Combining brand and Vision – a killer combo

Twelve months ago, I had a vision for my business. I wanted to create Australia’s largest community and support network for mum entrepreneurs. A place where we could all come and connect over what it is really like to be an entrepreneur and a mum. How we manage the mother guilt. How we balance (or fail to balance!) the hours that building a business requires with the demands of keeping a house running. The struggle with maintaining a healthy relationship with our partner while we focus all our energy on building our dream.

I wanted the community to be a place where like-minded business women could come together and feel safe about sharing their daily struggles while being a support network for each other. We would also provide mentoring and coaching where needed, as well as networking events.

From early on, I noticed a huge problem. When I would describe my vision to people, they would automatically assume it was like a mothers group for those who had a hobby business on the side. The fact that I wanted it to be a safe and nurturing space for female entrepreneurs who were also mothers wasn’t coming across. When I would discuss possible business names with people, they would usually suggest something around the terms “bubs” or “mummypreneur”. The essence of my vision wasn’t penetrating through.

After months and months of brainstorming, a friend and I finally came up with the perfect name – The Mothers Den. To me, The Mothers Den symbolizes two main things. Firstly, there is the connection with a lioness – a strong and ferocious creature who is also beautifully nurturing of her cubs. There is also the imagery of the den which conjures up a feeling of a safe space. It is clearly a place for mothers – fierce mothers – without being cliché or tacky. Our logo is based on the entrance of a lion’s den which again ties in with my vision of a safe and nurturing space.

As The Mothers Den grows, the language we use will tie into our name and logo to help cement our brand. Words such as lioness, pride and cubs will become mainstay. I absolutely love what we have created with our branding and feel like it is an absolute true reflection of my vision.

Our next steps will be to roll the brand out. By the end of June, our website, LinkedIn profile and social media presence will have our branding stamped all over it and in doing so, there will be do doubting who The Mothers Den is, our vision and what we stand for.