During the wild months of 2020, I kept busy by operating my own little freelance copywriting business. My favorite client was a small, local pet-provision shop called, Breedwise. The company is ran by an independent pharmacist with a passion for pet wellness. In 2019, he developed Calming Bites, which are hickory-bacon dog treats infused with L-Theanine.
A mutual contact had recommended me to them. They saw I had experience in brand voice development, so they enlisted me to help establish "what Breedwise sounded like." Breedwise products are essentially pharmaceutical dog treats, so I wanted to keep the brand voice fun and light (they ARE treats after all). But I also wanted my writing to carry an air of friendly authority. I wanted the audience to feel as if they were having a cordial chat with their trusty neighborhood pet pharmacist.
Throughout the pandemic, I would go on to create paid social ads, B2B webinars and entire email sequences in their new brand voice. Below, you’ll see blog posts that I believe provide a “snap shot” of what that voice sounded like.
