Before I jump into Love Your Melon's brand personality, voice and tone I want to explain my connection to the organization. I honestly hadn't heard of the company until I saw girls from my high school posting on Instagram in their LYM beanies. I thought they were cute but assumed it was just another fashion trend. Finally I saw so many girls posting photos that I had to look into the company a little more. What I found wasn't just another Gen Z trend, it was a company with purpose and passion. It began with two friends in an entrepreneurship class trying to improve the lives of children with cancer and it turned into a growing company.
Love Your Melon donates 50% of their net profits to nonprofits that support fighting pediatric cancer. They highlight campus ambassadors on their social media platforms and are very engaged with their customers.
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| Over winter break my family attended a New Orleans Pelicans game (we obviously got there very early, I promise those seats filled up).
Brand Personality
LYM definitely fits the brand personality of sincerity. Across all of their social media platforms they are cheerful, honest, wholesome and down to earth. Something really unique about LYM is that they let you in to the production of their products, too. If you look on their YouTube channel you can see how the hats are made and learn more about childhood cancer. Cancer is a tough to talk about but Love Your Melon does a great job at easing into the discussion by providing a talking point. It also is heart-warming to know that Love Your Melon is so invested in donating hats to children with cancer and raising funds (approximately $4.7 million according to their website). This authenticity reinforces the sincerity of their brand.
Brand Voice
A brand's voice is its distinct and clear style. This is seen through Love Your Melon's theme (specific filter) on their Instagram feed that translates through the rest of their social platform. I think that the brand voice really reflects the brand personality if the company aligns with their values. It is clear with LYM that they are passionate about the cause they support. The style of posts is bright and cheerful. The content LYM creates is all very well written and welcoming. They have created this warm and welcoming platform to shed light on a hard issue.
Brand Tone
The brand tone is a subset of the voice, it focuses on the mood and attitude of specific content a company publishes. The mood of Love Your Melon's posts are all pretty positive and joyful. This fits within the brand voice of being clear and cheerful. LYM's content wants to show that cancer sucks, but the kids they feature on Facebook, Instagram and Twitter are so strong. Instead of focusing on their cancer diagnosis they really highlight how incredible the kids are. This is important for creating an uplifting mood across social media platforms and their website. It is also seen within the business' interaction with customers.
Overall, Love Your Melon has created a business that aligns with its values and has a strong social media presence. The content that they have created has generated a warm, welcoming and clear brand voice on something that is usually hard to talk about. The brand mood is very joyful and positive. Love Your Melon has continued to grow and I think they will continue to grow if they continue doing what they are doing.
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