Brand Tone

Supportive & Empathetic, Friendly & Approachable, Informative & Reassuring, Positive & Encouraging, Proudly NZ

Brand Values

• •Support for Mothers
• •Natural & Nutritional Quality
• •Taste & Enjoyment
• •Accessibility & Affordability
• •Community & Connection
• •Transparency (Aspirational)

Best Practices

• •Emphasize "Supportive Empowerment": Consistently use language that empowers mothers, acknowledges their efforts, and offers genuine support. Avoid overly clinical or prescriptive tones; instead, be a helpful companion on their journey.
• •Maintain "Friendly Authenticity": Continue the approachable and friendly voice, particularly on social media. Share relatable content, use warm language ("Mumma," "goodies"), and encourage genuine interaction. Authenticity in sharing the ups and downs of motherhood can resonate deeply.
• •Prioritize "Clear & Caring Communication": When providing information about products or breastfeeding, ensure clarity and simplicity. For sensitive topics like allergen information or product recalls, communication must be direct, transparent, and demonstrate care for customer well-being.
• •Champion "NZ Natural Quality": Regularly highlight the New Zealand origin and the commitment to natural, high-quality ingredients. This reinforces trust and appeals to customers seeking wholesome, local options.
• •Foster "Community & Understanding": Actively build and engage with the community. Listen to feedback (both positive and negative) and respond with empathy and a willingness to learn and improve. Acknowledge the diverse experiences of mothers.

Social Perception

Positive (Regarding Food Products), Supportive Community, Mixed (For Some Non-Food Items), Controversy (Trademark Issue), Trust (Potentially Affected by Recalls), Relatable (Especially on TikTok)

Copy Examples

• •Headline: Supporting Your Journey, Deliciously. Body: "Breastfeeding is beautiful, and so is taking a moment for yourself. Our [Product Name, e.g., Dark Choc Lactation Cookies] are lovingly made in NZ with natural galactagogues to help nourish you and your little one. Taste the goodness! #TheLactationStationNZ #BreastfeedingSupport #NZMums"
• •Headline: Natural Goodness for Mum & Bub. Body: "Boost your day the natural way! The Lactation Station’s Boobie Blend is packed with ingredients like flaxseed and brewer's yeast, chosen to support your energy and enrich your milk. Simply add to smoothies or meals! Proudly NZ made. #LactationSupport #HealthyMums #MadeInNZ"
• •Headline: Real Mums, Real Support, Real Flavour. Body: "We get it, Mumma! Juggling it all is a superpower. Fuel up with our tasty lactation treats that are designed for you. Because supporting your supply shouldn’t mean compromising on enjoyment. You’ve got this! #MumLifeNZ #TheLactationStation #BoobieFuel"
• •Headline: Your Breastfeeding Questions, Answered. Body: "Wondering how to support your milk supply naturally? Our Boobie Blog and FAQ section are full of helpful info. And our products? They're crafted with ingredients traditionally used to help, plus they're delicious! Explore the range. #BreastfeedingJourneyNZ #LactationEducation"
• •Headline: Join Our NZ Breastfeeding Community! Body: "From our Kiwi family to yours, The Lactation Station is more than just products; it's a community of support. Follow us @the_lactation_station for tips, shared stories, and a little bit of everyday mum life. #NZMadeWithLove #BreastfeedingCommunityNZ"