Brand Tone

friendly, supportive, and practical, communicating like a knowledgeable and empathetic friend who understands the challenges and joys of parenthood.

Brand Values

• •Convenience and Practicality: Emphasizing solutions that simplify life for busy parents through products that support an active lifestyle.
• •Quality and Safety: Curating products from reputable brands with a focus on safety standards for the well-being of children.
• •Exceptional Customer Service: Prioritizing fast shipping, responsive, and personal communication to build trust and loyalty.
• •Community and Canadian Identity: Proudly identifying as 'Canada's Online Baby... Store', appealing to support local businesses and resonating with a national identity.

Best Practices

• •Lead with Empathy: Always start from a place of understanding. Use phrases like "We get it," "We know you're busy," and "To make your life easier," to show you relate to the challenges of parenthood.
• •Focus on Solutions, Not Just Products: Frame every product as a solution to a specific parenting problem. Instead of "We sell strollers," use "Helping you navigate the city with ease." This shifts the focus from the item to the benefit.
• •Use a Conversational, Friendly Voice: Write as if you are talking to a friend. Ask questions in social media captions to encourage engagement (e.g., "What’s your number one travel essential?"). Keep sentences clear and jargon-free.
• •Highlight Canadian Roots: Subtly remind customers of the brand's Canadian identity. Mentioning fast shipping within Canada, featuring Canadian-made products, or referencing local seasons and holidays reinforces this connection.
• •Amplify Customer Voices: Regularly share positive customer reviews and user-generated content (with permission). This not only provides social proof but also reinforces the brand's community-focused and trusted image, letting happy customers maintain the brand's supportive tone.

Social Perception

The public and customer perception of On The Go Baby is overwhelmingly positive, viewed as a highly-rated, trusted retailer with excellent and personal customer service, and a helpful community hub for parents, especially within Canada.

Copy Examples

• •Juggling keys, coffee, and a little one? We get it. Our new collection of hands-free diaper bags is designed for the parent on the move. Stylish, practical, and with a pocket for everything. Because you’ve got enough to carry. ✨ #OnTheGoBaby #CanadianMoms #ParentingHacks
• •Road trips with the family just got easier. Discover our lightweight and easy-to-install travel car seats that keep your little one safe and comfortable from takeoff to touchdown. Ready for your next adventure? Shop now for fast, free shipping across Canada on orders over $99! 🚗 #FamilyTravel #MadeForMoms #OnTheGoSafety
• •Parenting is an adventure. We’ve got the gear. Canada's trusted stop for everything baby, toddler, and maternity—made for life on the go.
• •Tired of the clutter? 5 Products to Simplify Your Outings This Week
• •Say goodbye to stressful feeding times when you're out and about. This compact bottle warmer fits right in your bag and heats milk to the perfect temperature in minutes, so you can feed your baby anywhere, anytime. It’s one less thing to worry about, because we believe parenting on the go should be simple.