Women business owners are twice as likely as men to cite a lack of a support system as a hurdle to business ownership, according to the National Association of Women Business Owners.
That’s why most female small business owners need to market themselves and their businesses. And that comes down to personal branding.
Personal branding isn’t something reserved for social media influencers. In a world where gender stereotypes remain intact and support is in short supply, a strong personal brand can be the difference for a female business owner. It can establish you as an authority in your field and help you reach new audiences. And what’s constantly reinforced in my mastermind group, it can also help you stand out in a hypercompetitive market.
Here are five ways that you can use your personal brand to grow your business.
1. Give Your Brand a Voice
For many women in business within the creative industry, your brand is an extension of your personality and tastes. It represents who you are and the values that you stand for. As a female entrepreneur coach, I encounter small businesses that get lost in the crowd all the time. Personal branding can help you position yourself better, giving your business a more human connection and allowing others to see the passion behind it. You can showcase who you are and what you believe in. And you can carve out a niche for a brand within your industry.
2. Attract New Opportunities
Most books about entrepreneurship for women emphasize the need to grow your network in order to grow your revenue. The challenge is that most female entrepreneurs struggle with building their network, much less finding a new customer or client. Building a personal brand can help you identify like-minded peers, clients, customers and partners. It’s something that I’ve focused on in building The BRIMM. Through my brand, I’ve been able to connect with peers in my industry and receive invitations to speaking events. It’s helped elevate my credibility with those who I want to help.
3. Become a Brand Ambassador for Your Business
You’ve probably heard the phrase “you are the face of your small business” in various podcasts for female entrepreneurs. I wouldn’t disagree–and I’ve probably mentioned some version of that sentiment a few times on Beyond Rock Middle. Here’s the deal: You’re the chief ambassador for your brand. No one can amplify the message that you wish to convey to your clients and customers as well as you. So lean into that. Build your personal brand and elevate yourself as an expert in your field.
4. Improve Recognition
Word of mouth marketing and client referrals are some of the most effective marketing strategies for small business female entrepreneurs. Personal branding can only increase that recognition. It’s unlikely that you’re selling a product or service that someone else isn’t selling. If you can differentiate your business with a unique brand story or position yourself as an expert in your field, your small business will benefit. It’ll position you as an authority in your space — and attract more recognition to what you do.
5. Take Ownership of Your Business
For female entrepreneurs in the creative industry, your purpose, passion, values and beliefs are all intertwined with the business that you’ve created. That doesn’t mean, however, that your customers or clients immediately recognize those attributes when they experience your product or service. By taking ownership of your creation, it can help your audience understand the value and benefits that you’re providing. Don’t leave it open to interpretation.
Female small business owners have a lot on their plate when building a business, but when it comes to growing your business, personal branding isn’t something that you can afford to ignore. Not sure where to start? Connect with the BRIMM to learn more about building your personal brand.