Brand Tone

Personal & Warm, Supportive & Caring, Aspirational & Stylish, Conscious & Responsible, Helpful & Knowledgeable

Brand Values

• •Personalization & Uniqueness
• •Quality & Durability
• •Sustainability & Ecological Responsibility
• •Support & Guidance
• •Aesthetics & Design
• •Self-care & Well-being
• •Authenticity & Heart-centered Approach

Best Practices

• •Create a Tone of Voice Guide: Document BY MAEM's specific tone attributes (e.g., Personal, Warm, Supportive, Stylish, Conscious, Helpful) with do's and don'ts and examples. This should be the go-to resource for anyone writing for the brand.
• •Speak from Emilie's "Why": Regularly revisit the founder's story and the brand's mission. Ensure copy reflects the genuine care, personal experience, and desire to help parents consciously and beautifully. Use "we" to foster connection, but let the underlying passion shine through.
• •Focus on "You" (the Parent): Address the parent directly. Understand their needs, anxieties, and joys. Frame product benefits and services around how they help the parent and baby (e.g., "make your journey joyful and calm," "help you choose consciously").
• •Emphasize Values in Storytelling: Weave brand values (sustainability, quality, personalization, support) into product descriptions, social media posts, and blog content rather than just stating them. Show, don't just tell, how BY MAEM embodies these principles.
• •Maintain Visual and Verbal Harmony: Ensure the copy's tone aligns with the brand's visual aesthetic (soft, clean, modern, warm). The language should feel as curated and thoughtful as the products and imagery. Review copy alongside visuals to ensure a cohesive experience.

Social Perception

Trusted Advisor, High-Quality & Stylish Curator, Personal & Caring Service, Go-To for Baby Registries, Eco-Conscious Choice

Copy Examples

• •Adding a little extra love to your gift-giving. ✨ Our personalized treasures are crafted with care, because every little one deserves something as unique as they are. Let us help you find the perfect, heartfelt present. #BYMAEM #PersonalizedBabyGift #CherishedMoments #EcoBaby
• •Feeling overwhelmed by baby prep? You're not alone! At BY MAEM, we're here to guide you with a curated selection of beautiful, sustainable, and practical baby essentials. From your dream baby registry to the perfect nursery details, let's make this journey joyful and calm. Visit by-maem.be – your partner in parenthood. #BYMAEMBaby #ConsciousParenthood #BabyRegistryBelgium #SupportForParents
• •Welcome to BY MAEM: Where beautiful design meets conscious choices for your little one. Discover lovingly selected, eco-responsible baby essentials and personalized gifts, all chosen with heart. Let's prepare for your baby's arrival, together and with ease. [Shop Now] [Plan Your Baby Registry]
• •Wrap your little love in the softest, GOTS-certified organic cotton. This beautifully simple bodysuit is not just gentle on delicate skin, but also kind to our planet. Designed for comfort and everyday adventures, it’s a timeless piece you’ll reach for again and again. Because choosing consciously can also be beautiful. #BYMAEMKids #OrganicBabyClothes #SustainableStyle #EverydayEssentials
• •Dear [Parent's Name], In the whirlwind of new parenthood, remember that taking moments for yourself isn't a luxury, it's essential. Just as we thoughtfully select every item at BY MAEM to bring ease and beauty to your baby's world, we encourage you to find small ways to nurture your own well-being. P.S. Looking for a gift that truly supports new parents? Our curated care packages might be just the thing. #BYMAEMCare #ParentalWellbeing #ThoughtfulGifting