Brand Tone

Empathetic & Supportive, Innovative & Modern, Convenient & Freedom-Oriented, Relatable & Approachable, Confident & Empowering

Brand Values

• •Innovation
• •Mom-Centricity
• •Freedom & Flexibility
• •Support & Community
• •Quality & Efficacy
• •Discretion & Comfort

Best Practices

• •Speak Mom-to-Mom: Use empathetic language that acknowledges the realities and challenges of motherhood. Avoid overly technical jargon unless explaining a specific benefit clearly.
• •Highlight Freedom and Empowerment: Consistently weave in the benefits of mobility, discretion, and the ability to multitask, empowering mothers to live fuller lives while pumping.
• •Show, Don't Just Tell, Innovation: Instead of just saying 'innovative,' explain how the technology makes a difference in a mom's day-to-day life (e.g., 'spill-proof in any position,' 'app-controlled').
• •Maintain a Supportive and Positive Voice: Offer encouragement and solutions. Frame Willow as a supportive partner in the breastfeeding journey.
• •Be Authentic and Relatable: Use testimonials and user-generated content where appropriate to reinforce that real moms trust and benefit from the product. Acknowledge potential concerns (like learning curves) with supportive solutions.

Social Perception

Generally positive as a game-changer for pumping mothers, offering unprecedented freedom and convenience. Strong recognition and positive reviews within the maternity and breastfeeding community.

Copy Examples

• •Motherhood is a journey of beautiful moments and demanding days. Willow is here to give you one less thing to pause for. Pump on your terms, without missing a beat. #FreedomToFeed
• •Designed by moms, for moms. We get it. That's why Willow offers spill-proof, hands-free pumping, so you can reclaim your time and embrace every cuddle, coffee, or conference call. #WillowWorksForYou
• •Ditch the cords, the confines, and the complicated. Willow’s smart, wearable pumps deliver powerful, discreet performance, fitting seamlessly into your life (and your bra!). Experience the future of feeding. #PumpSmarterNotHarder
• •Your comfort, your output, your life. Willow is more than a pump; it's your partner in providing the best for your baby, while taking care of you. Join the thousands of moms who choose Willow. #MomsDeserveWillow
• •From quiet moments at home to conquering your busiest days, Willow moves with you. Powerful suction, ultimate comfort, and the freedom to be you. Because you’re doing amazing, mama. #WithWillow