Brand Tone

Empathetic & Compassionate, Warm & Friendly, Authentic & Sincere, Respectful, Helpful & Caring

Brand Values

• •Compassion
• •Love for Pets
• •Quality
• •Support
• •Community
• •Remembrance

Best Practices

• •Understand Your Dual Audience: Recognize that you're speaking to people celebrating their pets *and* people grieving their loss. While the core values (love, compassion) are consistent, the specific emotional emphasis will shift. Create distinct (yet related) voice guidelines if necessary.
• •Prioritize Empathy, Always: Even in more upbeat boutique messaging, maintain an undercurrent of understanding the deep human-animal bond. For memorial content, empathy is non-negotiable. Use gentle, supportive, and validating language.
• •Tell Authentic Stories (with permission): Share heartwarming customer stories (both joyful and memorial-focused, with appropriate consent) to build connection and showcase the real impact of your products and your brand's compassion.
• •Be Mindful of Imagery and Language Pairings: Ensure that the visuals accompanying your copy align with the intended tone. A joyful image shouldn't be paired with overly somber text, and vice-versa. For memorial items, use soft, respectful, and comforting visuals.
• •Create a "Words We Use / Words We Avoid" List: *Use:* Cherish, honor, remember, comfort, celebrate, joy, companion, love, support, heartfelt, gentle, peace. *Avoid (especially for memorials):* Generic platitudes without genuine feeling, overly technical jargon, language that minimizes grief (e.g., "just a pet"), or overly pushy sales language for memorial items. Focus on offering solace, not just selling a product. For boutique items, avoid language that feels cheap or overly gimmicky if aiming for a quality perception.

Social Perception

Trusted Resource for Memorials, Provider of Quality Pet Goods, Caring & Empathetic Business, Personal Touch, Reliable

Copy Examples

• •Keeping their memory close. Our new [Product Name] offers a gentle way to cherish the paw prints they left on your heart. Crafted with love, for a love that never fades.
• •Unleash the zoomies! Spoil your furry best friend with our latest collection of [Toy Type] – designed for endless fun and happy tail wags. Because every day with them is a gift!
• •At Wags and Willows, we understand the incredible bond you share with your pet. From playful moments to quiet companionship, they fill our lives with so much joy. We're here to celebrate that love, every step of the way.
• •When a beloved companion crosses the rainbow bridge, the silence can be deafening. We see your heart, and we're here to help you find a meaningful way to honor their beautiful life. You are not alone.
• •Only the best for your loyal friend. Our [Product Category, e.g., memorial urns / gourmet treats] are thoughtfully created with the highest quality materials and a deep understanding of what your pet means to you.