Brand Tone

Caring, Gentle, Trustworthy, Empathetic, Informative, and Confident.

Brand Values

• •Comfort & Safety
• •Quality & Durability
• •Sustainability & Eco-Consciousness
• •Simplicity & Style
• •Mama-Owned & Empowering

Best Practices

• •Always Speak from "Mama to Mama": Use an empathetic and understanding voice. Phrases like "We know that..." or "For your peace of mind..." create a relatable connection. The brand is mama-owned, and the copy should consistently reflect this insider perspective.
• •Lead with the "Why": Start with the core benefit—comfort, safety, and gentleness for the baby. Instead of just saying "Organic Cotton," say "Breathable, organic cotton for the most sensitive skin." This connects the feature to the value.
• •Emphasize the Unique Selling Proposition (USP): The "outside seams" feature is a powerful differentiator. It should be mentioned frequently across different platforms as a clear, tangible reason to choose MARKLIEN over competitors.
• •Maintain the "Earthy & Neutral" Vocabulary: Use descriptive words that align with the visual brand identity. Words like gentle, soft, simple, natural, calm, pure, earthy, and thoughtful will reinforce the brand's aesthetic and values.
• •Unify the Message Across All Channels: Conduct an audit of all social media profiles and online listings to remove or update outdated information about footwear. The bio, posts, and about sections should all tell the same story: MARKLIEN is a trusted, mama-owned brand for high-quality, sustainable baby apparel.

Social Perception

Highly positive among the target audience, perceived as an innovative, high-quality, premium North American brand in gender-neutral, organic baby clothing. Valued for its focus on sustainability and solving specific comfort issues. Challenge: managing lingering perception as a men's shoe company.

Copy Examples

• •Softness you can see. Quality you can feel. Our organic waffle sleepsuits are crafted from GOTS-certified cotton and bamboo, wrapping your little one in gentle, breathable comfort. Because nothing is more important than their well-being. #MarklienBebe #OrganicBabyClothes #GentleComfort
• •Designed by a Mama, for Your Baby. Say goodbye to irritating seams. MARKLIEN is the first North American brand to design sleepsuits with seams on the outside, protecting your baby’s delicate skin. Experience the peace of mind that comes with thoughtful design and the softest organic fabrics. Shop our collection now and get 15% off your first order.
• •Finally, Sleepsuits as Sensitive as Their Skin.
• •Simple, Sustainable, and So Soft. Discover gender-neutral baby essentials in gentle, earthy tones. Designed in Toronto with love.
• •From morning cuddles... to afternoon naps... to evening story time... Our organic essentials are there for every gentle moment. The perfect outfit for all their cozy moments. ✨ #MamaOwned #SustainableBabyFashion #BabyTok