Brand Tone

Authentic Expertise and Compassionate Problem-Solving

Brand Values

• •Animal Welfare
• •Effectiveness & Quality
• •Authenticity & Ingenuity
• •Customer-Centricity

Best Practices

• •Always Lead with "Gentle": The primary differentiator from competitors is the humane design. Words like "gentle," "comfort," "painless," and phrases like "they'll love it" should be central to all messaging.
• •Tell the Origin Story: Regularly reference the story of Cosmo the cat. It is the brand's most powerful asset for building authenticity and emotional connection. It grounds the product in a narrative of love and care.
• •Leverage a Vocabulary of Expertise: Use terms like "undercoat," "guard coat," "patented MicroHooks," and "de-matting" to reinforce credibility. Explain why it works, not just that it works.
• •Show, Don't Just Tell: Prioritize visual proof. Encourage user-generated content, use videos of purring cats and relaxed dogs, and feature impressive "fur piles" in marketing materials. The social proof is more convincing than any claim.
• •Speak from Pet-Lover to Pet-Lover: Use "we" to refer to the company founders and address the customer as a fellow member of the pet-loving community. The tone should be one of shared understanding about the joys and challenges of living with shedding animals.

Social Perception

Overwhelmingly positive, seen as a gentle and effective alternative to harsher tools, surprisingly effective, credible and trustworthy due to its origin story and 'Made in the USA' label, and connected to animal rescue. Perceived as a specialized tool for shedding undercoats.

Copy Examples

• •Stop the 'brush-and-run.' Start a purr-filled grooming session. Our patented hooks glide through the undercoat, removing loose fur so gently they'll think it's a petting session.
• •Look at that smile! 🐶 This is Berkeley, and his mom was 'jaw-droppingly' impressed by how much fur came out with his CoatHook, without cutting a single hair of his beautiful topcoat. We live for these moments! Show us your happy grooming faces in the comments!
• •Born from a need to help our senior cat, Cosmo, the CoatHook wasn't designed in a boardroom. It was crafted by hand and perfected to mimic a cat's own tongue, with patented MicroHooks that gently lift away loose undercoat without pulling or cutting. It's the expert, compassionate solution for shedding.
• •Tired of a house full of fur and a pet who hates being brushed? The CoatHook was invented by animal rescuers for one simple reason: to groom effectively while putting your pet's comfort first. Experience the difference a gentle, well-designed tool makes.
• •More fur in the comb, less on your couch. The CoatHook's unique design reaches deep to remove the shedding undercoat that other brushes miss. Gentle for them, satisfying for you. Made in the USA. 30-Day Money-Back Guarantee.