Developing Your Business Identity

One of the most empowering processes that we guide our clients through is consciously crafting their business identity. This process not only decreases fear, but it increases confidence in ourselves.

What is your business, or brand, identity anyway?

A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with it. Essentially, your brand identity is the personality of your business and a promise to your customers. ~ HubSpot, 2021

You Are Not Your Business
As an entrepreneur, you must come to a mental place in which you realize that you are not your business. Of course, logically, you know this. But unconsciously, many women see their business as an extension of themselves and have a high level of responsibility around it–almost as if it were a child. They may relate to their business as if it were a precious, vulnerable piece of themselves, and they put themselves in a caretaker role for it. This creates a high-stress relationship since business is inherently high risk and comes with ups and downs.

Separating Business Values from Your Own
Your goal should be to have a healthy sense of separation from you, the woman, and your business identity. We developed a simple tool for helping you visualize and record the differences between your personal identity, and your business identity.

Draw two circles: one with your name in it, and one with your business name. Take a moment to think about the symbology of two separate circles that do not intersect. You are whole and complete as an individual, as you: the woman.



Next, take some time to think about the values that represent you, as a person, and are important in your life. List them below your circle.

Need help getting started? Here are some examples of value words:

  • Authenticity
  • Consistency
  • Diversity
  • Harmony
  • Ingenuity
  • Longevity
  • Philanthropy
  • Practicality
  • Respect
  • Spontaneity
  • Trustworthiness
  • Wonder


Now you will move on to your business values. Focus on your business and why you started it in the first place. Think about what problems you are solving for your ideal client, and what benefits you bring them with your product or services.

This article includes advice on how to pin down key aspects of your business: How to Create an Irresistible Offer that Attracts Your Ideal Client

This process allows you to consciously craft and decide what your business is, and which parts of you will be shared with your business. It’s a way to relate to your business in a healthy, supportive manner. It enables every part of you, your conscious and your subconscious, to feel safer with the inherent risk, experimentation, and innovation that is involved with entrepreneurship and business.

Understanding the Roles of Personal vs. Business Values

Once you have your list of values in each column, take note of which values are similar. Just because you may have overlapping values between you and your business, doesn’t mean you are under obligation to give all of yourself to your business. Think about how a value will manifest differently when applied to your business. How can you honor that core value in the way you conduct your business? How will you realize it through the way you interact with your customers?

How do you feel after going through this exercise? You likely feel relief on some level! You have freed yourself mentally from the self-inflicted obligation of treating your business like it’s on the same level as your very life.