Fractional CD
Brand Advisory
Purpose Articulation
While HEN community offered learning sessions, networking opportunities, and mentorship, there was no single emotional thread tying everything together.
HEN was created with a powerful intent: to bring women entrepreneurs together so they could support one another, build stronger businesses, and lead more balanced lives.
Members knew HEN as a networking and learning space, but its deeper value — emotional support, collaboration potential, and a safe environment to grow — was not clearly articulated. The brand needed a unifying purpose and identity that could hold diverse activities, formats, and stages of entrepreneurship under one meaningful umbrella.
We recognised that what women entrepreneurs were truly seeking was not just networking, but belonging. An earlier positioning around #LeanIn had served its purpose initially, but over time, it lacked the flexibility to represent the expanding vision and experiences within the community. One thing was clear. We needed to go back to the basics and rethink this.
The earlier positioning around #LeanIn lacked the flexibility to reflect the expanding vision of the community.
This repositioning shifted HEN from being perceived as a networking forum to a trusted space where entrepreneurs could share openly and reduce the loneliness of building a business. The narrative positioned HEN as a “business gym” — a place to practice and connect to grow together.
We also outlined a clear purpose, articulated the Golden Circle, and established the Everyman archetype — approachable, authentic, supportive, and relatable. Thus, HEN emerged as a cohesive, emotionally resonant brand with a clear identity and voice. Members began to experience it as a dependable ecosystem that offers inspiration, information, and support from women who understand the entrepreneurial path firsthand.
The new archetype ensured that communication remained accessible and human, strengthening trust and engagement. By placing belonging at its core, HEN now stands apart from traditional networking platforms as an empowering space for women entrepreneurs.
We reframed the brand around the idea of belonging, co-creating the platform #BelongWithHEN.
