Brand Tone

humorous, relatable, and unapologetic

Brand Values

• •Authenticity
• •Humor
• •Community
• •Self-Expression

Best Practices

• •Embrace Imperfection: Your copy should reflect the reality of motherhood, not an idealized version. Use words like 'chaos,' 'messy,' and 'real.'
• •Use Humor and Wit: Incorporate clever wordplay and relatable jokes that will resonate with your target audience of moms.
• •Keep it Casual: A conversational and informal tone will make the brand feel more like a friend than a corporation. Use contractions and everyday language.
• •Foster a Sense of 'We're in this Together': Use inclusive language that creates a community feel. Phrases like 'For the mom who...' or 'We see you, mama' can be effective.
• •Be Bold and Unapologetic: Don't be afraid to be a little edgy and confident in your messaging. This will attract customers who share that same attitude.

Social Perception

The brand is perceived as a source of fun, expressive products for a specific niche of mothers who identify with the candid portrayal of motherhood and the relatable struggle and humor of the 'manic mom' trope.

Copy Examples

• •Some mornings require coffee. Others require an IV drip of it. For everything in between, there's our new 'Tired as a Mother' mug. Grab yours and survive the beautiful chaos.
• •The official uniform of motherhood. This ultra-soft tee is perfect for school runs, grocery store meltdowns (yours or the kids'), and reheating your coffee for the third time. Embrace the mania.
• •Your weekly dose of 'I get it.' Plus, new arrivals!
• •Manic Mom Day: For the mom who's doing her best, and needs a laugh. And a nap. Definitely a nap.
• •Just another Manic Mom Day... said every mom, everywhere. At least our hats are cute while we're losing our minds. #momlife #manicmomday #parentinghumor