Branding For Business Mums
As a mum you play a number of roles each and every day, additional to being a business woman…mother, cleaner, cook, nurse, seamstress, teacher, taxi driver…so how do you pull it all together into a strong personal brand?
A mum is the A-typical multi-tasker and you probably do it without even thinking about it. It’s amazing how many balls you can juggle at once, how many parts you play in life.
Of course, multi-tasking has its benefits, you get a truckload of stuff done…making breakfast and packing lunch at the same time, helping with homework while cooking dinner, talking with clients on the phone while in the supermarket, fitting in meetings between the school run.
Never underestimate the productivity of a mum just before a school gala, dance performance or sports final. By the way, you should stop on a regular basis to pat yourself on the back for what you achieve, you are a machine!
The flip side to this amazing ability to handle so much at once is that you probably try to be everything to everyone in your business too.
As a mum in business, it’s likely you want to help ‘every Mary in the dairy”, but being a multi-tasker can fragment your brand, making it difficult for your prospects to really know what it is that you do, and to trust you to do it well.
In the business world people have set roles, they are known as the manager, CFO, personal assistant, designer, accountant..and they are expected to fulfil their role and to do their specific job to the best of their abilities. They are remunerated based on their performance in their role.
Because you are so busy handling everything as a mum in business, it’s vital that you have a clearly defined position. This will give you the clarity to communicate exactly what it is that you do and who you do it for, helping your potential clients brain to clearly understand how you can help them and to trust that you will deliver.
You see a human brain is a complex machine, but it needs to have simple and clear Information in order to decide who to trust and buy from.
There is a fear centre in the human brain that triggers concern, worry and doubt that keeps us safe from doing the wrong thing. It’s called the Amygdala and it is highly responsive to waffle and confusion.
For example, when someone asks you “So what do you do” if you mumble something about organic soap, Mums markets, oh and also photography, a line of handmade clothing and skincare plus some graphic design on the side… what do you think the prospect’s brain is going to make of that???
Sure you can multi-task, but if you want prospects to know, like and trust you instantly, you need to define exactly what it is you want to be known for.
If you don’t have this clarity, it’s too easy to drift into multiple areas of proficiency, to add products and services that may or may not align with your brand and to offer to help people even though your gut instinct is telling you they are really not the ideal client for you.
You don’t need to throw the baby out with the bathwater though, all your amazing skills can be part of your business.
Once you have developed your personal brand, held together by that one thing you want to be known as the expert for, you can package all your multiple talents under it. Then you can ensure you have a consistent and clear message and a direction for your marketing that targets just your ideal client, not the ‘everyone, anyone, time-wasters’.
Without this brand direction, you can end up doing WOFTAM marketing – a waste of flipping time and money, because you lack the simplistic yet clear message that a personal brand provides. And as a busy Mum you simply don’t have the time to waste.
A brand is like a compass for your marketing, keeping you in the right direction, ensuring your message is on-brand and that you consistently stand out to engage and attract people you will love dealing with.
So here’s a tip to help you find your focus, what I call your True North.
Draw a compass, with North, West, South & East.
Start at West, which stands for What – what is the problem is that you solve, what it is that you do to help others, what is the solution that you provide, what sort of people need and want that, what type of clients do you want to work with, what is your deliverable, your program, product or solution?
Then head to East, which means Execution – or the How. How do you provide the solution/service/ product, how many ways can your clients access this, how do you supply them with the solution, what is your unique approach or process?
Next is South, simply make the S into a $ because $outh is all about the value you provide, what do people get out of buying from you? What value do you offer that they are prepared to pay for, How does your solution add value to their lives, transform them or assist them, how are you different, better, more effective?
Lastly, we head North, your True North, your why. What makes you so passionate about what you do? Why do you do it, what’s the injustice you want to correct, what makes you really angry?
Put all these together and you have the foundation of your personal brand direction.
As a mum the time you have to spend in your business is limited, so make sure you are clear on what you want to be known for and you keep telling that same story over and over again.
Because your brand creates an instantly recognisable, clear message for your prospect to connect to you, no matter who it is you are looking after.