In a special webinar hosted by FutureLab in collaboration with Mastercard and the Asia Foundation, Krista Goon and Roselin Das share insights on the power of storytelling and personal branding for women entrepreneurs.
The webinar, recorded last November, is repurposed and released as a podcast episode in conjunction with International Women’s Day 2025 to highlight how personal narratives can shape businesses, build trust and create meaningful impact.
Storytelling Matters for Women Entrepreneurs
Storytelling is more than just a marketing tool—it is a way to connect, inspire and establish credibility. Krista emphasizes that people don’t just buy products or services; they buy into the person behind the brand. Sharing one’s journey, struggles and triumphs makes a business relatable and memorable. “We need to know, like and trust the person behind the business,” Krista says.
Roselin adds that women often hesitate to put themselves in the spotlight. However, she encourages them to embrace their personal stories as a way to differentiate themselves in a crowded market. “Your story is your brand,” she noted. “It is what makes you unique.”
What’s A Personal Brand & How Do You Build It?
Krista and Roselin share their best strategies with the audience of women entrepreneurs in this webinar.
- Define Your Expertise – Identify the two or three areas you want to be known for. Avoid spreading yourself too thin or focusing on too many things at one time. Remember to focus on your core strengths.
- Be Visible & Consistent – Whether through social media, podcasting or speaking engagements, showing up regularly with your expertise helps establish your credibility.
- Use Your Story as Your Sales Tool – Instead of leading with what you sell, lead with why you do what you do. When your purpose is clear, your authenticity attracts the right audience.
- Leverage Community & Networks – Start with people who know you and trust you. Recommendations from peers and past clients are powerful ways to build trust and grow your reach. (Krista explains more about this in this episode.)
- Embrace Imperfections – Sharing setbacks and challenges makes your journey relatable. Never shy away from sharing stories that are difficult or devastating. Vulnerability fosters deeper connections. Your audience wants to know if you’re human!
Challenges in Personal Branding
During the Q&A (which is also included in this episode), attendees expressed concerns about imposter syndrome and the fear of self-promotion. Krista reassures participants that everyone feels like an imposter at some point but taking action through small, consistent steps helps overcome self-doubt. Roselin underscores the importance of showing up as your authentic self, even if that means starting small with written content or audio formats before moving to video.
Takeaways for Women Entrepreneurs
- You are your best advocate. Don’t be afraid to share your story. It’s important and it’s powerful.
- Digital presence is crucial. Be strategic about where and how you show up.
- Building a brand takes time but consistency and authenticity pay off in the long term.
- Your network is your strength—collaborate, engage and support others but define your boundaries too.
Explore More Stories
This International Women’s Day, let’s commit to amplifying more women’s voices. Whether through podcasting, blogging, or public speaking, every story matters.
If you’re a woman entrepreneur looking to grow your brand and connect with other women, explore more stories of Asian women entrepreneurs through our Womenpreneur Asia podcast. Let’s continue to support, uplift and celebrate each other!
And if you’d like to leave your comments or thoughts, connect with Womenpreneur Asia on Facebook, Instagram or Threads.
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