12/10/2025

ON SUNDAY October 12, 2025 X theSunday Special

S EASONED brand strategist Alyani Fadzil describes herself with a distinctive professional title: “Empath designer.” What does that mean, exactly? “ ,W¶V D WLWOH WKDW , IHHO EHVW UHÀHFWV ZKR , am and the work I do. It’s an amalgama tion of my professional identity – a highly sensitive brand strategist and designer who leads with empathy,” she shared. Alyani, a Portsmouth University gradu ate with a master’s in urban design and architecture, started out working at an architectural firm before transitioning into the creative industry. She transitioned from architecture-related assignments to graphic design and then to creative directing. She was at the height of her career when Covid-19 happened and like most people at that time, she was back to square one. “Being bedridden during Covid-19 made me realise a lot of things. With all the time in the world, I learned as much as I could about business and something just clicked in me,” Alyani said. In the aftermath of Covid-19 and an increasingly competitive digital economy, female entrepreneurs in Malaysia are rewriting the playbook. From kitchen based startups to tech ventures, women are not just creating businesses – they are creating identities. But beyond catchy logos and Instagram aesthetics, many face one persistent challenge: how to build a brand that lasts. Branding is the crucial foundation of your business and without it, your busi ness will crumble before it even begins. It’s not just about colour palettes or product packaging – it’s about clarity, trust and long-term vision. For women-led busi nesses, especially those trying to establish themselves in the post-pandemic era, a solid brand strategy can mean the dif IHUHQFH EHWZHHQ VWD\LQJ DÀRDW DQG WUXO\ standing out.

Empowering female entrepreneurs through strategic branding

BY DAYANA SOBRI

For women entrepreneurs, branding is more than design – it is identity.”

Alyani

The post-pandemic reality for female entrepreneurs The Covid-19 pandemic impacted busi nesses across the board, but women-led YHQWXUHV ZHUH GLVSURSRUWLRQDWHO\ D̆ HFWHG According to the Department of Statistics Malaysia, nearly 60% of micro and infor mal enterprises in sectors such as food, retail and personal services – many of which are run by women – reported severe ¿QDQFLDO VWUDLQ GXULQJ ORFNGRZQ SHULRGV Based on the statistics, women tend to start businesses out of necessity – to supplement income, gain flexibility or support their families. However, when a crisis strikes, these businesses often

lack the necessary cushion or systems to weather the storm. Many women pivoted to online sales during the pandemic, offering a range of products, from baked goods to well ness services. Yet, in the rush to keep businesses running, branding often took a backseat. The result? A sea of similar ORRNLQJ R̆ HULQJV ZLWK XQFOHDU PHVVDJLQJ DQG QR EUDQG GL̆ HUHQWLDWLRQ “In the digital space, competition is brutal,” Alyani pointed out. “If your brand does not communicate ZKR \RX DUH ZKDW \RX R̆ HU DQG ZK\ LW matters, clearly and consistently, you get drowned out.”

Strong brands start with clarity, not just logos.