Let me tell you the story of a business owner I know — let’s call her BossBoo. She’s a therapist on a mission to help new mothers feel emotionally supported as they adjust to motherhood.
She’s passionate about providing therapy to women throughout their reproductive journey, and she’s great at it too. She’s helped hundreds of women break through shame and isolation, and learn to treat themselves with the same compassion they show others.
Because she’s done such great work (and because there are always new moms who need great mental health support), Boss Boo’s business has been growing steadily for a few years now.
Her social media presence has played a big role in her business growth too. Over the last few years, she’s posted consistently on her personal Instagram account. And it’s pretty fire…
Beautiful photos of her on the beach with her kids. Warm, simple quote graphics with poignant bits of mental health advice for new moms. And lots of engagement in the comments — Boo always comes through with a supportive and insightful note to drop!
All this work has led to her recently achieving the 10K followers milestone. Yess, Boss Boo! Although that’s really exciting for her, it also kind of leaves her at a crossroads.
She’s finding herself wondering, how can she continue to grow her business… if she herself IS the business?
Right now, she’s at max capacity when it comes to clients, and she knows hiring another therapist full-time is what will allow her to continue to grow and scale. The problem is that she’s always been the face of the practice, and her methods are unique, so finding another therapist she can trust is hard.
On top of that, her personal Instagram is currently her strongest source of potential clients, and she worries she will lose her connection to all those followers if she shifts to a more general company account and voice. What if they’re really only in it for her?
Boss Boo is SO not alone in this predicament. I’ve heard this exact story over and over again from my clients at this stage of business growth.
On the Hello Seven Growth Scale™️, we call this stage Hello 05: Boss. At this level, you’re probably making $20,000 - $40,000 per month in your business, or anywhere from $250,000 to $499,999 per year. According to the US Census, just 3% of women-owned businesses in the U.S. are at this level.
And in my experience, one major reason that so many women business owners stay stuck at this level is because they fail to make the shift from personal brand to company brand.
At this stage, if you don’t begin to draw the line between your brand and your company’s, you’re setting yourself up for customer issues, revenue plateaus, and all sorts of drama.
So to all my Boss Boos out there, this is my solution for you: you HAVE to redirect your focus to your company brand.
I’m not saying you have to ditch your personal brand — there’s lots of value to be found there, too. But now there needs to be a clear line between your personal brand and your company’s brand.
Start focusing on building your company’s brand by promoting your framework and systems that get your clients results, rather than just your personal expertise and experience.
If you haven’t yet, create a name for your company that isn’t your own name. Create a bio for your company that goes beyond you personally (using “we” instead of “I”).
This is a little trickier, but you should also distinguish your personal voice from your company’s voice. Creating a brand voice guide that explains how your company communications sound, how they make people feel, who they’re trying to reach, and what they’re trying to achieve is a good place to start.
If Boss Boo could find a way to shift her audience’s focus to her company, as opposed to herself as a person, she would set her business up for continued growth. And if you’re at this Boss stage of growing your business, this is probably true for you, too.
I am not at this level BUT I do recognise the need to move from personal to company's brand because I have been feeling 'called' tp create something bigger beyond 'me' and 'I - brand' Thank you so much for this article! Very inspiring!