There is no denying how influential a woman can be.
A woman can influence and correct both elements if she understands what is so valuable about her brand and how to communicate this message to the world.
Women are doing more than using their wallets to influence big brand decisions; they’re leading boardroom meetings and playing a bigger role in corporate decision making. Given higher consumer expectations for authenticity, connection, and empathy, it’s no surprise to see women are building the brands we’ve always wanted.
Women and female influence has always been essential factors within the most successful branding strategies. It’s only more recently though, because of the growing influence of women in the marketplace and the number of women in leadership roles and decision-making positions, that companies have begun to address more effectively their communications with the female market.
But once a woman starts thinking of self-branding, the question appears: How can you, as a woman, navigate this conundrum and develop a robust personal brand? Here are some strategies that can help ensure your talents are recognized.
What is the first step to take?
Answer the question, “Why do I need a personal brand?”
If you are an entrepreneur, your reason might sound like, “to find a new project in my field,” “to change a niche,” or “to be promoted to the post.” Surveys have it: female-led businesses experience more challenges in raising capital. So if you’re a business owner, you might need a personal brand to invite funds or partners who could help to upscale your business.
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Come up with a legend
The essential detail of a brand is your personal story.
We all know developing a personal brand is valuable since a strong reputation can put you on the radar for exciting career opportunities. When your true talents are understood, it’s far more likely you’ll be tapped for relevant and interesting assignments — and it helps you stand out in a field of competitors.
When people introduce you to someone, they choose a single phrase to describe you, which is crucial because it creates an impression in the eye of others. What phrase would you use to describe yourself? To come up with it, try the elevator pitch technique: come up with 20-30 words answering the question about who you are and what is your value.
This exercise is not that simple. Context matters because there lies a far cry between self-admiration and stories bigging up your status. If needed, write a 100-150 word story describing your professional experience and business philosophy.
Promote efficiently, but gently
Your brand is also a powerful hedge against professional misfortune. If there are layoffs or cutbacks at your company, been recognized in your field makes it far more likely that you’ll be snapped up quickly by another firm.
Communication channels are many. To promote a personal brand, choose a social network where your target audience lives, update it regularly, tell about your projects and publications, share the information about your professional events, etc.
So, what’s in it for you?
Personal branding is about going beyond the boundaries and searching for non-standard solutions to current needs. Set clear goals, build a professional network, keep on learning and self-improving, don’t be a copy – and you’ll become a brand, yourself.—
KALIKA YAP, AUTHOR OF LITTLE BRAND BOOK, SHARES HER BRANDING INSIGHTS.
As a young businesswoman, Kalika had to adapt as the world of marketing and business evolved around her. Here, she shares her own story — how she learned to consider archetypes while marketing, why she wrote Little Brand Book and how you can incorporate better branding strategies in your own business.