perhaps when shifters get a new form allow them to tailor it with a couple of arguments.

ie:

shifter gets new form, and chooses three arguments for that form, similar to how warcry gets set.

eg shifter gets diamondback

types shape diamondback red thin long

Then their short description would be something like "a long thin diamondback with red crosshatching is here". They could be targetted with red, thin, long and diamondback.

Their long desc would be along the lines of the current diamondback, but would have something about length, girth and marking.

Similar thing could be applied to a lion, only in this case the arguments might be to do with "build, mane-color, fur color".

I also think it would be good if animals like the lion reflected the sex of the shifter. eg you could be a lioness, which might be slightly different to a lion, although similar. Perhaps with backrake instead of rake or something.