So you’re having a baby! Congrats! Have you considered what this change will do not just for your body and lifestyle, but for your brand? In the ever-changing media landscape, it’s not enough for brands to be brands. Brands are brands, but people are also brands, which can only mean that the people who come out of those people are also their own, smaller brands—so small, in fact, they don’t even know they’re brands yet. Kind of like, micro-micro brands. And when you own and are a brand, you must be constantly ensuring that your branding is consistent, which is why you need to maximize your micro-micro-brand’s integration into your umbrella brand from day one. Actually, before day one, depending on who you’re asking. Consider this your comprehensive guide.
The Pregnancy Announcement
First of all, if you think the branding begins with the sonogram post, then it brings me no pleasure (okay, it brings me some pleasure) to inform you that you are already weeks behind. Do you think wedding planning begins after you get the ring? Silly, no, you have to have been keeping multiple binders, bookmarks, and Pinterest boards months, if not years, before the question was popped. Otherwise, you’ll simply never catch up on the latest trends (and you could get caught wearing a flower crown, can you imagine?). When it comes to introducing your new
heir little one to the world, it’s all about the lead-up. Half the publicity fun is having people guess that you’re pregnant before you actually reveal that you are. Start wearing more flowy tops. (If you used to be a crop top addict before this, great—stop that altogether, suddenly, without addressing it.) Crop your photos from the chest down, no matter how awkward it looks. Post photos where you’re (gasp) eating. When you go out to group boozy brunch, don’t order an orange juice to blend in—make it a club soda, and make no effort to obscure it on your Instagram stories. The more comments in r/blogsnark you can rack up speculating on whether you’re pregnant or just gained quarantine weight, the better! That way, when you finally do post a carousel of your (so-tiny-it’s-barely-noticeable) bump and sonogram, you’ll get maximum engagement congratulations.
The Gender Reveal
This is a tough one, because of course you don’t want to kill anyone… but at the same time, you’d get a lot of free press for that. Maybe just injure someone–only superficially, you’re not a monster. Nothing above the shoulders. After all, what better way to say congrats on your baby boy/girl than a quick trip to the hospital? It should go without saying that you will not be returning the gift of the injured party. Why should your innocent
moneymaker baby suffer for your mistake?
The Instagram Reveal
Oh right, I mean the name reveal. You must consider your brand identity when choosing the name that’s going to represent your company for the next 18+ years. And while some might think incorporating your business’s name into your child’s is weird, narcissistic, and a nightmare only capitalism could spawn, those people are missing out on crucial synergy. Whether you decide to post about your baby’s dedicated Instagram account before or after birth is a personal decision between you, your engagement metrics, and your lawyer, should you need to send any cease-and-desists to the person or people who own your desired username. Who cares that she was born in 1972, that handle is in perfect symmetry with my branding. That lady only has 134 followers and is private! Plus, we already trademarked the name for the baby clothes line!!
The Birth Post
As much as it may almost literally kill you, this is the time to forego the glam (obviously discounting the requisite eyelash extensions and touch-up of subtle foundation and highlighter) and show your followers the real, raw, unfiltered* you. The caption should be equally vulnerable, detailing the difficulties you experienced during pregnancy and labor. The photo, meanwhile, should look messy but still pretty. The goal is to leave your followers wondering how did she do it? No, literally, I need an itemized list of all her products and steps. Which, for a small affiliate commission, you’ll be happy to provide!
*as far as we’re concerned, playing with the brightness, contrast, shadows, highlights, and tint does not constitute filters.
Baby’s First Instagram
If you can’t get it sponsored, don’t even bother. Until you can secure an environmentally friendly baby wipe company; dairy-, cruelty-, and pain-free free formula company; sustainable, reversible carrier company; or recycled, reusable waste-free diaper company to partner on your baby’s debut, fill the void by posting pictures of your post-pregnancy body, which is somehow even more lithe than your pre-pregnancy body. Make sure your captions discuss the societal pressures to return to said pre-pregnancy body and include your coupon code for laxative tea.
We know this sounds like a lot of pressure. But when it gets too tough, remember what’s important. It’s not likes or engagement. It’s not even follower counts. It’s the fact that you have a happy, healthy, cute brand manager who can one day take over your empire.
Images: Treasure & Travels / Stocksy.com