From Blah to Badass: The Badass BusinessMum Blog re-brand

My re-branding process and the reasons and decision making behind the change to The Badass Business Mum after only 2 months of my previous blog

My re-branding process and the reasons and decision making behind the change to The Badass Business Mum after only 2 months of my previous blog

I'd only been blogging for two months as Create || Flourish || Succeed (what I now think of as the test blog for The Badass BusinessMum!) when I started having doubts about the direction it was heading in. I knew my subject was right for me but it was too vague and lacked focus, just too wishy washy and blah!

I'd started the blog with a bit of a 'lets start this things and see where it ends up' sort of attitude with the mis-guided notion that as I grew my blog, I'd get a better idea for who my audience was, what they wanted to know and what products I could create for them.

The major flaw in that 'plan' (apart from the fact it really wasn't a plan!) was that the more I tried to market my blog, the more I realised I needed to know exactly who I was marketing to, what I was marketing and why those people needed it.

So, back in May 2015 I began my process of creating the brand and business that has become The Badass BusinessMum.

Finding my target market

I knew my subject had to be relatable to get a true connection with my readers so I had to tighten my niche. To truly connect to my audience I needed to know them intimately and my biggest struggle as a business owner is doing it while being a Mum - the struggles with lack of time, Mum guilt, working from home, the casual disregard others seem to have for your business - I know all about it!

I don't have all the answers but I can approach small business subjects in a way that Mums just starting out will find helpful, encouraging and, above all, not too overwhelming. Having a narrow target market is great - everything is passed through the 'is this really useful?' test with a very detailed reader profile to work with.

The name change

The name is really the only reason I'm calling the process of the last two months a re-brand because there was never really a brand to begin with (well not a deliberate one anyway!)

The name had to tell people what the blog and business was about and I wanted a bit of boldness, a bit of "oi, take me seriously!" about it! I started off with 'Mums in Business' or 'Mum means Business'. But the more I thought about it, 'Mum means Business' sounded like it could be a strict parenting blog and 'Mums in Business' just sounded a bit boring!  The BusinessMum part of the name came to me in the shower one morning (<< true story - I was in the shower, half listening to my twins trashing the place, thinking about business names!)

Then came the badass bit. I knew what it meant to me but what does it mean to others? I found some great definitions that really resonated and I'm glad I went with it. I even made up The Badass BusinessMum dictionary definition for the about page!

My business is as much about giving Mums the confidence to 100% guilt free pursue their business dreams as it is about practical actionable advice which is why the name had to be bold and unapologetic.

The Branding

Considering a re-brand? Wondering how to make sure you get your branding right this time? Start with this free 'Brand Audit and Document Checklist' and get the basics in place before you make branding decisions (<< Click the link, or the image below, to get it!)

Download your Free 'Audit your Brand identity and document checklist to start your re-branding process with the basics in place before you start! Download it now from The Badass BusinessMum

Download your Free 'Audit your Brand identity and document checklist to start your re-branding process with the basics in place before you start! Download it now from The Badass BusinessMum

I absolutely love the branding process. I knew I wanted The Badass BusinessMum to be bold, unapologetic and confident yet also feminine and classy. I created the brand as the business Mum I want to be (not necessarily who I currently am!) and who my target audience are aiming to be.

I love this blog post on branding with words (on the Julie Harris Design Blog) and as a blogger and author I need to concentrate on the tone of The Badass BusinessMum. The voice is mine but it's the full on version of me. You get the no nonsense, little bit cynical, quite a lot excitable, no bullshit version. It tends to get reined in in face to face situations where my ineptness at verbal communication could easily make me come across as someone who shouldn't be allowed out in polite society!

I needed the colours to reflect the bold female nature of the brand which is why there just had to be hot pink in the mix! And the gold represents the luxury lifestyle we're all working towards!! The pink and teal combo I just fell in love with, they're such perfect contrasting colours. I had so much fun with it I even made a moodboard.

The Badass BusinessMum Moodboard - the inspiration behind the visuals and tone of my brand and blog

The Badass BusinessMum Moodboard - the inspiration behind the visuals and tone of my brand and blog

The actual colours (as in the hex codes I use across my branding) I got from uploading the circular photo (created by Jessica Weible at JW Illustrations) in the moodboardphoto into this clever bit of software and it gave me a selection of colours to choose from that perfectly matched the image.

Because the colours are so bold the rest of my design is clean and low key. I kept to very simple fonts and lots of white space (and changed the header design about 5 times!) I want The Badass BusinessMum to stand out but not to be obnoxious!!

All of the photography I use has to have at least one of my main two colours in it to keep the consistency wherever I am online and I use circles as a recurring pattern in my images.

Narrowing my niche

I had my blog topic sussed (so I thought!) - 'How to start and grow a small creative business'. It wasn't until I started creating an in-depth product and content plan that I realised that topic could cover sooo much and I was going to end up with a big, unrelated mess of posts! 

So I went back to my target market - what was important to other work at home Mums just starting or just 'getting serious' with their online businesses? 

The process of narrowing my categories was a fluid, ever-changing one that I imagine hasn't quite finished even now! But as I decided on my own Business Priorities and products and worked backwards to what blog posts and content categories would support those products I settled on the things I want to focus in-depth on. Find out more about creating a blog post strategy to support your Brand vision in this post.

My blog categories now focus on planning winning strategies, concentrating on what's going to bring results and the creation and marketing of awesome content. And showing you how this can be achieved using reasonably priced, user friendly technology and systems to maximise productivity.

Figuring out my Business Priorities

The whole process of re-branding and delving deeper into my blog categories, future products and how I wanted my audience to perceive my brand really made me think about what was important for my business. In this blog post, where I share my first traffic report from my test blog, createflourishsucceed.com, I mention the shift in priorities from just growth to creating something awesome to grow.


"There is no point growing your blog traffic if there's nothing to wow your audience when they get there!"

Click to Tweet


In the creation of my brand I created an ideal of what my audience will get from my business. I want them to find an energising site, with in-depth, actionable advice. I want my blog posts to promote action in my audience, from simply sitting down to finally commit ideas to paper right through to creating (and implementing!) a new action plan. 

For me to reach that ideal, my content has to be my biggest priority! I'm creating blog posts, workbooks and course content to knock socks off! Every blog post comes with its own action takeaway and 99% of them have some type of free worksheet included.


Time to Take Action! Not sure if your brand best represents you or if you're using your branding to its maximum effect? Use the Free 'Brand Audit' worksheets for an in depth scrutiny of your brand and discover if you need to work on any aspects to better refine it.