Tag Archives: MamaTray

Are we making or breaking our personal brand?

The need to build a personal brand can’t be ignored. But have we got lost in the process of building it?

Yes, we want to go to fast, and get results, but if we don’t set clear goals and define some genuine values early, it’s easy to lose track of why we’re doing all of this in the first place.

Starting at the end, with promotion, and getting too tactical and too trendy, too quickly, is not the way to build our personal brand. It’ll only bring frustration and poor results.

We need to do some introspection and know ourselves. Yes, it is a time-consuming step. But an essential one. When done right, it shows us the pillars of our personal brand to be.

Here’s a little tip:

Let’s focus on the day to day. How well we are doing our jobs, how successfully are we achieving our goals, how kindly are we treating the people we work with, how positively are we impacting our surroundings, how are our actions affecting the people around us…?

Because at the end of the day, when we know ‘what’ we want to achieve (i.e. goals and values), and ‘how’ we will do it (i.e. personality and actions), the final step is to decide ‘where and when’ to do it (i.e. channels) (Note: Social media, is not always the answer, right away!).

In other words, we need to be LIVING our goals and values, before we start promoting it to the world. Let’s not just push our personal brand out into the ether, but instead, let’s embed it into everything that we think, say, and do. This, above anything else, will speak volumes about our personal brand.

Inspiration from: https://mumbrella.com.au/want-to-build-your-brand-stop-worrying-about-filming-yourself-and-just-do-good-work-544280


Written by Thomas Ledig and Angie Caro, from MamaTray.

Lite n’ Easy open letter

An open letter to the powers that be at Lite n’ Easy, including the Founder, Graham Mitchell.

Let me start by saying: you have a phenomenal product. I use it every single day. So,
this letter is very well intended – I just think you could do a whole lot better as a brand, and we’d love to help.

I’ll start with brand positioning… You have a double headed proposition in your name to explore, but you never really get far beyond the ‘Lite’ part. I suspect people largely view you as a dieting resource due to the messaging you promote – as did I, at first. And this emphasis on losing weight limits your audience and the untold potential in the ‘Easy’ part of your brand offer. God knows, if there’s one thing my husband doesn’t need to do, it’s lose weight. He has that infinite ability to eat whatever he likes, whenever he likes, without expanding like the rest of us. But he’s a fan of yours. And he’s been brazenly spotted sporting your branded packaging on work sites to the surprise of many a fellow tradie. It’s easy, convenient and, in his words: “saves us a shit load of time and effort. You’d be mad to cook.”

Next up, brand image… You look a bit 80s, naff and dated – the ‘n’ in your name certainly doesn’t help – and things are a little over-branded (gasp!) when it comes to food packaging that you can use again. I’m not yet ready to whop out one of your containers on the kitchen bench in my creative community workspace, that’s for sure. And while a lot of people don’t care about this stuff, a whole lot of other people like me, definitely do.

Then there’s the issue of customisation… This really shouldn’t even be a thing we need to talk about in this day and age, yet despite being a ‘full fat’ customer (no pun intended) I can’t tailor my plan to exclude nuts (a major allergy) and I dislike both red apples and any form of stewed fruit in pots – all three of which seem to be a staple of your weekly menus. So, when I get my new weekly order, this is the amount of food I’m likely to waste, which is somewhat unrewarding from both a value for money and an environment perspective. I’m also then left to my own devices to source and swop in extra, alternative snacks, which defeats the point of the control and willpower I’m buying from you.

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Don’t get me started on how some of your amazing sauces/dressings come in a pot with the world’s smallest pull tab, which is the complete antithesis of ‘Easy’. And don’t let me distract the focus of this piece by calling out:

  • your obsession with one vegetable – the (most humble strain money can buy) tomato;
  • the salads that don’t always last until Monday (the recommended best before day);
  • the practicalities of eating a full orange in the working day;
  • or, the fact that you really should flag up from the word ‘go’ that to be a customer, you need: a) access to a microwave at every mealtime; and b) to make loads of space in your freezer.

None of that last part matters right now, as your food is really tasty – and I wonder why that crucial fact is getting lost in translation? Your powers of organisation are super impressive with the daily packed breakie/lunch/dinner bags that I grab each day. You’re a proud supporter of Australian produce. And you’ve never let me down, not once, despite how up to the wire of the ordering deadline I go.

The bottom line is: we’d love to help you take your brand further. Much further. And as a loyalist customer, I’m perfectly poised to help you, and my team, do this.

Let’s talk,

Michelle Traylor, Director



P.s. I’d have addressed this letter directly to the power/s that be if I could find out who she/he/they are but an internet trawl, some LinkedIn browsing, plus an online chat with customer service, all left me fully in the dark. Another example which flies in the face of ‘Easy’ and reveals that the brand isn’t fully up to date with the transparent times we live in.

The Importance of Being Earnest


Let’s do a little exercise…

Swap your LinkedIn profile pic for your Facebook profile pic for a day – or maybe even a week – and see what happens. My bet is you’ll get question-marks, a lotta likes, heaps of giggle emojis and a few job offers from places you didn’t think existed! If you’re anything like me, the two are pretty different.

That’s the backside of my first born when he was 8 months (he’s 6 now but not much has changed!) on my Facebook profile pic (I’ve two more little bottoms to add to that now!) – can’t see that bringing in too many job offers on LI!

The thing is though, it says more about me than my actual LinkedIn pic. Only a touch more mind you, because my LinkedIn profile pic is a bit of a giggle too – two haircuts for the price of one! Anyway… Try this experiment with all your mates!

Have a look at their LinkedIn profile pics and then their Facebook ones. Which is closer to
the person you know and love? I’m guessing the Facebook one. So why do we put on our
Sunday best Maclean smiles and good angles for LinkedIn and save the bedheads and craycray’s for Facey?

What version of ourselves are we presenting to future employers? The version we have
the energy to maintain around the office 1, 3 or 5 years into the future? That’s a lot of
whitening toothpaste!!

Instead, why not find a happy medium? Ask yourself – does the person in that pic look like it could be me from 5 – 9, not just ‘9 to 5’? If yes, upload! Now, I don’t mean legs over head,
Bacardi Breezer all over dress, blowing a vuvuzela at a hen’s do, but someone you can deliver easily, comfortably and honestly everyday – that doesn’t require you to have ‘work clothes’ and ‘rest-of-life clothes’!

If you’re having trouble deciding on the perfect shot, you’ve got a ready made panel of judges in your mates!

These wise words come from the brain of Mandy Lawler.

Humming to The Same Tune

I needed to quit my job.

I decided that it was an essential part of my personal and professional development. Even though I loved the people I worked with, I slowly started to become more and more aware of things that just weren’t working and NEEDED to change, to account for this new agile business era that we’ve moved into. Things, that those much loved people I worked with, just didn’t want to, or know how to, change. (Even with my persistence.) Unfortunately, resistance to change is the ultimate creativity and innovation killer.

So, I started searching for more, and I found MamaTray. Or maybe, MamaTray found me. Either way – the transition has been more eye-opening than I could have expected.
These are my (10) starters for 10 (a phrase I’ve learnt from working here) –

  • Choosing music is a collaborative process. Everyone has a say. And if they don’t, they should! This sets the atmosphere for the day’s work.
  • Colour, colour, colour!!! It helps stimulate creativity, boost your mood, and keep everyday, monotonous things interesting.
  • Don’t blame it on the stationery. You CAN have fun, sparkly, multi-coloured, jarring patterned stationery and still be professional. Remember Legally Blonde?.. Haters gonna hate.
  • Regular check-ins. Managers neeed to, I repeat, neeeeeed to check in with their employees As. Much. As. Possible. Without being micro managers and without holding up efficiency. Having regular chats mean that things stay on track, everyone feels heard and problems can be nipped in the bud.
  • Team hang-outs are a must. We work together more hours than not, so we should really be trying to bond. Create, for yourself, a work family.
  • Gift a puppy. (By puppy, I mean, an awesome project.) Let someone take care of it, nurture it, and see it to fruition. There’s no better compliment than that.
  • A little chin-wag never hurt no body. We’re all human here, and we love to tell stories. (Stay tuned…)
  • Be nice to yourself. Eat that cupcake if you need to. Take a breather if you need to. Play with Freddie if you need to. (MT’s super cute, Wirehaired German Pointer.) In the long term, it’ll make a huge difference.
  • Say hello to change! Yes, and welcome it with open arms. This is what will keep you and the business afloat.
  • Finally, show us how it’s done. This is probably the most important of all. Don’t give resentment any room to grow, and lead by example. Positivity breeds positivity, and the same can be said for hard work.


Here at MamaTray, we know what great internal culture looks like. And, we want to share this with our clients and everyone we know. If all your employees can ‘hum along to the same tune’ (even if in different harmonies) – you’re doing it right. Your brand and your business will reap many rewards.

Happy humming!

These wise words come from the brain of Angie Caro, Junior Strategist at MamaTray.


Hello peeps!! It’s been a while and I’ve neglected you. I’m so sorry. Real work got in the way. (Oh to be a full time blogger, now that really would be awesome – but how does it pay the bills?)

So, to get to the point, we’re launching a new series on the MamaTray blog this week:


The title is pretty self–explanatory, so I won’t waste any time going into it. Here we go…

First up: the packaging pump.

I’ve got really dry skin. I use a lot of creams, moisturisers, lotions and potions, in an attempt to tame and thwart the daily, desert–like conditions of my skin. And these products predominately come in what I refer to as ‘the godforsaken pump’. Ah, the pump… A great packaging invention way back when, no doubt introduced with the very best of aspirations and intentions. Except pumps don’t work that well once you get down to the lower dregs of the product inside them and you then have to spend what feels like aeons of your life – that you’ll never get back – trying to manually extract the last few centimetres of the incredibly expensive cream/lotion that you placed all your faith in.

When the pump starts to make that dreaded, spluttering noise, there’s a frustrating sequence of events that follow:

a) unscrew the top of the pump, squint your eye and try to establish how much is left inside;
b) discard the top of the pump, in semi–fury, after pumping it a few times to get the excess out first (traditionally managing to squirt the lotion in a completely different direction to the one you had originally intended);
c) turn pump upside down and aggressively ‘smack’ it down onto the palm of your hand to encourage more lotion to flow out (a bit like the move you would do to not waste the last of the tomato ketchup);
d) resort to standing the pump upside down, on an available, clean surface of your bathroom and leaving it overnight to loosen up the contents;
e) ineffectively clean up said surface, the next day (and incur the wrath of the OCD, other resident/s of the house) as the lotion has now cascaded out around the edges and started to crystalise into a decidedly unappealing ‘splurge’;
f) give up, chuck the damn thing in the bin and reach for a new version of the same product;
g) repeat this process, ad nauseam, in the style of ‘Groundhog Day’.

So, why have I kicked off about all of this, apart from it being a personal bug bear? Well, I think it’s because, in our industry, we spend a lot of time and a lot of (other people’s) money creating, presenting and effectively selling a promise to prospective consumers with products, services and brands in general. This will work brilliantly; it’s what you’ve been waiting for, your whole life; this is a brand you can totally rely on; a brand that understands you, inside out, and fits seamlessly with your lifestyle; and this product/service ultimately represents incredible value for your hard earned dosh.

But in this instance, albeit in the niche of skincare packaging, the consumer experience is not in any way living up to the quality of the product inside. A product which has been developed using a very considered formula of scientific musings and rather specially selected ingredients. This is therefore an example of prioritising some form of aesthetic design convention over basic functionality and user experience. Has the Brand Manager – or better still, the Head of Design & Innovation – ever actually used the product for more than one or two pumps, and gone through these same frustrations, then made the call that this is ‘bang on’ and not a thing should change? I think not.

What’s more, this packaging design is contributing to unnecessary wastage. The once upon a time innovation of the packaging pump isn’t really all that innovative, IMHO. Easier on the eye, perhaps, but somewhat ineffective in the hand, more’s the pity. And, no doubt, I’m paying a premium for the ‘convenience’ of the pump format at a personal cost to myself. I don’t dare tot up the minutes I spend each month on the aforementioned sequence of events, let alone consider the amount of semi–finished products I am personally sending to landfill each month. (I diligently place them in the container recycling bin, each time, but who knows where it ends up afterwards.)

So, what’s the answer? I don’t pretend to know anything about industrial design, but I do have some thoughts for consideration, obv, as follows.

1. Bring on the refill

Aside from the development of a very different, more efficient packaging format in general, one no brainer suggestion would be the mandatory introduction of the simple refill for all FMCG (fast moving consumer goods). Dettol do it with their hand wash and the refill bottles are also made of a lighter, less plasticy, more squeezy (and presumably, more sustainable) bottle than the original pump (aargh), which feels better on the conscience. It goes without saying that the refill should be cheaper than the original (must it really be a) pump version.

2. Consumers usually know best

Let’s take a moment to reconsider the traditional U&A consumer focus group (Usage & Attitude). I used to attend hundreds of these when I worked as an advertising planner on P&G, back in the early noughties. They were boring as bat shit for some, but absolutely fascinated me. Watching, and listening to, people recount their personal battles and humiliations with the new product they were trialing, provided genuine insight into how we could turn the consumer experience from distinctly average, to completely bloody amazing. And, give them their due, the nerdy little P&G bods would always go back to their drawing board and get it sorted.

3. Back to some basics

Bring back the simple tube of cream/lotion, all is forgiven… It works. It didn’t need updating, glitzing or pumping. It’s an innovation that stands the test of time. Some brands still use the humble tube in their product repertoire, albeit traditionally for small amounts of lovely, posh hand cream (wasted on me!) versus vast quantities of body lotion. Regardless, the point is this: you can squeeze, roll and manipulate the bejesus out of the product within a tube and get exactly what you paid for (just like you do with a tube of toothpaste, for example, versus the more contemporary (but irritating) toothpaste pump version). And when you’re done with the last drop, you simply ditch it at a rather satisfying fraction of the original size it came in. Bingo.

So, in summary, it seems to me that innovation in this space doesn’t necessarily equal ‘new’ and ‘different’. It can sometimes be as simple as the old mantra: “if it ain’t broke, don’t fix it”.

I thank you and goodnight. 🙂


Next up: ‘loyalty’ programs.