Aeroflow Breastpumps, located in Asheville, NC includes the following mission statement on its website:
“To increase the instance of breastfeeding nationally by providing the best equipment and supplies for ALL moms, creating a community that provides support and education, and settling for nothing less than exceptional customer service.”
Seem like a mouthful but when you parse the statement it uses a savvy, brand-forward framework.
“Increase the incidence of breast feeding nationally” is a perfect objective. In the brand land of claim and proof, it’s a wonderful claim. “Providing the best equipment and supplies” can be viewed as proof of claim. “Providing a community that supports and educates women,” is no-brainer proof. And while “Exceptional customer service” tangentially supports the claim, it certainly could be improved upon. Good customer support is the price of business entry.
The interesting thing about Aeroflow Breastpumps is it’s a reseller of other people’s equipment. It’s not a manufacturer. What makes this company different is they help mothers with insurance — cutting through the kudzu that can keep moms from breast feeding. Putting pumps and other supplies in boxes, is the operational icing on the cake.
While other brands talk about purpose-based branding, this company was born of it. I love this company’s chances of continued success. They’re in a great space, doing important work, and talking to a very motivated target. Plus, they have a great head start on brand strategy.
Well done. Peace.