Brand Tone

Caring, Reassuring, Supportive, Empathetic, Trustworthy, Reliable, Positive & Gentle

Brand Values

• •Safety
• •Peace of Mind (for parents)
• •Quality & Reliability
• •Care & Protection
• •Support for Parents

Best Practices

• •Prioritize "Safety First" Language: Words like "protect," "secure," "safe," "reliable," and "peace of mind" should be central to your messaging, reinforcing your core value.
• •Use Positive Framing: While addressing potential hazards, focus on the positive outcomes of using your products – a safer environment for exploration, more joy, less worry.
• •Highlight Ease of Use: Parents are busy. Emphasize how your products are easy to install and use.
• •Showcase Design: Highlight aesthetically pleasing designs that don't ruin home decor.
• •Use language that shows you understand their journey.

Social Perception

A brand that is seen as genuinely caring for the safety and well-being of children, providing parents with peace of mind through reliable and high-quality products. It should be perceived as supportive, understanding, and easy to engage with.

Copy Examples

• •"Prioritise your baby's safety and peace of mind"
• •"Protect your little ones"
• •"Partner in your journey through parenthood"
• •"We're here to make parenting a little bit easier"
• •"We understand the importance of peace of mind"