Advertising and marketing advice for small business

Women in Business Face Tougher Challenges with Brand Identity

by Candace Schoner
Top Dog, Lapdog Productions, LLC

One out of two married couples get a divorce. I am one of that unhappy number.

What does that have to do with an article on brand identity? Simple: I am my brand, or at least part of it. As a woman entrepreneur, I have discovered that my ability to garner new business is directly related to my "recognition factor" or brand identity. Tossing aside my former husband's last name was not like tossing aside an old pair of shoes. The ramifications were far more costly than the $110 I paid for the shoes.

In 2004, men owned 54 percent of all privately held firms nationwide. Women owned 28 percent, and 18 percent were owned by equal partnerships. Although these statistics vary from country to country, the number of female entrepreuners continues to rise. Thus, my obvious conclusion is that I am not the only female entrepreuner to suffer negative name recognition as a result of changing my surname due to marriage or divorce.

As a marketing professional, I am keenly aware of the importance of name or brand awareness. Despite decades of improvements for women at work, we must still overcome obstacles not commonly shared by men, like re-establishing our identity after a divorce, maternity leave, or child-care sabbatical.

Today's cutthroat competition makes it essential for you to create a powerful brand that sets you apart from your competition. Most salespersons would prefer to have customers chase after them, as opposed to "cold calling". Branding is one sure-fire way to attract attention and create the path of least sales resistance.

Why, after spending an entire career building long-term relationships, would anyone change their name, anyway? Based on personal experience, this is an emotional choice rather than a logical one.

To overcome an identity crisis requires creative thinking. This should not be limited to a single brochure or website but rather should involve an extended marketing plan, which might include an ad campaign, promotional event, or public relations efforts. Using the media to spread your message is a powerful tool. By gaining positive publicity in the media, you will immediately increase your brand identity and add credibility to what you offer. Writing articles for a professional publication is another way to dramatically bolster your visibility. Just having your name in the local news can elevate you to instant celebrity status. That kind of publicity can make potential customers stop you in the street to talk, which gives you the opportunity to promote yourself and your business.

Small businesses and family businesses typically are at greater risk for losing their identity. Consider when a senior member retires from the company and is replaced at the helm by a son or daughter. The successor may be qualified for the job of CEO but in all likelihood will want to put their own stamp on the company. In this case, it is extremely important to maintain the brand identity and focus on keeping loyal customers who might become nervous during the transition of ownership. Brands can and do change over time, but not without extensive planning and proper execution.

Americans, of all ages, continue to move from job to job, either seeking career advancement or a better quality of life. Unfortunately for women, the climb up the corporate ladder is far more difficult to achieve than it is for their male counterparts, who are less likely to be derailed by marital status or parental obligations. This may be the primary reason why so many women, including myself, choose to own and operate their own businesses, no matter how challenging it is to create and maintain a brand.