The TLDR

Jevon Baby, a startup launching a medical-grade, wearable breast pump, needed to stand out in a competitive market where trust is everything. Through strategic brand messaging and empathy-driven website copy, they launched with a clear voice that resonates with their ideal customers, so they could carve out market share.

The Client

Jevon Baby is a Singapore-based startup revolutionising the global breast pump market with their medical-grade, wearable (and super-silent) pump. They want parents to feel empowered and supported, and to offer them solutions that mean they can live their lives AND give their babies the best.

The Challenge

Jevon Baby faced challenges common to a lot of eCommerce startups:

• Standing out in a saturated market where most competitors focused on technical features
• Building immediate trust in a space where consumers want a LOT of reassurance (and will often go on recommendations)
• Giving browsers enough information to make their decision, without overwhelming them with technical language
• Putting genuine customer connection at the heart of their brand, rather than hard-sell and discounts
• Creating content that would feel consistent across all customer touchpoints

The Solution

I worked with the JevonBaby team to develop a brand messaging strategy that met those challenges, and helped them connect with their ideal avatar from day one. The Guide I produced also gave them a framework for consistent communication across all channels as they launched and beyond. (And then I worked with their web development team to create website copy based on this strategy).

Deep research into customer pain points and potential objections to purchase

I spent time gathering information on what was really annoying and frustrating mums about the current breast pump solutions. And I landed on this image of a mother missing out on life as she sat attached to a hospital-grade, mains-powered pump that was plugged into the wall or hiding in the bathroom in between meetings because the wearable pump was too loud and conspicuous.

This turned into (among other things) the tagline – “Life, without limitations”, positioning the JevonBaby pump as the answer to a real felt pain.

Story-driven messaging that emphasises emotional benefits over technical features

When you’re a challenger brand, you can’t rely on pages of 5-star Google Reviews or an army of UGC creators shouting about your product. So you have to do something different. In the case of JevonBaby, the difference was moving away from technical features and “innovative solutions”, and making their audience feel heard and understood.

A lot of breast pump brands go all in on the authority vibe – they use technical medical language and a “you can trust us because we’re smart and more qualified that you” vibe. It’s a parental, professional brand voice that works well for them. But I wanted to do something different with JevonBaby. I wanted a modern vibe, and a friend at the bar brand voice, appealing to those parents who didn’t want to change their personalities just because they’d become parents. They wanted to be adventurous, to work, to go out to dinner, to travel. And they didn’t want to be held back by their breast pump.

They’d look at JevonBaby and feel empowered. An emotional pull, rather than trying to overwhelm people with a list of technical features.

You can check out their website here: Jevonbaby.com

The Impact

The Brand Messaging Guide and website copy we worked on meant Jevon Baby could:

• Launch with a clear, distinctive voice in their market
• Build trust by actually speaking to their audience’s worries and needs
• Connect emotionally with their target audience
• Make sure their content was saying the same thing across all channels
• Set a strong foundation for sustainable growth – even into other product lines

The founder’s verdict:

“Peta really over-delivered! If you are looking for a professional brand strategist, please look for Peta.”

Clement JevonBaby founder

So What?

The chances are, someone else is selling the same thing as you are. And they probably have a bigger ad budget.

So, to build your business, you need more than a great product. You need to be able to show people why they should buy it from you. Why are you better? Why is your version of the product better for them? Why should they trust you?

That’s what one of my Brand Messaging Guides does for you:

• Gives you the information you need on your audience – what they’re looking for, and the language they’re using to talk about it – so that you can use that language throughout your brand communications and make them feel heard.
• Helps you figure out what’s really unique and interesting about your brand, your product, and your story – so that you can really stand out n your marketplace
• Gives you empathy-based, story-driven messaging that you can put EVERYWHERE – so that you can create those emotional connections that drive customer loyalty.
• Makes sure that your team has clear guidelines for creating all your content – so that you can build trust through consistency.

Are you ready to build a foundation for scalable, sustainable growth? Let’s talk about how clear brand messaging can transform your eCommerce business.

Carry on reading