Brand Tone

Friendly and Approachable, Caring and Empathetic, Proudly Kiwi, Confident and Reassuring, Enthusiastic and Playful (at times)

Brand Values

• •Pet Well-being
• •Quality and Durability
• •Customer Satisfaction
• •Trust and Reliability
• •Local New Zealand Connection

Best Practices

• •Embrace the "Kiwi Pet Parent" Persona: Consistently use language that resonates with New Zealand pet owners. Refer to pets with affectionate local terms like "mates." Highlight the local aspect ("By Kiwis, for Kiwi pets") to build community and reinforce trust.
• •Prioritize Pet Well-being in All Messaging: Ensure that every piece of copy ultimately highlights the benefits for the pet—such as enhanced comfort, security, happiness, improved sleep, and anxiety relief. Use empathetic and caring language throughout.
• •Maintain a Friendly, Approachable, and Enthusiastic Voice: Avoid overly formal or technical jargon. Write conversationally, as if speaking to a fellow pet enthusiast. Incorporate positive and slightly playful language where appropriate to reflect the brand's enthusiastic side.
• •Back Claims with Confidence and Verifiable Proof, Ensuring Authenticity: Leverage the large number of satisfied customers, positive reviews, and product guarantees to build trust. However, given past criticisms about transparency, it's crucial that current marketing is straightforward, and all claims are easily verifiable and authentic, avoiding hyperbole that could be perceived as disingenuous.
• •Ensure Consistency Across All Channels: The established brand tone—friendly, caring, Kiwi-proud, and reassuring—should be uniformly applied across the website, social media platforms, email marketing campaigns, and all customer service interactions. Regular audits of content can help maintain this consistency, reinforcing a cohesive and recognizable brand identity.

Social Perception

Largely Positive Customer Base, Concerns Regarding Transparency and Past Performance, Indication of Recent Improvements, Strong Brand Affinity in NZ, Perceived as a Premium Offering

Copy Examples

• •Headline: Give Your Kiwi Mate the Sweetest Dreams. The Brooklyn - Comfort They Deserve. Body: Crafted with love, right here in NZ, our calming pet beds are more than just a comfy spot. They're a haven for your furry best friend. Say goodbye to restless nights and hello to happy, well-rested pets! Loved by over 100,000 Kiwi pet parents.
• •Social Media Post (Image: Happy dog relaxing in a Brooklyn bed): Caption: That feeling when the Brooklyn bed arrives! 😍 Spoil your loyal companion with the ultimate in comfort and support. Because a happy pet means a happy you. Tap to shop NZ's favourite pet beds! #BrooklynPetsNZ #KiwiDogs #PetComfort
• •Product Description Snippet (for a calming bed): Is your furry friend a bit of a worrier? Our Deep Sleep Calming Bed is designed to mimic a mother's hug, providing a sense of security that helps soothe anxiety and promote deeper, more restful sleep. Made with premium, pet-safe materials and, of course, a whole lot of Kiwi care.
• •Email Subject Line: Don't Let Your Best Mate Miss Out on This! 💤 Email Body Intro: Hey [Pet Owner Name], We know you want the absolute best for your furry family member. At The Brooklyn, we're fellow Kiwi pet lovers dedicated to creating beds that make a real difference to their well-being. See why thousands trust us for unparalleled pet comfort.
• •Ad Copy (Short & Direct): Tired of flimsy pet beds? The Brooklyn offers durable, locally-loved beds designed for Kiwi pets. Quality comfort that lasts. Free NZ Shipping & 30-Day Returns.