Personal Branding Essentials

We talk a lot about how brands can connect to women. But here’s where I think the conversation goes wrong: Women are not one group of like-minded consumers. The category of “women” comprises 4 billion people with different preferences, professions, purchasing habits, and personal lives. So how can brands connect with women? Authenticity. I'm talking about the kind of authenticity that comes from truly understanding, representing, and serving the people your brand reaches. Why does this matter? Let's look at the numbers first:  • Women are overseeing $32 trillion in spending globally.  • By 2028, 75% of discretionary spending will be controlled by women. These aren't just statistics—they're a wake-up call for brands trying to connect with women. Brands historically miss the mark when they focus on women as "consumers," rather than as people. Take Dove's work with the CROWN Act, a movement and legislation aimed at prohibiting race-based hair discrimination in workplaces and schools. By bringing attention to how women of color—particularly Black women—have historically been told how to wear their hair at work, Dove drove meaningful change that extended far beyond marketing. The result for Dove (and its parent company Unilever) hasn't just been products sold, but actual legislative change—all because they stood for something that impacts the day-to-day life of their consumers. The key to the consumer paradigm: You cannot effectively serve women if you don't represent them at every level of your organization. Women continue to hold relatively few leadership positions in industries primarily serving women. The fashion and beauty industries, for example, are dominated by male leadership. When brands get it right, it shows. A few examples? FERRAGAMO appointed a female CEO back in 1960—long before it was trending—and that commitment to women in leadership has been woven into their DNA ever since. It’s not a campaign. It’s who they are. Or formula company Bobbie, which doesn’t just have consumers, they have devoted brand ambassadors, families, and loyal subscribers. True representation isn't about optics—it's about women making decisions at all levels—from product development to marketing to the C-suite. Maybe we need to retire the word "consumer" altogether. Because if we're talking about real, authentic connections, shouldn't we instead be focusing on people as human beings. It's no longer about thinking what you “should” create to get them to buy—it's about genuinely making that woman’s life better because you know exactly who she is. And your company’s leadership reflects that. 

Day 8 of Women's History Month: The Female Icons Reshaping Luxury's Timeline While men's names dominate luxury's visible history, women have been the true revolutionary force transforming luxury from empty status symbols into vehicles of cultural change. They weren't just mere participants, they were the visionaries who repeatedly redefined what luxury could be, often while being deliberately written out of the narrative. Today, I'm spotlighting the women, some who truly built and others who are building luxury as we know it. 𝐏𝐀𝐒𝐓 𝐏𝐈𝐎𝐍𝐄𝐄𝐑𝐒: Jeanne Lanvin - A revolutionary who created one of the first true lifestyle luxury brands, expanding from children's clothing to a full universe including perfume, home décor, and menswear. Madame Clicquot - The 27-year-old widow who invented champagne as we know it by creating the first vintage champagne and the riddling process that gave us clear bubbles. Elsa Schiaparelli - Who dared to merge surrealist art with fashion, creating "hard chic" that directly challenged Chanel's soft femininity. 𝐏𝐑𝐄𝐒𝐄𝐍𝐓 𝐅𝐎𝐑𝐂𝐄𝐒: Maria Grazia Chiuri - Transformed Dior from pretty to powerful with her "We Should All Be Feminists" messaging, proving social values and luxury aren't mutually exclusive. Tory Burch - Created a billion-dollar luxury accessible brand while simultaneously building one of the largest foundations for female entrepreneurs. Miuccia Prada - The intellectual revolutionary who brought conceptual thinking to luxury fashion, proving beautiful things can also be intellectually challenging. Azza Fahmy - The Egyptian jeweller who elevated traditional Arab craftsmanship into global luxury while maintaining cultural authenticity. 𝐅𝐔𝐓𝐔𝐑𝐄 𝐅𝐎𝐑𝐂𝐄𝐒: Aurora James - Founder of Brother Vellies and the 15 Percent Pledge, merging luxury craftsmanship with accountability. Rosh Mahtani of Alighieri - Translating Dante's Divine Comedy into jewellery that embraces imperfection as luxury. Marine Serre - Pioneering regenerative luxury through upcycling without sacrificing an iota of desire. Priya Ahluwalia - Transforming luxury menswear through cultural storytelling and sustainable innovation. What connects these women across time isn't just their gender, but their willingness to challenge what luxury could be, often bringing perspectives that were missing from the conversation. In The Luxpreneur, I explore how these transformative approaches create revolutionary luxury businesses. Link in bio to discover how to build your own legacy. 🇺🇸 tinyurl.com/yeert22u 🇬🇧 tinyurl.com/The-Luxpreneur #TheLuxpreneur #IWD #IWD25 #InternationalWomensDay #WomensHistoryMonth #LuxuryIcons #WomenInBusiness

Hailey Bieber just sold Rhode for $1 billion at 28...and honestly, it’s one of the smartest branding masterclasses I've seen. Oh...and if you’ve never heard of Rhode, ask your girlfriend, your wife, or your daughter. Trust me, they have. Hailey didn't just sell skincare. She turned her own face into a brand, creating a lifestyle around clear, glossy skin. She used limited drops to build urgency, scarcity to build status, and aesthetics to build desire. The result? Girls didn’t just want the product - they wanted to show they had it. Rhode wasn’t skincare. It was social proof. The genius wasn't just in the products, it was how Hailey made girls feel about owning them. She got customers to proudly display Rhode lip balms and even branded phone cases on social media, subtly communicating, "I'm better because I use Rhode." From limited drops to strategic scarcity (yes, those constant sell-outs were strategic), Rhode's marketing was insanely smart. It wasn’t just influencer marketing; it was influence itself. Hailey became the ultimate proof of her own brand's value. Even her packaging became a flex. Simple, clean, and viral. People posted it before even using it. e.l.f. Beauty acquired Rhode in a deal valued at $1 billion - $600M in cash, $200M in stock, and another $200M in performance-based earnouts. But Hailey’s not stepping away. She’s staying on as Chief Creative Officer and Head of Innovation, meaning she’ll continue shaping the brand’s future from the inside. This is a powerful lesson in personal branding and business strategy. Know your worth, build your brand authentically, and make your customers part of the story. A masterclass in modern marketing: make your customer feel like owning your product makes them someone. And Hailey did it by blending authenticity, scarcity, and taste with surgical precision. This is what it looks like when you don’t just launch a product but you build a movement.

𝗕𝗲𝗮𝘂𝘁𝘆'𝘀 𝗙𝘂𝘁𝘂𝗿𝗲 𝗜𝘀 𝗙𝗲𝗺𝗮𝗹𝗲. 𝗣𝗲𝗿𝗶𝗼𝗱. The beauty world is witnessing a seismic shift. The pioneers? Women who intimately understand their market. Turns out, we're pretty brilliant at this billion-dollar thing! 🔺 Selena Gomez is redefining success with Rare Beauty, now exploring a $2 billion sale. 🔺 Hailey Bieber turned rhode skin into a cultural phenomenon, mastering brand experience. Let's have a closer look at the indie brands making WAVES 🌊 🪐 Diipa Khosla fuses Ayurveda with modern skincare through indē wild, reshaping beauty with cultural authority. 🪐 Babba (Canales) Rivera blends Latinx heritage and clean beauty with Ceremonia, a game-changer in haircare. 🪐 Amy Liu created Tower 28 Beauty, Inc., a haven for sensitive skin with clean, affordable essentials. 🪐 Dianna Cohen elevates hair wellness with Crown Affair , turning daily care into a mindful ritual. 🪐 Christine Chang & Sarah Lee created Glow Recipe, pioneering fruit-forward yet clinically effective skincare. 🪐 Nancy Twine trailblazed clean hair care with Briogeo Hair Care, revolutionizing the “skinification” of hair. 🪐 Emily Weiss set a new industry standard with Glossier, Inc., proving beauty thrives on community. 🪐 Holly Thaggard revolutionized SPF, making it fun and essential with Supergoop! 🪐 Jen Atkin redefined modern haircare with OUAI while effectively educating us through her platform Mane Addicts. 🪐 Helane Crowell architectured Saie, proving clean beauty can be luxurious, high-performing and sustainable. 🪐 yasmin sewell fused spirituality with beauty in Vyrao, creating a striking luxury wellness brand. 🪐 Marianna Hewitt & Lauren Ireland brought us cult-favorite and high-impact skincare with Summer Fridays. 🪐 Jenna Meek & Jess Hunt keep beauty effortlessly real with REFY, a masterclass in genuine community engagement meets high-performing routine staples. 🪐 Diarrha Ndiaye champions melanin-rich skin with Ami Colé, pioneering inclusivity and performance. 🪐 Kate Foster Lengyel & Scarlett Johansson made The Outset an effective love letter to sensitive skin. These brands aren’t just products—they’re movements redefining beauty standards in real time. And the numbers don’t lie: 📈 VC firms with strong female leadership outperform all-male teams by 9.3% (looking at you SoGal Ventures (Pocket Sun), Female Founders Fund (Anu Duggal ❤️🔥) 📈 A 10% rise in women-led management boosts IRR by 1.3%. 👀 Yet, only 16% of General Partners in VC are women, managing just 9% of AUM in Europe. 👀 2024 saw a 13.1% drop in funding transactions, disproportionately affecting female founders. ‼️ Now this is a call to action. It's time for the industry to lean in further. Let's commit to breaking down barriers, amplifying women's voices, and building a more inclusive, innovative business landscape for all. Let's start now: Tag more brands & female founders below! 👇   #IWD2025 #FemaleFounders #BeautyIndustry

The WNBA (Women's National Basketball Association) has emerged as a dominant force in sports with a record-breaking roster of over 40 sponsors including #Nike, #Google, and newcomers like #Cheetors, and #IHGHotels, while experiencing significant fanbase growth particularly among young, female, and Black audiences. According to #WNBA chief growth officer Colie Edison, brands are attracted not just by reach or impressions but by "purpose-driven storytelling and deep emotional connection" with the league's passionate and culturally engaged fanbase. The WNBA's partnership strategy focuses on building long-term, purpose-led relationships with brands committed to advancing equity and elevating women's sports through creative activations like Nike's immersive A'ja Wilson shoe launch and American Express's fan experiences at the All-Star Game. With the 2025 AT&T WNBA All-Star Game set for #Indianapolis, the inaugural season of the Golden State Valkyries bringing the league to 13 teams, and two more expansion teams joining in 2026 (including the first international franchise in #Toronto), the WNBA's cultural momentum and growth trajectory continue to accelerate. Check out all the details in this BizBash Sports article by Michele Laufik https://lnkd.in/eKFibEfW #BizBashSports #BizBash #WNBA #Experiential #SportsBusiness #SportsMarketing #WomenInSports #BrandPartnerships

📋 What’s working in climate tech marketing right now // a quick little list Amelia and I spend a lot of our time inside climate tech companies’ marketing engines — writing, testing, editing, watching what lands and what doesn’t. A few patterns are standing out: ✅ Specific > sweeping. Audiences don’t want another “we’ll save the planet” line. They want to know how *this* battery chemistry scales, why *this* carbon project is bankable, and how *this* policy shift affects procurement. ✅ Founder POVs. Buyers (and investors) want to hear directly from the people building. A short post from a founder explaining a market bottleneck will often outperform the glossy campaign content the marketing team spent weeks on. ✅ Market education. Lean into teaching: playbooks, guides, policy explainers. Your lead magnets should not just be gated brochures. The companies winning attention are the ones giving away their best thinking. ✅ Signals of rigor. Robust data and well-earned market commentary from a subject expert POV cut through the noise. Credibility is an important (and ongoing) milestone on the road to commercial traction. ✅ Less polish, more clarity. Overproduced content can feel like you outsourced your strategy to the robots without human oversight. Shiny assets won’t land if they’re not anchored in a clear messaging hierarchy. What’s working in your corner of climate tech? Want to exchange notes at New York Climate Week? ******* 👋 I'm Meg, co-lead of the editorial team at The Climate Hub. We help climate tech and carbon markets build credibility and drive commercial traction with organic lead machines that carry buyers from curiosity to conversion. Our messaging-first approach ensures you're not just saying *more* — but truly publishing with purpose. Sound interesting? Give us a shout.

Here's the scary truth: most climate tech startups don't realize traditional sales is dead. 🧟♂️ Let's start here . . . 80% of prospects decide to buy BEFORE they reach out to someone on the sales team. This is based on 6sense's study of more than 2,500 recent purchases, which they published in the "2024 Buyer Experience Report" earlier this month. According to the study, the B2B buying process in 2024 looks like this for most prospects: 1️⃣ Determine the purchase need. 2️⃣ Form a buying group of ~10 people. 3️⃣ Establish a set of criteria for making the purchase decision. 4️⃣ Conduct thorough research. 5️⃣ Compile a short list of top vendors to consider. 6️⃣ Reach out to and collaborate with vendors on the short list. 7️⃣ Eventually (~11 months later), finalize the purchase. In essence, before they ever contact any specific vendor, the buying group is already 69%+ of the way through their purchase process. And what’s more, they have also already identified a frontrunner vendor. (Statistically, whoever that top choice is in the beginning stays the top choice; it's rare for teams to change their mind along the way.) You know what this means, right? The sale is made BEFORE prospects talk to the sales team. And it’s made based largely on all the publicly available assets that marketing — not sales — is responsible for creating. This includes . . . ⚫ The company website ⚫ Social media channels ⚫ Case studies ⚫ Customer reviews ⚫ Emails / Newsletters ⚫ Videos . . . and so on. If this is true, then most climate tech startups are structuring themselves COMPLETELY backwards. Over and over again, I see startups prioritize building a sales team of 3-4 people first. Then, they add just one junior-level marketer as an afterthought. This is a mistake because, without the foundational work of marketing, there's never going to be a steady stream of ready-to-purchase leads coming in for the sales team to manage anyways. 🤼♂️ Sales will always be fighting an uphill battle. This doesn't mean we don't need sales teams in climate tech. Of course we do! But it’s no longer the work that sales does that wins or loses the sale in 2024. It’s the work that marketing does. P.S. See link in the comments to read the full 6sense study. ⬇️

Hard truth for hard tech founders: Your tech might be revolutionary. But if your brand doesn’t look the part— No one’s buying. No one’s joining. No one’s investing. You don’t just need a product that works. You need a brand that builds trust. Let me explain: 1. Brand = Instant Credibility Hard tech carries high stakes : regulatory hurdles, R&D timelines, investor scrutiny. Your brand identity is the first trust signal. 2. Clarity converts "Quantum computing with artificial intelligence to enhance robotic systems." If your market doesn’t understand what you do, they won’t care. → Simplify the science and use visuals. 3.Visualize your product A groundbreaking product means nothing if no one understands it. → Use diagrams, product renders, animated demos , technical illustrations : whatever it takes. People need to see your solution to believe it works. 4. Signal: Professionalism Government agencies, B2B buyers, Fortune 500s won’t gamble on unproven or unclear. → Your site should reflect precision, reliability, and transparency. 5.Stand out or Fade out In fields like nanotech or LiDAR, technical specs aren’t enough. People remember brands not just product sheets. → Own your voice, elevate your visuals and tell a resonating story. 6.Investor-ready always Before the pitch deck comes the homepage. → Make it easy to find pilot data, test results, milestones. 7.Attract A+ Talent Top engineers don’t join chaos. They join compelling missions. → Showcase your team, highlight breakthroughs and share your culture. 8.Your Brand Powers GTM Your launch needs more than a product. It needs message consistency—across PR, decks, press kits, and talks. Here’s the truth: In hard tech, you're not just selling tech. You're selling trust, legitimacy and vision. And your brand is the first proof you know what you’re doing. — I'm Akhila, the founder of What if Design. Here to elevate climate organizations with crisp messaging and visuals on websites, pitches and brands. Reach out to see if we can help!