Redefining Marketing with Authenticity

In today’s marketing landscape, where traditional frameworks often fail to reflect the lived experiences and identities of Black women, decolonising brand strategy offers a powerful alternative. At the recent Network for Black Women Leaders Elevate Session, brand strategist and somatic coach Jae Gibbs from Empowering Purpose led an insightful discussion on moving beyond conventional marketing models to embrace a more authentic, people-centred approach.

Jae defined colonisation in the context of branding and marketing as 'the imposition of dominant cultural narratives, values, and systems that erase, exploit, or marginalise other identities and ways of being'. She highlighted that traditional marketing and branding frameworks often reflect Eurocentric perspectives, reinforcing a one-size-fits-all approach that does not consider the diverse experiences, histories, and cultural expressions of marginalised communities.

She emphasised that decolonising brand strategy involves challenging these dominant narratives, reclaiming authenticity, and centring the lived experiences of Black women and other underrepresented groups in the way they build and communicate their brands.

The Essence of a Decolonised Brand Strategy

Jae introduced participants to the idea that a brand is more than a logo or tagline—it’s an ecosystem built on values, purpose, and deep audience connection. Traditional marketing often prioritises sales-driven narratives that erase cultural depth, but decolonised branding centres authenticity, ensuring that Black women’s unique voices, stories, and communities are not just included but celebrated.

By decolonising branding, businesses and entrepreneurs can create strategies that move beyond extractive marketing tactics and instead foster genuine relationships with their audiences.

Key Takeaways from the Session

1. Aligning Your Brand with Your Truth

A truly impactful brand is built on authenticity. Jae encouraged attendees to reflect on their values, purpose, and unique perspectives. Rather than adopting mainstream strategies that don’t fit, Black women entrepreneurs should embrace marketing that aligns with their cultural identities and lived experiences.

2. Building Connection Pathways

A decolonised brand strategy prioritises relationships over transactions. Jae outlined a framework that draws on attraction, belonging and connection. Instead of using mainstream marketing tricks to manipulate audiences, Jae highlighted the power of organic connection and meaningful engagement.

3. Reframing Success Beyond Capitalism

Many conventional marketing models push a hyper-commercial, results-driven approach, but Jae challenged attendees to redefine success on their own terms. Whether that means creating a sustainable business, fostering a loyal community, or reclaiming narratives, success should be rooted in impact, not just income.

4. Storytelling as a Decolonising Tool

Black women’s stories have historically been erased or misrepresented in mainstream narratives. Jae underscored the importance of storytelling in branding, not just as a way to market products but as a means of reclaiming identity, power, and history.

Authentic storytelling allows brands to connect deeply with audiences, challenge dominant narratives, and create meaningful cultural shifts.

Implementing a Decolonised Branding Approach

Jae provided participants with a practical checklist to begin their journey towards a decolonised brand strategy:

• Identify your brand’s purpose and core values.
• Understand and connect with your aligned audience.
• Prioritise storytelling over sales-focused marketing.
• Foster relationships rather than extractive transactions.
• Centre authenticity over perfection.

Moving Forward: A Call to Action

This session was an empowering reminder that branding doesn’t have to conform to mainstream marketing tactics. Instead, Black women can build brands that are deeply connected to their identities, communities, and missions.

As Jae concluded: “Your brand is a movement, not just a business. It’s about creating something that resonates, connects, and transforms.”

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Missed this session? The Network for Black Women Leaders continues to offer support, training and workshops that empower Black women leaders to navigate professional spaces on their own terms. Stay connected for upcoming events that challenge, inspire, and support your journey.

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