Brand Tone

caring, supportive, and reassuring

Brand Values

• •Effectiveness & Innovation
• •Compassion & Empathy
• •Trust & Reliability
• •Pet Well-being
• •Support & Community

Best Practices

• •Focus on Empathy: Always write from a place of understanding the pet owner's concern and the pet's distress. Use language that shows you care about their well-being (e.g., "We know it's hard to see them scared," "Help your furry friend feel safe").
• •Highlight the Solution, Not Just the Problem: While acknowledging the anxiety, quickly pivot to how ThunderShirt offers a gentle and effective solution. Frame the product as a source of relief and comfort.
• •Use Reassuring Language: Employ words and phrases that inspire confidence and calm, such as "gentle," "soothing," "comfort," "secure," "drug-free," "vet-recommended."
• •Maintain a Supportive and Positive Voice: Even when discussing a serious issue like anxiety, keep the overall tone hopeful. Focus on the positive outcomes: a calmer pet, a less stressful home, a stronger bond.
• •Be Clear and Informative (but not overly clinical): Explain how the ThunderShirt works in simple terms (e.g., "like a gentle hug," "swaddling effect"). While you can reference scientific backing, ensure the primary message is accessible and emotionally resonant.

Social Perception

generally perceived positively

Copy Examples

• •Headline: Bring Calm to a Stormy Night. Body: Is your best friend terrified of thunder and fireworks? The ThunderShirt offers a gentle, hug-like pressure to soothe their anxiety, naturally. Help them find peace, even when the world outside is loud.
• •Headline: Say Goodbye to Anxious Car Rides. Body: Travel doesn't have to be stressful for your furry co-pilot. ThunderShirt’s calming embrace can make vet visits and road trips a more comfortable experience for everyone. Give them the gift of calm travel.
• •Headline: Help Your Pup Feel Secure When You're Away. Body: Separation anxiety is heartbreaking for you and your dog. ThunderShirt provides a constant, gentle hug to reassure them when they're home alone. Because a calmer dog means a happier you.
• •Headline: Vet Recommended, Millions of Paws Approved. Body: Trusted by veterinarians and loved by millions of pets, ThunderShirt is the drug-free solution to help ease fear and anxiety. See the difference a little pressure can make.
• •Headline: More Happy Tail Wags, Fewer Worried Whimpers. Body: We believe every pet deserves to feel safe and secure. ThunderShirt’s innovative design helps manage anxiety from loud noises, travel, and new situations, leading to a happier, more relaxed companion.