Brand Tone

Scientific yet caring and compassionate, hopeful and positive within a serious context.

Brand Values

• •Scientific Efficacy
• •Quality of Life
• •Support for Research
• •Caring
• •Compassionate
• •Integrity
• •Innovation

Best Practices

• •Translate scientific benefits into tangible outcomes for the dog's quality of life and the owner's peace of mind.
• •Frame the product's benefits around how it helps dogs feel better, enjoy their days, and maintain their spirit.
• •Be Transparent and Authentic: Reflect the brand's value of integrity by being clear about what the product is, how it works, and the company's mission (e.g., supporting cancer research).
• •Maintain a hopeful and positive tone, acknowledging the seriousness of the situation while emphasizing the solution and support provided.
• •Focus on community building by highlighting the support group aspect and shared experiences of pet owners.

Social Perception

The brand should be perceived as a specialized, trustworthy, and supportive partner in caring for dogs with cancer, offering expert-driven solutions and fostering a positive community.

Copy Examples

• •Discover Brave Bites – developed with expertise, delivered with compassion.
• •Our tasty, research-backed snacks are here to help improve their appetite and well-being, every step of the way.
• •Support their fight, stimulate their appetite, and enhance their precious time with you.
• •Give them the loving care they deserve.
• •We understand that being diagnosed with cancer is a stressful time for both pet and owner.