Personal Branding for Women
6 tips for building a personal brand as a woman. Think less about the label, and instead, understand your opportunities to excel as a woman.
In personal branding, I often see many coaches and consultants encourage women to build their personal brand around being a woman. Some particularly passionate about this approach. It also leverages current trends in gender politics to celebrate your professional personal brand through the lens of being a woman.
In some select instances, this approach works well. Especially if, for example, your work success specifically relates to being a woman or you have built a business or community around women. For instance, take Whitney Wolfe Herd. Herd was one of the co-founders of Tinder, but left after filing a harassment and discrimination lawsuit against the business. Herd turned her turmoil into triumph when she founded Bumble, a competitor to Tinder, and a dating app with a twist - women make the first move. Bumble eventually also expanded into Bumble BFF and Bumble Bizz. The second is a mixed-gender platform for networking where females are also empowered to make the first move.
In 2021, when Bumble went public, Herd, at 31, became the youngest self-made billionaire.
For Herd, it makes sense to leverage being a woman as a strong part of her personal brand. Its relevance is woven through her entire professional story. The value of this may also apply if the product or service you create is exclusively for women or solves a problem unique to women. I’ve worked in these industries and understand where this strategy works well.
Despite the growing popularity of branding yourself as a woman in your work, I would, perhaps in an unpopular opinion, argue that for the majority, personal branding should be less about defining yourself as a woman. It should be more about the value of your work and having an awareness of being a woman at work. It’s understanding how you might operate differently and developing strategies that support you in excelling in your work.
So, let’s talk less about the label of being a woman in personal branding and more about what women could consider doing more of when it comes to personal branding.
1. Achievements over labels
Research shows men are more likely to self-promote. So, as women, we need to be better at selling our skills, qualifications and achievements. Focus less on defining yourself as a woman and more on highlighting the value you bring to the marketplace. Picture this: a resume, LinkedIn profile, job application or pitch brimming with achievements unique to you and your work. When you view it this way, the more obvious choice becomes focusing on your achievements over your gender. You understand that your prospective employer is looking for merit and a return on their investment, over an interest in your gender.
Outside of formal job applications, the caveat here is that women who celebrate their success are, unfortunately, seen in a negative light. So, to protect your personal brand from negative perceptions, find ways to celebrate your success while still showing your humility. No matter what your gender, screaming about your success for self-promotional purposes doesn’t look great for anyone. For example, instead of just shouting your achievements and successes from the rooftops of social media, make it relevant. Celebrate the people who helped you get there or were involved in that project. Share what you learned or why the success matters most. This personalises your personal brand in a relatable way.
2. Personal, but professionally relevant
This blog isn’t to say you shouldn’t celebrate being a woman, but make it relevant to your work or career. For example, it’s relevant to many to want to celebrate or speak of the challenges of being a working mum.
Be wary of speaking about the challenges of being a woman in your current workplace. A general rule of thumb in recruiting across any scenario is that most aren’t compelled towards candidates who speak poorly about their employers - everyone wants to protect their own brands.
3. Close the confidence gap first
While the gender pay gap might be real, start by closing the confidence gap between genders first. Men are often perceived as more confident. Whether this is true or not, they certainly seem better at signalling it. Their ability to take risks is underpinned by having the confidence to do so. And in the workplace, signalling confidence is usually rewarded.
Signalling confidence doesn’t mean that men don’t feel fear. It just may be that men are perhaps better at feeling the fear, but acting anyway.
In her book Lean In, Sheryl Sandberg says:
“Fear is the root of so many of the barriers women face. Fear of making the wrong choice. Fear of drawing negative attention. Fear of over-reaching. Fear of being judged. Fear of failure. Any of the holy trinity: fear of being a bad mother/wife/daughter.”
Figures like Brené Brown have popularised the idea of expressing vulnerability. But, I’d be cautious of to what extent you do this in your professional career. Remember, confident leaders instil confidence in their team and senior staff.
4. Ask for the raise
Research also shows that men are more likely to negotiate pay rises. You will fail 100% at everything you don’t try. So, instead of staying quiet about wanting a pay rise, make your goals known. The least your employer can do is say no, but you have to be in it to win it.
From my experience with negotiating this with my own team or in my own roles, while a pay rise might not happen straight away, making the intention explicit helps set it in motion to eventually come to fruition. If not, and your worth isn’t valued in your workplace, be prepared to move on. Which leads me to my next point.
5. Take risks for rewards
Research shows men take more risks, especially in high-stakes and competitive environments. If there’s no risk, there’s no reward. Taking risks is also a demonstration of innovation and entrepreneurship. All attributes that will help you excel in your career.
6. Apply anyway
A well-known Hewlett-Packard study found that men apply for jobs if they meet 60% of the listed qualifications. Women apply if they meet 100%. As a woman, try to stop worrying about the details you feel under-qualified for. Apply anyway. You have nothing to lose. If you get an interview, the details of the role will be discussed further. A job description is often a wish list even for an employer. Some details have less weight than others or might be negotiable for the right candidate.
While men might occupy more leadership roles, it’s likely they also have a greater willingness to put themselves out there to seek power and authority, with their risk-taking often rewarded. So, women, instead of placing a disproportionate focus on being a woman, put yourself out there, make your intentions clear and take risks. Build your personal brand around your value.
