Brand Tone

Supportive & Empathetic, Friendly & Relatable, Positive & Encouraging, Informative & Trustworthy, Community-Focused

Brand Values

• •Supporting Mothers
• •Natural & Wholesome
• •Effectiveness
• •Quality & Safety
• •Family & New Zealand Owned
• •Accessibility & Convenience

Best Practices

• •Embrace "Mama-to-Mama" Language: Use warm, understanding, and encouraging language as if speaking to a friend who is also a mother. Share personal anecdotes (like the founder's story) where appropriate to build connection.
• •Prioritize Positivity and Support: Frame challenges (like low milk supply) with an optimistic and solution-oriented approach. Celebrate the journey of motherhood and the efforts of mothers.
• •Highlight Natural Goodness and NZ Roots: Consistently mention the natural, wholesome ingredients and the brand's New Zealand origin, which resonates with values of safety, quality, and local support.
• •Encourage and Feature User-Generated Content: Actively solicit and share customer stories, photos, and recipes. This reinforces community, builds trust, and provides authentic social proof.
• •Be Informative but Gentle: Provide clear information about product benefits and ingredients without being overly technical or preachy. The goal is to empower mothers with knowledge and effective solutions.

Social Perception

Highly Positive, Trusted Resource, Community Builder, Appreciation for Taste, Valued for Natural Ingredients

Copy Examples

• •Instagram Post (Image: A calm mother enjoying a warm drink while her baby sleeps nearby): Stealing a quiet moment just for you, mama. ☕ Our [Flavor] Lactation Drink isn't just a delicious treat; it's your little helper, packed with natural goodness to support your milk supply. You've got this, and we've got you. #TheMilkCollective #BreastfeedingSupport #MomLifeNZ #NaturalLactation
• •Facebook Ad (Carousel showing different product uses - in a smoothie, a latte, sprinkled on oats): Tired of wondering if you're making enough? The Milk Collective is here to nourish your breastfeeding journey. Our yummy, easy-to-use lactation blends are made with love in NZ, using natural ingredients to help boost your supply. Swipe to see how mamas like you are loving it! Shop now & feel the difference. [Link] #MilkBoost #NZMums #PostpartumCare
• •Product Page Snippet (for a new biscuit flavor): Introducing our [New Flavor] Lactation Biscuits! We know being a new mum is a whirlwind. That's why we've baked these delicious, milk-boosting biccies with all the good stuff (hello, oats & brewer's yeast!) and none of the nasties. Perfect for on-the-go nourishment because you deserve a treat that works as hard as you do. Taste the goodness, feel the flow! #LactationCookies #HealthyMamaHappyBaby
• •Email Newsletter Subject: You're doing amazing, Mama! Here's a little something extra ✨ Hey [Customer Name], We see you, juggling it all and loving your little one fiercely. At The Milk Collective, we're all about making your breastfeeding journey a little smoother and a lot more delicious. Our founder, a fellow mama, created our range because she knows firsthand how challenging (and rewarding!) it can be. Discover our natural lactation support and find your new favorite way to boost your supply and energy. Plus, here's a peek at our latest blog post: [Link to blog post about self-care for new moms].
• •TikTok Video Caption (showing someone quickly making a lactation drink): Busy mum hack! 🙌 Need a quick milk boost? Our [Flavor] Lactation Drink is ready in seconds! Just mix, sip, and let the natural goodness work its magic. What's your go-to TMC blend? Let us know! 👇 #TheMilkCollective #LactationDrink #QuickBoost #BreastfeedingHacks #NZMade