Female entrepreneurs need to be savvy about investing effort into creating a consistent personal brand that will help propel them towards business goals more quickly. To be able to maintain dominance in the market requires three things: a strong brand presence, customer retention, and vigorously building the brands presence.
Branding is not new but it has become a integral factor in any business success. With an oversupply of products on the market, achieving a global business as a female entrepreneur demands more than a slick looking LinkedIn profile or the convenience of a scrolling target market waiting to buy from Instagram.
Until recently, branding was only achievable by large national or international companies in any arena. But that is no longer the case. The internet, social media and global distribution systems now allow every female entrepreneur to be global. Evidence of this is Michelle Bridges, who went from humble trainer to building a personal empire worth $60 million, and Janine Allis, the Australian businesswoman behind Boost Juice who started operations in her own home and is now worth $66 million.
According The Financial Review, “Women today own almost 40 per cent of Australia’s small businesses, contributing to a 46 per cent increase in the number of female business operators in Australia over the past two decades”.
A successful brand aims to create top of mind recall. It represents a clients’ values, lifestyle or self-image. Once a brand achieves recognition the products or services simply sell themselves. Company names, logos and websites should be considered early on when setting up a business in light of enhancing the brand. Investing in identifying a brand before all of these marketing activities will accelerate business in the start-up phase. An effective brand strategy will allow for a generous portion of free advertising through social media and public relations.
In a society where women are encouraged to stand tall and be bold and courageous to get ahead, branding can be the missing ingredient to cutting through dominated industries. In light of that, with the right considerations entrepreneurs can continue establishing iconic female brands.