The Importance of Branding for Female Entrepreneurs

While the #MeToo movement may have started from women speaking out against harassment, it soon became more about diversity and inclusion. It highlighted the sectors in which women were still underrepresented. Businesses, particularly multinational corporations, and politics were specially mentioned. Not enough women were in the boardroom, they said, and proclaimed that women needed a seat at the table.

However, statistics have shown that there is also a growing movement of female entrepreneurs. According to the National Association of Women Business Owners, there are more than 11.6 million businesses owned by women in the US. This sounds like a step in the right direction for diversity but it also means that you, as a female entrepreneur, have a lot of competition.

So here are a couple of things you can do to increase your visibility and stay ahead of the competition.

Proclaim That Your Business is Woman-Owned

Most branding strategies can apply to all genders but recent social movements showed that indicating to your audience that the business is owned by a woman can help increase your sales. In fact, organizations like the Women’s Business Enterprise National Council offers certifications for female-led businesses. To get certified, the business has to be at least 51% owned by a woman.

So how does this help your sales? Industry experts believe that people perceive products and services offered by women to be of higher quality. Additionally, a report by Bloomberg states that women are the world’s top consumers, making up at least 70% of the market. They are also influential buyers. They not only shop for themselves, but they are also decision-makers for their families. Even single women are influential consumers in their households.

When you proclaim that you are a woman-owned business, there is a higher chance that these female consumers would be more comfortable with your products and services over the competition.

Let Your Personality Shine Through

In line with letting consumers know that your business is run by a woman, you can also dial up your branding by letting your personality sync with your social media presence. Almost all businesses now turn to social media for a majority of their digital marketing strategies, and you need to stand out from this competition. Don’t just create posts that sell your product, create posts that tell your story.

When you create your website, make sure that the design you choose — from the font to the color palette — reflects your personality. Remember, this is your vision, so let your customers know.

Similarly, when you create your logo, don’t just settle for generic designs. If you’re designing it yourself, don’t be afraid to be bold. Let your creativity shine through. Think about how it would look on other marketing collateral as well. For example, you might eventually want Insta Graphic Systems specialists to heat transfer your logo on shirts, caps, or other materials.

The bottom line is that you don’t want to lose sight of why you started the business in the first place. Was it to augment your main source of income? To have more flexibility in your schedule? To help empower other women? Whatever the reason, utilizing these two branding ideas would help you close sales and drive your business upward.

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