Brand Tone

nurturing, supportive, and informative. It is also inclusive, empowering, and community-focused. The language used across all platforms is warm, empathetic, and reassuring, acknowledging the vulnerabilities and joys of the journey into parenthood. It avoids overly clinical or commercial language, instead opting for a conversational and encouraging voice that builds trust and connection.

Brand Values

• •Community
• •Education & Empowerment
• •Inclusivity & Diversity
• •Holistic & Conscious Parenting
• •Service & Accessibility

Best Practices

• •Lead with Empathy: Always start from a place of understanding. Acknowledge the emotions—excitement, anxiety, joy, and uncertainty—that come with pregnancy and new parenthood. Use phrases like "We know," "It's normal to feel," and "We're here for you."
• •Use Inclusive Language: Consistently use gender-neutral terms like "pregnant people," "birthing parent," and "families" to reflect your commitment to inclusivity. Ensure imagery and testimonials represent a diverse range of families.
• •Focus on "We" and "You": Frame your copy to create a sense of partnership. Use "we" to speak as the supportive community (e.g., "We believe...") and "you" to speak directly to the parent, making them the hero of their own story (e.g., "Your journey...").
• •Educate, Don't Just Sell: Position every piece of content, even product descriptions, as an educational opportunity. Explain the "why" behind a product or class—how it supports the baby's development, the parent's well-being, or the family's journey.
• •Maintain a Warm and Accessible Voice: Write as if you were speaking to a friend. Use clear, simple language and a conversational tone. Avoid jargon. The goal is to be a trusted, approachable resource, not an intimidating authority.

Social Perception

Natural Resources SF is highly regarded and deeply trusted within the San Francisco parenting community. It is perceived as a vital, non-judgmental, and welcoming institution that provides essential support and education. Customers view it not just as a store or a place for classes, but as a "community" and a "lifeline" during the transformative and often challenging period of becoming a parent. Its status as a long-standing Legacy Business and nonprofit further solidifies its reputation as a cornerstone of the community, committed to the well-being of families.

Copy Examples

• •There's magic in the moments you realize you're not alone. In the shared knowing glances, the whispered questions, and the collective deep breaths. Our New Mothers' Circle is more than a group—it's your village. A safe space to land, to share, to listen, and to navigate the beautiful, messy journey of motherhood, together. Join our next series. Link in bio to find your community.
• •Your body knows what to do. Our job is to help you trust it. Our evidence-based Childbirth Prep series gives you the knowledge and confidence to navigate your birth, your way. From understanding the stages of labor to practicing comfort measures, we empower you and your partner to make informed choices for your family. Feel prepared, supported, and ready. Learn more and enroll today.
• •Nurturing families from pregnancy to parenthood since 1988. We are a nonprofit community, here to support you with holistic education, essential products, and a place to belong. Welcome to your resource. Welcome to your community.
• •A little support for your journey... Hi [Name], whether you're preparing for arrival or navigating these precious early days, remember that you have a community behind you. This week on the blog, we're talking about [Relevant Topic], and we have a few spots left in our popular [Class Name] workshop. We're here for you, every step of the way.
• •Keep them close, with your hands free. The practice of babywearing is a timeless tradition that fosters connection and regulates your little one's nervous system. We’ve selected this carrier for its ergonomic design, soft-on-the-skin fabric, and ease of use, so you can comfortably and confidently go about your day with your baby nestled right where they love to be—next to your heart. Need help finding the perfect fit? Our team is here to help.