Brand Tone

Nurturing, Informative, and Trustworthy

Brand Values

• •Quality and Safety
• •Conscious and Respectful Parenting
• •Family-Centric Origin
• •Practicality and Comfort
• •Chilean Identity

Best Practices

• •Lead with Empathy: Always start your copy from the parent's perspective. Acknowledge their challenges, celebrate their joys, and use "we" and "you" to create a sense of shared experience (e.g., "We know how important..." or "To help you...").
• •Focus on "Why," Not Just "What": Instead of just listing a product's features, explain its benefit in the context of child development or parental convenience. For a toy, explain the skill it helps develop. For clothing, emphasize the comfort and ease of care.
• •Use Nurturing Language: Incorporate words that evoke warmth, safety, and care. Terms like gentle, soft, nurture, discover, comfort, safe, conscious, and embrace reinforce the brand's core values.
• •Maintain an Informative, Not Preachy, Tone: Position the brand as a helpful guide. Share tips and information freely without judgment. The goal is to empower parents with knowledge, not to dictate how they should raise their children.
• •Ensure Visuals Match the Voice: The warm, clean, and authentic tone should be reflected in the photography and videography. Use soft lighting, real family moments (including user-generated content), and clean product shots that highlight quality materials. Avoid overly corporate or sterile imagery.

Social Perception

The public perception of Coyote Kids appears to be positive, viewed as a reliable and specialized store for parenting needs. They are recognized as a "Tienda de Crianza, Juguetes y Libros" (Parenting, Toys, and Books Store), indicating a broader scope than just a typical children's clothing or toy shop. The brand is associated with quality materials, particularly Peruvian cotton, and is seen as an ally in the journey of modern parenting. Collaborations, such as the "Soyte Kids" box with the influencer Soy Tendencia, suggest the brand is well-regarded and integrated within the local parenting community. The lack of significant negative reviews in search results further suggests a general customer satisfaction with their products and service. They are sold through major Chilean retailers like Ripley, Paris.cl, and Falabella, which lends them credibility and broadens their reach.

Copy Examples

• •Play that teaches, quality that lasts. We know you look for more than just a toy. You look for moments of discovery, for little hands learning about shapes, and for the peace of mind that comes from safe, natural materials. Our new collection of wooden toys is designed for just that: to nurture their curiosity with every block and to be a treasured part of your family for years to come. #CrianzaConsciente #JuguetesDeMadera #CoyoteKids
• •Dressed for adventure. Cuddled in comfort. Explore our new collection, made with the softness of Peruvian cotton that respects their delicate skin and the durability to keep up with their every discovery. Gentle on them, easy for you.
• •Your heartbeat, their favorite place. Keep them close while you conquer the day. This ergonomic carrier is designed to support your baby's natural posture and distribute weight evenly, so you both stay comfortable. From market strolls to afternoon naps, enjoy the freedom of having your hands free and your baby happy. Because the best adventures are the ones you share.
• •Tired of sleepless nights? These 5 essentials can help. Hi [Parent's Name], we get it. A restful night for your baby means a restful night for you. We've curated a few of our parent-approved favorites that can help create a calming bedtime routine...
• •Less time wrestling with gear, more time for cuddles. Our easy-fold stroller is here to make your daily walks a breeze. #ParentingHacks #BabyGear #CoyoteKidsChile