By Julie Cottineau
We’ve all heard the talk that being a woman in business can have its challenges and disadvantages. But I’ve been a woman in business for the past 30 years – specifically the branding business – and I’ve learned so much working with world-class brands like Virgin, Pantene, Heinz, Intel, and Orbitz. I’ve also learned that when it comes to being a successful brander (for any brand – including yourself!) you don’t need to check your femininity at the door. In fact, I’ve found there are some things about being a woman that can help you become a better brander.
I’ve taught my TWIST branding approach to hundreds of students and clients, and in my book TWIST: How Fresh Perspectives Build Breakthrough Brands, I give real-life examples of business owners who have embraced their unique strengths to find new perspectives and innovative ideas that move their brands forward in the marketplace. Being a woman is a valuable asset. Make it part of your brand strategy and make it work for you and your business.
Here are 5 top branding tips that emphasize female strengths. Start putting them to use today – I promise you’ll see amazing results.
#1: Play hard to get
Remember how your mother always said “No one will buy the cow when they can get the milk for free?” The same TWIST is true in branding. Be generous, but keep some things a little out of reach. For example, give enough advice to get a potential new client intrigued, but not too much that they don’t think they need to hire you. Keep a bit of mystery and keep them wanting more. Make sure your elevator pitch presents a compelling reason for potential customers to want to engage with you. But beware of the “over-share”. As women sometimes we feel like we’ve got to get our whole story out on the first date. But too much information can be a turn off. Tell your brand story succinctly, draw customers in and then follow up with more details when the time is right.
#2: Make friends
Branding tools like social media are two-way conversations. You need to invest time in getting to know people. Listen, give advice, and check in frequently. And just like real-world friendships you need to mix it up a bit. If you had a friend in real life and every time you saw them they were trying to sell you something, chances are they would not stay on your friend list for very long. The same is true of brands. Sometimes it’s fine to provide discounts or sales in social media, but make sure you are also providing useful information, having some fun and showing a more human side of your brand personality. As women, we know how to nurture our friendships. Apply this TWIST to building your brand.
#3: Feeling ‘emotional’? Good.
Do I mean strutting around the office like a diva or crying in meetings? No. I’m talking about building a brand promise that connects with consumers’ hearts, not just their heads. Women are often comfortable expressing emotions and this can be a positive TWIST in branding because great brands connect with consumers on an emotional level; they satisfy our functional needs, but they go beyond this to promise something more experiential. Think about Nike: they are not only promising athletic prowess, they have raised the bar to stand for personal achievement. The same is true for Zappo’s who are delivering happiness, not shoes. Virtually all of the iconic brands that consumers list as favorites (Starbucks, Virgin, Apple, Zappo’s, etc.) have made their mark by reaching deeper and promising something more.
#4: Get connected
Women are natural connectors. Use these schmoozing skills to add value to your brand. Focus on quality introductions. Connect your users to other useful and complimentary products and services. Look for strategic partnerships that can be win/win situations for your brand. Don’t think you have to do all the heavy brand- building on your own. These days, many brands cooperate with competitors to help build and broaden the market for all. Often in my practice, I can’t take on a piece of consulting business because of workload, schedules or conflicts. But I never hesitate to refer someone to a so-called “competitor”. Keep the virtual rolodex constantly spinning and you will be paid back with loyal followers that trust your advice and are open to TWISTING new brand experiences with you.
#5: Yes, Your Looks Matter
Looks do matter in branding. A strong visual presentation of a brand helps communicate quality and this can help consumers choose your brand faster, with more frequency, and be willing to pay a premium. For example, using color strategically can help brands stand out. Think about Tiffany and the iconic blue box, or Cartier’s red box. Notice how the Starbucks green mermaid logo can be seen from far away on any city block? Look at how ING uses vibrant orange to stand out from the sea of red, white and blue banks. Go ahead, spend quality time and resources on a “wardrobe and make-up” TWIST, you will be rewarded by building a brand that stands out and makes the most out of every dollar in your marketing spend.
Branding is as much an art as a science. But no matter what category your business is in, the best way to build a strong brand is to genuinely want to add value to the lives of your customers. In this way, the natural giving nature of women can be a real plus. Trust your intuition, be authentic, and please don’t forget to have some fun TWISTS along the way.
About Julie Cottineau
Julie Cottineau, author of Twist: How Fresh Perspectives Build Breakthrough Brands (Panoma Press), is founder and CEO of BrandTwist and creator of Brand School Online, an actionable branding class for entrepreneurs, small business and non-profits. She is former vice president of brand for Richard Branson’s Virgin Group and served in executive positions at Interbrand and Grey Global. She has taught integrated marketing communications at Columbia and Cornell universities and a frequent commentator