps them recharge for a night of sweet dreams. Show them you care with every Shmush! #youvebeenshmushed #DogWellness #HealthyPets
• •Your Dog Deserves the Best, Day & Night. See why thousands of pet parents are making the switch to Shmush! Our vet-formulated vitamin biscuits are packed with superfoods to support your best friend's health 24/7. Tap to start your 7-day trial and see the difference! #ShmushPets #DogHealth #HappyDog
• •Holistic Care in Every Bite. The revolutionary breakfast and bedtime biscuit regimen for the dog you love.
• •A Shmush! a day keeps the worries away. ❤️
• •Tucking my bestie in with a bedtime Shmush! 😴 So much more than a treat... it's peace of mind in a biscuit. #dogmom #youvebeenshmushed #goodnight