Brand Tone

Authoritative and Expert-Driven, Direct and Confident, Inspirational and Empowering, Passionate and Dedicated, Slightly "Alpha"/Dominance-Oriented (perception)

Brand Values

• •Leadership and Control
• •Responsibility
• •Quality and Durability (for products)
• •Effectiveness and Results
• •Education and Support

Best Practices

• •Embody Authoritative Expertise: Use clear, direct language. Back up claims with the expertise of Will Atherton where appropriate. Avoid overly hesitant or passive phrasing. Focus on solutions and definitive guidance.
• •Focus on Owner Empowerment: Frame challenges as opportunities for the owner to step up and lead. Use language that inspires confidence in the owner's ability to train their dog with the right tools and knowledge.
• •Maintain a Strong, Confident Voice: Reflect the "Fenrir" and "Ragnar" ethos. Use strong verbs and declarative sentences. The tone should be assured, not aggressive, but firm in its convictions about effective dog training and leadership.
• •Highlight Practical Benefits and Results: Clearly articulate how the products and training will lead to a better-behaved dog and a more harmonious relationship. Focus on tangible outcomes like "enjoyable walks," "a calm companion," "reliable recall."
• •Be Consistent Across All Platforms: Whether it's a detailed blog post, a short social media update, or product packaging, the core messages of leadership, responsibility, and effectiveness should resonate with the same confident and expert tone. Develop a style guide with key phrases and an approved vocabulary list.

Social Perception

Knowledgeable authority in dog training and a provider of robust products, largely driven by the persona and expertise of Will Atherton. However, their training philosophy is a point of contention, and concerns about price and occasional product/service issues exist.

Copy Examples

• •Stop puppy problems before they start. Our Perfect Puppy Course, designed by world-renowned canine behaviourist Will Atherton, gives you the step-by-step guidance to become the calm, consistent leader your puppy needs. Raise the perfect companion, not a problem pup. Enroll today.
• •Lead with confidence. The Fenrir Ragnar Training Leash isn't just a leash; it's your direct line to effective communication and control. Built for strength, designed for leaders. Are you ready to transform your walks? #FenrirCanineLeaders #DogGear #TrainLikeALeader
• •Channel their energy, build their focus. The Fenrir Hammer isn't just a toy – it's a training tool. Indestructible, stuffable, and designed to satisfy your dog's natural instincts while reinforcing your leadership. Make playtime productive. Add to cart.
• •Is Your Dog *Really* Listening? Become the Leader They Respect. If you're tired of being ignored, frustrated by pulling, or struggling with unwanted behaviors, it's time to change the dynamic. Our Canine Boot Camp empowers YOU to become the calm, consistent leader your dog is naturally wired to follow. Discover the Fenrir method.
• •Problem Dog? Or Problem Leadership? Fenrir Canine Leaders. We build leaders. Dogs follow. Link in bio to learn how.