As a mum in business, you juggle school runs, client calls and family life – often all before 9 a.m! So creating a brand that reflects, who you are and what you stand for, is even more important. After all, you’re the ‘CEO’, the ‘marketing team’, ‘strategy’ and ‘operations’ (and so many other jobs in between).
Creating brand values, that reflect who you are and what do you, runs deep – as it helps both in building your business and clarify your own decision making. It’s more than just your logo or tone of voice; it’s a way of life.
As small business owners or freelancers, our brand values are often more personal and intertwined. But how do you show them in business and why is it important?
One of the key messages we have at Freelance Mum, is it’s about showing up and just being whichever version of yourself that you are that day. We understand that just because you had a sleep deprived night or life is a bit ‘wonky’, doesn’t make you any less professional – we want you to be seen and heard.
Why? The key thing is – it’s how you show up, connect and live your values every day.
But what does ‘building a brand with values’ actually look like and how do you make that happen? As a woman running her business around motherhood, the last thing you need is another thing on your to-do list.
It’s about small, meaningful habits and being part of a network that helps you keep those values front and centre.
Here are seven practical ways to make that happen.
1. Start with what matters most
Before you can live your values, you need to know what they are. Take half an hour to jot down what truly matters to you flexibility, creativity, kindness, connection, joy, community. If you’ve not done it before, it can be a very thought provoking process and incredibly useful. There are lots of suggested lists of values, you can look at to get you started – allow yourself time to select half a dozen to start with, before re-visiting your ‘short-list’ and reducing it to 3 or 4. It’s can be a really useful process and also help with decision making, at times of reflection.
2. Say them out loud
Once you’ve defined your values, share them! Have a think how those values look and feel to you, above and beyond words. If one of your values is ‘joy’ (which it is here at Freelance Mum) what does ‘joy’ mean to you?
Joy is a recurring theme at Freelance Mum and at the heart of what we do – it’s because we recognise that life can be hard. But joy is also more enjoyable, when it’s shared with people who are ‘on the same page’ as you and not just ‘frivolous fun’.
We live out or values at Freelance Mum, but by connecting with people with integrity, sometimes that connection is instant – other times they run deeper. But by sharing your values with your network, it’s how people really connect and get to know you and your business.
So share your values, with your network – whether that’s in your social media bio, in a blog post, or at a Freelance Mum Netwalk when you get chatting. Quite simply, talking about what matters to you builds real connections.
As the saying goes, ‘people buy from people’, so when you express what you care about with confidence, you’ll attract clients and collaborators who genuinely “get” you. And don’t forget, your network is your greatest assest, they are the ones
3. Make decisions that align with your values
From pricing your services to saying yes (or no) to new projects, check in with your values before making decisions. It’s easy when you’re purpose driven, to want to say yes to everything – but simply not possible (well not and get the work done!). It can be really helpful to say outright, what your values are, so you don’t spread yourself too thin and compromise on the reasons you started your business – like reaping the benefits of spending time with your family.
Being part of a network that shares your values, decisions become easier because you can sense-check them with people who understand the juggle.
4. Build habits around your values
Values aren’t just words, or colours or fonts (though they can help articulate things too) they come alive through daily actions.
If community is one of your core values, set aside time to connect each week – join a Freelance Mum Hub, attend a Netwalk, or simply reach out to another mum in business for a chat.
If creativity drives you, block out an hour for brainstorming or sketching new ideas. These small rituals strengthen your brand from the inside out and show what you stand for.
5. Let your values show in your content
Your audience wants to see the person behind the brand. If you value honesty, share the reality behind the scenes- the highs and the lows, take them on a journey with you.
Don’t forget, social media is there to serve you, not you serve it – you don’t ‘owe an algorithm’ anything. So only share what you feel comfortable with talking about, with a stranger. Try and capture the moments in life, where you most feel like you – away from the business. The books that you’re reading, what you do in your spare time – maybe a recipe you’d like to try.
Not everything has to be ‘big and shouty’, you can make a difference in the world, just by being you!
On the flipside, if there is a campaign you’re aligned with, that feels right to share on your platform, then tell the world.
When your content reflects your values, it doesn’t just build visibility – it builds trust and connection within your community.
6. Revisit and refine regularly
Just as your family life evolves, so does your business. Revisit your values and ask yourself, do these still reflect me?
Saying them out loud and sharing them through with your network can be powerful. At FM there is always a space to reflect, share and get perspective. Just like you, ideas are allowed to gently (or powerfully) shift and change. Core values, usually stay at the heart of what you do, but it’s ok to interchange, with themes.
7. Celebrate wins that reflect your values
When a project goes well, take time to reflect and ask why. Chances are, it worked because you stayed true to your values or leaned on your community for support. Write a case study, sharing why it worked.
Keep your tone of voice! There can only be one you, there is no need to adopt a tone, to try and fit in. The best thing a small business or freelancer can be, is themselves. So keep being more you!
Celebrate wins! They remind you that success and sustainability come from connection, not competition.
As a small business, it’s more than ‘just an income’, but a whole way of life.Your brand values are the backbone of you and your business. By building habits and surrounding yourself with people who share your ethos, you’ll create a brand that feels true to you and built to last.
Want to explore your brand values with a like-minded community of mums in business?
Why not join your nearest Freelance Mum Hub, take part in our monthly Netwalk, or try a Digital Hub session. Surround yourself with mums who understand the juggle and watch your brand values (and confidence) grow.
