Morra Aarons-Mele, founder of WomenOnline, explains the importance of building your personal (and your company’s) brand and digital footprint

Social media and the internet, and managing a presence on both, have become essential to entrepreneurs and the well-being of their companies. Morra Aarons-Mele, founder of WomenOnline, spoke with the Breakthrough Lab about this important matter. After graduating from Brown University in 1998, Morra explored career paths in politics such as working for the Democratic National Committee and creating content for BlogHer as their Political Director. However, after finding herself surrounded mostly by men, she discovered her interests lay in marketing for women and the world of entrepreneurship.

WomenOnline is a social impact agency for the digital space, with women as the focal target market. Their mission is to help “clients connect with the influencers who will genuinely propel the client’s brand or message forward.” They have 11 major clients, such as the United Nations, President Barack Obama, and Secretary Hillary Clinton. In reflecting on traditional gender roles, she described how powerful mother’s are as consumers, how women vote and spend more money, keep life going, and in general, serve as the decision maker in household purchases. Morra saw an unmet need in how the marketing industry targeted this underserved target sector. “I am never going to be Google, but I love what I am doing” she explained to the cohort. She emphasized that you do not have to be the next big thing, but you should love what you do and be good at it.

The importance of an entrepreneur’s “digital footprint” was one of the key themes of her remarks. She shared examples of companies and individuals who embrace the importance of having a digital voice in an effort to publicize themselves and/or their companies effectively.

“You must create FOMO (“fear of missing out”); the feeling a 6 year old gets when they are not invited to a party,” she stated.

For example, she cited Sophia Amoruso, founder of NastyGal, and many others, who have built their companies and empires solely on their digital presence, and have achieved surprising levels of fame and success from that effort. She also pointed out the negative impact one’s digital presence can have and how one’s online voice can tarnish a reputation, such as Uber CEO, Travis Kalanick, who recently resigned due to his lack of professionalism online.

It is critical for an entrepreneur’s potential customers or clients to see your vision and create a sense of urgency or FOMO, thus leaving no option but for people to join you or buy something from you. She proceeded, “Everyone out there is a free agent online; you have to build your profile.” For Morra and many others, social media presence did not necessarily mean acquiring the most followers or likes, but creating a presence to a desired audience and looking professional.

Jay, a current undergraduate studying at Brown University and B-Lab member inquired, “[our company] is so new, is it still important to cultivate a brand and have such a presence at an early stage?” Without hesitation Morra answered “yes,” making clear that not all one’s time should be focused on this one aspect of the company, but spreading the word and making a vision known is quite important for a company regardless of its stage of development. This led Morra to provide the cohort with concrete steps towards building a professional brand. She asserted, “Own your niche, own your name, own your look.” Morra workshopped with the ventures and gave them direct feedback, taking the time to make sure these principles and fundamental points were concretely understood. She went on to say that they (WomenOnline) literally owned the niche of marketing to women. It is the first thing you find with the search term “women online.” If your company can focus on one thing, it is better able to thrive and remain relevant.

Morra concluded her presentation with the words,

“your personal brand is for your credibility.”

Having been in the students’ shoes earlier in her career she wanted to make clear that entrepreneurship and building your personal brand is not easy, especially for an introvert like herself. Putting yourself out there for millions of people to see and judge everyday is not desirable at all times and “you gotta have a tough skin.” Morra joined B-Lab for lunch to discuss her new book, “Hiding in the Bathroom,” which will be released in September 2017. Without giving away too many details, she explained that her goal in writing the book was to erase the fear that one must be extraverted to be an effective entrepreneur.

To watch Morra’s talk, click here. We also recommend listening to her podcast, Hiding in the Bathroom. Thank you again Morra for sharing your story and entrepreneurial advice!

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