Brand Tone

Empathetic & Supportive, Reassuring & Trustworthy, Informative & Expert-Led, Caring & Nurturing, Community-Focused

Brand Values

• •Supporting Breastfeeding
• •Innovation & Quality
• •Empowering Parents
• •Problem Solving
• •Family & Bonding

Best Practices

• •Always Lead with Empathy: Start by acknowledging the parent's (often the mother's) experience, challenges, and emotions related to feeding. Use phrases like "We understand," "You're not alone," "We know how important..."
• •Focus on Benefits, Not Just Features: While the patented teat is a key feature, translate it into tangible benefits: "protects your bond," "reduces fussiness," "gives you freedom," "ensures a happy baby."
• •Use Reassuring and Empowering Language: Words like "nurture," "protect," "support," "empower," "confidence," and "peace of mind" reinforce the brand's core values and build trust.
• •Maintain a Warm, Yet Professional Voice: The tone should feel like advice from a knowledgeable and caring friend or a trusted expert in infant feeding. Avoid overly technical jargon unless clearly explained.
• •Incorporate Social Proof Authentically: Weave in customer experiences, testimonials, and the sheer number of parents helped to build credibility and community. When referencing user-generated content, maintain a tone of appreciation and shared experience.

Social Perception

Highly Regarded by Breastfeeding Mothers, Seen as a Premium, Albeit Sometimes Expensive, Option, Trusted for Problem Solving, Innovative and Well-Designed, Growing Brand Awareness

Copy Examples

• •Headline: "Nurture Every Feed. Protect Your Precious Bond." Body: "Introducing a bottle doesn’t have to mean compromising your breastfeeding journey. Minbie’s unique, Australian-designed teat helps your baby latch and feed just like on the breast, making transitions seamless and stress-free. Give your little one the best of both worlds, and yourself the freedom you deserve."
• •Headline: "Is Your Breastfed Baby Refusing the Bottle? We Understand." Body: "You're not alone. Many mums face the challenge of bottle refusal. That's why Minbie was created – by a mum, for mums. Our patented teat is designed to support your baby's instinctive breastfeeding technique, helping to prevent nipple confusion and ensure a happy, settled feed. Rediscover peace of mind."
• •Headline: "More Than a Bottle, It's Peace of Mind." Body: "From late-night feeds to moments when you need a helping hand, Minbie is here to support your family. Our award-winning design helps reduce colic and reflux while nurturing your baby’s natural development. Because every feed is a moment to cherish."
• •Headline: "Empowering Your Feeding Choices, Naturally." Body: "We believe 'fed is best,' and that includes supporting your choice to breastfeed for as long as you wish. Minbie empowers you with the flexibility to introduce a bottle that truly understands and protects your baby's natural latch. Experience the Minbie difference."
• •Headline: "Loved by Mums, Designed by Experts, Chosen by Babies." Body: "Join over 300,000 parents who trust Minbie. Our innovative PPSU bottles and soft silicone teats are crafted for safety, durability, and a feeding experience that’s as close to nature as possible. Hear what other mums are saying and give your baby the gift of Minbie."