For a woman entrepreneur, branding is more than your logo or the colors you choose for your website.

Your brand is what people can count on you to deliver.

It’s the symbol of your spirit.

As a positive psychologist, I focus on what you bring to your brand – your intuition, strengths, positive emotions, your vision…and your VALUES (and YOUR value).

In today’s Tip#2 & Tip #3 for women entrepreneurs, I’m talking values (and your value).

• A value (used as a verb) is an idea or a concept that you cherish; a value is something that you hold precious and dear.
• Your value (used as a noun) is the monetary worth of your products and/or services.

Tip #2: Your Values

Your values are your touchstone.

Your values are your WHY.

Why are you in this business? Why aren’t you working at the M.A.C. counter at Nordstrom instead? Why aren’t you satisfied with a 9-5, M-F corporate job in cube-ville?

It’s easy for women entrepreneurs to get caught in the day-to-day busy-ness of business.

Days when you’re frustrated, discouraged, or tired are days when you have to remember your WHY.

When you’re clear about what you value, you can make clear and concise decisions.

For example, my client Sarah*, an engineer, realized recently that, in addition to valuing how things work, she also values beauty and aesthetics. Now she’s made it her mission to make finely engineered products beautiful as well.

Tip #3: Your Value

Your value is the monetary worth of your products and/or services.

Your value (in this case, how much money you make) is a tangible indicator of your success and ability to impact the world.

Women entrepreneurs, especially those in service-based professions and STEM fields, often have a difficult time placing a price on their products and services. They say, more often than not, “the money doesn’t matter”.

Except the money does matter. Very much.

Money is an indicator of success and impact.

Money touches every aspect of life.

As one service-based woman entrepreneur put it, “it’s hard to be the light of the world when you can’t pay your light bill.”

Your value depends on your confidence and sincere belief that what you offer the world is worthwhile. Your value also depends on your ability and willingness to connect with those who possess financial resources (think: Investors and Sponsors; i.e. www.astia.org).

Here’s what I think:

As a group, women entrepreneurs need to get comfortable with every aspect of money. Making it. Asking for it. Talking about it. Spending it.

As a group, women entrepreneurs need to learn to genuinely value money so that they can know their true value.

*Her name has been changed.