How to Build a Strong Pet Care Brand

The pet business is a big one. With billions of dollars floating around in pet food, pet toys, and other pet accessories, many businesses wonder how they can position themselves for success amidst quite a bit of competition.

Here are some of the guiding principles of branding that we use to support clients in the pet product industry. Take a look at what you could integrate into your own brand strategy. 

Pets are Family

In any marketing campaign, new product development, or other initiative, this is the big one. We know it's important to understand that pet owners often regard their furry friends as members of their family.

People enjoy spending time with their animals, and if they're dog lovers, they’re likely to pursue activities like hiking, jogging, or just chucking a ball around in a park.

Marketing with that in mind means creating products that appeal to health, safety, and enjoyment the same way someone would approach consumer products for humans. Solving problems for your customers is an essential element in optimizing your pet care brand for sales and profit. 

It's important to get out of the mindset held by some traditionalists that animals are just commodities — people really bond with their pets. For any successful pet product campaign, it's crucial to understand your target audience's beliefs and incorporate them into your branding to win at marketing in this field. 

What's in It? Revealing Product Ingredients

With that in mind, in the enormous pet food and pet treat industry, one of the most important elements of any campaign is to promote the use of natural ingredients and domestic production.

Pet owners are often laser-focused on purchasing the right natural items for their dogs to eat or chew on. Take this into account when building a branding campaign.

For a strong brand strategy that works, consider replacing mediocre ingredients with others that are better for pets and have a strong appeal on the packaging and in marketing materials. Remember that a "Made in USA" label counts for a lot. 

Local but Professional

Small local businesses can actually compete in the pet product industry. The key is to build a pet care brand that promotes products as a family-run or locally-owned enterprise, rather than just a small local company. To that end, product packaging and branding must be top-notch.

Consumers generally respond well to informal campaigns, but when products are too casually presented, too roughly packaged, and not clearly described, that can cause problems. Think about the visual appeal, as well as the key information presented to a pet owner who is thinking of buying your product, and how to optimize responses effectively.

Personifying the Animal

It's possible to go too far with this component of branding and marketing, but it's useful to remember that many people respond well to concepts and ideas that personify the animal.

We all know animals are cute. People tend to think of them as "little people," which is useful in pet product advertising. In addition to labeling things with names that appeal to pet owners, many big companies use personification to bring their brands to life and connect with their target consumer.

Think about these tips for promoting your pet-centered business. Contact The Marketing Lens to get started building a strong pet care brand. We can help!