Brand Tone

Nurturing, Innovative, and Reassuring

Brand Values

• •Innovation
• •Convenience & Practicality
• •Sustainability & Health
• •Safety & Quality

Best Practices

• •Lead with the 'Why': Always focus on the parental benefit first. Instead of saying 'Our warmer has a large battery,' say 'Enjoy up to 10 hours of peace of mind on a single charge.' Frame every feature as a solution to a parenting challenge (less stress, more time, easier travel).
• •Incorporate 'Trust Signals': Regularly mention key trust-building phrases in your copy, such as 'Award-Winning,' 'Australian Owned,' 'Safety Tested,' and 'BPA-Free.' This reinforces the brand's values of quality and safety.
• •Use a Relatable 'We' and 'You': Speak as a brand that understands. Use 'We' to talk about the brand's mission (e.g., 'We believe in less fuss') and 'You' to talk directly to the parent (e.g., 'You can make feeding time easier'). This creates a conversational and supportive tone.
• •Highlight Innovation and Convenience': Consistently use keywords like 'innovative,' 'game-changer,' 'on-the-go,' and 'all-in-one' to reinforce the brand's core identity. This ensures that across all platforms, Cherub Baby is recognized as the smart, modern choice.
• •Leverage Social Proof': Weave customer testimonials and success stories into your marketing. Use direct quotes like 'This has been a lifesaver' or celebratory headlines like 'See Why Mums are Calling it a Game Changer' to build credibility and community.

Social Perception

trusted, premium, and innovative Australian brand

Copy Examples

• •Midnight feeds, long-haul flights, or just a day at the park. Wherever you are, a perfectly warm bottle is ready in minutes. Our Anywhere™ Portable Warmer means less stress, more precious moments. #CherubBaby #ParentingOnTheGo #GameChanger
• •Healthy, Homemade, and Hassle-Free. Give your little one the goodness of homemade meals, without being tied to the kitchen. Our award-winning reusable food pouches are easy to fill, freeze, and clean. Good for them, good for your wallet, and good for the planet. Shop the system now!
• •🤫 Shhh... 50% Off The Gadget That Makes Life Easier. We know you've got your hands full. That's why we're making it easier to get your hands on our award-winning Bottle Warmer Pro. For a limited time, get the convenience of a perfect feed, anywhere, for half the price. Don't miss out!
• •Your All-In-One Feeding Solution. From sterilising and steaming to storing and serving, Cherub Baby is with you every step of the way. Explore our award-winning range and give your bub the best start. #AustralianOwned #SafetyTested
• •Unlock a world of healthy, delicious meals for your baby! Our Automatic Baby Food Maker steams and blends in one simple step, making meal prep a breeze. Create nutritious purees in minutes and store them in our eco-friendly reusable pouches. #BabyFoodRecipes #MealPrep #HealthyBaby