Brand Tone

Caring, Celebratory, and Artisanal

Brand Values

• •Quality and Health
• •Love and Family
• •Craftsmanship and Passion
• •Celebration and Joy

Best Practices

• •Always Lead with Love and Care: Frame all communication through the lens of "dogs are family." Use emotive words like "love," "care," "family," and "joy" to reinforce the core brand value.
• •Highlight 'Artisan' and 'Natural' Qualities: Consistently use keywords like "Handmade," "Artisan," "Natural," "Human-Grade," and "No artificial additives." This reinforces the brand's primary differentiator and justifies its premium positioning.
• •Maintain a Celebratory and Positive Tone: Use upbeat language and celebratory emojis (🎂, 🎉, 🐾, ❤️) where appropriate, especially on social media. Focus on the positive emotions associated with pet ownership and celebration.
• •Incorporate the Brand Story: Periodically remind the audience of the "why" behind the brand—that it started from a genuine concern for their own dogs' health. This builds authenticity and trust.
• •Engage the Community by Featuring Customers: Actively use user-generated content (with permission). Tagging customers and their pets in posts makes the community feel seen and valued, turning them into brand ambassadors and reinforcing the perception of a beloved local business.

Social Perception

The brand is perceived as a highly positive, trusted provider of high-quality, artisanal dog treats, seen as community-oriented and accessible despite its premium positioning. It successfully taps into the trend of humanizing pets, providing products for celebrating special moments and emphasizing the health and well-being of dogs as cherished family members.

Copy Examples

• •Another year, another tail-waggingly good birthday! 🎂🐾 Happy Birthday to the gorgeous [Dog's Name]! We loved baking this special human-grade, all-natural cake to celebrate your big day. Because family deserves the best. #TheDoggiePawtisserie #DogBirthdayCake #HandmadeWithLove #DogsOfInstagram #HappyBarkday
• •Welcome to the family! Celebrate every moment with your new best friend. Our handmade, artisan treats are made with 100% natural, human-grade ingredients—no nasty extras. Because from day one, they deserve nothing but love. See our full range of puppy-friendly treats. #WeDoItForTheDogs #TheDoggiePawtisserie #NaturalDogTreats #DogLoversUK
• •Treat Them Like Family. Handmade, artisan celebration cakes and treats, baked in Belfast with 100% natural, human-grade ingredients. Order now for wagging tails.
• •The 'Happy Gotcha Day' Celebration Cake: Celebrate the day they trotted into your life! Our 'Happy Gotcha Day' cake is more than a treat; it's a thank you for all the joy they bring. Lovingly handmade from scratch using wholesome, human-grade ingredients like peanut butter and banana, it’s the perfect way to say 'we're so glad we found you.' Personalize it with their name for an extra special touch.
• •🐾 Fresh from the oven for your best friend... This week, we're celebrating the simple joy of a perfect treat. Plus, see our latest award-winning creations!