Brand Tone

Friendly, Approachable, Passionate, Caring, Expert, Trustworthy, Community-Oriented, Down-to-Earth, and Relatable

Brand Values

• •Quality Craftsmanship
• •Pet Welfare and Comfort
• •Customer Satisfaction
• •Value for Money
• •Authenticity/Experience
• •Community Building

Best Practices

• •Develop a Brand Voice Guide: Document key tone characteristics (e.g., "Friendly, Expert, Caring, Authentic, UK-centric"), preferred vocabulary (and words to avoid), and provide examples. Share this with anyone creating content.
• •Know Your Audience, Speak Their Language: Understand who the Mako customer is (pet lovers, likely appreciate quality craftsmanship, UK-based). Use language that resonates with them – warm, genuine, and focused on the pet's wellbeing and the owner's experience.
• •Prioritize "Handmade" and "UK-Made": Consistently highlight these aspects as they are key differentiators and align with values of quality and authenticity.
• •Show, Don't Just Tell, the Care: Use storytelling in captions and "About Us" sections. Share the "why" behind the business (love for pets, desire to provide quality). Feature user-generated content (with permission) to build community and authenticity.
• •Be Human and Responsive: Engage with comments and messages in a friendly, helpful, and personal manner (using "we" or even "I" if appropriate, reflecting the small business feel). Address concerns transparently and reinforce the commitment to customer satisfaction.

Social Perception

Positive Customer Feedback, Trusted Small Business, Responsive and Helpful, Potential for Confusion

Copy Examples

• •Instagram Post (Product Showcase - Softex Figure of 8 Lead): Walks just got a whole lot happier! 🐾 Our handmade Softex Figure of 8 lead is designed for comfort AND control, so you and your best friend can enjoy every adventure together. Gently discourages pulling, lovingly made in the UK. #MakoPetSupplies #HandmadeWithLove #DogWalkingAdventures #HappyPetsHappyOwners #Figure8Lead
• •Website Homepage Banner: Give Your Pet the Best. Discover lovingly handcrafted leads, collars, and harnesses – designed for comfort, built to last. Shop a Mako original today.
• •About Us Snippet (for social media): From a passionate 'Covid side hustle' to your go-to for top-quality, handmade pet gear! 👋 I'm Matt, founder of Mako Pet Supplies. We believe every pet deserves the best, which is why we meticulously craft each item right here in Stafford, UK, ensuring style, durability, and ultimate comfort. Thanks for being part of our pack! #MakoPets #UKMade #FamilyBusiness #PetLovers
• •Email Marketing (New Product Launch): Tail-wagging news from Mako! ✨ We've just launched our [New Product Name] - handcrafted with the same love and attention to detail you expect from us. Designed for [Benefit 1, e.g., 'ultimate comfort on long explorations'] and [Benefit 2, e.g., 'unbeatable durability for enthusiastic pups']. Spoil your furry family member today and experience the Mako difference! Shop now: [Link]
• •TikTok Video Caption (Tip-based): Adventure Tip! 🌲 Ensure your pup's harness fits snugly but comfortably before hitting the trails. Our adjustable [Specific Harness Name] is perfect for getting that custom fit for safe and happy explorations! What's your favourite walking spot? Tell us below! 👇 #MakoPetGear #DogSafety #AdventurePups #HandmadePetSupplies #TrailReady