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9 Ways to Make Your Pet Brand Stand Out in the Booming Pet Industry


As exhibited by steady year-over-year pet industry growth, there’s no denying that Americans love their “fur babies” — and that they’re devoting more and more of their hard-earned dollars to pampering their pets. Consider this: According to figures and estimates from the American Pet Products Association (APPA), U.S. spending on pet-related products and services has jumped from just over $97 billion in 2019 to an estimated $150.6 billion in 2024, marking a jaw-dropping surge of over 55% in just five years. (And if you ask us, that’s an increase worth barking about.)

But of course, when the answer to a question like “Is the pet industry growing?” is so obviously affirmative, the kind of spending surges detailed above also attract a lot of competition … and can make it harder and harder for brands to gain traction and stay ahead of the pack.

9 ways your brand can become a top dog in the crowded pet industry

So just what can brands in the booming pet industry do to stand out in a saturated market? Read on for nine actionable strategies that can help your brand get a leg (or paw) up on the competition … and fetch sustained success in an industry that’s growing by leaps and bounds:

1. Identify your UVP

Defining a clear unique value proposition (UVP) is essential, because it serves as the foundation of your brand’s identity and dictates how you position yourself to potential customers. A strong UVP can also help your brand set the stage for creating a lasting impact and attracting a loyal customer base. Here’s how to approach this critical step:

The importance of differentiation
With thousands of pet products on the market, it’s crucial for pet-focused brands to communicate what makes them special. Differentiation allows you to target specific segments of the pet-loving community, giving you an edge over competitors who try to appeal to everyone. A well-defined UVP can help you establish a unique identity that resonates with your audience and helps you build loyalty. It also sets the tone for your marketing messaging, product development and customer experience, giving customers a clear reason to choose your brand over others.

Questions to consider
When developing your UVP, reflect on what truly makes your products or services unique. Here are a few guiding questions:

  • What sets your product apart from others? Is it superior quality, exclusive ingredients, or unique functionalities?
  • Do you have an ethical advantage? Perhaps your brand is known for cruelty-free practices, organic ingredients or eco-friendly packaging.
  • Are you targeting a specific niche? And what is lacking in the pet industry? Finding the answers to these questions could involve catering to a particular pet breed, offering custom products, or focusing on sustainable and eco-friendly pet supplies. Narrowing your focus helps you become a go-to solution for a specific group of pet owners.

Answering these questions can help you clarify the elements that distinguish your brand, enabling you to build a strong, appealing UVP that connects with your ideal customers.

2. Focus on authentic branding

Especially in the pet industry, where emotions run deep, authentic branding is more than just a marketing tactic — it’s foundational to forming a meaningful connection with your audience. Pet owners are deeply invested in their pets’ well-being, and they are drawn to brands that share their passion. Consider these key steps to building an authentic brand that stands out in a competitive market:

Craft a compelling brand story
At the heart of authentic branding is a relatable, emotional narrative. Crafting a compelling brand story that taps into the emotional bond between people and their pets can help your brand foster deep connections with its audience. Whether your brand was started out of love for your own pet or to solve a specific problem pet owners regularly encounter, your brand story should be personal and real. For example, sharing how your brand’s all-natural pet food was inspired by an effort to alleviate the allergies plaguing your founder’s dog instantly makes your business relatable to other pet owners facing similar challenges. By weaving a strong emotional narrative into your branding, you create a story that resonates and sticks with consumers, helping them feel connected to your mission.

Create a strong visual identity
The visual elements of your brand — including its logo, colors and overall design elements employed — are crucial for building perceptions and making a lasting impression. In a crowded pet market, where customers are constantly bombarded with marketing imagery, having a distinctive and cohesive visual identity can help your brand stand out. Choose colors that evoke the emotions you want associated with your brand. For instance, earthy tones may suggest natural and organic products, while vibrant colors can evoke energy and playfulness. Your logo should be memorable and reflective of your brand’s personality, helping ensure that every visual touchpoint, from packaging to website design, aligns with the story you’re telling. A strong visual identity is also key to maintaining consistency and ensuring your brand is instantly recognizable.

Develop a distinct voice and tone
The voice and tone of your brand should also align with the values and emotions of pet owners. Pet owners often see their animals as family members, and your messaging should reflect this. Whether your brand voice is playful, nurturing or educational, it must feel genuine and appeal to the passion and care that pet owners have for their animals. For example, using a warm, empathetic tone in your social media posts or marketing copy can foster a sense of community and trust among your audience members. And tailoring your messaging to communicate your love for pets and your commitment to their well-being can help you create a strong emotional connection with customers.

By focusing on authentic branding, you create a memorable and trustworthy brand that resonates with pet owners on an emotional level, helping ensure you stand out in an increasingly crowded marketplace.

3. Build a strong social media presence

Social media is one of the most powerful tools available for pet brands looking to create visibility and engage with passionate pet owners. To stand out in this crowded industry, your brand needs a well-thought-out social media strategy that goes beyond simply posting. Here are a few key tactics that can help your brand build a strong social media presence:

Tap into pet influencers
Leveraging pet influencers is a growing trend in the pet industry, with many influencers boasting massive followings of engaged pet lovers. Collaborating with popular pet influencers can extend your brand’s reach and provide credibility for your products and services. When an influencer with a loyal following endorses your brand, for many of the influencer’s followers, it’s like getting a stamp of approval from a trusted friend. To make the most of this, choose influencers whose audience aligns with your target market. For example, if you sell eco-friendly pet products, look for influencers who promote sustainable lifestyles. Collaborations could include sponsored posts, product reviews or even giveaways that showcase your products in a way that feels authentic and fun.

Engage with pet communities
Pet communities thrive on social platforms like Facebook, Reddit and even specialized forums. Joining these online groups and participating in the conversation can help your brand become an active part of the community rather than just another company trying to sell something. Share helpful tips, answer questions and be a resource rather than overtly promoting your products. This can help you build trust and position your brand as an authority in the space. For example, if you’re marketing a dog health supplement, you could offer advice on maintaining pet health and only subtly introduce your product as a solution to relevant problems. Engaging authentically in these spaces will help you create meaningful relationships with potential customers.

Employ user-generated content
One of the most effective ways to get pet owners engaged is to encourage them to share user-generated content (UGC) featuring your products. Pet owners love showing off their furry friends, and UGC gives them an opportunity to do so while promoting your brand at the same time. Encourage your audience to share photos or videos of their pets enjoying your products and to tag your brand in their posts. You can even create a branded hashtag to aggregate this content. Not only can UGC help your brand build a community and foster trust, but it can also provide you with a steady stream of authentic content to repost on your own social channels.

Utilize social media advertising
Paid advertising on social platforms like Instagram, TikTok and Facebook is another effective way to grow your brand’s awareness among pet lovers. Social media ads allow you to target users with specific demographics, interests and behaviors, helping ensure that your ads reach people most likely to be interested in your offerings. For instance, you can target ads to people who follow pet influencers, are part of pet groups or have shown interest in pet-related products. To maximize your ad campaigns, use engaging visuals — think adorable pets in action shots — paired with compelling copy that highlights the benefits of your product. Regularly test different ad formats, including carousel ads, videos and stories, to see what resonates best with your audience.

Building a strong social media presence requires a balance of strategic advertising, authentic engagement and community participation. By employing these approaches, your pet brand can capture the attention and loyalty of pet lovers across a range of social media platforms.

4. Develop engaging content marketing

Content marketing is another important component to standing out in the crowded pet industry. Pet owners are constantly seeking valuable information, tips and advice about caring for and living with their pets, and brands that offer engaging and useful content can build trust and loyalty with these consumers over time. Here’s how to create content marketing assets that resonate with your audience:

Create educational content
Educational content is one of the most effective ways to provide value to pet owners while subtly promoting your products. Blog posts, guides and videos that solve common pet-related problems or offer advice can position your brand as a trusted expert. For example, you could create blog posts on topics like “Top Tips for Improving Your Pet’s Nutrition,” “How to Train Your Puppy to Behave at Home” or “Best Grooming Practices for Different Dog Breeds.” This type of content not only helps educate your audience but also establishes your brand as a go-to source for reliable pet-care advice. By addressing your audience’s most pressing concerns, you can organically build a relationship that goes beyond just selling products.

Use video content
Video marketing is incredibly powerful in the pet industry, where visual appeal and entertainment factor heavily into consumer behavior. Whether it’s a cute pet moment that grabs attention, a product tutorial that demonstrates value or a behind-the-scenes look at your brand, videos can be an engaging way to communicate your message. One effective idea: Tap into different types of video content — such as short-form TikTok videos, Instagram Reels or YouTube tutorials — to capture your audience’s interest. For instance, you could create a video showing how your pet-grooming tool works, featuring a cute, happy dog getting groomed. Or share an emotional, video-driven story about a rescue animal finding a new home, subtly highlighting your brand’s commitment to animal welfare. Videos that tell stories or entertain while educating are especially effective in building a connection with pet owners.

Employ email marketing
Email marketing remains one of the most powerful tools for nurturing a loyal customer base. Regular newsletters featuring special offers, personalized content and useful advice can help keep your brand top-of-mind with your customers. Try to make your email content feel personal and targeted — pet owners appreciate brands that understand their needs. You might share exclusive discounts on their pet’s birthday, offer grooming tips for the season or highlight success stories from other pet owners using your products. The key is to provide value in each email, so customers look forward to hearing from you. Over time, a well-crafted email strategy can boost engagement, increase repeat purchases and foster a deeper relationship between your brand and your customers.

5. Provide excellent customer experience

Delivering exceptional customer service is one of the most effective ways for pet brands to differentiate themselves and foster loyalty in a competitive market. Pet owners want to feel supported and understood, so going the extra mile in customer service can set your brand apart. Here are a few key strategies for offering top-tier customer service:

Personalized service
When it comes to customer service, personalization is a major factor in standing out from the crowd. Tailoring your recommendations and advice based on the type, breed or specific needs of a pet can create a more meaningful and valuable experience for customers. For example, if a customer owns a large-breed dog, offering tailored advice on the best food for their pet’s size and energy levels, or suggesting supplements for joint health, can go a long way. Whether through personalized emails, tailored product recommendations on your website or one-on-one customer service interactions, showing that you understand the unique needs of different pets can build trust and encourage repeat business.

Subscription models
Subscription services for pet supplies and food provide a convenient solution for busy pet owners while enhancing customer retention for your brand. Implementing a subscription model allows pet owners to have products like food, treats or grooming supplies delivered to their door at regular intervals, helping ensure they never run out of essentials. Offering customizable subscriptions based on pet size, breed or dietary requirements further enhances the experience by showing you care about meeting your customers’ specific needs. Additionally, subscription models create a recurring revenue stream and increase the likelihood of long-term customer loyalty, as subscribers are less likely to switch brands due to the convenience of regular deliveries.

Responsive customer service
In today’s fast-paced world, responsive customer service is essential for keeping customers happy and engaged. Pet owners may have urgent questions about your products — whether it’s about ingredient sourcing, sizing or how to address specific health concerns for their pets. Using chatbots and responsive service channels, such as live chat, social media messaging or email support, helps address inquiries quickly and efficiently. Chatbots can handle simple queries, like shipping details or product information, while live agents can take over for more complex or personalized assistance. Ensuring that your customers receive prompt, helpful responses not only improves their experience but also demonstrates that your brand is attentive and customer-focused.

Offering exceptional customer service through personalized interactions, subscription services and responsive support channels is an effective way to build loyalty and ensure that your brand stands out in the crowded pet industry.

6. Innovate with your products and services

Innovation is key to standing out in the pet industry, where consumers are always on the lookout for the latest and greatest for their furry friends. By staying ahead of trends, offering eco-friendly options and providing customizable products, your brand can capture the attention of discerning pet owners and set itself apart from the competition.

Stay ahead of trends
To stay relevant and attract new customers, it’s crucial to offer innovative products or services that align with emerging trends in the pet industry. Pet wellness, for example, has become a major focus, with owners increasingly seeking out products that support their pets’ overall health and well-being. This could include introducing natural supplements, advanced grooming tools or even wellness programs tailored to specific pet needs. Another growing trend is the rise of tech gadgets for pets, such as GPS trackers, smart feeders or interactive toys that keep pets engaged while owners are away. By anticipating and responding to these trends, your brand can position itself as a leader in the market, offering the latest solutions that pet owners are eager to try.

Eco-friendly options
As sustainability continues to gain importance across industries, offering eco-conscious products is a powerful way to attract environmentally-minded pet owners. This might include developing products made from recycled materials, biodegradable packaging or organic, ethically sourced ingredients. For instance, you could offer a line of eco-friendly pet toys made from sustainable materials or biodegradable poop bags that reduce environmental impact. Highlighting your commitment to sustainability in your branding and marketing will appeal to a growing segment of conscious consumers and also help differentiate your brand in a market where environmental responsibility is increasingly valued.

Customizable products
Personalization is a strong selling point in the pet industry, where owners are eager to provide the best for their individual pets. Offering customizable products allows customers to tailor items to their pet’s specific needs and preferences, creating a unique and personalized experience. This could include custom pet gear, like collars or harnesses with personalized engravings, bespoke food plans based on dietary needs, or toys designed for a pet’s size and play style. By giving customers the ability to personalize their purchases, you enhance their connection to your brand and also cater to the growing demand for products that reflect the uniqueness of each pet.

Innovating with your products and services by staying ahead of trends, offering eco-friendly options and providing customizable products helps ensure that your brand remains competitive and appealing in a pet industry that is increasingly saturated. 

7. Build partnerships with other pet brands

Building strategic partnerships with other pet brands can significantly enhance your brand’s visibility and credibility. By collaborating with complementary businesses and participating in pet events, your brand can tap into new customer bases and create mutually beneficial relationships that drive growth.

Collaborative marketing
Collaborative marketing is a powerful tool for expanding your reach without investing as heavily in advertising as you would on your own. By teaming up with complementary pet brands, you can cross-promote each other’s products or services, effectively gaining exposure to each other’s customer bases. For example, a pet food company could collaborate with a pet grooming brand to offer bundled promotions, such as discounts when purchasing both products together. Similarly, you might co-host social media giveaways or share each other’s content to increase engagement and reach new audiences. The key to successful collaboration is finding partners whose offerings align with your brand’s values and cater to the same target market. This benefits both brands and also provides more value to customers by introducing them to trusted, high-quality products they may not have discovered on their own.

Pet events and sponsorships
Participating in or sponsoring local and national pet events is another effective way to boost brand visibility and connect with your target audience. Pet expos, adoption events and charity walks provide excellent opportunities to showcase your products directly to engaged pet owners. Sponsorships allow your brand to gain recognition through event branding, while setting up a booth or organizing product demonstrations can facilitate direct interactions with potential customers. Partnering with other brands at these events can also help reduce costs and amplify your reach, as you jointly create a memorable experience for attendees. These events can foster community engagement, elevate brand awareness and position your brand as an active participant in the pet-loving community.

By building partnerships through collaborative marketing and event sponsorships, your brand can expand its influence, create valuable connections and stand out in the crowded pet industry.

8. Leverage customer reviews and testimonials

Customer reviews and testimonials are powerful tools for standing out in the pet industry. Positive feedback from satisfied pet owners helps build trust and credibility with prospective customers, making your brand more appealing in a crowded marketplace. Here’s how to effectively leverage reviews and testimonials to your advantage:

Encourage reviews
To build a strong foundation of social proof, it’s important to actively encourage your customers to leave reviews. After a purchase, send a follow-up email thanking them for their business and inviting them to share their experience. You can offer incentives like discounts on future purchases or entries into giveaways as motivation for leaving a review. Make the process easy by providing direct links to review platforms like Google, Yelp or your brand’s website. Once you gather these reviews, showcase them prominently on product pages, in marketing emails and on social media. Authentic reviews from real customers help reassure potential buyers that your products are trustworthy and of high quality.

Share social proof
Featuring customer testimonials and success stories on your website and social media is a highly effective way to build brand credibility. Pet owners trust the experiences of other pet parents, and seeing positive testimonials can help sway them toward your brand. Highlight these stories in a dedicated section of your website, or regularly share user-generated content on your social media platforms. Video testimonials are particularly compelling, as they allow potential customers to see and hear real people discussing how your products have improved their pets’ lives. Social proof helps instill confidence in potential buyers and strengthen your brand’s reputation.

Earn third-party endorsements
Securing third-party endorsements, such as certifications, seals of approval or awards from pet-industry experts, can further validate your brand’s products. For instance, earning certifications like “Certified Organic” or “Cruelty-Free” can give eco-conscious consumers peace of mind. You can also pursue awards from respected pet-industry organizations or publications, which can help elevate your brand’s credibility. These endorsements provide an added layer of trust, showing that your products have been evaluated and recognized by experts. Be sure to display these seals and accolades prominently on your packaging, website and marketing materials to reinforce your commitment to quality and build further trust with potential customers.

By encouraging reviews, utilizing social proof and securing third-party endorsements, your brand can effectively leverage testimonials to build trust and credibility, and to ultimately stand out in the crowded pet industry.

9. Invest in data and analytics

In a competitive industry like pet care, data and analytics can be invaluable for making informed decisions that help your brand stand out. By harnessing the power of customer insights, social media metrics and product feedback, you can refine your strategies and better meet the needs of your audience. Here’s how to leverage data and analytics to give your brand a competitive edge:

Use customer insights
Understanding your customers is essential to delivering products and experiences that resonate with them. By utilizing analytics, you can gain deep insights into customer behavior and preferences. Tools like Google Analytics, customer relationship management (CRM) systems and e-commerce platforms provide valuable data on purchasing patterns, browsing behavior and customer demographics. For example, you might discover that a large segment of your audience prefers purchasing natural, organic products, prompting you to expand that line or tailor your marketing messages to highlight sustainability. These insights can also help you personalize marketing efforts, improve targeting and optimize the customer journey, ultimately fostering stronger connections with your audience and boosting sales.

Track social media metrics
Social media is a key channel for pet brands, but not all platforms or content types perform equally well. Monitoring social media metrics such as engagement rates, click-throughs and follower growth can reveal which platforms and content types drive the most interaction. For instance, you may find that short, engaging videos on Instagram generate more shares and comments than static posts on Facebook. You can then adjust your strategy accordingly, focusing on the platforms and content formats that yield the best results for your brand. Regularly analyzing these metrics allows you to refine your social media approach, helping ensure that your efforts resonate with pet owners and lead to increased brand visibility.

Heed product feedback
Product feedback is an essential part of the innovation cycle, and regularly collecting and acting on it can help you continuously improve your brand’s offerings. Encourage customers to share their thoughts through surveys, reviews and direct communication channels, and use this feedback to identify areas for improvement. For example, if customers consistently mention that a pet toy isn’t durable enough, you can adjust the design or materials to better meet their expectations. By acting on feedback, you enhance your pet product’s quality and also demonstrate to your customers that you value their input and are committed to providing the best possible solutions for their pets. Data-driven product improvements can help differentiate your brand and foster greater customer loyalty.

By investing in data and analytics, you can gain a deeper understanding of your customers, optimize your marketing efforts and continuously refine your products and services. This data-driven approach enables your brand to stay ahead in the pet industry that is saturated, helping ensure long-term growth and success.

Push your pet brand to the head of the pack with Brandon

Ready to put your pet brand ahead of the competition by leveraging these and other powerful marketing tactics? At Brandon, our skilled team of marketing experts has extensive pet-industry experience and strives to stay on top of all the latest marketing trends and tactics — and we know how to put them to work to reach more pet owners and drive more conversions for your brand. To get started with help ranging from a pet food industry analysis or a marketing strategy evaluation to a full handoff of all of your brand’s most labor-intensive marketing efforts, contact us today. Our experienced, data-driven marketing team is here to help.

Courtney Olbrich

Courtney Olbrich

Chief Growth Officer

Courtney is our Chief Growth Officer. She has over 20 years of experience in marketing and advertising, with a wide variety of clients. Hailing from Metro Detroit, Michigan, it comes natural that she is an avid sports fan. So much so that all of her pets are named after professional baseball stadiums!

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