Brand Tone

Elegant & Sophisticated, Caring & Passionate, Trustworthy & Quality-Focused, Aspirational & Stylish, Approachable Luxury

Brand Values

• •Quality Craftsmanship
• •Animal Welfare & Comfort
• •Style & Aesthetics
• •British Made
• •Customer Satisfaction
• •Integrity & Passion

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., elegant, caring, sophisticated, trustworthy), along with do's and don'ts for language, specific word choices, and sentence structure. Share this with anyone creating content.
• •Prioritize Quality & Craftsmanship in Language: Use descriptive and evocative words that reflect the high-quality materials, meticulous craftsmanship, and luxurious feel of the products (e.g., "sumptuous," "meticulously handcrafted," "orthopaedic support," "timeless design").
• •Emphasize the Dog's Experience & Well-being: While highlighting style, always bring the focus back to the comfort, security, and happiness the products provide for the dogs. Use empathetic language that resonates with loving dog owners.
• •Maintain Visual & Verbal Synergy: Ensure the copy complements the elegant and high-quality imagery used on the website and social media. The words should enhance the visual story, not detract from it.
• •Review and Refine Regularly: Periodically review all customer-facing copy (website, social media, emails, ads) to ensure it consistently aligns with the established brand tone and values. Gather feedback if possible and make adjustments as needed.

Social Perception

Positive, Niche & Premium, Trusted, Aesthetically Pleasing

Copy Examples

• •Website Banner/Social Media Ad: "Because their comfort deserves a touch of luxury. Discover the exquisite craftsmanship of Henry Gray dog beds – where style meets serenity for your beloved companion."
• •Product Description Snippet (e.g., for a new bed): "Indulge your cherished friend with the [Bed Name]. Meticulously handcrafted in Great Britain, its sumptuous [material] and supportive cushioning offer an unparalleled haven of rest, seamlessly blending with your sophisticated home décor."
• •Instagram Caption: "Lazy Sunday mornings, made even more blissful. ✨ Our [Dog's Name] adores the cloud-like comfort of their Henry Gray bed. Quality that speaks for itself, and style that speaks to your home. #HenryGrayDogs #LuxuryDogBed #HandmadeWithLove #DogComfort"
• •Email Marketing Subject Line: "Treat Them to Timeless Elegance: New Arrivals at Henry Gray."
• •"Our Story" Snippet for a Leaflet/Brochure: "At Henry Gray, we believe your loyal companion deserves the very best. Born from a passion for dogs and an appreciation for fine design, our family creates luxury beds and accessories that promise enduring comfort and timeless style for the heart of your home."