Have you considered the importance of your brand's tone of voice? Are you fun and playful, or confident and matter-of-fact? It's equally important to consider both what you say, and how you say it. Use language that resonates with your intended audience. If targeting German Shorthaired Pointers, for example, a casual "let's go to the creamery" may cause confusion, possibly suspicion, or even worse — no response at all. However, a quick, "Time for ice cream kids!" is sure to result in tail-wagging, and a sharp, "Anybody want a pup cup!" will undoubtedly trigger immediate salivation. (The latter resulting brand dissonance with the kids, of course.) Remember, the goal is not to please everybody. Try to create an authentic connection with your brand advocates — those dogs that love you for who you are, what you stand for, and how much ice cream you serve.