Brand Tone

Nurturing, Encouraging, and Whimsical

Brand Values

• •Accessibility
• •Family Connection
• •Cultural Heritage
• •Education through Joy
• •Support

Best Practices

• •Always Lead with Empathy: Start from the customer's perspective. Acknowledge the challenges ('feeling rusty,' 'weirdly difficult') before presenting your solution. This builds trust and rapport.
• •Use Whimsical and Positive Language: Incorporate words like 'fun,' 'whimsical,' 'adorable,' 'joyful,' and 'charming' to describe your products and the experience of using them. This aligns directly with the brand's stated mission.
• •Highlight the 'With You' Approach: Continuously reinforce that the brand is a partner on the language-learning journey. Use inclusive language like 'we,' 'your family,' and phrases like 'friendly companion' to foster a sense of community and support.
• •Be Explicit About the Benefits: Don't just say a book is in Chinese. Clearly state the value propositions: 'pinyin for easy pronunciation,' 'English translations so no one is left out,' and 'audio readings for extra help.' This clarity is key for your target audience.
• •Tell the Story: Weave the brand's origin story into your marketing. People connect with authentic stories. Reminding your audience that the brand was founded by a mom with a real need makes the company more relatable and its mission more powerful.

Social Perception

charming and valuable niche resource for a specific community. The public-facing image is that of a small, heartfelt business born from a genuine need. Customers and followers likely see the brand as trustworthy and authentic. The perception is not one of a large, impersonal corporation, but of a passion project dedicated to a clear and positive mission.

Copy Examples

• •Story time just got a little sweeter! Join Little Tomato on a rhyming adventure about friendship in our first book. Created for little hands and growing minds, each page includes pinyin and English so everyone in the family can follow along. Ready to make Chinese learning a joyful part of your day? #TheBundBooks #BilingualKids #LearnChinese
• •Headline: "Fun, Whimsical Chinese Storybooks for the littlest learners." Sub-headline: "Finally, beautiful board books with pinyin and English, so you can share the gift of language, even if you're learning too. Explore our collection."
• •Subject: "A New Friend is Sprouting in the Little Garden! " Body: "Hi [Name], we're so excited to introduce the latest character in our Little Garden series: The Little Pineapple! This sweet and silly story continues the fun, rhyming journey of friendship and discovery. Like all our books, it ’s designed to be a perfect reading companion for your family, complete with audio readings to guide you. Pre-order yours today and get a free coloring printable!"
• •Wish you could read to your child in Chinese, but feel a little rusty? We've been there. That's why we created The Bund Books. Our charming stories have pinyin and English on every page, making it easy and fun to share language and culture. Tap to learn more and start your family's reading adventure.
• •It started with a simple wish: a mom wanting to read a Chinese bedtime story to her son. When she couldn't find books that worked for her family in the U.S., she decided to create them. The Bund Books is our love letter to bilingual families, to grandparents and grandchildren, and to anyone who believes in the magic of a shared story.