Covetrus Brand Voice Guide

As the lead copywriter and content strategist for the consumer team at Covetrus, I created a detailed brand voice guide for our team. These written communication guidelines helped us keep everything consistent, informative, streamlined, and simple—just like our services for pet parents.

This was a comprehensive internal document that included everything from the appropriate use of em dashes to character count guidelines for mobile website banners. I’ve included just one page from the brand voice guide below.

Positioning

Covetrus isn’t your typical e-commerce pet retailer. We are the voice of the veterinarian—your local, trusted pet expert who speaks with millions of pet parents with one consistent, authentic voice. 

With the expertise of a veterinarian and the creativity of a savvy marketing agency, we are uniquely positioned to blend the best of these two worlds. Our vet-approved products and quality service give pet owners complete peace of mind when they buy from us. And our irresistible creative makes them smile when they read our emails and keeps them coming back for more.

Our mission is simple and powerful: To empower humans to give their pets and horses the best possible care.