Brand Tone

caring, trustworthy, and aspirational

Brand Values

• •Animal Well-being
• •Quality and Durability
• •Comfort and Style
• •Affordability
• •Customer Satisfaction

Best Practices

• •Lead with 'Why': Always start with the core value of loving and caring for pets. Frame product descriptions and ads around the benefit to the animal's happiness and well-being, not just the product's features.
• •Use 'Pet-Centric' Language: Employ words that resonate with pet owners, such as 'furry friend,' 'companion,' 'paws,' 'happy,' 'cozy,' 'playtime,' and 'thriving.' This reinforces the brand's focus on the animals themselves.
• •Balance Emotion with Trust: Combine caring and emotional language ('spoil your furry friend') with words that build confidence and justify the purchase, like 'quality,' 'durable,' 'sturdy,' and 'pet-approved.'
• •Develop a Brand Voice Guide: Create a simple internal document that outlines the brand's tone (Caring, Trustworthy, Aspirational), key messaging pillars (Well-being, Quality, Style, Affordability), and a list of on-brand words to use consistently across the website, emails, and future social media channels.
• •Show, Don't Just Tell: Instead of simply saying a product is 'high-quality,' use testimonials or descriptive language that demonstrates it. For example, instead of 'durable toy,' write 'A toy built for hours of happy and safe playtime.'

Social Perception

neutral and largely undefined

Copy Examples

• •Style meets comfort on every walk. Our new leash and collar sets are designed to be sturdy, lightweight, and effortlessly stylish, because the best adventures are comfortable ones. Give your best friend the quality they deserve. #VitocleiPets #DogGear #PetStyle
• •It's more than just a bed; it's a retreat. We believe every pet deserves a space that’s all their own—a place of ultimate comfort and security. That’s why our pet beds are designed to be purely pet-approved. #ThePetStoreThatCares #CatComfort #DogLove
• •Subject: Spoil Them for Less! 🐾 Get 15% Off Our Top-Rated Pet Accessories. Snippet: Happiness is a happy pet. Shop our collection of stylish, durable, and purely pet-approved products now with an exclusive discount.
• •Our mission is to keep your companions happy and healthy. What’s the one thing your pet does that always makes you smile? Share in the comments below! 👇 #VitocleiPets #PetLoversCommunity
• •VITOCLEI STORE PETS: The pet store that cares. We provide curated, high-quality accessories for dogs and cats, blending comfort, style, and affordability. Because every pet deserves the best. ✨