Brand Tone

Reassuring and Trustworthy, Caring and Empathetic, Informative and Supportive, Professional and Experienced, Accessible

Brand Values

• •Pet Safety and Security
• •Peace of Mind for Pet Owners
• •Reliability and Trust
• •Lifelong Connection
• •Customer Support (aspired)
• •Innovation

Best Practices

• •Prioritize "Peace of Mind" and "Safety": Every piece of copy should, directly or indirectly, reinforce how PetLink contributes to the pet's safety and the owner's peace of mind. Use words that evoke security, trust, and reassurance.
• •Emphasize Connection and Care: Use empathetic language. Acknowledge the emotional bond between pets and owners. Highlight stories of reunion and the "personal" touch of the service.
• •Be Clear, Simple, and Supportive: Avoid overly technical jargon, especially when explaining the difference between microchips and GPS. Offer clear instructions and ensure the copy is helpful and guides the user.
• •Maintain a Voice of Authority and Trust: Refer to PetLink's experience and leadership in the field. Use confident language when describing the reliability of the services.
• •Educate and Empower: Consistently include calls to action that empower pet owners (e.g., "Register your chip," "Update your details," "Learn about GPS tracking"). Provide educational content that helps them make informed decisions about their pet's safety.

Social Perception

Generally Positive but Mixed: Many customers appreciate the core service of microchipping and reunification, sharing positive "Safely Home" stories. The lifetime registration without ongoing fees is a plus for many. Concerns about Customer Service and Website/App Usability. Confusion about Services. Trust in Reunification. Value for Money.

Copy Examples

• •Headline: Your Pet's Lifeline: Always Connected, Always Protected. Body: Losing a pet is every owner's worst nightmare. With PetLink's trusted microchip and GPS solutions, you gain peace of mind knowing there's a dedicated service working to bring them home safely. Register today for a lifetime of security.
• •Headline: More Than a Microchip. It's a Promise. Body: For over 30 years, PetLink has been reuniting families. Our microchips give your pet a silent voice, and our support team is here 24/7 when you need us most. Because with PetLink, it’s personal.
• •Headline: Adventure Freely. Worry Less. Introducing PetLinkGPS. Body: Let your dog explore with confidence. PetLinkGPS offers real-time tracking, activity monitoring, and virtual fence alerts, all from your phone. Keep them safe on every adventure, big or small.
• •Headline: Found a Lost Pet? Be Their Hero. Body: A quick scan can bring a lost friend home. If you've found a pet, use PetLink's universal lookup tool. Together, we can make more happy reunions happen. It’s simple, fast, and vital.
• •Headline: Keep Their Safety Net Strong: Update Your Details. Body: A microchip is only as good as the information linked to it. Moved recently? New phone number? Log in to your PetLink account today. A few minutes can make all the difference in a happy reunion.