Brand Tone

Supportive & Encouraging, Relatable & Empathetic, Positive & Uplifting, Practical & Action-Oriented, Community-Centric

Brand Values

• •Empowerment of Mothers
• •Achievable Health
• •Support & Community
• •Practicality
• •Holistic Well-being
• •Authenticity

Best Practices

• •Speak Directly to "Mums": Use language that resonates with mothers. Address their specific challenges, aspirations, and daily realities. Use terms like "mamas," "mums," "little ones," etc., where appropriate and natural.
• •Emphasize Support & Community: Always weave in the message of community and support. Use phrases like "join our community," "supported by thousands of mums," "we're in this together." Encourage interaction and sharing.
• •Focus on Positivity & Empowerment: Frame challenges as opportunities for growth. Celebrate successes, no matter how small. Use uplifting and encouraging words. Avoid language that could be perceived as shaming or overly critical.
• •Keep it Real & Relatable: Share authentic stories and testimonials. Acknowledge that the journey has ups and downs. Avoid overly perfect or unrealistic portrayals. Use clear, straightforward language rather than complex jargon.
• •Provide Actionable Solutions: Ensure copy leads to clear calls to action that are practical and easy for busy mums to undertake (e.g., "Download the free recipe," "Try this 5-minute workout," "Join the challenge today"). Highlight convenience and simplicity.

Social Perception

A Lifeline for Mums, Effective for Weight Loss, Community-Driven, Aspirational yet Achievable, Trustworthy (for many)

Copy Examples

• •Facebook/Instagram Post (Image: A mum smiling, preparing a Healthy Mummy smoothie with her child peeking in): Fuel your busy day the Healthy Mummy way! 💖 Our delicious smoothies are packed with goodness and quick to make, so you can focus on what truly matters. What's your go-to flavour, mamas? Share below! #HealthyMummyUK #MumLife #HealthyChoices #QuickMeals #EnergyBoost
• •Email Subject Line (for a new recipe pack): Stuck for dinner ideas? 🍽️ Our NEW Family-Friendly Recipe Pack is here! Email Body Snippet: Tired of the 'what's for dinner?' dilemma? We get it! That's why our amazing team of nutritionists (and mums!) have created a brand new recipe pack filled with delicious, easy, and kid-approved meals. Spend less time stressing in the kitchen and more time making memories. Download your pack today and let's get cooking! 💪
• •Website Banner (promoting the 28-Day Challenge): Ready to feel fabulous, Mum? ✨ Join thousands of UK mums smashing their goals on our 28-Day Weight Loss Challenge. Real support, real results. Your journey starts now!
• •Instagram Story (Poll): (Image: Two different healthy snack options) Mid-afternoon slump hitting hard? 😴 Which Healthy Mummy snack are you reaching for? [Poll Option 1: Energy Balls] [Poll Option 2: Fruit & Yoghurt] Find recipes for both in our app! Link in bio! #SnackAttack #HealthyMummyApp #MumFuel
• •Facebook Ad (targeting new mums): (Image: A collage of diverse mums looking happy and healthy) New mum, feeling overwhelmed? You're not alone. ❤️ The Healthy Mummy community is here to support you on your postpartum health journey. Gentle exercises, nourishing meal plans, and a tribe of mums who understand. Learn more about how we can help you feel like YOU again. [Link] #PostpartumJourney #HealthyMummySupport #NewMumUK #YouGotThis