Brand Tone

Stylish & Fashion-Conscious, Supportive & Empathetic, Reassuring & Confident, Approachable & Friendly, Informative & Helpful

Brand Values

• •Quality
• •Style
• •Comfort
• •Versatility & Longevity
• •Empowerment
• •Australian Design

Best Practices

• •Embrace "Stylish Comfort": Always balance the chic, fashion-forward aspect with the essential need for comfort and practicality in maternity wear. Use language that evokes both style and ease.
• •Speak with Empathy and Support: Acknowledge the unique journey of pregnancy and early motherhood. Use encouraging, understanding, and positive language. Avoid overly clinical or detached terms.
• •Highlight Quality and Versatility: Consistently mention the quality of fabrics, Australian design (where appropriate), and how garments are designed to adapt and last, often beyond pregnancy and for nursing. This reinforces value.
• •Maintain an Aspirational yet Relatable Voice: Showcase beautiful designs and inspire confidence, but keep the language grounded and approachable. Avoid jargon or overly exclusive terminology. Focus on how the clothes make the wearer *feel*.
• •Engage and Invite Conversation: Particularly on social media, use questions, invite sharing of experiences, and respond genuinely to comments to foster a community feel. This reinforces the supportive aspect of the brand.

Social Perception

Generally viewed as a reputable, high-quality, and stylish maternity wear brand, especially within Australia. Seen as a go-to for women wanting to maintain their style during pregnancy and seeking investment pieces that will last. Positive reviews regarding fabric quality and fit contribute to a perception of reliability. Seen as engaging and supportive of its customer base.

Copy Examples

• •Instagram Post (New Dress Launch): Effortless style meets ultimate comfort. ✨ Introducing the [Dress Name] – designed in Australia to celebrate your beautiful bump and carry you through every moment with grace. Soft, breathable, and oh-so-chic. How would you style yours? #SoonMaternity #NewCollection #PregnancyStyle #MaternityDress
• •Facebook Ad (Focus on Workwear): Command the boardroom and embrace your glow. Our new workwear collection offers sophisticated silhouettes and premium comfort, so you can feel confident and empowered throughout your pregnancy. Designed to adapt, because your ambition doesn't pause. Shop Soon Maternity Workwear. #MaternityWorkwear #StylishPregnancy #SoonMaternity #WorkingMum
• •Email Subject Line (Sale Promotion): Treat Yourself: Style That Grows With You (Now On Sale!)
• •Product Description Snippet (Nursing Top): Beyond the bump, our [Top Name] is the versatile staple you'll reach for time and again. Crafted from the softest [Fabric Type], it features discreet nursing access for easy feeding, without compromising on an ounce of style. Because new mums deserve to feel fabulous, effortlessly. #NursingFriendly #SoonMaternityStyle #MumLife
• •Blog Post Title / Social Media Teaser: 5 Ways to Feel Incredibly Chic (and Comfortable!) During Your Third Trimester. ✨ We're sharing our top tips and favorite Soon pieces to help you radiate confidence every day! Link in bio. #PregnancyTips #MaternityFashion #FeelGoodFactor #SoonJournal