Brand Tone

Friendly, caring, aspirational, trustworthy, sophisticated, and passionate about animal welfare. Cozy, stylish, comfortable, and potentially playful.

Brand Values

• •Quality & Durability
• •Animal Well-being
• •Community
• •Style & Aesthetics
• •Customer Satisfaction
• •Comfort, style, and self-expression

Best Practices

• •Develop a Brand Voice Chart: Clearly define your brand's personality traits, tone characteristics, vocabulary to use, and vocabulary to avoid. Share this with everyone who creates content.
• •Understand Your Audience Deeply: Tailor your language to resonate with dog owners who view their pets as family members and value high-quality, stylish products (and a similar approach for the apparel/sleepwear audience if that line continues). Use language that reflects their values and aspirations for their pets (or themselves).
• •Prioritize Benefit-Driven Language: Focus on how the products enhance the lives of dogs and their owners (e.g., "ensures your dog's safety and comfort on every walk," "adds a touch of elegance to your home while providing orthopedic support"). For apparel, focus on comfort, style, and feel-good aspects.
• •Maintain Visual and Textual Consistency: Ensure the tone of your copy aligns with your visual branding (website design, product photography, social media aesthetic). A premium, caring tone in text should be matched by high-quality, warm, and appealing visuals.
• •Review and Refine Regularly: Periodically audit your website copy, social media posts, and marketing materials to ensure they consistently reflect your desired brand tone. Gather feedback and make adjustments as your brand evolves or as you learn more about your customer preferences. If maintaining distinct product lines like dog supplies and human sleepwear, consider if a slightly nuanced tone is needed for each, while still fitting under an umbrella brand identity, or if they should be more clearly separated.

Social Perception

A high-quality, stylish, and caring brand for dog owners who are willing to invest in premium products. The Canadian identity likely resonates positively with a local audience. An image of a premium, caring, and stylish provider.

Copy Examples

• •Headline: Spoil Your Pup with Style & Comfort They Deserve. Body: At Canin, we believe every dog deserves the best. Discover our curated collection of premium accessories, designed for durability, safety, and undeniable style. Because they're not just pets, they're family. 🐾
• •Headline: Adventure-Ready Gear for Your Four-Legged Explorer. Body: From rugged trails to city strolls, our harnesses, leashes, and travel gear are built to keep up with every adventure. Shop Canin and make every moment together unforgettable. Quality you can trust, for the companion you adore.
• •Headline: More Than Just a Leash. It's a Connection. Body: Our premium leashes are crafted for comfort and control, strengthening the bond between you and your best friend. Experience the Canin difference – where quality meets care.
• •Headline: Sleep, Play, Thrive. Premium Comfort for Your Canine. Body: Give your loyal companion the gift of ultimate comfort. Our luxurious dog beds and engaging toys are designed to enrich their lives, promoting health and happiness. Because a happy dog makes a happy home.
• •Headline: Curated with Love, For the Love of Dogs. Body: As passionate dog lovers, we handpick every item in our collection to ensure it meets our high standards of quality and safety. Join the Canin community and treat your furry friend to the finest.