Women-led businesses are on the rise. As of 2019, more than 13 million female-led companies were earning 51% of what male-led businesses made annually. Per USA Today, these numbers represent significant improvement over the course of decades; in 1980, there were only about 2.5 million women-led businesses, earning some 31.5% of their male-led counterparts.

Nevertheless, women entrepreneurs today still face significant challenges. One that stands out in particular is market saturation: Now that there are more opportunities for women in business, certain fields have become crowded. This makes it even more difficult for up-and-coming entrepreneurs to break-in and establish their brands.

This is ultimately one reason why storytelling is vital . Leadership development expert LHH explains that doing so attracts business partners, investors, and customers alike by making your brand appear more relevant and valuable. If done correctly, these marketing efforts can be the heart of your business success, and the driving force behind your success.

Here are a few ways you can successfully tell your own story and establish your foundation in modern business.

 

Polish your brand identity

It is important to first determine your brand identity. Decide on your unique value proposition, or what makes your brand stand out from your competition. Maybe you offer accounting software that’s easy for even bookkeeping novices to use. Perhaps you run a community-driven company like dog accessory provider Found My Animal –– a business founded by rescue dog owners Bethany Obrecht and Anna Conway that donates a portion of its profits to animal rescue groups. Whatever it is, think about what makes you special that you would like to highlight.

Next, in order to go about that highlighting process, work on the unique look, feel, and tone of your brand. Will the voice of your brand be serious and professional, or casual and friendly? In keeping with color psychology, how will the color palette of your logo and online presentation impact how your brand connects to others? A good way to start is to pick a photo that aligns with how you want your brand to feel and derive a palette from it. From there, the feel and voice of your company should emerge naturally.

Determining these brand components will make it easier for you to convey your story.

 

Match your story to your brand

Though your story is central to building up your authenticity as a woman entrepreneur, not everything in it will be relevant enough to mention. Try to focus on no more than five main points when weaving your story in with your brand. This will not only make things easier but will also ensure consistency in all branding, marketing, and networking efforts.

You can start by focusing on points that are relevant to your brand’s own journey. For example, entrepreneur Melissa Galt decided to quit her job and start out on her own thanks to encouragement from her mother, Academy Award winner Anne Baxter. When Baxter passed suddenly of a brain aneurysm in the ’80s, Galt realized that life was too short to do something you do not love. Today, Galt is an author, interior designer, business coach, and consultant –– with a powerful, personal tale behind her professional journey.

 

Drive connections both online and off

Once you have aligned your story to your brand, it is time to share both with the world. Work it into everything from websites and blogs to social media accounts; when advertising your products or services, highlight how they align with your story. And if you are invited to speak at events, discuss how your story has shaped you into the entrepreneur you are today.

By infusing your company with authenticity, you will boost  brand trust and intimacy. Consumers tend to make decisions based on their emotions and intuition. By thinking of your brand as the foundation of a relationship, rather than a mere logo, you effectively reach out to everyone from colleagues to potential customers on a personal level, and help them relate to, connect, and trust you and your brand more fully.

 


There is  no question that telling your story will help get your name out there. And as a final tip, bear in mind the wise words of advice business expert Dr. Mona Sabuco provided in our past interview with her: No matter how you plan to reach your goal, never lose your integrity and core values. Instead, use them to amplify your story and drive you further down your chosen path.

 

Article written by Ruth Jamie

Exclusively submitted to wgli.org