Brand Tone

Reassuring & Empathetic, Expert & Trustworthy, Innovative & Problem-Solving, Caring & Supportive

Brand Values

• •Safety
• •Peace of Mind (for parents)
• •Quality
• •Accessibility/Affordability
• •Innovation
• •Honesty & Simplicity

Best Practices

• •Always Prioritize the Parent's Peace of Mind: Every piece of copy should, in some way, address or alleviate the anxieties new parents face regarding their baby's sleep and safety. Use empathetic language that shows understanding.
• •Lead with Safety and Trust: Consistently highlight safety certifications (GOTS, OEKO-TEX®), adherence to AAP guidelines, and the expertise behind the product (e.g., designed by a Certified Pediatric Sleep Expert). This builds and maintains trust.
• •Keep it Simple and Clear: The product itself is a simple solution. The language used should mirror this. Avoid overly technical jargon and clearly explain the benefits of the reflective strip and high-quality materials.
• •Use Reassuring and Positive Language: Focus on the positive outcomes: better sleep, reduced anxiety, peace of mind, and gentle comfort. Avoid fear-mongering, but acknowledge parental concerns in a supportive way.
• •Incorporate Authentic Voices (When Possible): Continue using testimonials and user-generated content in marketing materials. This reinforces the brand's social proof and empathetic connection with its audience. Phrases like "parents are calling it a game-changer" reflect this.

Social Perception

Life-Changing/Game-Changer, Trusted Solution, Supportive Community, High Quality & Safe

Copy Examples

• •Headline: Finally, See Their Every Breath. Sleep Soundly, Mama. Body: Tired of those middle-of-the-night panics, staring at the monitor, wondering if your little one is okay? Our award-winning Sleep of Mind sleep sacks feature a gentle, reflective strip, so you can instantly see their comforting breaths on any night vision monitor. No wires, no alarms, just pure peace of mind. Made with the softest GOTS certified organic cotton, because their safety and your serenity are everything. Sleep better, together. Tone: Reassuring, Empathetic, Problem-Solving.
• •Headline: Breathe Easy. Sleep Peacefully. That's the Sleep of Mind Promise. Body: As parents, we get it. The worry is real. That’s why our Certified Pediatric Sleep Expert founder designed our innovative sleepwear – to give you one less thing to stress about. Our unique reflective design lets you check on baby’s breathing with a simple glance at the monitor. Safe, simple, and oh-so-soft. Give your baby the comfort of organic cotton and yourself the gift of reassurance. Tone: Expert, Trustworthy, Caring.
• •Headline: No More Monitor-Staring Contests. Just Clear Reassurance. Body: End the cycle of zooming in and holding your breath. Sleep of Mind’s innovative reflective swaddles and sleep sacks make it easy to see your baby breathing gently on your existing video monitor. It’s the award-winning, simple solution parents are calling a 'game-changer' for easing nighttime anxiety. Sleep safely, sleep soundly, with Sleep of Mind. Tone: Innovative, Problem-Solving, Reassuring.
• •Headline: Your Peace of Mind, Woven into Every Fiber. Body: We believe every parent deserves to sleep without constant worry. That's why Sleep of Mind is committed to the highest safety standards, using only GOTS certified organic cotton and OEKO-TEX® certified materials. Our patent-pending reflective breathing reassurance is just one way we’re helping families find more restful nights. Because when baby sleeps safe, you sleep sound. Tone: Trustworthy, Caring, Quality-Focused.
• •Headline: Join the Sleep of Mind Family: Where Worry-Free Nights Begin. Body: You’re not alone in wanting the best (and safest!) for your baby. Our community of parents trusts Sleep of Mind for our innovative, expert-designed sleepwear that brings comfort to baby and calm to you. Experience the difference our reflective breathing check can make. Less anxiety, more sweet dreams for everyone. Tone: Supportive, Reassuring, Community-Focused.