Before committing to a name for your brand, check whether the domain is available for your website – e.g. theearlyhour.com/annieridout.com – and the social media handles. You can check domains by googling ‘domain checker’ and using one of the sites that pop up. Ideally, you also want your website name to be your handle. Or if your work is under your own name, try to secure social media accounts with your name (e.g. I’m @annieridout (http://Instagram.com/annieridout) on Instagram and Twitter). There’s more on social media in Chapter 6 (#litres_trial_promo), but for now, I’d recommend Instagram and Twitter for starting out. In terms of finding a business name that you’ll be able to own the domain for, you will need to think outside the box. If you choose ‘The Mummy Blogger’ as your brand name, the likelihood is that both the domain and social media accounts will already have been snapped up. So opt for something more original that you can use across platforms.
When you’re checking domains, you can put in the brand name you’re toying with, followed by .com and you’ll be told whether it’s available or already exists. Ideally, you want the .com, as it’s good for SEO (getting to the top of Google searches, see here (#litres_trial_promo)) and it’s what people automatically type into Google. But if you’re totally set on a name and can only get .co.uk or .org or .co, it’s not the end of the world. As long as you build a strong brand, website and following, these things will supersede your top-level domain (TLD) – the last few letters of your URL.
Website hosting
Now you’ll need to decide where to host your website. I chose to buy my domain through Tsohost – they have great tech support, and were recommended for me. But I’ve also used GoDaddy, and while they’re more salesy, they’ve been helpful whenever I’ve had an issue. After buying your domain through one of these websites, you can build it from scratch or use a popular platform like WordPress or Squarespace, that allows you to choose a template and slot in all your information without having to know coding. Also, you’ll have full control of your content going forward, which might not be the case if you hire someone to build you a custom-designed website.
The Early Hour is built on WordPress. I had a website whizz friend, Mike Parks, design it, using one of the templates WordPress offer, and a graphic designer friend, Matt Bucknall, design the logo. The two of them worked together to create something I’d like: Matthew did the logo design and the general look of the website – the fonts, features, spacing – and Mike made it happen. They had ideas for little features to add in and make it more original, like the sun that rises as you scroll down when you’re looking at theearlyhour.com (http://theearlyhour.com) on desktop computers.
When choosing between WordPress or Squarespace, each has its advantages. I chose WordPress because it’s been around longer so there are more web developers who know it inside out, and also there are loads of plugins available. Plugins are used to add new features to your website, like social media icons so people can click straight through to your Instagram account, or sharing buttons. Also, pop-up boxes asking people to sign up to your mailing lists. But some people find Squarespace more user-friendly. Creatives often like Wix, as it’s simple to import images and move them around. But if you’re selling products, Shopify might be the one for you.
Email address
You should have at least one email address included when you buy your hosting package so that you can have a [yourname]@[yourwebsite].com. This is crucial in terms of looking professional and legitimate. Having sallybluesocks@hotmail.com isn’t going to cut it. And to be honest, nor is phoebedavis@gmail.com. Get an email address that fits with your website and makes it clear that you are a professional. I’d recommend having [yourname]@ rather than hello@[yourwebsite].com or info@[yourwebsite].com, as this means that when someone’s emailing you; a client you’ve been in touch with before, they can start typing your name and your email address will appear. They won’t automatically think to start trying ‘hello’ or ‘info’, so this will save them time and mean they don’t have to do the annoying job of finding your last email in their inbox and replying to it.
Tech support
If you’re looking for help with the tech side of things and don’t have a pal who can sort you out, PeoplePerHour (peopleperhour.com (http://peopleperhour.com)) is a great website – you add in your job (e.g. I need a WordPress website built/customised) and people will pitch to do the job. You choose who you’d like to work with and agree a fee, then you’re off. It’s particularly useful if you don’t want a long-term commitment but need a job done quickly and professionally. I’ve used it for adding features to my website, like comments boxes under the articles. And get Google Analytics installed, too. That way you can track all traffic to your website and see where people are being referred from. The bulk of your traffic might be coming from Facebook posts, or tweets, and this is helpful to know, so you can see what you’re doing right on that specific platform.
The logo matters
You’ll need an original logo, as the ones that come with WordPress templates won’t be good enough. If, like me, you’re not a designer, call in a favour or pay someone: the visual identity of your brand really matters. Freelance graphic designer Emily Brooks says: ‘A logo represents your business in any format – and people will recognise it as your stamp. It’s like a barcode, and it enables people to track you across all your platforms. The logo should capture the core; the essence of the brand.’ So even if your logo is just one letter, the font and colour and shape will eventually become your visual signature. ‘A logo should be versatile,’ says Emily, ‘it can change over time as your brand evolves.’
When briefing Matthew about the logo for The Early Hour, I said it was a parenting magazine so something playful or that nods to children/family would work well. That it should be unisex, positive and represent the early hours of the morning. He came back with a series of designs – some had a moon in the logo, some had a sun. Interestingly, he’d interpreted ‘the early hour’ as being both the end of the night and the beginning of the day. But I wanted to appeal to parents who are up early, so I opted for the sun. Also, this felt more positive. I love the logo he designed: it’s simple, clean and timeless – it really represents my brand.
On the subject of visual identity, try to avoid using obvious stock images across your website. Either take your own photographs, if you know how to take a good picture, or use a website like unsplash.com (http://unsplash.com) or designspiration.net where you can find better-quality (free) photographs. Just check whether you need the photographer’s permission, or to give a credit. Try canva.com (http://canva.com) (or the related app), which is great for simple picture editing if you don’t have Photoshop. It enables you to create one image containing a selection of photos, so I use it when I have two portrait pictures but need a landscape image for The Early Hour – I put the dimensions in and place the two images side by side. You can choose different backgrounds, or add fonts. This can be useful for creating social media posts (like quote boxes) too.
Branding
Whether you’re starting a small business selling products, or offering out your own services, you’ll need to think about your brand. This includes the visual side of things: the logo, look of your website, brand colour palette (is your website in simple black and white, pastel colours, or brightly coloured?) but also the ethos. What do you want people to associate you and your work with? Are you an eco-warrior practising in sustainable design? If so, this needs to come across in every aspect of your offerings – the copy you use, the design details, your social media accounts. Or perhaps you want to create a gentle, approachable, personal brand that includes lots of behind-the-scenes shots, talking about things that matter to you – such as family or politics? Think about how you want to be viewed and make sure this runs through every element of your business.
Look at other brands that you admire. What is it that you like about their approach? Perhaps they are trustworthy, or respond quickly to feedback and complaints. Maybe their copy is funny and this adds a lighthearted edge to their brand and services. In everything I do, I aim to be punctual, efficient, reliable and good value for money. I like to be approachable in my manner, so this is reflected in the copy I use on social media and across my websites. Other freelance mums are offering high-end bespoke services or luxury products, so, similarly, this will need to come across as soon as you discover them – online, and in person. If you are your brand, it goes as far as the way you dress when you’re networking. What impression do you want to give?
Carrie Anne Roberts, founder of Mère Soeur clothing and accessories brand, started one of the first ‘mama merch’ businesses; selling t-shirts, totes and badges for mothers. She’s built a loyal following on Instagram and runs a tight ship, all while being a single mum to her three-year-old son, River. Carrie shares her branding tips:
i. REALLY think about what your brand means to you and what you want it to mean to other people. Keeping your goals and your message in mind will help you stay on track when doubt creeps in or you’re making difficult decisions.
ii. Not everyone is going to like what you do and that can be a terrifying thought when you’ve put so much work and effort into building a solid brand. Putting your work out into the world can be scary but don’t cave under the pressure or dilute your message or product in order to try to please everyone. Keep your vision and stay focused.
iii. Enjoy it! Brand building can be number/research heavy but it’s also meant to be fun. Don’t stress about having everything in place and completely perfect from the moment you start. Allow yourself time to learn and finesse your style as you go along and grow with your brand.
Anna Jones agrees with this organic approach, building her one-woman brand in the same way from her initial vision:
‘I had a strong idea of how my food should look – the food pics, and the style of cookbook. Especially when writing about vegetarian food, as there was less of it around at the time. And I didn’t want my stuff to be all “hemp trousers and brightly-coloured cafes”. I wanted something calm, clean and well considered. So that’s what I went for. But I’ve never had a brand person advise me, it’s been really organic. I have a group of friends and people I’ve worked with, including my sister, whose creative opinion I trust. They’re engaged in culture, art and design. So I come up with the ideas I think are right for me, that suit me, then I send that out to a limited group of people and get their opinions. That’s how the visual side has grown.’
Spreading the word
You’ve decided what work you’ll be focusing on, bought the domain, built a website, set up the social media channels. Now what? You need to launch: both online and in the ‘real world’. After all, no one will know what services you have to offer unless you tell them. If you’re a perfectionist (I’m not), you might never feel you’re ready to show the world your wares. But remember, you’re at the beginning of this journey. You will be tweaking and improving all the time. So bite the bullet, set a launch date and stick to it. Here’s how to launch as a freelancer …
i. Tell your friends
Hopefully, your friends will be engaged enough with you and your life to know that this has been bubbling up for some time. But don’t be afraid to slip it into new conversations. It can feel awkward for some people, particularly introverts – of which I’m one, I’m more comfortable asking the questions than giving the answers – but you need to learn to talk about yourself. It doesn’t need to be braggy, just saying: I’m so excited, my website’s just gone live! is likely to lead to a conversation about it all. And you’ll then be in your pal’s mind the next time someone asks her for a recommendation in your field.
ii. And your acquaintances
Facebook is a great way to put out feelers. I often have friends announcing their re-branded website, or newly launched business on Facebook. It will usually be followed with: please have a look and let me know what you think, and a request for any copy errors to be brought to their attention. Putting it out on social media like this means no one’s being put on the spot. If someone is interested in your area of work, or in you, they will have a look and give feedback. People tend to like being asked for help – and giving it. It takes so little effort on their part but could be very beneficial to you.
iii. Build excitement on social media
You’ve set up your social media handles but how do you use your channels to announce that you’ve launched? Before going live, upload a series of posts. Not too many, because people probably won’t go back through and read them all, but enough to create a profile that doesn’t look empty and boring. And then do a countdown on all of your channels. This can be a visual countdown – on Instagram and Facebook, with photos of the numbers, counting down from ten days to launch – each day, adding a caption about your business or services, or just about you. Or a written countdown on Twitter.
As an example, let’s take Emma Grant. She recently set up a brand called Binibamba, selling sheepskin rugs and buggy-liners.
On Instagram, she uploaded loads of images, ahead of the launch, so that when you visited her profile, it looked like an established brand. There were photos of the beautiful, luxurious sheepskin rugs, cute babies trialling the buggy-liners, all snuggled up, and behind the scenes shots. Emma introduced herself, and the details of her products (e.g. that they are handmade in England, and hand-cut from 100 per cent merino sheepskin. Also, that each order comes with a free 100 per cent cotton dustbag). And then she started a ‘launching soon’ countdown, getting people excited.
Using Twitter, you can put out a tweet a day, in the lead-up, building the momentum by counting down:
Only five days to go until my website is live … if you sign up to my mailing list now, you’ll be entered into a competition to win a sheepskin buggy-liner with which I’m launching my new brand.
Tomorrow the website will be up and my shop will be open. I’d love to hear from anyone who’s on the lookout for the softest, most beautiful, baby-friendly sheepskin buggy-liners …
It’s about getting people to engage with your brand before you launch. Introducing yourself and your business or services before they are available so that people are thinking: I need a piece of this; I want in.
Do a skills exchange
If you’re starting out with little or no budget, one great way to get professional help without taking out a loan is to do a skills exchange. I did this with the photographer Penny Wincer and it worked so well. I’d gone to Penny asking if she’d be able to take some headshots for me. She offered to do it for free, but I said I’d like to pay her – if not with money, then with my skills. After listening to me being interviewed on a podcast, talking about blogging and writing for the online platform, Penny said, would you be able to help me with my blog, looking at the direction I’d like to take it in and how to get there? I agreed, and after doing a photoshoot together, we had lunch and I gave Penny ideas for taking her blog forward (SEO, content strategy, pitching for related articles in nationals). You have skills that could be very useful for other people, so bear this in mind if you’re looking for help but can’t afford to pay the full price.
Switching from mum mode to work mode and back
If you start out by working when your baby or young child is napping, you’ll find yourself cramming a lot of work into a very small window of time. Just as you get really stuck into what you’re doing, you’ll hear their cries on the monitor. It can make your heart sink. Not because you don’t want to see your kid, but because working can feel like such a nice escape and to have it abruptly cut short is frustrating.
So it can then be hard to switch your mind from work back to motherhood. You will inevitably find yourself quickly rattling off an email while giving your baby their post-nap bottle, or popping on Peppa Pig for an hour so that you can finish a pitch. I think this is fine, though, don’t forget, you’re doing this to support your family, and you’ve chosen a freelance career to fit around family life. It’s not selfish, and it won’t damage them. I remember reading an article about how work and parenting should always be totally separate and then panicking, as mine were very much blended. I now realise this is OK; it’s unrealistic to aim for these two parts of your life to be completely distinct – particularly if, like me, some of your work has a family or parenting focus.
Womenswear designer Kelly Eckhardt agrees. She says that mothers need to feel comfortable with their desire to have a fulfilling career, and that sometimes it will involve work and family time overlapping if there is no childcare in place. ‘Don’t feel guilty for wanting to succeed in your work,’ she says. ‘I personally believe kids should see their mothers succeed; this shows them that women can be loving but also intelligent and super motivated. A happy mum = a happy family.’ It’s for this reason that she advocates occasional screen-time, when necessary. ‘It’s OK to stick your kids in front of a screen for a little while if you need to finish an email or a write-up. We all do this. It’s fine.’
Mère Soeur founder Carrie Anne Roberts says: ‘The hardest thing about juggling work as a single mum is, surprise surprise, finding the time to actually work. If I’m not working I feel like I should be and if I am working I feel like I’m not being as present as I could be for River. There is a constant pressure to excel as a parent and in my career but the balance is difficult to achieve. The one thing that makes it all easier is the fact that I can work to my own schedule and be around for River a lot more than I would be if I’d gone back to work 9–5. As difficult as the juggle can be, I’m beyond grateful for the time I have with him and the flexibility I have from this kind of work.’
Dr Jessamy Hibberd – clinical psychologist, TEDx speaker and author – says: ‘I split my week – three long days working (with some drop-offs/pick-ups with the kids) and then Thursday–Sunday with my family. I do work when they’re asleep when needed, but I don’t check emails/work when I’m with them. I think I find it easier to do one thing at a time. When I’m with the kids I’m with the kids. When I’m at my clinic, I’m seeing people, and when I have my non-clinic time I focus on a project.’
Sarah Turner – founder of The Unmumsy Mum blog, author of two Sunday Times bestselling books and freelance journalist – says that her biggest challenge is living with the constant fear that she’s ‘on call’ for both work and parenting. ‘I never feel like I am doing either job particularly well, as I have a terrible habit of checking work emails when I’m with the kids and checking that the kids are all right when I’m supposed to be working. A big part of this problem stems from the fact that I don’t have a separate office or workspace at home and so very often can still hear the kids when I’m writing from our bedroom (and they know I’m there, so often potter in and disturb me!).
‘At the moment, my husband is taking shared parental leave after the birth of our third baby and so is not working, which means I am free to do more work, but now I have to contend with everyone being at home pretty much all the time. I have been trying to escape to the local library or co-working spaces to allow for better concentration but that presents its own problems, such as when I need to dial in to a Skype meeting or discuss a confidential project I don’t really want to shout about across the library café. I sometimes miss the days of going out to work in the morning, shutting the door behind me and then returning in the evening ready to be “Mum” and not “Mum who’s here all the time but always working”. The reality is that my new work life is so intertwined with my home life that there can never be a clean break or distinction between the two. In actual fact, it’s often our “downtime” that provides the richest material for me to write about and I can’t seem to stop my mind from thinking, “I should blog this!”’
If you’re keen to close the laptop at some point and become ‘mum’ again, here are some tricks for navigating the switch from mum to work mode and back …
– Make yourself a cup of tea or a glass of ice-cold water. Focus on it while you drink. This signals the end of working and back to being a mum. Or the reverse.
– Clementine app has a ‘reset’ recording, which is just five minutes long, that helps you to leave old thoughts behind and move into a new part of your day.
