INTELLIGENCE BRIEF:
Visibility isn't about being everywhere and on every platform - it's about being clearly positioned in front of the right people. If that's not the case right now, your time is better spent observing and listening to your ideal audience and then showing up only when you can craft a clear, clean, and powerful message.
Women-owned businesses in particular are told to show up more - to post endlessly, be vulnerable on social media, and be “relatable” to everyone. But that kind of visibility often leads to overexposure, burnout, and a diluted brand.
Instead, think of visibility like a luxury item - scarcity increases value. This isn't about hiding or retreating from any marketing - it's about curating your presence. When done well, strategic visibility means attracting attention instead of chasing it.
YOUR MOVE:
Refuse the pressure to perform for the algorithms. Instead, design a visibility map - who needs to see you, how often, and in what context? Then, build a brand that shows up less, but says more.
THE PLAYBOOK:
Define your crucial power moves. Identify where your presence will have the biggest impact on your business. Think industry events, niche blogs or podcasts, publications, and most importantly, high-level introductions. And make sure your chosen platforms truly align with your brand values.
Craft a signature presence - and make it memorable. Choose a visual, verbal, and strategic signature that makes your brand instantly recognizable. Choose 5 key words to describe your business and then reinforce them wherever possible. What should people be saying about you?
- Example: Bozoma Saint John - the former CMO of Netflix and Uber - has created an instantly recognizable personal brand with her bold style, commanding voice, and unapologetic presence. Her visual signature (bright colors), verbal tone (direct, magnetic), and strategic timing (appearing in only high-impact moments) make her unforgettable and impossible to ignore.
Decide what you'll withhold.
Your brand is also shaped by what you don't share. Choose the areas of your personal or business life that will be off-limits. Make your personal social media accounts private. Not everything needs to be made public. Mystery attracts interest and respect - and keeps your brand message clear.
WHY IT WORKS:
We equate scarcity with value - and intentional presence with authority. When you build an impactful brand that isn't always available, it flips the social script. You're no longer working hard for likes and follows, you're building demand.
THE FINAL WORD:
The most powerful women and businesses aren't constantly visible, they're strategically visible. And impossible to ignore.
