Who is PrettyLitter?
Who is PrettyLitter?
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OUR STORY
I’ve been an avid pet lover my whole life. Growing up, my dad was always bringing pets into the house-- birds, dogs, a goat, you name it. The pet that I was always closest with was Gingi, an adorable orange tabby my sister gave me for my 10th birthday. Gingi was by my side when I went through middle and high school when I left home for college, and when I got my first apartment as a young adult. We grew up together.
One day, I noticed that Gingi quickly went from purring to being lethargic and refusing to eat. I rushed her to the vet and awaited the results of a urinalysis and blood test. I was crushed to learn that Gingi had been harboring a terminal illness for many months. Thousands of dollars and many vet procedures later, we were able to extend her life by 6 months. Ultimately this heartbreaking experience illuminated the fact that cats are stoic and hide illness by nature, only until they’re in so much pain they can’t hide it anymore.
I sought to create something that helps cat owners be more proactive in their cat’s health. PrettyLitter is created to give cat parents a proactive tool into their cat’s health and peace of mind knowing through early detection if your cat is experiencing a potential health issue. Our goal is to get your cat care before urgent medical attention is needed, saving you money, stress, and potentially your fur baby’s life.
As part of our mission to promote feline health, PrettyLitter has been inspired to give back and pay it forward in the pet community and with several non-profit partners. You can read more about our community involvement here.
From,
Daniel Rotman
Founder & CEO
PrettyLitter was founded in 2015 by Daniel Rotman who graduated from the University of California, Berkeley, and received his master's degree from Harvard University where he was a Fellow for the Center for Public Leadership.
The loss of his beloved cat helped Daniel come up with the idea for a “smart” kitty litter that can help detect illnesses.
A cat named Gingi stole Rotman’s heart. A gift from his sister on his 10th birthday, Gingi was by Rotman’s side from junior high all the way through college. When Gingi was 15, and Rotman 25, her health took a sudden and unexpected turn. Gingi’s passing left a mark, of course, but little did Rotman realize that she would one day spark a business idea.
Gingi lived a good long life. But at the very end, she went from being her normal, sweet, affectionate self and became lethargic. She stopped eating almost overnight. She went to the vet, and after some extensive testing, she had a terminal illness. I spent the next six months trying to extend her life and quality of life. I found that experience to be disheartening.
I found out from the vet that this was a very common occurrence. By nature, cats are stoic. They hide illness. So owners might be unaware until it’s too late. Flashing back to Gingi’s experience, he came up with the concept for PrettyLitter—a lightweight kitty litter that changes colors if a cat is having health issues, in hopes of catching them early.
Brand Voice & Tone
Brand Voice & Tone
Why is having a strong Brand Voice important?
Developing brand recognition with consumers requires consistency and repetition. If your personality or messaging appears to change frequently, it’s harder for audiences to know exactly what you’re all about. As a result, your efforts are likely to fall flat and lose out to a better-branded option.
What is VOICE and TONE
Voice: This describes your company's personality, It's consistent and unchanging.
Tone: The emotional inflection applied to your voice. It adjusts to what's suitable for a particular piece or message.
What does having a company tone mean?
What does having a company tone mean?
The tone of voice is how the character of your business comes through in your words, both written and spoken. It's not about what you say, but rather the way you say it, and the impression it makes on everyone in your audience who reads or hears you.
What is Brand Voice?
What is Brand Voice?
Brand voice refers to the personality and emotion infused into a company’s communications.
Your brand voice is going to constantly emphasize and reinforce specific traits about your business in the minds of your audience, so you’ll want to make sure to be proactive about which traits these are.
Who we are as a BRAND, our VOICE and TONE
Who we are as a BRAND, our VOICE and TONE
Upbeat, playful & helpful
Upbeat, playful & helpful
PrettyLitter brings new life to the cat litter market. It’s the most innovative litter on the market and draws in a future-focused audience. With that, PrettyLitter brings a refreshing energy to all consumer touch-points.
PrettyLitter knows that their pet-lover audience wants an experience as playful as their furry friends. Language is punny and cheeky without being too heavy-handed. PrettyLitter knows that its audience loves all their pets’ quirks and plays into the nuances of animal behaviors.
PrettyLitter wants their customers to have the best possible result from their litter and in their communications. PrettyLitter offers pet education, best practices for the product, and an insider community.
Brand Values
Brand Values
Innovation. Our products are extraordinary because of the innovation behind them. We’re tech-focused and value exploring ideas that help people, our feline friends, and the world at large.
Heart. We understand that our customers care deeply for their pets and keep that at the forefront of their minds at every point of contact.
Curiosity. We keep our ears and minds open. We want feedback from each other and our customers in the pursuit of bettering our products and workplace. True to our products, we strive to understand behaviors so we can solve the core issue rather than the symptom.
Health. Wellness is at the center of our products and business practices. We take their concerns seriously and understand that their cats are a part of their family.
Persona & Tone
Persona & Tone
We’re an elevated brand that’s still down to earth.
We’re knowledgeable about animals, their behaviors, and how to care for them. While we’re not vets, we are experts on the product and have the utmost respect for vets. Cats bring us joy and we share that joy in our interactions.
Our customers consider their cats as their children, so when a concern arises it’s treated with seriousness and respect.
We lead with intelligence, understanding that our prospects have done some of their research and look to us for clarification. We play to the height of our customers’ intelligence.
We love cat puns and plays on words. Jokes are quick and clever.
We’re open about bodily functions and treat it as a part of regular life.
Do's & Don't
Do's & Don't
Speaking On Health
Speaking On Health
PrettyLitter is a health monitoring litter that indicates potential health issues.
Be sure to avoid saying “any” health issues or “overall” health, since there are issues the litter can’t monitor.
PrettyLitter helps monitor your cat's urine for acidity and alkalinity levels outside the average range, plus the visible presence of blood. Note that we’re not speaking to the cat’s overall health, only what we’re able to detect in their urine.
Only a veterinarian can diagnose an illness, PrettyLitter is an at-home tool for monitoring.
PrettyLitter is made from Silica Gel, which is non-toxic and FDA-approved. Crystalline Silica has a different molecular structure and its dust can lead to respiratory issues. PrettyLitter does not contain crystalline silica, sodium bentonite, cobalt (II) chloride, or chemical fragrances.
Legal Language
Legal Language
"Dark yellow/olive green indicates urine within a typical range."
"Red indicates the visible presence of blood and potentially a more urgent case of bladder stones, a urinary tract infection or bladder inflammation."
"Instead of clay, PrettyLitter is made from clean minerals that are 99.9% dust-free, making it safe for your cat and friendly for the entire household"
"Pretty litter does not expand if it is ingested by cats, unlike other litters."
"PrettyLitter Is Developed by Veterinarians"
"One bag of PrettyLitter will last one month, and weighs 5 times less than an equivalent amount of traditional clay cat litter."
"It also offers peace of mind that health concerns will be brought to their attention."
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