Tono de Marca

Emotional, authentic, and empathetic. The tone uses powerful, sentimental language, often employs a first-person narrative from the founder, speaks directly to mothers acknowledging their journey, and is gentle and caring.

Valores de Marca

• •Love & Gratitude
• •Memory & Legacy
• •Authenticity & Handcraft
• •Strength & Resilience
• •Quality & Safety

Mejores Prácticas

• •Always Lead with Emotion: Start with the "why," not the "what." Focus on the feeling (memory, love, awe) before describing the product's features. The core message is how the product makes you feel.
• •Tell the Founder's Story: Regularly weave the origin story into communications. It is the brand's most powerful differentiator and reinforces the values of authenticity and resilience. Phrases like "Born from a mother's gratitude" or "For the little fighters" connect back to this core narrative.
• •Use "You" and "Your": Speak directly to the customer, primarily mothers. Use empathetic language that acknowledges their personal journey, such as "You remember how small they were," or "For your baby, for your memory."
• •Emphasize the "Handmade with Love" Aspect: Consistently mention that the items are handmade by a family team. This counters the perception of mass production and highlights the values of care, quality, and authenticity.
• •Define Key Brand Words: Create a glossary of on-brand words to use consistently (e.g., miracle, memory, treasure, keepsake, heartfelt, story, hold, forever, meaningful) and words to avoid (e.g., product, item, merchandise, discount, cheap). This ensures the tone remains elevated and emotional.

Percepción Social

The public and customer perception of Eisbärküken is overwhelmingly positive. It is perceived as a trusted small business, a provider of unique and deeply meaningful gifts, and a creator of a community for mothers, particularly on Instagram.

Ejemplos de Copy

• •So much more than a pillow. It's the exact weight of their first hello. The perfect size of their first cuddle. It's a memory you can hold in your arms forever. For all the moments that are too precious to forget. #Eisbaerkueken #BirthPillow #HoldTheMemories
• •They're only this little once. Our birth pillows are handmade to your baby's exact birth size and weight, capturing the miracle of their first moments. A memory to cherish. A story to tell. Feel the love.
• •Crafted from a mother's heart, for yours. This pillow is a one-of-a-kind keepsake, born from a story of strength and endless love. Personalized with your baby's unique birth details and handmade by our family, it's a tangible piece of the day your world changed forever. Soft, meaningful, and made to be treasured.
• •Remember that feeling? The weight of your world, so small in your arms? The Eisbärküken birth pillow brings that memory back to life. A beautiful, 1:1 scale reminder of their first day, for all the days to come. A gift that gives goosebumps.
• •Subject: A Story in Every Stitch | Hi [Customer Name], At Eisbärküken, we don't just sell products; we share stories. The story of a tiny fighter who inspired it all. The story of your baby's grand entrance into the world. And the story of a love so big, you wish you could bottle it. Our handmade keepsakes are our way of helping you do just that.