Brand Tone

Nurturing, Trustworthy, and Community-Oriented

Brand Values

• •Health & Nutrition
• •Convenience
• •Authenticity & Purity
• •Family

Best Practices

• •Always Speak from a "Mum-to-Mum" Perspective: Use "we" to refer to the brand as fellow mothers. Frame advice and product benefits through the lens of shared parenting experiences. This maintains the authentic, relatable voice that is core to the brand.
• •Lead with the "Why," Not Just the "What": Instead of just saying "We sell broth," start with the problem it solves: "We make mealtime easier and more nutritious for busy families." Connect the product to the core values of health and convenience in every message.
• •Prioritize Transparency and Trust: In every piece of copy, reiterate the "No's" (No MSG, No Preservatives, No Salt). Be specific about ingredients and processes whenever possible. This builds confidence and justifies the premium quality.
• •Encourage and Showcase the Community: Actively solicit and feature user-generated content. Run contests, ask questions, and share testimonials. Make the customers the heroes of the brand story. Use phrases like "Join the club of happy mums" or "See what our community is cooking."
• •Maintain a Warm and Reassuring Tone: The language should always be positive, gentle, and encouraging. Avoid clinical or overly technical jargon. The tone should feel like a reassuring piece of advice from a trusted friend, not a sales pitch.

Social Perception

reliable and high-quality lifesaver

Copy Examples

• •From our kitchen to yours, with love. ❤️ We started BabyTang汤 because we're mums who get it. Juggling work, life, and a little one's nutrition is a daily challenge. Our Pork & Vegetable Broth is slow-simmered for hours, packed with natural goodness, and has zero MSG or preservatives. It's the wholesome, fuss-free meal starter you can always feel good about. #BabyTangSG #NourishThemNaturally #SGMummy
• •More Time for Cuddles, Less Time in the Kitchen. Wholesome, delicious bone broths delivered to your door. The secret to nutritious meals, made simple for busy parents.
• •Subject: A little something from one mum to another... Body Preview: We know you want the best for your little one. That's why we pour our hearts into every batch of broth. Here's what other parents are saying...
• •Healthy Meals in a Hurry? We've Got You. Don't compromise on nutrition on busy weeknights. Our all-natural, blast-frozen broths are packed with the vitamins and minerals your child needs. Simply heat, add their favourite ingredients, and serve a meal you can trust. Tap to shop the solution for tired parents! #FussFreeMeals #SGFood #ParentingHacks
• •Lovingly crafted for little tummies. Our signature Chicken & Vegetable Broth is a hug in a bowl, made with carefully sourced chickens and a medley of fresh, sweet vegetables. We simmer it slowly to extract every drop of flavour and nutrient, ensuring a pure, delicious base for porridges, soups, or noodles. It’s free from salt, sugar, MSG, and preservatives—because we believe our children deserve the purest start. Suitable for babies 7 months and up.