6 Key Strategies For Female Business Founders Building Their Personal brand – Gabrielle Shaw

Why Cultivating Founder Reputation Matters

Hello Stellar Women! Twenty-five years ago, I set out to launch a London communications agency. I had a back room, a dream, and a no-fear attitude. Still, it was daunting that my UK first campaign was none other than Starbucks, but I went for it. We introduced coffee culture to a UK nation of tea drinkers. The rest is history.

Today, amongst other things, my agency helps business founders, especially women, grow their personal brand and profile as a means to growing their business. Today’s column features tips for female founders to build their personal reputation as the cornerstone to business success. 

The moment has never been better for women to participate in driving the world’s economic and business growth. Global wealth could increase by $160 trillion if women had a greater role in the economy. In Europe and Central Asia, women are a major source of talent and productivity but are highly under-represented in business.*  

Today’s marketplace is made of well-informed consumers who care about the personalities and ethos behind a product as much as they care about the product itself. Brands are built by their communities. Brand founders, particularly women, are in a prime position to bring a brand’s personality to life by raising their own profile.

Many of these tips are useful across the gender spectrum, but some will be especially helpful for women:

1. TELL YOUR STORY – Your message to the public should include an inspiring version of where you come from, where you are headed … and WHY. Telling your story personalizes your business, creating familiarity and trust. Your story may follow you through your entire career, and multiple roles. Sewing that seed from the start will provide a lifetime of dividends. It’s good for you and your business. 

• BE AUTHENTIC, CREDIBLE & RELIABLE – Don’t get caught up in trying to play someone else’s game. Be yourself and draw on your best assets as a public personality. Take inventory of your skills and hone your expertise on key issues in your sector. Offer yourself up as a spokesperson within your industry. Show up in places where it counts and ensure that the important people like the media and public stakeholders can reliably count on you.

• CONTRIBUTE TO THOUGHT LEADERSHIP – Have a future-forward point of view on key issues and make yourself available as a generous expert. A good communications agency can help you be a part of the bigger conversation in your sector. Keep up with the latest issues and be a voice that contributes meaningfully to the issues that most interest you. It’s ‘don’t ask, don’t get’ so be proactive by putting yourself forward on social media, panels, events and as a media spokesperson. 

• MAKE CONNECTIONS WITH INSPIRING WOMEN – Seek out and learn from those you admire. Connect with powerful women. Find mentors, build relationships, listen and learn from them. It is powerful to connect with peers in other related industries. Be a part of the goodwill to lift up each other’s businesses, sharing joys and sorrows along the way. There is generosity in the female founder community. Tap into it and give back.

• DON’T OVERTHINK – Imposter syndrome is rife amongst even the most talented female leaders. Don’t give into it. Forget the glass ceiling and just go for it. Women can be self-censoring and wait too long to feel perfect before trying to progress. There’s no such thing as perfect. We learn from our failures so embrace the ups and downs as an opportunity to grow. Be resilient, and try again. As you advance, construct your own infrastructures that break down barriers for women. 

• HAVE A CLEAR VISION & BE FEARLESS IN PURSUING IT – A sense of direction evolves over time. In the ‘now’, be clear and confident about where you are going. Make your vision a North Star that keeps you pointing towards your goals no matter who or what might threaten to set you off course. Know your mission, values and messages. Don’t quit even if you fail. If you play in an area you are passionate about your energy will be unmistakable and you will be unstoppable.  *Statistics:The World Bank, March 2022,Anna Bjerde, World Bank Vice President for Europe and Central Asia

Gabrielle Shaw is founder of Gabrielle Shaw Communications, a global strategic communications and creative agency. She’s worked with some of the world’s most exciting entrepreneurs including Howard Schultz – founder/Starbucks, The Weston family – owners/Selfridges Group, Victoria Prew – founder/Hurr Collective fashion rental platforms, Ceanne Fernandez-Wong– Co-Founder of Cocoon the circular luxury handbag rental platform, and Amy Gordiner founder of skincare brand Skinfix among others. GSC has an accelerator program for start-ups as well as a long-established sustainability practice. 

By: Gabrielle Shaw, Founder & CEO

Brand Communications Insights Column – Gabrielle Shaw Communications

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