Leading with female-led or not?
Being a mum of three young boys and a female entrepreneur is a unique journey filled with both joy and challenges. As the founder of The Concept Distillery, a creative agency based in Ballarat, Victoria, I've grappled with the dilemma of promoting my services with a specific target audience in mind, particularly women.
On one hand, I understand the importance of female empowerment, but on the other, I never want my sons to feel marginalised or less important just because they have an extra chromosome. There is a delicate balance between promoting a business with a particular gender in mind and the challenges and opportunities it presents.
I also detest phrases like ‘mumpreneur’. I find them apologetic and hobbyist, rather than conjuring the idea of a serious businessperson, as I would like to be known.
The Perception of Female-Led Businesses
It's important to acknowledge that the perception of female-led businesses often leans towards qualities like compassion, empathy, and a gentler approach. While this is a generalisation, it's a stereotype that many women in business have embraced and benefited from. However, it's worth noting that not all female-led businesses fit this stereotype, as women can be just as diverse in their leadership styles as men.
My Experience
In my entrepreneurial journey designing brands and photographing food, people and products, I've encountered both women and men in leadership roles. While many women I've worked with have indeed been compassionate and empathetic, I also had the experience of working with a megalomaniac who happened to be a woman. It wasn't a pleasant experience and reminded me that individuals and their leadership styles cannot be solely determined by their gender.
The Dilemma of Gender-Centric Branding
Now, as I consider how to brand and promote my business, I face a dilemma. The majority of my clients are male-owned businesses, and they are wonderful to work with. I wouldn't want to exclude them from my client base, but at the same time, I recognise the importance of female empowerment and the potential benefits of emphasising my business's female leadership.
So, am I shooting myself in the foot by not claiming that my business is female-led?
It's a question many female entrepreneurs grapple with, and the answer isn't one-size-fits-all.
To navigate this challenge, I’ve been carefully considering the following:
Design: As Paul Rand famously said, ‘Design is the silent ambassador of your brand.’ Perhaps I should take another look at the visual applications of the my company brand and making them more feminine - at the moment the blue are representative of the fun loving nature of our agency, and are gender neutral, but perhaps looking towards softer colours that are considered more feminine, will help steer the perception towards a more female-led narrative?
Transparency: While not centering my branding on gender, I can still be transparent about my female leadership. Letting it all hang out on my 'About Us' page or company mission statement might be the answer to this, demonstrating that it's a fact rather than a marketing gimmick.
Highlight Diversity: Showcase the diversity within my team, highlighting the skills, talents, and experiences of all members. This approach can underline my commitment to diversity and inclusion.
Personal Story: Sharing my personal journey as a woman in business, discussing the challenges and opportunities I’ve faced as a woman in business (which I already do on my personal Instagram and LinkedIn accounts to build my personal brand.
Client-Centric Approach: Focusing on understanding the needs and goals of my clients, regardless of their gender. Tailoring my services to their unique requirements and allowing the quality of work speak for itself.
Being a female entrepreneur in today's business landscape involves many a delicate balancing act. While the perception of female-led businesses tends to emphasise compassion and empathy, it's essential to remember that leadership qualities are not solely determined by gender. Instead of exclusively targeting a specific gender, businesses can thrive by embracing inclusivity, transparency, diversity, and a client-centric approach. By taking this approach, you can create a brand that resonates with a diverse client base while staying true to your values and personal journey as a female entrepreneur.
I’d love to know your thoughts on this and whether you have had a similar dilemma in your business journey.