Brand Tone

Inspirational, hopeful, personal, empathetic, encouraging, authentic, and relatable, challenging negative narratives with a positive and defiant stance.

Brand Values

• •Hope
• •Possibility
• •Empowerment
• •Authenticity
• •Community

Best Practices

• •Lead with the "Why," Not the "What": Always anchor the copy in the brand's core mission of hope and possibility. The primary message is inspiration; the product or content is secondary.
• •Use "You" and "We" to Foster Community: Speak directly to the audience using "you" to make it personal. Use "we" and "our" to create a sense of shared experience and community.
• •Embrace Authentic, Personal Storytelling: Continue to weave Ch-a Mosley's personal journey into the copy to build trust and relatability.
• •Counter Negativity with Positive Affirmations: Directly address common fears and negative statistics, then immediately pivot to an empowering alternative.
• •Maintain a Consistent Call to Hope: Every piece of copy should guide the reader toward a feeling of hope or self-empowerment, making CTAs feel like invitations to join a movement.

Social Perception

Perceived as a source of inspiration and hope, with Ch-a Mosley as a relatable thought leader providing a counterpoint to medical narratives. It is seen as a community-driven platform and personal ministry built around a powerful story.

Copy Examples

• •They talk about statistics. We talk about stories. Your journey is uniquely yours, not a number on a chart. At 42, 45, or 48, your story of motherhood is still being written. #ItsPossible #PregnancyOver40 #HopefulMama
• •At 46, I was told it was unlikely. At 47, I held my daughter. This is not just my story; it's a testament to what's possible when you choose hope over fear.
• •Your daily reminder starts here. With every warm sip, let this mug be a small but powerful symbol of your strength and the beautiful possibilities ahead. This isn’t just a mug; it’s a mindset. #PregnancyOver40
• •Feeling discouraged? Read this. A story of hope for the days when you need it most. Let's redefine the timeline, together.
• •Your journey, your timeline. Tired of hearing what isn't possible? Join a community celebrating the beautiful reality of pregnancy over 40. Founder Ch-a Mosley had her healthy baby girl at 47. Discover stories, find support, and hold onto hope. Learn more at pregnancyoverforty.com.