Brand Tone

Friendly and Approachable, Caring and Responsible, Enthusiastic and Passionate, Proudly Australian, Trustworthy and Reliable

Brand Values

• •Pet Safety and Well-being
• •Quality Craftsmanship
• •Personalisation and Individuality
• •Customer Satisfaction
• •Australian Owned and Made
• •Community

Best Practices

• •Always Prioritise Pet Well-being: Frame product benefits around safety, comfort, and the happiness of the pet. Use language that shows empathy and understanding of the pet owner-pet bond.
• •Embrace the "Aussie" Voice: Incorporate a friendly, down-to-earth, and genuine Australian tone. Consistently mention "Australian Made," "Hunter Valley workshop," or "family-owned Aussie business" where relevant to reinforce this core value.
• •Speak to "Pet Parents," Not Just Owners: Use endearing terms like "furry friend," "best mate," "paw-some," and "fur baby" to connect emotionally. Keep the language warm, enthusiastic, and inclusive.
• •Highlight Quality with Confidence, Not Arrogance: Talk about the durability of materials, the clarity of embroidery, and the craftsmanship, but do so in a way that assures rather than boasts. Focus on the benefit this brings (e.g., "long-lasting peace of mind").
• •Be Engaging and Community-Focused: Encourage interaction, feature user-generated content, and use a conversational style, especially on social media. Respond to comments and messages with the same friendly and helpful tone.

Social Perception

Positive, Trusted, Effective for Identification, Occasional Confusion

Copy Examples

• •Headline: Keep Your Best Mate Safe & Stylish. Aussie-Made & Personalised Just For Them! Body: Adventure often calls, but peace of mind is priceless. Our durable, embroidered collars ensure your furry friend always carries their ID in style. Crafted with love in the Hunter Valley, because they’re family.
• •Social Media Post (with customer pet photo): Text: Meet [Pet's Name]! Looking absolutely paw-some (and super safe!) in their new custom collar. 😍 There's nothing we love more than seeing your happy pets. Share your pics with #MyPetCollarStory! Proudly Aussie made for Aussie mates.
• •Product Description Snippet (for an embroidered collar): Text: More than just a collar, it’s a lifeline. Beautifully embroidered with your pet’s name and your number, our signature collars are built tough for daily adventures and designed for comfort. Locally made, globally loved.
• •Email Subject Line: Spoil Your Furry Friend (and Keep Them Safe!) 🇦🇺 Body Snippet: From park runs to couch cuddles, ensure your companion is always identifiable. Our personalised collars are made with care, right here in Australia, because we’re pet lovers too!
• •Promotional Banner Text: Loved by Over 100,000 Aussie Pets! ✨ Quality Collars, Personalised with Care. Sub-text: Join our family of happy customers and give your pet the gift of safety and style. Fast, local shipping.