_edited.png)
Brand Development Techniques – Women Founders’ Advice - Part 4
In the Brand Development Techniques Series, we feature the insights of 10 women founders who share practical advice on defining your market, strengthening your skills and product, and building a clear foundation before focusing on visibility or expansion. Their advice also highlights sustainable growth through strong teams, systems, customer trust, consistent execution, and taking measured steps toward long-term goals.
Featured Women Founders
Laurie Fraser Define your market.
Kristin Marquet Do not confuse visibility with value.
Kyla Bonniface If wanting to expand your business, spend the time and money looking after staff or subs.
Gowthami Maruthupandiyan Before worrying about visibility, algorithms, or funding — master your craft.
Disha Lalit Khetan My advice to early-stage women founders is simple, start before you feel ready and trust your instincts.
Svetlana Yanova Don't race to the bottom.
Helen Hardy Increments.
Angelique Athanasiou Build infrastructure before visibility.
AASHIKA SADH Stay true to your plan and product.
Laurie Fraser – Define your market.
Company – Doorstep Diner Catering
Website: www.doorstepdiner.com
Advice
Define your market. Next define your skill set. Outsource anything that is not in your wheelhouse or skill set. For example accounting.. not my strong suit so I hired out to ensure compliance and accuracy allowing me to focus on what I did best, marketing and sales.
Kristin Marquet – Do not confuse visibility with value.
Company – Marquet Media, LLC
Website: https://marquet.company
Advice
Do not confuse visibility with value.
Build substance first. Refine your positioning. Understand what you actually want your life to look like — not just your LinkedIn headline.
Second, focus on refinement over expansion. You do not need ten offers. You need one clear value proposition executed exceptionally well.
Third, protect your nervous system. Burnout is not a badge of honor. Sustainable leadership is a competitive advantage.
And finally: you are allowed to evolve. The version of you who started your business does not have to be the version who leads it forever.
Ambition does not have to be loud. It just has to be aligned.
Kyla Bonniface – If wanting to expand your business, spend the time and money looking after staff or subs.
Company– Squeaky Clean Qld
LinkedIn: www.linkedin.com/in/squeakycleanqld
Advice
If wanting to expand your business, spend the time and money looking after staff or subs. Give weekly incentives, ask constant feedback. Without good staff your business cannot grow even with effective marketing and business strategies.
Gowthami Maruthupandiyan – Before worrying about visibility, algorithms, or funding — master your craft.
Company – Vivids and Pastels
Website: https://vividsandpastels.com/
Advice
Before worrying about visibility, algorithms, or funding — master your craft.
When your work is strong, consistent, and unmistakably you, confidence follows naturally. Your skill is your foundation.
Disha Lalit Khetan – My advice to early-stage women founders is simple, start before you feel ready and trust your instincts.
Company – Direct Konnect
Website: www.thedirectkonnect.com
Advice
My advice to early-stage women founders is simple, start before you feel ready and trust your instincts.
You don’t need to be the loudest voice to succeed. Consistency, clarity, and strong execution build credibility over time.
Focus on delivering excellence from day one, your reputation is your biggest asset.
Don’t copy others. Your perspective, emotional intelligence, and individuality are your real competitive advantage.
And always think long-term, build a brand rooted in trust, not just quick revenue.
Svetlana Yanova – Don't race to the bottom.
Company – Svetlana Yanova Photography
Website: www.svetlanayanova.com
Advice
Don't race to the bottom. Make sure your craft is so good that people will pay your prices without hesitation. Practice daily to become the best in your field, but also practice sales, marketing and client psychology. Ask your clients for referrals and reviews! Trust is built slowly. You will hear NO and that's ok, build resilience daily.
And remember - not every collaboration is worth it, not every client will be a great client and not every opportunity will be amazing for you in the future.
Helen Hardy – Increments.
Company– FOUDYS
Website: foudys.com
Advice
Increments. If I tried to launch a global women's football retail store in 2020 it wouldn't be possible. I started with a heat press machine and £2000 in the bank. I took baby steps and I didn't think miles ahead. It helped me to not make it overwhelming and now we're a multi-million pound brand, opening a physical store and working towards a USA launch in 2027.
Angelique Athanasiou – Build infrastructure before visibility.
Company – Kitsa Creative
Advice
Build infrastructure before visibility.
It is tempting to focus on content, branding aesthetics or social growth, but without a clear operating system, growth creates strain. Define who you serve, how you speak, and what problem you solve before investing in scale.
Secondly, install systems early. Even simple documentation, structured workflows or AI setups create leverage. Time is your most limited resource.
Finally, do not build dependency into your model. Whether you work with clients or a team, prioritise capability transfer. Sustainable leadership is not about being indispensable; it is about creating systems that function beyond you.
AASHIKA SADH – Stay true to your plan and product.
Company– ASHTAG
Website: www.ashtag.in
Advice
Stay true to your plan and product. Always remember, customer satisfaction is the key to any successful e-commerce brand.
Comments