Brand Tone

Passionate & Compassionate, Friendly & Approachable, Advocative & Educational, Stylish & Fun, Community-Oriented, Grateful & Giving

Brand Values

• •Animal Welfare & Rescue
• •Advocacy for Misunderstood Breeds
• •Giving Back
• •Quality & Craftsmanship
• •Community Building
• •Inclusivity
• •Sustainability

Best Practices

• •Always Lead with the "Why": Remind the audience of the core mission – helping rescue animals – in most communications. Whether it's a product launch or a community post, connect it back to the greater purpose.
• •Use Inclusive and Positive Language: Reflect the brand's welcoming and optimistic nature. Avoid overly technical jargon and focus on heartwarming, relatable storytelling. When discussing sensitive topics like BSL, maintain a tone of hopeful advocacy.
• •Showcase the Community: Regularly feature user-generated content, share stories from rescue partners, and highlight the impact of customer contributions. This reinforces the "family" and "movement" aspects of the brand.
• •Be Authentic and Transparent: Share behind-the-scenes glimpses, introduce the team (and their pets!), and be open about where donations are going and the impact they're having. This builds trust and deepens the connection with the audience.
• •Maintain Visual Consistency: Ensure that all imagery and visual content align with the brand's stylish, fun, and compassionate aesthetic. Bright, happy photos of dogs enjoying their products will reinforce the positive brand perception.

Social Perception

Highly Positive, Mission-Driven & Ethical, High-Quality & Stylish Products, Advocate for Animals, Community-Focused

Copy Examples

• •Headline: Style That Saves Lives. Pawsitively Gorgeous. Body: Spoil your furry best friend with our latest collection and help a rescue dog find their forever home. 30% of all profits go directly to animals in need. #FurRescueFashions #FashionWithAPaws
• •Headline: More Than Just Clothes. It's a Movement. Body: Join the #FurRescueFam! We're dedicated to changing minds about bully breeds, one adorable outfit at a time. Shop our bully-breed-friendly designs and support our mission. #EndBSL #PittiePride
• •Headline: Handmade with Love, Backed by Purpose. Body: Every stitch is infused with our passion for animals. From cozy pajamas to statement-making bandanas, your pup will look fab while you feel great knowing you're giving back. See this month's rescue partner! [Link] #ShopSmallSupportRescues
• •Headline: Your Pup's Style Can Make a Difference. Body: Looking for high-quality, head-turning gear for your dog? At FurRescue Fashions, every purchase helps us donate to incredible rescue organizations. That's fashion you can feel good about. #RescueDogsofInstagram #AdoptDontShop
• •Headline: Warm PJs, Warmer Hearts. Body: Our best-selling dog pajamas are back in stock! Snuggle up your pup in comfort and know that your purchase is helping dogs in shelters stay warm and loved too. Because every dog deserves comfort. #DogPajamas #GivingBackIsAlwaysInStyle