More than you might think.
It’s easy to assume that a name, a logo, and a solid product are enough to call something a brand. And in an earlier era—when landing shelf space at pet retail was the ultimate marketing milestone—that may have been true.
But today’s marketplace is far more complex. Success no longer hinges solely on distribution. It hinges on connection.
Modern brands must build direct, meaningful relationships with consumers. These relationships must drive awareness, preference, and purchase over time. That’s how brands earn mindshare and wallet share. And that kind of loyalty doesn’t come from a product alone. It starts by answering a foundational question:
What is our brand?
A brand is not a name.
It is not a logo.
And it is not a product.
A brand is a consistent promise—what a company commits to delivering again and again.
That promise sets expectations. It defines what the brand will and won’t do. It establishes what makes the brand meaningfully different from competitors. And most importantly, it’s shaped by every interaction a customer has with the company.
From the website to the packaging.
From the product experience to social media and customer support.
A brand is the cumulative experience of how a company shows up—and whether it delivers on what it says it stands for.
From an OffLeash perspective, strong brands aren’t built through campaigns alone. They’re built through consistency, clarity, and long-term stewardship.
To build a brand that’s sustainable, differentiated, and resonant, the work must start with strategy. That foundation is built around three core elements: Position, Promise, and Personality
Together, these pillars define:
Each may only take a few sentences to define, but when crafted with intention and honesty, they become the building blocks of a brand and the framework for every future decision.
Let’s break them down.
After understanding the competitive landscape, a brand must decide where it will compete and where it can win.
A common approach is to map competitors across key drivers in the category. These drivers might include product attributes (such as safety, efficacy, or sustainability) or emotional benefits (such as trust, convenience, or peace of mind). Plotting these on a quadrant makes it easier to identify open spaces or areas where consumer demand exists, but competitors aren’t fully delivering.
Strong positioning emerges when these gaps overlap with the purpose, values, and capabilities of the company. It clearly articulates how the brand meets a customer need in a way competitors don’t.
Good positioning isn’t just marketing language. It guides business strategy, product development, and long-term growth by clearly defining where and how the brand plays and why it matters.
Pro tip: Finalize the positioning statement at the end of the process, once the strategic work is complete.
Brand personality defines how a brand communicates through its voice, tone, and character.
Because a brand is the connection between a company and its audience, personality must strike a balance. It should reflect the culture behind the brand while resonating with the people it’s trying to reach.
For example, a bold, rebellious internal culture may need to be expressed differently if the target audience values reassurance and stability. The goal isn’t to dilute authenticity, but to translate it in a way that builds trust and connection.
Personality shapes every touchpoint, from digital ads to customer product experience. Whether the brand feels friendly, authoritative, playful, or calm, consistency is critical.
Pro tip: One brand needs one personality. Multiple personalities create confusion and erode trust.
The brand promise, often expressed as a unique selling proposition, defines what the brand commits to delivering consistently through product, experience, or benefit.
A strong promise:
Promises are easy to make and hard to keep. That’s why the most effective brands choose promises they can honor again and again.
From OffLeash's point of view, this is where many pet brands stumble. A promise only has power if the entire organization is aligned behind it and willing to protect it over the long term.
Pro tip: Make a promise you can keep and then build systems to ensure you do.
It’s a lot, we know.
But when done right, these three Ps create a brand that endures—one that stands steady while competitors chase trends and fade in and out of relevance.
Strong brands aren’t built overnight. They’re built through clarity, consistency, and commitment over time.
Want help tackling the Ps together?
Prefer fewer alliterations?
We can help with both.
And yes—we’ll stop with the Ps.
