Brand Tone

Friendly and Approachable, Quality-Conscious and Trustworthy, Stylish and Playful, Community-Oriented

Brand Values

• •Quality and Durability
• •Made in the USA
• •Design and Style
• •Customer Satisfaction
• •Heritage and Experience
• •Community and Giving Back

Best Practices

• •Always Emphasize Quality & Durability: Weave in mentions of high-quality materials, craftsmanship, and the longevity of the products. Use phrases like 'built to last,' 'adventure-ready,' 'premium materials.'
• •Highlight 'Made in USA': Consistently include this key differentiator. It’s a point of pride for the brand and a value for many customers.
• •Keep it Pet-Centric and Warm: Use language that resonates with pet lovers. Refer to pets as family members, use playful puns (sparingly and appropriately), and focus on the joy pets bring.
• •Showcase Style and Design: Use descriptive and evocative language when talking about patterns and designs. Highlight new collections and the artistry involved (e.g., 'in-house artist designed').
• •Foster Community and Share Stories: Encourage user-generated content, feature customer pets, and tell the story behind the brand and its products. This builds connection and reinforces the friendly, approachable aspect of the brand. Use platforms like TikTok and Instagram to share visual stories.

Social Perception

Highly Positive, Trusted Brand, Associated with Style and Quality, Valued for 'Made in USA', Engaged Community

Copy Examples

• •Headline (Website/Social Media): '40 Years of Wagging Tails & American-Made Style. Discover the Up Country difference for your furry best friend.'
• •Product Description (New Collar Design): 'Spruce up your pup's spring wardrobe! Our new [Pattern Name] collar is blooming with personality, crafted with our signature durable webbing and made right here in the USA. Because your adventures deserve style that lasts. #UpCountryDog #MadeInUSAStyle'
• •Instagram Post (User-Generated Content): 'Look at this pawsitively adorable explorer, @[UserHandle]! 😍 [Pet's Name] is rocking their [Product Name] on today's adventure. We love seeing your Up Country moments – tag us for a chance to be featured! #UpCountryInc #PetStyle #HappyPets'
• •Email Subject Line (Seasonal Promotion): 'Seasons Greetings & Stylish Gear! 🍂 Fresh Fall Looks for Your Four-Legged Family.'
• •About Us Snippet: 'It started with a search for something better – a collar with personality AND purpose. For 40 years, Up Country has been handcrafting high-quality, beautifully designed pet accessories in Rhode Island, because we believe every pet deserves the best. Proudly made for your family, by ours.'