Smoke and Mirrors? Personal branding for female entrepreneurs: an impression management perspective

Developing a personal brand is conceived as a means to achieve visibility and differentiation. Studies in employment settings argue it is a vital modern competency but a search of the extant literature finds there is little written about the process of personal branding for entrepreneurs or the experience of female entrepreneurs in particular. Whilst the number of female entrepreneurs is on the rise in the UK, more tailored advice is required to help them achieve their potential. Personal branding is of particular interest here as there is often no distinction between entrepreneurs marketing their businesses and entrepreneurs marketing themselves. New communication platforms have also lowered the barriers to communicating a personal brand; providing unprecedented opportunities for self-presentation. Critics perceive a focus on the construction of an image which might suggest that this is little more than smoke and mirrors whilst others argue authenticity is vital. This exploratory paper will use Impression Management theory to frame a qualitative study of the experience of female entrepreneurs in developing and communicating a personal brand and reflect on any challenges faced particularly as women using self-promotion are often perceived to be more competent but less likable. Thematic analysis will be used to identify commonalities.