The Feminine Approach to Branding

by Tasha Bovain

From Manolo Blahniks to Jimmy Choos, it’s the packaging of these brands that seduce us into spending $400 on a pair of shoes we’ll only wear once.

Establishing a personal identity that reflects your unique personality and values is the key to getting noticed and standing out from the crowd.

For example, Oprah Winfrey has built an entire empire based on her core values. Her passion for helping others, generosity and soulfulness is reflected in everything she does – her talk show, her magazine, and her satellite radio show.

You can create that same personal success for yourself by focusing on your unique qualities, how you want to be perceived, who you want to reach, and by packaging yourself accordingly.

Be you. While it may be tempting to follow the masses when you’re first starting your business, market according to your personality. Not only will it make the process of marketing more fun, but it will also make your marketing campaign more effective as more customers will resonate with your product or service and you as an individual. But in order to do this, you must first know who you are and what you stand for.

What are your talents? What causes are closest to your heart? What is your life mission? What are your values and passions? If you’re having trouble during this process, dig through some old magazines and make a collage of pictures that inspire you most.

Make good use of your words. Can you communicate your value to customers in twenty words or less? Instead of simply stating you’re a lawyer, a life coach, or a writer, focus on what unique benefit you provide to your customers. In my own business as a writer and marketing consultant, I focus on the fact that I help small businesses humanize their brand and effectively communicate their value proposition so that they can attract more customers.

Bragging rights. Oftentimes, we as women have a hard time promoting themselves. While we have no problem bragging on our best friend or sister, we choke up when it comes to tooting our own horn. Find a way to make self-promotion work for you. As we are all about giving to others, instead of approaching marketing from the traditional “what’s in it for me” standpoint, focus on what you have to give and how you create more value for your clients. You’re only doing your customers a disservice by keeping your talents hidden and by not getting your product or service out there.

About the author: Tasha Bovain is a writer and editor, specializing in creating values-led communications for small businesses and non-profit organizations. With a passion for business, marketing know-how and creative writing skills, she writes copy for clients ranging from event planning companies, to holistic wellness enterprises, to retail establishments. She thrives on supporting passionate organizations and professionals in pursuit of their dreams -- from the social entrepreneur to the local artist serving their community. Committed to "do-gooding," she has worked and volunteered with a host of non-profit organizations including: New York Women in Film and Television, P.S.1 Museum of Contemporary Art, Capital District Community Gardens, and the Nassau County Coalition Against Domestic Violence. www.TashaBovain.com

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