Protocol Raw Brand Voice & Copy Guidelines v1.2¶
Purpose: Define how Protocol Raw sounds across all channels.
Owner: Protocol Raw Brand
Last Updated: February 2026
Related: Visual Identity Guide v2.4, Email Design System v1.1, Web Design System v1.0, AI Knowledge Base SOP-AI-KB-01 v1.8
The Protocol Raw Voice¶
In One Sentence¶
Protocol Raw sounds like a knowledgeable friend who happens to be a veterinary nutritionist — calm, clear, and confident enough to let the facts speak for themselves.
The Four Pillars¶
1. Calm We don't shout. We don't use exclamation marks to manufacture excitement. We state facts and trust the reader to recognise their significance. Anxiety sells in pet food marketing; we sell by removing it.
2. Expert We know our subject deeply. We use precise language when precision matters (1900 kcal/kg, FEDIAF All Life Stages, UKAS-accredited). But we translate expertise into plain English — never jargon for its own sake.
3. Reassuring Our target customer is anxious about raw feeding safety. Every piece of copy should leave them feeling more confident, not more worried. We acknowledge concerns honestly, then resolve them with evidence.
4. Systematic We are methodical, not emotional. Our differentiator is a verified process, but we don't lead with it. Copy should reflect the systematic thinking behind Protocol Raw — structured, logical, evidence-based — while putting customer outcomes first.
The Brand Principle¶
We lead with the feeling. We back it with the system.
Every headline should describe how the customer feels or what they get. Mechanisms appear in supporting copy. The system is the proof, not the pitch.
Voice Attributes¶
We Are¶
- Confident without being arrogant — We don't need to say we're the best. We show our work.
- Warm without being cutesy — It's dog food, not a tech startup. Genuine care, no cartoon dogs.
- Scientific without being clinical — Credible and precise, but written for humans, not journals.
- Premium without being pretentious — We justify £89-129 through substance, not language.
- Direct without being blunt — Short sentences, clear meaning, but never cold or dismissive.
- Desirable without being salesy — We make raw feeding sound appealing, not just safe.
We Are NOT¶
- Salesy — No "Amazing!", "Incredible!", "Game-changing!", or manufactured urgency.
- Evangelical — We don't preach about raw feeding. We offer a solution for people already interested.
- Defensive — We don't attack competitors or justify our existence. We state what we do.
- Anxious — A confident brand doesn't repeat its differentiator five times per page.
- Cute — No puns, no emoji, no "fur babies" or "pawsome".
- Impressive for its own sake — We're not trying to look clever. We're trying to remove worry.
The Worry Goes Away Test¶
This is a release gate, not a suggestion. No copy or UX ships without passing this check.
Before publishing any customer-facing material, ask:
"Does this make the experience feel calmer, simpler, more reassuring? Or does it make us look impressive?"
If it makes us look impressive but doesn't make the customer feel calmer, revise.
Where to apply: - Homepage copy - Onboarding emails - Proof portal - Packaging copy - First delivery experience - Support scripts - Calculator experience
Why this matters: Without this test, Protocol Raw risks becoming "the most impressive raw brand no one tries." We win by being adoptable, not admirable.
Note: This test applies to copy and design together. A page that reads calm but looks clinical still fails. See Visual Identity Guide v2.4 Commercial Warmth Principle for the visual equivalent of this test.
The Confidence Test¶
Before publishing any copy, ask:
"Does this sound like someone who says 'I'm really honest' five times?"
If you're repeating a claim, you're undermining it. State the differentiator once, prove it once, move on. Trust the reader to get it.
Example:
⌠Anxious: "Every batch is independently tested. We test every single batch. No batch ships without testing. Testing happens on every batch we make."
✅ Confident: "Every batch is tested by an independent lab before release. Results are published. You can check them yourself."
Sentence Style¶
The Protocol Raw Sentence¶
- Short — Rarely more than 20 words. Often under 10.
- Declarative — Subject, verb, object. No meandering.
- Plain English — If a simpler word exists, use it.
- Active voice — "We test every batch" not "Every batch is tested by us"
Punctuation¶
- Full stops over commas — When in doubt, end the sentence.
- One exclamation mark per page maximum — And even that's usually too many.
- No em dashes — Use commas, parentheses, or separate sentences.
- No ellipses — They suggest uncertainty. We are not uncertain.
Paragraph Length¶
- 2-3 sentences maximum for body copy
- One idea per paragraph
- Generous white space — Let copy breathe
Terminology Standards¶
Preferred Terms¶
| Use This | Not This | Why |
|---|---|---|
| All Life Stages | Growth & Reproduction | Customer language, not FEDIAF category name |
| Complete | Complete and balanced | "Balanced" is redundant (completeness implies balance) |
| 2-3% of body weight | 2.5% of body weight | Range is more accurate than false precision |
| The calculator adjusts... | Our calculator automatically... | Tighter, less self-congratulatory |
| Meets the FEDIAF standard | Formulated to exceed FEDIAF | "Exceed" is unprovable marketing |
| Independent lab | Third-party laboratory | Cleaner |
| Test results | Lab results / Safety results | Consistent terminology |
| Proof Portal | Batch Portal / Safety Portal | Branded term |
| Veterinary nutrition standards | FEDIAF standards (in headlines) | More accessible at first encounter |
| Ice packs | PCM packs | Customer language, not ops language |
Terms to Avoid¶
| Avoid | Why | Alternative |
|---|---|---|
| "Engineer the fuel" | Marketing-speak | Just describe what we do |
| "Ensuring safe development without overfeeding risks" | Over-explains | "Safe, controlled growth" |
| "Nutritionally balanced" | Redundant with "complete" | "Complete" |
| "Premium quality" | Meaningless | Describe what makes it premium |
| "Unlike other brands..." | Defensive/comparative | State our facts only |
| "We believe..." | Weakens the claim | State it as fact |
| "Helps support..." | Weasel words | Be specific or don't claim it |
| "Finally done right" | Quality claim about us | "Finally simple" or outcome language |
| "Perfected" | Boastful | "Complete" |
| "Ratios dogs evolved to eat" | Ancestral/ideology language | "Balanced for complete nutrition" |
FEDIAF References¶
Correct: - "Meets the FEDIAF All Life Stages standard" - "Verified complete to FEDIAF guidelines" - "FEDIAF-compliant for all life stages" - "Formulated to FEDIAF nutritional guidelines" (in How It Works, not headlines)
Incorrect: - "Meets FEDIAF standards for Growth & Reproduction" (jargon) - "Exceeds FEDIAF requirements" (unprovable) - "FEDIAF-certified" (FEDIAF doesn't certify)
Copy Principles¶
1. Outcome-First, Mechanism-Second¶
Lead with how the customer feels or what they get. Support it with how we deliver it.
Example:
⌠Mechanism-first: "Every batch independently tested and formulated to FEDIAF standards."
✅ Outcome-first: "Raw feeding, without the worry. One complete blend. Tested before it ships."
The rule: If a headline describes what we do rather than what they get, revise it.
2. Proof Proximity¶
Every outcome claim should be within one scroll or one click of a specific, visible proof artifact. This prevents "peace of mind" from becoming generic wellness language.
Example: - "Without the worry" (headline) → batch card with QR code (same screen) - "Tested before release" (claim) → "See Sample Batch Report" (CTA)
3. Show, Don't Tell¶
Don't tell people we're trustworthy. Show them the lab certificate. Don't tell people the food is high quality. Show them the ingredient list. Don't tell people the process is rigorous. Show them the Hold and Release steps.
Example:
⌠Telling: "We take quality very seriously and have the highest standards in the industry."
✅ Showing: "Every batch is held until independent lab results confirm it's safe. If it fails, it never leaves our freezer."
4. Tighten, Don't Explain¶
If it can be said shorter, say it shorter. Every word should earn its place.
Example:
⌠Loose: "Our calculator uses veterinary-standard methodology to work out exactly what your dog needs based on their weight, age, body condition, and activity level, ensuring they get the precise amount of food."
✅ Tight: "The calculator uses veterinary RER methodology. Enter weight, age, condition, activity. Get exact daily grams."
5. Customer Language, Not Industry Jargon¶
Write for the person reading, not the regulator reviewing.
Example:
⌠Jargon: "Formulated to meet FEDIAF nutritional guidelines for Growth & Reproduction, the highest regulatory tier."
✅ Customer: "Complete for all life stages. Puppies, adults, seniors, pregnant and nursing dogs."
6. State Facts, Don't Sell Them¶
Let facts speak for themselves. Adding superlatives weakens them.
Example:
⌠Selling: "Our incredible Hold and Release process is the most rigorous in the industry!"
✅ Stating: "Every batch is frozen and held until lab results return. Nothing ships without a pass."
7. Acknowledge, Then Resolve¶
When addressing concerns, validate them first. Then provide the resolution.
Example:
⌠Dismissive: "There's no need to worry about bacteria in raw food."
✅ Acknowledge then resolve: "Bacterial contamination is a legitimate concern with raw feeding. That's why we test every batch for Salmonella, Listeria, and Enterobacteriaceae before release."
8. Create Desire, Not Just Reassurance¶
Our primary job is removing worry. But our secondary job is making the outcome feel appealing. Fear removal gets trials. Desire gets advocacy. Both matter.
"Stress-free raw feeding" is more socially portable than "independently tested raw feeding." Both are true. The first one spreads.
The test: Would a customer repeat this sentence to a friend? If it's too technical or too focused on our process, it won't travel. Aim for language that makes raw feeding sound simple and desirable, not just verified.
Example:
⌠Fear removal only: "Every batch is tested for Salmonella, Listeria, and Enterobacteriaceae before release."
✅ Fear removal + desire: "Raw feeding, without the worry. Just feed."
⌠Mechanism advocacy: "They test every batch for three pathogens at a UKAS-accredited lab."
✅ Outcome advocacy: "It just makes feeding raw stress-free."
Where this matters most: Headlines, taglines, social copy, and anywhere a customer might repeat what we say. Supporting copy can go deeper into mechanism — that's where Principle #2 (Proof Proximity) does its job.
Page Structure: Outcomes vs Mechanisms¶
Different sections of a page have different jobs. Keep them separate.
Proof Cards (scannable reassurance)¶
Job: Answer "What do I get?" Style: Outcome-led headlines, minimal mechanism Example: "No guesswork" not "Multiple proteins in every bowl"
How It Works (process explanation)¶
Job: Answer "How is that made true?" Style: Mechanism-led, for readers who scroll deeper Example: "Batch hold until verified" with process details
Rule: If a sentence could appear verbatim in both a proof card and How It Works, it's in the wrong place.
Phase A Outcomes Language Rules¶
Protocol Raw is quietly building outcomes data infrastructure (health questionnaires, longitudinal tracking) during Phase A. This work supports the future Phase B positioning: "We understand what raw actually does to dogs."
During Phase A, outcomes language follows strict placement rules. The goal is to seed curiosity without making claims we can't yet support with data.
The governing rule: If it can be misread as a claim, it's too early. Curiosity signals only.
Where Outcomes Language Is Allowed¶
| Context | Example | Why It Works |
|---|---|---|
| Health questionnaires | "We're tracking how dogs respond to Protocol Raw" | Framed as learning, not claiming |
| Founder narrative / About page | "We want to understand what raw does, not just verify it's safe" | Personal curiosity, not product claim |
| Behind-the-scenes content | "Month 6: here's what we're seeing in the data so far" | Transparency about process |
| Proof portal metadata (quietly) | Small "health outcomes" section with methodology note | Discoverable but not prominent |
Where Outcomes Language Is NOT Allowed¶
| Context | Why |
|---|---|
| Homepage hero | Dilutes Phase A safety crown |
| Paid acquisition headlines | Premature claim, can't be proven yet |
| Above-the-fold copy anywhere | Too prominent for unproven positioning |
| Any context where it reads as a claim | "Our dogs are healthier" without 12-18 months of data is empty marketing |
Why This Matters¶
Without these rules, Protocol Raw risks two failure modes. First, diluting the Phase A safety message by trying to say too much too early. Second, making outcomes claims before the data supports them, which undermines the "proof, not promises" positioning.
These rules will be revisited when 12-18 months of structured health data has accumulated and outcomes claims become defensible.
Channel-Specific Guidance¶
Website¶
- Headlines: Outcome-first, tight phrasing. 2-8 words ideal.
- Body copy: Short paragraphs, generous spacing. Max 640px line width.
- CTAs: Action-oriented, specific. "Calculate Your Plan" not "Get Started"
- Proof elements: Let data speak. Tables over paragraphs. Badges used sparingly.
- Hero: Always outcome-first. Mechanism in subhead or below.
Email¶
- Subject lines: 40-50 characters. Clear and direct, never clever.
- Body: 50-150 words for most emails. One CTA maximum.
- Sign-off: Just "Protocol Raw" (standard) or "Sophie, Protocol Raw" (support)
- No exclamation marks in subject lines. One maximum in body.
See Email Design System v1.1 for full specification.
Packaging¶
- QR code label: "Scan for proof" (not "Scan to verify batch safety")
- Batch ID: Display prominently, explain simply
- Feeding guide: Reference calculator, don't try to replicate it
Social¶
- Tone: Slightly warmer, still not cute
- No hashtag spam
- Educational > promotional
- Behind-the-scenes > polished marketing
- Outcomes curiosity signals allowed (see Phase A Outcomes Language Rules)
Customer Service¶
- Persona: "Sophie" — warm, knowledgeable, never defensive
- Acknowledge the issue before solving it
- No scripts — respond to what they actually said
- Sign with name — "Sophie, Protocol Raw"
See SOP-CS-01 for triage guidelines.
Vet / Professional Communications¶
This is the one channel where mechanism-first is appropriate. Vets want data, not reassurance. Clinical terminology is correct here.
- Tone: Clinical, precise, zero marketing language
- Format: Data-dense. Bullet points, tables, direct links to evidence
- Lead with: Lab certificates, FEDIAF nutritional analysis, pathogen test methodology
- Language: Use technical terms (e.g., "Growth & Reproduction" not "All Life Stages", "Enterobacteriaceae" not "harmful bacteria")
- Never: Use outcome-first framing, emotional language, or reassurance patterns
- Sign-off: Founder name and title, not "Protocol Raw" or "Sophie"
- CTA: "We're happy to answer technical questions about our testing protocols or nutritional analysis" — invitation to scrutiny, not marketing
Example:
⌠Marketing tone to vet: "We've created the safest raw food on the market, giving pet owners peace of mind."
✅ Clinical tone to vet: "Each production batch undergoes independent microbiological testing (Salmonella spp., Listeria monocytogenes, Enterobacteriaceae) at a UKAS-accredited laboratory. Certificates of Analysis are published per-batch via QR code. Full nutritional analysis against FEDIAF 2021 Growth & Reproduction guidelines is available on request."
Word of Mouth / Referral Language¶
Our copy should be easy to steal. If a customer can't summarise Protocol Raw in one sentence to a friend, we've failed.
Target referral language: "It just makes feeding raw stress-free."
Not: "They independently test every batch for three pathogens at a UKAS-accredited laboratory."
The first is socially portable — it sounds natural in conversation and makes the listener curious. The second is accurate but too detailed to repeat casually.
Where this applies: Headlines, taglines, social copy, referral programme messaging, and any copy that a customer might repeat. When writing for these contexts, ask: "Would someone actually say this out loud to a friend?"
Tracking this: We monitor whether customer referral language trends toward mechanism ("they test everything") or outcome ("stress-free raw feeding"). Success is when outcome language dominates. See Customer.io referral tracking for the operational detail.
Common Patterns¶
The Problem-Solution Structure¶
Setup: Acknowledge a genuine problem or concern Pivot: "Protocol Raw..." or "That's why..." Resolution: State how we solve it Proof: Evidence or link to evidence
Example:
Raw feeding can work well for dogs, but it often comes with too much guesswork and too little proof.
Protocol Raw is built to remove that uncertainty.
Every batch is tested by an independent lab before release. Results are published in the Proof Portal for you to check yourself.
The Confidence Pattern¶
Claim: Make a bold, factual statement Support: One sentence of context or evidence Move on: Don't oversell
Example:
One Complete Blend.
Multiple proteins in one recipe, nutritionally complete and independently verified.
The Reassurance Pattern¶
Acknowledge: Name the concern directly Explain: What we do about it Evidence: How they can verify
Example:
Bacterial contamination is a legitimate concern with raw feeding. We test every batch for Salmonella, Listeria, and Enterobacteriaceae before release. Results are published. You can check the certificate yourself.
The Desire Pattern (NEW in v1.2)¶
Outcome: State the experience the customer gets Simplicity: Make it sound easy Proof nearby: Don't leave the claim floating
Example:
Raw feeding, without the worry.
One blend. No decisions. Just feed.
Every batch tested before release. Results published on every box.
When to use: Headlines, hero sections, social copy, and anywhere a first impression matters. The Desire Pattern is the default for above-the-fold content. Reassurance and Problem-Solution patterns work better in supporting sections and email.
What Good Protocol Raw Copy Looks Like¶
Headlines¶
✅ "Raw feeding, without the worry." ✅ "One food done right beats twenty done halfway." ✅ "No guesswork." ✅ "Tested before release." ✅ "Your batch. Your results. Published before it ships." ✅ "One blend. No decisions. Just feed."
⌠"The Most Rigorously Tested Raw Dog Food in the UK!" ⌠"Finally, a Raw Food You Can TRUST!" ⌠"Your Dog Deserves the Best — Here It Is!" ⌠"One complete raw blend, independently tested and formulated to FEDIAF standards."
Body Copy¶
✅ "We test every batch for Salmonella, Listeria, and Enterobacteriaceae. If a batch doesn't pass, it never leaves our freezer."
✅ "But raw feeding comes with uncertainty. About balance. About safety. About whether you're getting it right. Protocol Raw takes that uncertainty away."
⌠"At Protocol Raw, we are absolutely committed to the very highest standards of safety and quality, which is why we go above and beyond industry norms to ensure that every single batch of our premium raw dog food is rigorously tested by independent third-party laboratories."
CTAs¶
✅ "Calculate Your Plan" ✅ "See the Proof" ✅ "See Sample Batch Report"
⌠"Start Your Journey Today!" ⌠"Join the Raw Revolution!" ⌠"Discover the Difference!"
The Ultimate Test¶
Read your copy aloud. Ask:
- Does this make the experience feel calmer? — Not impressive, calmer.
- Would a smart, busy person appreciate this? — No fluff, no time wasted.
- Does it sound like a confident expert or an anxious salesperson? — State facts, don't oversell.
- Would I trust a company that said this? — Credible, not hyperbolic.
- Is every word earning its place? — If you can cut it, cut it.
- Would a customer repeat this to a friend? — Socially portable, not technical.
If the answer to any is "no," revise.
Quick Reference¶
The Voice in Five Words¶
Calm. Expert. Reassuring. Systematic. Confident.
The Brand Principle¶
We lead with the feeling. We back it with the system.
The Sentence Formula¶
Short. Declarative. Plain English. Active voice.
The Confidence Rule¶
State once. Prove once. Move on.
The Worry Test¶
Calmer, not impressive.
The Desire Test¶
Would they say this to a friend?
The Tightening Question¶
Can this be said shorter? (Yes. It always can.)
The Jargon Check¶
Would a customer say this? (If not, rewrite.)
The Phase A Outcomes Rule¶
Curiosity signals only. If it reads as a claim, it's too early.
Related Documents¶
| Document | Relationship |
|---|---|
| Visual Identity Guide v2.4 | Design system, colour palette, Commercial Warmth Principle |
| Email Design System v1.1 | Email-specific copy and design standards |
| Web Design System v1.0 | Website layout and component standards |
| SOP-AI-KB-01 v1.8 | AI customer service knowledge base (uses these guidelines for tone) |
| SOP-CS-01 v2.1 | Customer service triage (Sophie persona guidelines) |
| SOP-PROOF-01 v1.0 | Proof portal copy decisions |
| SOP-JOURNAL-01 v1.0 | Journal/blog content standards |
| Business Plan v2.3 | Two Crowns Framework, Phase A/B messaging strategy |
| Growth Strategy v2.4 | Advocacy language tracking, success metrics |
Version History¶
| Version | Date | Changes |
|---|---|---|
| 1.0 | January 2026 | Initial release. Consolidates voice guidance from Homepage Copy, Email Design System, Journal SOP, and Web Design System. Adds terminology standards and copy principles. |
| 1.1 | January 2026 | Added: Brand Principle ("lead with feeling, back with system"), Worry Goes Away Test (release gate), Outcome-First principle, Proof Proximity principle, Page Structure guidance (outcomes vs mechanisms), updated headline examples, additional terms to avoid. Reflects strategic refinements from advisor review. |
| 1.2 | February 2026 | Added: Copy Principle #8 "Create Desire, Not Just Reassurance" (fear removal vs advocacy gap from advisor). Phase A Outcomes Language Rules with allowed/not-allowed placement table. Vet/Professional Communications channel guidance (mechanism-first exception). Word of Mouth/Referral Language channel guidance with socially portable language targets. Desire Pattern added to Common Patterns. Pillar 4 (Systematic) refined to align with Brand Principle (outcome-first, not process-first). "Desirable without being salesy" added to Voice Attributes. Visual Identity warmth cross-reference added to Worry Goes Away Test. Ultimate Test question #6 added (social portability). Quick Reference expanded with Desire Test and Phase A Outcomes Rule. Related Documents section added. Header updated to reference Visual Identity Guide v2.4 and SOP-AI-KB-01. |
Protocol Raw Brand Voice & Copy Guidelines v1.2 Calm. Expert. Reassuring. Systematic.