Brand Tone

reassuring, expert, and approachable

Brand Values

• •Safety & Quality
• •Expert Guidance & Customer Service
• •Family-Centric Support
• •Trust and Longevity

Best Practices

• •Lead with expertise, reassure with empathy, grounding advice in facts and product knowledge while delivering it with an understanding of the parental journey.
• •Champion the 'family-run' identity by using personal and approachable language to reinforce the local, independent, and trustworthy nature of the business.
• •Translate features into parental benefits, explaining what technical specifications mean for the parent and child.
• •Maintain a consistent voice across all channels, ensuring the expert yet friendly tone is present from website to social media.
• •Be transparent and responsive when addressing customer issues or questions publicly, building trust and reinforcing excellent customer service.

Social Perception

Positive and trustworthy, highlighted by knowledgeable staff, quality products, and valuable in-person experiences, despite occasional online delivery issues.

Copy Examples

• •Over 30 years of expertise in every journey. From their first car seat to their dream nursery, we're here to guide you safely. Shop our expert-approved collections.
• •Choosing their first pram is a big step! We get it. That's why our family-run team in Bristol is here to listen, demonstrate, and help you find the perfect fit—no pressure, just friendly advice. Pop in and say hello! #BabyAndCo #BristolShopping #FamilyBusiness #PramExperts
• •Bring them home with complete peace of mind. The Cybex Cloud T i-Size offers an ergonomic lie-flat position and all-round air ventilation, ensuring your little one is safe and comfortable from day one. Our trained experts have approved this seat for its advanced safety features and easy installation. Have questions? Chat with our team online or visit us in-store.
• •Holiday packing stress? Not with these! ✈️ One-second folds for parents on the go. Which one's your favourite? #TravelStroller #StrollerHack #BabyHack #BabyAndCoUK
• •Build Your Dream Nursery & Save ✨ Exclusive Bundles Inside