Brand Tone

Empathetic & Supportive, Inclusive & Welcoming, Informative & Empowering, Hopeful & Positive, Modern & Direct

Brand Values

• •Inclusivity & Diversity
• •Accessibility
• •Empowerment
• •Support & Community
• •Love & Family

Best Practices

• •Always Prioritize Empathy and Inclusivity: Ensure all copy uses welcoming language that speaks to diverse individuals and family structures. Actively avoid gendered or heteronormative assumptions unless specifically targeting a segment within that context. Reference the "for everyone" ethos.
• •Maintain a Supportive and Hopeful Voice: Frame messaging around the positive outcomes and the emotional journey of parenthood, offering encouragement rather than purely clinical information.
• •Be Clear, Direct, and Informative: While being empathetic, clearly explain the product, its use, and its benefits without jargon. Empower users with knowledge.
• •Share Authentic Stories (with permission): Leverage testimonials and user-generated content (ethically and with consent) to reinforce the brand's community aspect and success stories, like the one from Tam & Lauren.
• •Develop a Brand Lexicon: Create a list of preferred terms (e.g., "family building," "journey," "empowerment," "inclusive") and terms to avoid, ensuring consistency across all platforms and materials. Regularly review website and social media content to ensure alignment.

Social Perception

Highly positive among its target audience who are seeking alternative and inclusive paths to parenthood. The brand is positioned as a solution created out of a personal need, which can foster trust and relatability. The clear messaging of inclusivity for the LGBTQ+ community, single parents, and those with fertility challenges will likely resonate strongly and positively within these communities. The broader public's perception will depend on their awareness and acceptance of at-home insemination methods.

Copy Examples

• •Headline: Your Path to Parenthood, Your Way. TryJoey At-Home Kits. Body: "At TryJoey, we believe everyone deserves the chance to build their family. Our easy-to-use, at-home insemination kits are designed with you in mind – offering a private, comfortable, and supportive start to your journey. Founded by a couple who's been there, we're here to share the love." Call to Action: Explore Our Kits.
• •Social Media Post (Image: Diverse hands holding a baby's foot): Text: "Love makes a family. No matter who you are or how you plan to grow yours, TryJoey is here to support your dream. Our at-home insemination kits provide an accessible and empowering option for everyone. #TryJoey #FamilyJourney #InclusiveParenthood #AtHomeInsemination"
• •Email Subject: Hope, Delivered. Start Your TryJoey Journey Today. Body: "Ready to take the next step towards parenthood? TryJoey was created to make at-home insemination a safe, simple, and supportive experience. We understand the journey because we’ve walked it ourselves. Let us help you write your story." Call to Action: Learn More & Get Started.
• •Website Banner: Empowering Your Dreams of Family. Discreet & Supportive At-Home Kits. Text: "Building a family is a personal journey. TryJoey offers a thoughtful, inclusive, and accessible path to parenthood from the comfort of your home. For queer and trans people, single parents, those with fertility issues, and everyone in between."
• •Blog Post Title Idea: More Than a Kit: The TryJoey Story of Love, Hope, and Inclusive Family Building. Intro Snippet: "Our founders, Mandy and Kristine, knew there had to be a more accessible way. Read how their journey inspired TryJoey, a mission to help everyone experience the joy of parenthood."