It's time to recognize women for who we are, instead of
oversexualizing, demoralizing and devaluing women.
Is she beautiful? Is she demure? Inviting of advances, but
not too sexual. An object with a mind, but not a mind. As a culture, we’ve been
submerged in a place where to be “feminine” we walk on eggshells, much like
that of an abusive relationship. Careful, calculated moves mask self-doubt.
There's an unbalanced focus on the superficial instead of issues of substance.
It’s anxiety- and despair-producing to be disallowed the opportunity to just
be.
Look beautiful, but don't be superficial.
Be smart, but don't be smarter than anyone else.
Look sexy, but don't draw attention.
Be gentle, but be aggressive.
Be assertive, but don't be a jerk.
Women's articles and branding topics are quickly turned into
articles about what to wear to "ward of unwanted advances" and how to
wear your makeup as to draw enough, but not "too much" attention. I'm
tired of seeing these articles. There needs to be a place where, as women, we
can find self-assurance and self-acceptance. From the water cooler to the
boardroom to even our LinkedIn inboxes, unwanted advances and comments on our
looks are unacceptable.
Instead of messages such as, "Congratulations on the
new business venture!" or "Can you tell me more about this project?
What interesting results you've achieved," I frequently receive LinkedIn
messages about my smile or my hair. Mixed messages for women about how to
dress, behave and build businesses are both underwhelming and overwhelming!
Ladies, I'm here to tell you that personal branding is about
so much more than the way you look, it's about the way you make others feel. It
is about who you are and how you resonate with yourself. When we look at strong
corporate branding, it is all about signage, colors, website, print materials
and tone of voice. It even echoes through sales processes and procedures.
Strong brands have a strong identity and know their customer well.
I like to think of branding and marketing as best friends,
and best friends need to be able to have a conversation. In my business, we
work to develop strong, ethical brands that put their clients first — after
they've established who they are. This is not theatre. Once you know your true
desires, your personal brand will develop into something a lot stronger.
What do you want out of life? Who do you aspire to be? Have
you taken the time to search out your own longings? Families, officemates and
clients aside, who are you, and do you accept that woman? As cliché as it may
sound, you have everything within you that you need to succeed. When it comes
to your personal brand, give yourself the support you need to stand behind your
experience and present yourself the way you want to be seen. Be your own
self-affirmer, your own hero.
It's not about acting like a man. It's not just about acting
like a woman. It is about acting like yourself and knowing your audience. When
you know and accept yourself, your brand messaging will become more clear.
People are marginalized to confidence, and confidence is not something that can
be foraged.
In personal branding for women, it is time to shift the
conversation away from the image and work on core issues. Do you accept
yourself? Major strides have been made toward gender equality, but there are
still steps to take. When is the last time that a man had to put on more makeup
or spend $60 on a blowout to be taken more seriously? Looks shouldn't play a
factor in the words and ideas we have to share.
Ladies, let's rise up and create a better future. If you are
trying to satisfy your boss, devouring articles about office makeup, humoring
unwanted advances or wishing you were "enough" but not "too
much" for society, stop.
Back up the bus and get on the you train. Be yourself.
It is OK to be a bit of a jack-in-the-box. You don’t have to
choose one column. Write all over the lines when you are defining yourself. Be
the best version of you that you can be. If you’ve been looking for a way out
of an identity crisis, I’m here to tell you to stand up, look in the mirror and
say yes to the woman looking back at you. You’re worth it, and you’re more than
capable.
Heather Pinay Heather Pinay , Forbes Councils
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