Brand Messaging That Speaks to Pet Parents

Project Overview

Drovers came to us with something special - a CEO who genuinely understood the power of storytelling. Their leader was drawn to our mission of helping businesses tell their stories and connect with customers in the most authentic way possible. This shared passion for narrative-driven communication set the foundation for what would become a transformative brand messaging project.

From our initial conversations, we knew this wouldn't be a typical branding exercise. Drovers needed messaging that would resonate deeply with their audience whilst reflecting their genuine commitment to pet care. The challenge was developing a strategic messaging framework that would guide every piece of communication the company would produce going forward.

The Challenge

Understanding the pet care landscape meant recognising a fundamental disconnect in how the industry typically addressed its customers. Most companies treated pet ownership as a transactional relationship, failing to acknowledge the deep emotional bonds that exist between people and their animals.

The specific challenges we identified included:

• Generic industry messaging that failed to capture the emotional reality of pet relationships
• Need for consistent brand voice across all future communications and marketing materials
• Audience alignment that required authentic understanding of the customer mindset
• Strategic foundation for all copywriting and content creation moving forward

We also recognised that any messaging strategy needed to be genuine rather than manufactured. The pet care industry is filled with companies that try to manufacture emotional connection without truly understanding their audience's perspective.

Our Solution

Strategic Messaging Framework Development

We began by diving deep into the psychology of pet ownership, recognising that this relationship goes far beyond the traditional owner-pet dynamic. Through research and strategic thinking, we identified that most pet owners view their animals as family members, providing the same level of love, care, and attention they would give to their own children.

This insight led to our first major strategic decision: repositioning "pet owners" as "pet parents" throughout all of Drovers' communications. This was a fundamental shift in how the brand would speak to and about its customers. By using "pet parents," we acknowledged the reality of these relationships and immediately created stronger emotional resonance.

Family-Oriented Brand Positioning

Building on this foundation, we developed the central messaging pillar: "where every pet is family." This positioning statement became the cornerstone of Drovers' brand messaging strategy, demonstrating their commitment to understanding and honouring the special relationships their customers have with their pets.

This family-oriented approach informed every aspect of the messaging framework. Instead of talking about pet care services, we would talk about family care. Instead of addressing concerns about animals, we would address concerns about beloved family members. The shift was subtle but powerful, creating immediate alignment between Drovers' values and their customers' lived experiences.

Comprehensive Messaging Guidelines

We developed detailed guidelines for how this messaging strategy would be implemented across all communications. This included tone of voice recommendations, key phrases and terminology, and strategic approaches for different types of content. The framework ensured that whether Drovers was writing website copy, social media posts, or customer communications, the voice would remain consistent and authentic.

Results and Impact

The brand messaging strategy created immediate clarity for Drovers' communications team. Instead of struggling with how to address their audience or what tone to strike, they now had a clear framework that felt natural and authentic. The "pet parents" terminology and family-oriented positioning resonated strongly with their target audience, creating a stronger emotional connection from the first interaction.

The messaging framework provided strategic direction for all future copywriting and marketing efforts. Every piece of content could now be evaluated against the central question: does this speak to pet parents in a way that honours the family relationship they have with their pets? This clarity streamlined content creation and ensured brand consistency across all touchpoints.

Most importantly, the strategy aligned Drovers' external communications with their internal values and commitment to pet care. The messaging didn't feel forced or manufactured because it genuinely reflected how the company viewed their role in supporting pet families.

Looking Forward

The brand messaging strategy we developed for Drovers serves as the foundation for all their future communications and marketing efforts. By establishing "pet parents" and "where every pet is family" as core messaging pillars, we've created a framework that will guide content creation, customer interactions, and brand development for years to come.

This strategic approach to messaging demonstrates how an authentic understanding of your audience can transform how you communicate. When brands take the time to truly understand their customers' perspectives and relationships, the resulting messaging feels natural and compelling rather than forced or sales-driven. For Drovers, this means every future communication will strengthen the bond with their audience by speaking their language and honouring their values.