When you think of branding, what usually comes to mind? Perhaps it’s logos, colors, and catchy taglines like the iconic red and yellow of McDonald’s or the soothing green of Starbucks. While these elements are important, branding encompasses much more than aesthetics.
At its core, your brand is the sum total of every interaction, impression, and emotion your pet business evokes in your clients. It’s the promise you make and the experience you deliver. In essence, branding is the art of crafting an unforgettable experience.
A strategically created brand is so much more than just colors. So much more.
When you see a business logo or experience a website, they release attitudes, emotions, and associations. People make insanely quick judgments about brands and it’s one of the biggest factors in purchasing decisions. That’s right - people do judge by the cover because that’s what creates everything we feel or believe about a brand.
To establish a compelling pet brand, consider these foundational elements:
Mission
Your mission is the heart and soul of your business. It defines your purpose beyond profit and clarifies why your pet business exists in the first place. A strong mission resonates deeply with your target audience, fostering loyalty and connection.
Tone
How you communicate with your audience sets the tone for your brand. Whether it’s playful, authoritative, or nurturing, consistency in tone builds familiarity and trust. Align your tone with your mission and audience preferences to strengthen your brand voice.
Imagery
Visual storytelling is powerful in the pet industry. Choose imagery that reflects your brand’s personality and values. Whether through photography, illustrations, or graphics, ensure your visuals speak directly to your target market’s emotions and aspirations.
Typography
The fonts you use convey personality and professionalism. Select typography that complements your brand identity and enhances readability across different platforms and materials.
This concept below is a popular one to demonstrate the (exaggerated) difference that just the fonts themselves can make, even using the same sentence.
Colors
Colors evoke specific emotions and associations. You want to choose a color palette that not only reflects your brand’s personality but also appeals to your target audience’s preferences and perceptions. Colors themselves can speak volumes when it comes to overall vibe and perception.
See below for two widely different examples of color palettes/mood boards we've created at Pet Marketing Unleashed for other pet businesses.
The biggest piece of the puzzle before getting started with the visual aspects of branding is to ask yourself, what kind of experience do you want your clients to have? To answer that question, you need to deeply understand your target market (aka your ideal client).
Most of my clients, when asked who their target market is, tell me...‘pet owners.’ 'Pet owners' is too broad a category.
Consider demographics, psychographics, and behavioral traits to create detailed client personas.
What are their lifestyles, values, and purchasing behaviors?
Where do they hang out in their free time?
What kind of pet(s) do they own?
Where do they shop?
What are their dreams?
Why do they need a service like the one you offer?
The more you know about your audience, the better you can tailor your brand to meet their needs and aspirations.
The pet industry itself is very personal, which means ‘pet owners’ will primarily purchase from brands or businesses they truly align with, trust, and believe in. Let your personality shine through your brand—whether you’re a pet sitter, a pet photographer, or a dog trainer. As Simon Sinek famously said, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
So, be authentic, be real, and most importantly, be true to yourself!
That’s the best brand you can ever come up with - pinky promise!
Tangible steps to begin crafting your pet business brand:
Define your why: Reflect on why you started or why you are starting your pet business. What impact do you want to make? What message do you want to put out there?
Embrace your personality: Don't shy away from injecting your personality into your brand. Authenticity builds trust and fosters lasting connections.
Understand Your Audience: Conduct thorough research to pinpoint your ideal client. Develop detailed client personas to tailor your brand messaging and offerings effectively.
THEN can you effectively begin to piece together the visual aspects of your brand. In part 2 of this series, we delve deeper into refining your brand strategy. Because, without a great branding strategy, your business is missing out on LOTS of opportunities.
Ready to take your branding to the next level and want some 1:1 support to get there? We've got you! Explore our branding packages. From a Branding VIP Day to get your brand done in ONE day to our Premier Brand Development service, we've got the options to help your pet business get SEEN and BOOKED.
