Showing Up is Not Showing Off: A Guide for Female Entrepreneurs

The Challenge of Wearing Many Hats 

The shift can be particularly daunting if you’ve recently transitioned from the corporate world to starting your own business. In a corporate environment, responsibilities are often divided among departments, and you may have had the luxury of focusing on a specific role.  But in your business, every decision—big or small—rests on your shoulders. This constant balancing act can make it difficult to focus on long-term strategies, especially those related to your brand’s visibility.

For seasoned entrepreneurs, even after years of running a business, promoting yourself can fall by the wayside. You may have established a reliable client base and succeeded through word of mouth, but that doesn’t always translate to sustained growth. Over time, it’s easy to become so immersed in the operational side of things—handling customer requests, fulfilling orders, or managing employees—that you overlook the importance of showing up and staying relevant in your industry.

Visibility should not be underestimated or relegated to the bottom of your to-do list. It is a VITAL component of your business strategy that plays a significant role in attracting new clients and retaining existing ones. In today’s highly competitive market, where customers are spoiled for choice, showing up to be visible means more than just having a business website or an Instagram page. It means actively putting yourself out there, sharing your story, and building a brand that people can connect with and feel they can engage on a deeper level.

Overcoming Psychological Barriers

In addition to wearing many hats, women entrepreneurs often face psychological barriers to self-promotion because they don't like how they look or fear they'll be judged for what they have to share. There's a fine line between confidence and arrogance; the fear of crossing it can be paralysing. Cultural backgrounds can also play a significant role in this hesitation. As a French woman in business, I grew up believing that humility was paramount and that drawing attention to myself was akin to bragging. This mindset and a desire to be liked and not judged kept me in the background for many years. I was too scared to step in front of my camera and share who I was as a photographer, relying instead on word-of-mouth referrals to sustain my business. Until I found a business coach who helped me see I had to change —her words... “Albane, get over yourself, will you? Start showing up if you want to attract more clients!”— and eliminate these preconceptions to take my business on a journey to more success.

The Turning Point

My business coach's strong words got me thinking. After ten years in the wedding photography business, I realised I was at a turning point. My passion for photography and desire to make a difference was only sufficient if I had remained invisible to my ideal clients.  My business was started for a reason – to be successful and attract as many clients as possible. This is when the penny finally dropped... Visibility is NOT vanity. For a business to be seen as professional and authentic, it has to be visible. This realisation led me to discover the transformative power of personal brand photography. I decided to specialise in this genre to inspire other business owners to avoid making the same mistakes I did for far too long.

Embracing Authenticity

One of the most profound lessons I’ve learned in my journey as an entrepreneur is the undeniable power of authenticity. Nowadays, it’s easy to fall into the trap of presenting a polished, picture-perfect image. But the truth is authenticity goes far beyond showcasing an airbrushed version of yourself. It's not about sharing trivial details like your favourite type of biscuits or the brand of coffee you drink every morning. Authenticity is about revealing the deeper aspects of who you are, the values you hold, and the passions that drive you.

For example, if you value caring for others, don’t hesitate to share stories or examples that highlight your dedication to your clients or community. Perhaps you’re a business owner who finds inspiration and relaxation in visiting museums or taking long walks by the sea—these are the personal details that can resonate with your audience. They show that you’re a well-rounded individual with interests and passions that go beyond the day-to-day operations of your business. Or maybe environmental sustainability is something you hold close to your heart. By sharing your commitment to eco-friendly practices, whether through your products, services, or personal lifestyle choices, you’re not just telling people what you do—you’re telling them why it matters.

As soon as you start embracing authenticity, you will find it much easier to show up consistently in your marketing. You are not just engaging with your audience on a superficial level; you are inviting them into your world, allowing them to see who you are. This genuine connection fosters trust and loyalty, which are invaluable in building long-term relationships with your clients. People are drawn to honesty and transparency and are likelier to support a business that genuinely understands and reflects their values.

The Power of Consistency

It’s not just about being visible; it’s about being reliably present, day in and day out, in the minds of your audience. When you consistently show up—whether through social media posts, blog entries, podcasts, newsletters, or even speaking engagements—you’re not just marketing your business but building a lasting relationship with your audience. This ongoing presence fosters familiarity and trust, which are the foundations of customer loyalty.

Consider the examples of successful entrepreneurs like Steven Bartlett and Mel Robbins. They didn’t build their empires overnight. Instead, they invested time and effort into consistently sharing their thoughts, ideas, and experiences across various platforms. They are always present in their audience’s feed, offering valuable content that educates, inspires, and motivates. Their followers eagerly await their next post because they are famous and consistently deliver content that resonates with them. This consistency creates a ripple effect for every entrepreneur. You become part of your audience’s routine when you show up regularly. They come to expect and look forward to your content, whether it’s a weekly blog post or a daily Instagram update. Over time, this consistent presence builds a more profound connection, transforming casual followers into loyal supporters and advocates for your brand.

For your business, the same principle applies. You educate your audience about what you offer by consistently sharing valuable content—tips, behind-the-scenes glimpses of your work, client testimonials, or personal reflections. More importantly, you remind them why your business exists and what differentiates it from the competition. This regular engagement doesn’t just keep you top-of-mind; it reinforces your brand’s message and values, making your audience more likely to choose your services when needed. Moreover, consistency in your messaging helps solidify your brand identity. When your audience knows what to expect from you, it creates a sense of reliability and trust. They associate your brand with specific values, expertise, and quality, making it easier for them to refer you to others or decide to work with you. And as your audience grows and your engagement increases, so does your confidence. This boost in confidence further shows that you are committed to showing up and being visible.

Using Personal Brand Photography as a Professional Tool

Personal brand photography is a powerful tool for expressing authenticity and establishing credibility. It’s not just about pretty pictures; it’s about creating a visual narrative that tells your story and connects with your audience. High-quality images that reflect your personality and values can significantly enhance your marketing materials, making them more engaging and effective. By investing in personal brand photography, you are investing in your brand’s image and ensuring that it accurately represents who you are and what you stand for.

Tips for Overcoming the Fear of Showing Up

If you’re struggling with the fear of showing up, here are a few tips to help you overcome it:

1. Shift Your Mindset:

I want you to know that showing up is not about bragging but sharing your passion and expertise. It’s about being visible and accessible to those who need your services.

2. Separate Your Identities:

Split yourself into two personas—Private You and Female Entrepreneur You. Leave Private You on the side bench while Female Entrepreneur You work on your brand visibility.

3. Embrace Authenticity:

Be true to yourself. Share your story, your struggles, and your successes. Authenticity resonates more than a polished image.

4. Focus on Your Audience:

Remember that your goal is to serve your audience. By showing up, you’re providing value and building relationships.

5. Start Small:

If personal brand photography feels overwhelming, start with small steps. Share behind-the-scenes glimpses of your work, write individual blog posts, or engage with your audience on social media.

6. Seek Professional Help:

You can work with a personal brand photographer or a branding expert to guide you. Their expertise can help you present yourself in the best possible light.

Please Don’t Wait as Long as I Did. It took me about ten years to come to this conclusion:  SHOWING UP IS NOT SHOWING OFF!

It’s about being present and visible in your business. Personal brand photography can bridge the gap between you and your clients, creating a connection beyond just the services you offer. It’s about building trust, showcasing your personality, and ultimately driving the success of your business.

If you’re a professional hiding behind your work, I encourage you to step out and show yourself. The rewards, both personal and professional, can be tremendous. Please don’t make the same mistake I did by waiting too long. Explore the power of showing up as soon as possible and watch your business thrive. Sharing who we are as entrepreneurs is simply a way of attracting clients who will appreciate our expertise and personality. In the long run, it means not dealing with clients with whom you don’t have anything in common. How wonderful is that? Share our passion and knowledge only with the right audience. So, to all the female entrepreneurs out there: show up, be seen, and shine. Your business will thank you for it.