Tono de Marca

Inspirational, Advocating, and Heartfelt. The communication is filled with authentic emotion, rooted in a personal family story. It is positive and empowering, aiming to "shift the narrative" around Down syndrome. The language used is personal, open, and community-focused, often directly addressing their audience with updates on their family and their advocacy work.

Valores de Marca

• •Advocacy & Purpose
• •Representation
• •Family & Community
• •Creativity & Joy

Mejores Prácticas

• •Lead with the "Why": Always connect the product back to the mission. Whether it’s a new design or a promotion, the first thought should be how it ties into advocacy, representation, or the brand’s origin story. This reinforces the purpose-driven nature of the brand.
• •Use Personal and Authentic Language: Write as if you are speaking to a friend or a community member. Use "we," "our," and "I" to maintain the personal, family-run feel. Share personal anecdotes and updates about Penny and the family to keep the connection with the audience strong.
• •Champion Community Voices: Regularly feature stories, photos, and testimonials from customers and members of the Down syndrome community (with permission). This validates the brand's mission and shows its real-world impact, turning the brand from a single voice into a platform for many.
• •Balance Advocacy with Joy: While the core mission is serious, the tone should remain hopeful, positive, and joyful. The brand celebrates the lives and worth of individuals with Down syndrome. The copy should reflect this joy and creativity, avoiding overly somber or clinical language.
• •Be Explicit About the Impact: Never assume the customer knows where their money is going. In product descriptions, social media posts, and checkout pages, explicitly state that a portion of the purchase supports the National Down Syndrome Society. This reinforces the value proposition and encourages mission-aligned purchases.

Percepción Social

The brand is perceived as a genuine and passionate advocacy project. It is featured in community-centric media, such as "The Lucky Few Podcast," which focuses on shifting the narrative for people with Down syndrome. This positioning lends it significant credibility and authenticity. The public perception is that of a small, heartfelt business making a real-world impact. Customers and supporters are likely drawn to the brand not just for the products themselves, but for the story and mission behind them. They are buying into a cause and supporting a family's advocacy.

Ejemplos de Copy

• •Wear your heart on your sleeve, and a little bit of ours on your tee. ❤️ Our newest design is more than just a shirt—it's a statement of love, a step towards inclusion, and a direct support to the National Down Syndrome Society. Every purchase helps us shift the narrative. #ForKidsByKids #DownSyndromeAwareness #RepresentationMatters #ProductsWithAPurpose
• •Dolls That Look Like Me. Representation starts early. We designed our special collection of dolls to share the beautiful features of children with Down syndrome, so every child can see themselves in the toys they play with. Created with love, for a purpose. A portion of every sale benefits the NDSS. See the full collection at fkbk.net.
• •It Started With a Spark of Creativity. And a Whole Lot of Love. For Kids By Kids began when our daughter Penny was born. Her journey with Down syndrome inspired us—and her older sister—to create something with purpose. What started as a family project has grown into a community dedicated to representation, advocacy, and supporting the National Down Syndrome Society with every single purchase. This is our story.
• •Designing for a difference. Our collection is inspired by family and fueled by a mission to support the Down syndrome community. Find the perfect gift that gives back. #FKBK #DownSyndromeLove #Inclusion #MeaningfulGifts #Advocacy
• •A Little Story About Our Newest Collection... Hi [Name], it's Alex from For Kids By Kids. I wanted to personally share the 'why' behind our latest launch. Every design starts with a story from our family, and this one is especially close to our hearts...