Did you know that customers decide whether to buy from your pet retail store in just 10 seconds online and 90 seconds in person, and those decisions have almost nothing to do with seeing or reading anything about your products?
It sounds impossible, but it’s exactly why Candace D’Agnolo invested heavily in strategic branding for Dante & Dory’s Pet Emporium, working with renowned brand strategist, J. Nichole Smith, to create what she calls “psychological consistency.”
In Parts 1-3 of this series, we followed Candace from recognizing the opportunity for her pet business through building her dream team. Now we’re diving into one of the most crucial (and maybe most misunderstood) aspects of how to open a pet retail store:
Creating a brand that doesn’t just look good, but actually influences customer behavior and drives sales.
If you’ve been putting off branding because it seems like “just making things pretty,” or you’re not sure how to justify the investment, this guide will show you exactly how strategic branding becomes the foundation for everything else in your business.
The moment Candace realized she needed professional branding help
Like most entrepreneurs, Candace started her Dante & Dory’s branding journey by trying to do it herself. She played around with Canva, experimented with AI logo generators, and even created what she thought was a workable logo for business cards.
“Now I look at it, I can’t stand it,” she admits, “but at the time I was like, this could work.” (Episode 185 of the Pet Boss Podcast)
The turning point came when she shared some AI-generated options in a Pet Boss Facebook group (join our free one here!), including one hilariously inappropriate option of a cat scratching itself while wearing sunglasses. That’s when J. Nichole Smith, founder of Joy First Creative and the brand strategist behind multimillion-dollar pet brands like Dog Is Good, chimed in with a simple offer:
“I would love to work on your brand.”
Candace’s first instinct was excitement about working with someone at the top of the industry, followed immediately by a question about cost. But she quickly caught herself and realized she was approaching the decision wrong. She understood that this wasn’t about finding the cheapest option. It was about strategic branding and how that would set the foundation for everything else in her business.
When brand investment for your pet business makes sense (and when it doesn’t)
Before diving into Candace’s branding process, let’s address the elephant in the room…
Professional branding isn’t cheap, and it’s not right for every business at every stage.
The factors that made premium branding worth it for Dante & Dory’s:
- Opening a physical brick-and-mortar destination store
- Planning for private label products
- Multiple “activations” across store, online, and community
- Targeting customers from across the state, not just locally
- Operating in a historic downtown area where first impressions matter critically
The bottom line learned here is that brand investment is essential when you’re trying to communicate a complex business model, justify premium pricing, or create experiences that can’t be replicated online.
The 10-second rule
Here’s what most pet business owners don’t understand: You have 10 seconds online and 90 seconds in person for customers to make snap judgments about your business. And those judgments aren’t based on reading your content!
They’re based on:
- Color combinations and how they make people feel
- Visual layout and organization
- Image quality and style
- Font choices and overall “vibe”
- Nichole Smith calls this “psychological consistency”, which means ensuring every visual element creates the same emotional response and reinforces the same message about who you are.
Pet parents make emotional purchases. They’re buying health, happiness, and love for their family members. When your visual brand taps into those emotions consistently, you influence buying decisions before customers even realize what’s happening.
Let’s talk about color psychology
One of the most fascinating aspects of Candace’s branding journey was discovering color psychology, or the science behind how different colors affect human behavior and emotions.
- Nichole Smith uses four distinct color personality types:
☀️ Sunshine (intense and warm) – energetic, youthful, bright
🌠 Starshine (intense and cool) – bold, sophisticated, dramatic
🔥 Fireside (subdued and warm) – cozy, rich, earthy
🌊 Seaside (subdued and cool) – calm, peaceful, serene
Candace was torn between Sunshine (fun and youthful) and Fireside (sophisticated and warm). The solution was choosing fireside as primary with sunshine as secondary, creating colors that were “slightly earthier, richer, slightly dirtier” while remaining “light and bright.”
The result is colors that feel premium and sophisticated (appealing to quality-focused customers) while staying approachable and fun (not intimidating for a small town with lower household income).
When customers walk into Dante & Dory’s, the color harmony creates “incredibly positive feelings” that make them want to stay longer and explore more, without them even consciously understanding why!
Brand archetypes, AKA the personality that drives decisions
Beyond colors, successful pet retail brands need clear personality archetypes that guide every customer interaction. Dante & Dory’s uses three specific archetypes:
Primary: The Jester
- Exudes positivity, fun, and playfulness
- Creates that immediate “this place is enjoyable” first impression
- Allows for mischief and silliness without losing professionalism
Secondary: The Explorer
- Appeals to customers seeking new discoveries
- Supports the “destination” concept for further draw of customers
- Uses language about “journeys of imagination” and “exploring”
Tertiary: The Innocent
- Represents natural goodness, quality nutrition, simple pleasures
- Perfect for pet brands focused on the human-animal bond
- Ensures fun doesn’t undermine premium positioning
Every business decision gets filtered through these archetypes. Does this product, service, or experience feel like something a positive, adventurous lover of natural pet goodness would offer? If yes, it fits the brand. If no, it doesn’t. (And your brand archetypes might be different from these!)
The “emporium” decision for the pet business name
One of the most interesting branding decisions was adding “Pet Emporium” to the name. When even Candace’s husband questioned whether “emporium” felt too dated, J. Nichole Smith was able to back up the choice!
“It’s always better to peak curiosity. Your brand should create questions in people’s minds, not provide the whole answer.”
“Pet Supply” tells you exactly what to expect, but “Pet Emporium” makes you wonder what else they might offer. The vintage feel of the word works with the historic downtown location, and it suggests a more interesting, curated selection than typical pet stores
Sometimes the “safe” choice is actually the risky choice. Generic names make you forgettable. Names that spark questions make people want to learn more.!
Visual elements that serve a purpose
The Dante & Dory’s brand includes multiple logos and icons, but every element serves a purpose and is not “just for decoration”.
Dante & Dory’s features:
- Actual silhouettes of the real dogs Dante and Dory
- Hand-drawn custom icons (including crickets for the local reptile community!)
- Block-print style vintage illustrations for physical products
- Clean, modern silhouettes for digital applications
Multiple logo formats for different uses:
- Long version for website headers
- Square version for social media profiles
- Badge version for small applications
- Versions with and without dog silhouettes for different contexts
Every visual element should feel intentional and unique to your brand, not like something that could represent any pet business!
How to approach branding on any budget
Not every pet business can invest in premium branding services, and that’s okay! The same principles still apply. Here’s where to start:
Start with color psychology
✅ Take a brand personality quiz to identify your color type
✅ Stick to colors within that family for consistency
✅ Use this guide for ALL visual decisions
✅ Research how different colors make people feel
Define your brand archetypes
✅ Choose one primary archetype for your first impression
✅ Pick 1-2 secondary archetypes for your services or customers
✅ Write down specific words that capture each personality
✅ Filter all decisions through these personality traits
Create visual consistency
✅ Audit your current materials and make sure they’re cohesive
✅ Choose 2-3 fonts maximum and stick to them
✅ Develop simple rules for logo usage and colors
✅ Ensure every touchpoint reinforces the same feeling
The bigger picture and using your brand as a business strategy
The most important lesson from Candace’s branding journey is this:
Brand isn’t about making things pretty. It’s about creating predictable customer behavior that drives business results!
When you understand color psychology, personality archetypes, and psychological consistency, you’re making strategic business decisions that influence:
- How quickly customers trust you
- How much they’re willing to spend
- How often they return and refer others
- How they perceive your value versus competitors
Investing in strategic branding gives you a competitive advantage that influences customer behavior in ways they don’t even consciously realize. Before they know it, they’re loyal customers and feel safe shopping with you!
Your next steps to open a pet retail store with powerful branding
Whether you’re planning to open a pet retail store or rebrand an existing business, remember that every visual choice is a strategic choice. Your colors, fonts, imagery, and messaging all work together to create experiences that either support your business goals or work against them.
Want to dive deeper into strategic branding and business building? The Pet Boss Nation community offers resources, training, and support for creating brands that look good AND profit. Browse our programs, find the one that’s perfect for you, and start building the pet business of your dreams!
More resources you’ll find helpful:
📍Opening a Pet Retail Store Part One: Acting on Opportunity
📍 Opening a Pet Retail Store Part Two: Writing a Winning Business Plan
📍Pet Boss Podcast Episode 170 | Behind Closed Doors: Building a Pet Destination
