Breaking the Mold: Empowering Female Founders Through Brand Communication for Venture Success

Abstract

This thesis explores the intersection of brand theory and female entrepreneurship, aiming to understand the impact of gender expectations on the personal branding of female founders and its implications for venture capital (VC) opportunities. Grounded in a social constructivist paradigm, the study adopts an abductive approach and conducts in-depth analyses of six case founders to contribute new theoretical insights. Specifically, we investigate why identifying as female impacts the personal brand image of female founders, and how leveraging their brand communication can strengthen their Venture funding opportunities. The research identifies the concept of the female brand personality and its influence on the personal brand identities of female entrepreneurs, revealing tensions between the entrepreneurial brand and the inherent contradictions of the female brand personality. Through the exploration of five archetypes of female founders' brand identities and comparison with the ideal entrepreneur type defined by venture capitalists, the study uncovers biases and pre-set expectations in VC evaluations. Theoretical contributions include proposing a new stereotype of the female exciting brand identity and providing a framework for practitioners to navigate their brand communication effectively, incorporating the perception of the female brand into branding strategies. Managerial implications underscore the importance for female founders to strategically manage their personal brand, shaping brand identity to resonate with VC audiences while recognizing and embracing their responsibility in challenging harmful discourses. Limitations in data collection and analysis are acknowledged, prompting suggestions for future research, such as exploring the minority aspects of personal branding and deepening understanding of
co-creation processes within the context of gender stereotypes. Ultimately, this thesis underscores the transformative potential of strategic use of the personal brand in empowering female entrepreneurs and advancing gender equality in entrepreneurship.