Branding 101 for Work-at-Home Moms

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While most work-at-home moms are necessarily go-getters, you’ll be hard-pressed to find one that’s
looking to add even one more thing to her very full plate. And yet, many women who opt to wear the
dual hats of mother and breadwinner do so because they get fulfillment out of raising their children
even as they continue to pursue a rewarding career. Although many do this for practical reasons (a
supplemental income, for example, or because the cost of daycare is too high for them to effectively
work outside the home), these are the women that want to have it all. A big part of that means realizing
success in both arenas. But if you haven’t yet thought about branding your home-based business, you
could be missing out on a major opportunity to see your professional life really soar. So here are a few
basics that will help you understand the concept of branding, the inception, and what it could do for
your business.

First of all, you may be unclear about what branding is. There’s a lot more to it than designing a
logo and a snappy slogan. Creating a brand image is about considering the way your clients and the
consumer public see and recognize your business. You might not think that this is important for your
small slice of the market, but think again. Even on a small scale you probably face stiff competition
for jobs. This is your livelihood! You need to do everything you can to ensure that consumers choose
you over the next guy (or gal)! And this is where branding can make a difference. Even if you’re just
offering freelance writing services or local tutoring, you rely on the image you project to keep the work
coming in. Especially at this small level, it is important to make sure that word of mouth is positive. This
is all part of your brand. And the bigger your business gets the harder it is to maintain control of brand
perception.

So what can you do to shape the course of your brand so that people see you as the best choice
amongst many? It starts by thinking about what you want your business to stand for, and most
companies do this by creating a mission statement that concisely spells out their goals in creating a
business entity and the principles that govern its operations. In a “click here” online environment where
everyone seems to want nothing but speedy service, such a statement might go unread. But the truth is
that you’re the one who needs to have a clear idea of what your business is about, and that starts with
writing down what you want people to get out of buying your brand.

Of course, you will probably also want to make symbolic representations that people can easily
associate with your brand, so a brand name and logo design are a must. And if, like most home-based
entrepreneurs, you operate your business primarily online, you’ll almost certainly want a marked web
presence, starting with a website and expanding through the use of tools like SEO, forums, blogs, social
media, and other types of marketing. You might be surprised by the overwhelming and positive impact
that targeted branding can have on your business, and at the very least you’ll be aware of how clients
(and potential clients) view your operation.