Brand Tone

Caring, playful, and community-focused, with an emotive voice centered on the cat's experience, friendly and sharing delight with cat lovers.

Brand Values

• •Craftsmanship & Innovation
• •Human-Animal Bond
• •Quality & Authenticity
• •Animal Welfare
• •Joy and Delight

Best Practices

• •Prioritize the "Why," Not Just the "What": Always frame the product as a "communication tool" that enhances the human-animal bond, rather than just a "brush" that removes hair. The emotional connection is the key selling point.
• •Use Emotive and Sensory Language: Incorporate words like "melt," "bliss," "swoon," "soothing," and "purr" consistently. Describe the *feeling* and the *cat's reaction* to connect with the owner's emotions.
• •Leverage User-Generated Content (UGC): Continue making customer pets the heroes of the brand story. Featuring real cats and their genuine reactions provides powerful social proof and reinforces the community-focused, authentic tone.
• •Always Reference the "Made in Japan" Heritage: Subtly weave the brand's origin story the expertise of traditional file artisans into the copy. This reinforces the values of quality, craftsmanship, and innovation and justifies the premium positioning.
• •Maintain a Voice of Shared Delight: Write as a fellow cat lover. The tone should be one of sharing a wonderful secret with the community, not just selling a product. Use "we" to create a sense of shared experience between the brand and the customer.

Social Perception

The brand is perceived as a premium, innovative, and thoughtful pet product, effective and highly recommended as a unique grooming tool. Its origin story of a traditional file-maker creating a viral cat product adds charm. It is seen as trustworthy, high-quality, and deeply connected to its community of cat-loving customers.

Copy Examples

• •For an Instagram Ad (Video of a purring cat): Headline: The purr-fect connection. Body: It's not a brush. It's a conversation. The Nekojasuri's unique texture mimics a mother cat's tongue, turning grooming into a moment of pure bliss and bonding. Made with 100 years of Japanese craftsmanship, for the cat you love. #Nekojasuri #CatLove #GroomingBliss
• •For a Facebook Post (Carousel of user-submitted cat photos): Headline: Your turn to be the expert groomer! Body: We love seeing your cats 'melt'! The secret to the Nekojasuri is its design, perfected by our file artisans to feel just like another cat's loving groom. It s the ultimate tool for communication and trust. Share your cat's blissful moment with #Nekojasuri!
• •For a Website Banner: Headline: From Our Workshop to Your Lap. Body: Wataoka's heritage of Japanese craftsmanship, now dedicated to your cat's happiness. Discover the Nekojasuri the grooming tool that speaks their language.
• •For an Email Marketing Campaign: Subject: Does your cat dislike being brushed? Body: We get it. Traditional brushes can be harsh. The Nekojasuri is different. Engineered by file experts in Japan, its patented design provides a gentle, soothing experience that cats naturally love. Strengthen your bond and make grooming their favorite time of day.
• •For a Product Page (Short Description): Headline: The file that makes cats melt. Body: The Nekojasuri is a revolutionary communication tool that allows you to groom your cat with the same loving touch they show each other. Its patented, tongue-like surface provides a relaxing experience that reduces anxiety and strengthens your bond. A true piece of Japanese innovation for the discerning cat owner.