5 Branding Tips For Your Family Day Care Business

Tips for branding

In this post I’m going to give you a few branding tips.

In my role as an education business adviser, I am often asked, “how do I attract clients?”, or I hear people say, “I’ve been working for months and can’t get clients”.

Well, like all businesses, it is important to create a strategy for branding for your business. A brand gives your business an identity. It is what your potential clients come to know you for, and is what sets you apart from family day care educators.

Okay, I know what you’re thinking: “I wasn’t taught how to build a brand, I was taught how to care for children.”

I already know that you are great at what you do. But if you want your business to grow, then you need to think about how potential customers and the community perceive you. So, I am going to share 5 branding tips for your child care business.

5 Branding Tips For your Family Day Care Business

1) Develop a brand identity and voice

Developing a brand identity helps to connect you with the right people for the service you want to offer. To do this, you need to clearly articulate the key messages you want to send to your clients, and ensure it remains consistent across all of your communication and marketing.

One way you can do this is by creating a tagline. A tagline is a phrase or two that helps to convey your business values, purpose, or culture. A tagline should be short and easy to remember.

For example, I have recently started attending meetings with service providers and educators online via Zoom. So, I came up with the tagline “only a zoom away” so that my clients know how easy it is to have me working with their team, no matter where they are located geographically.

2) Online presence

Creating an online presence is a great way to build your child care business’s brand. Using online platforms, such as a website or social media, gives you the opportunity to control how your brand is presented to the world.

Having an online presence also gives you the chance to showcase your expertise, because you can create informative and educational content that helps your current and potential clients. This way, you will be the first person they think of when they need the services you provide.

3) Deliver what your brand promises

If you are telling people you are better than your competitors, then you have to BE better than your competitors. Make sure you stick to your policies and procedures, and build a program that delivers what your clients need and meets the National Quality Framework. If you have my policies, then you will have a program that supports the NQF. You can get them here.

4) Find Your Niche

Create a business plan to help find your competitive advantage, and then become the go-to person in that niche. You can get a business plan template here. For example, do you look after children with certain needs? Do you have smaller group sizes, or offer a particular learning environment? Are you trained in something rare and valuable? 

Whatever you determine your niche to be, get out there and own it. Then make sure to include and highlight this in your branding.

5) Consistency 

Finally, make sure you are consistent with your branding across everything you do, and everything you say. Your logo, brand colours, key messages, and brand voice should be clear and identifiable so your target market comes to know, like, and trust you.

So, there you have my branding tips. Remember, when you work hard at becoming great at what you do, your brand will speak for itself.

If you want some more branding tips for your family day care business then check out these packs:

Branding and marketing approved service providers

Branding and marketing guide

Drop Off And Pick Up Times – Why Educators Need To Be Flexible.

I’ve seen a lot of discussion by in-home child care educators on social media lately around drop off and pick up times for children. Now, while I know it is important to have processes in place for these times to run smoothly, I’ve been a little shocked at the rules some educators have for the families enrolled in their program.

In some instances, I’ve seen educators state they have a sign on their door saying something like, “If you aren’t here by 8.30, then don’t bother coming at all.” 

Wow! Really?

Now, I know many of you are going to disagree with me about this topic. And that’s okay. Ultimately, it’s your business so you can make your own decisions. Nonetheless, I’d like to give you a few things to think about when setting procedures for your in-home child care business.

1. Communication is key. There are going to be cut off times where you may need to leave the house to get other children to school and, of course, this needs to be managed. A child cannot be late for school because another family has enjoyed a late breakfast. But rather than enforcing a rule saying they can’t attend at all, instead try communicating with families to ensure they understand that if they arrive and you are not there, you will be returning at xxx time. They will simply need to wait. 

2. You are providing a service parents are PAYING you for. In a sense, parents are at your mercy because they have to pay for the time their children are booked there, regardless of if their child attends or not. However, in my opinion, it doesn’t mean you should be taking advantage of that. As a mother, I know I want to pay for quality educators who are looking after my child’s needs, not their own. 

3. In the grand scheme of things, will a late child really be a problem? Is it really going to be an issue if a child arrives later than expected? Sure, when children start school, there will be times they need to stick to, but do we really need to be enforcing such strict procedures on a two or three year old? 

4. Children need to learn resilience. You may argue that a child arriving late will disrupt the other children. Well, life doesn’t always run smoothly, and children need to learn to deal with interruptions. And, what message does a “don’t bother” sign send to a child who is running late? They should give up on the day completely just because they are running late? 

We should be letting children know that setbacks happen, but we can always bounce back from them. This includes minor issues, like running late in the morning, which is usually out of the child’s control. 

5. Drop off times can be stressful for children. We all know plenty of parents who have to deal with children who don’t want to leave home. Mornings can be chaotic, (I know they are in my house), and just like we tell adults to practice self-care, we should teach children that it is ok to take time to take a few extra deep breaths when they need to.

6. Not being flexible can harm you in the long run. In-home child care is a growing industry and to remain competitive you are going to need to respond to the needs of the market. If you plan on doing this long term, then it’s worth establishing yourself now as a business that has a reputation of working WITH families, not AGAINST them. If you don’t, you run the risk of losing clients to your competitors.

If you are looking for help with drop off and pick up times then I have a whole section devoted to it in the JPS Survival Guide for Australian Family Day Care Educators (or the JPS In-home Child Care Business Guide for International Providers outside of Australia). Or, if you’d like to get more advice from me, then please don’t hesitate in sending me an email at jodie@jpsadvisers.com.au.

You can also connect with other in-home child care professionals in my Facebook groups, join the Australian group here or join the international group here

If you’d like to get more information, tips, and free resources to help your in-home child care business thrive, then subscribe to my mailing list so we can stay in touch.

JodieP.S. Remember ! I’m only a ZOOM away. Schedule here.

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