By Hilary Salzman, below
I’m not a #bossbabe.
I’m also not a ‘she-e-o’. I don’t have ‘boss-girl energy’, and I don’t do ‘girl math.’
I’m Hilary, an expert business storyteller inspiring other women to use their voices and share their stories. I’m also doing the same myself.
In an Instagram poll I conducted, 97% of my followers—mainly women who run small businesses—said they couldn’t stand the term ‘boss babe’. When asked what they did identify with, nearly half said ‘business owner,’ and a significant percentage didn’t care for labels at all.
Like many female business owners, I run a successful business, built on my terms, without the need for sparkly slogans or pastel-hued Instagram mantras. When I launched my storytelling business in 2019, I wasn’t aiming to become the next entrepreneurial icon or build an empire. I wanted to take control of my life in a way that allowed me to do work that made me happy, fulfilled, and aligned with my values. In doing so, I have become my own boss, but why does that need to come with labels like #bossbabe or ‘mumpreneur’?
While often well-intentioned, these labels can be counterproductive. Rather than empowering women in business, they can feel restrictive or even infantilising. No man is ever called a #boyboss, so why are we so quick to label women this way? Shouldn’t being good at what we do be enough?
Building a brand story that’s yours without the glossy hashtags
The ‘boss babe’ narrative sets up a narrow vision of success for women, one that’s all about hustling for that six-figure income or racking up thousands of followers. And if that’s your goal, more power to you! But for many women, success is far more personal and diverse than that.
Here’s the truth: you don’t need to do something massive or deeply profound to have a purpose. You don’t need to be the ‘boss’ of anyone but yourself. You are enough, just as you are.
So, how do we move away from these superficial narratives and create compelling brand stories that truly reflect who we are, what we believe, and the lives we’re building on our terms?
Five practical tips for creating a differentiated brand story
- Start with your values
The most powerful brand stories come from a deep understanding of what you stand for. What do you care about? What values drive your business decisions? Whether it’s authenticity, creativity, or community, these values should be the foundation of your brand story. When your story is rooted in what matters to you, it will resonate with the right people.
- Embrace your unique perspective
Your story is yours alone; no one else has lived it. Embrace that. Don’t feel pressured to fit into someone else’s narrative. If the #girlboss aesthetic doesn’t resonate with you, don’t force it. Maybe your story is about finding a balance between motherhood, or caring for elderly parents and running a business, or about pivoting from one career to another. Own the messiness, the successes, and the in-betweens—it will make your brand human and relatable.
- Speak to your audience’s worldview
As much as your story is about you, it must also connect with your audience. Think about the people you want to work with or sell to. What are their values? What challenges do they face? You build trust when you tell stories that reflect their experiences and worldview. Your brand story becomes less about selling and more about human connection.
- Be honest, not perfect
Vulnerability is a strength, not a weakness. While it is tempting to present a polished version of yourself and your business, honest, real moments will resonate the most. Share the challenges you’ve overcome, the lessons you’ve learned, and even your mistakes. Authenticity doesn’t mean oversharing; it means showing up as you are, imperfections and all.
- Evolve your story over time
Your brand story isn’t set in stone. Just as your business grows and evolves, so too will your narrative. Don’t be afraid to pivot, to change direction, or to expand your vision. The more aligned your story is with where you are now, the more powerful it will be.
Moving beyond labels to build a legacy
You don’t need a label to validate your success. In building my own business, I’ve realised that it’s not about how others define you but how you define yourself. I’m a business owner, a mother, and a storyteller. But most importantly, I’m a woman running a business in a way that feels authentic.
If you want to create a brand story that truly represents who you are and what you stand for, let go of the labels and the glossy #girlboss narrative. Instead, build a story that reflects your real experiences, values, and vision for the future. That’s the kind of story that will resonate with your audience and set you apart from the noise.
Hilary Salzman is a business storytelling expert, podcaster and speaker. She is the author of The Roar of Her Story – How to Tell Everyday Stories to Attract Your Dream Client and Build a Business That’s Unapologetically You.
