On a brisk November morning, Dal Innovates and Dalhousie’s Women in Business Association (WIBA) hosted “Building Your Personal Brand as a Founder,” a breakfast to celebrate Women’s Entrepreneurship Day. The event brought together an incredible mix of aspiring entrepreneurs, female founders, and students keen on harnessing the power of their personal brand.
Event speakers Lauren Mackay, an inspiring student entrepreneur, and Tara Wickwire, a celebrated brand strategist, shared compelling stories of turning challenges into opportunities, sparking a renewed sense of confidence in every woman present.
Lauren Mackay: Serendipitous Entrepreneurship
Lauren Mackay, a Bachelor of Management student at Dalhousie, shared how her journey into entrepreneurship began serendipitously through a class assignment. She initially thought of developing a real estate housing app and applied to Dal Innovates’ Collide Validate program. But her heart wasn’t really in it. “The team at Dal Innovates encouraged me to pursue my passion which is helping those with traumatic brain injuries,” said Mackay who experienced several concussions as a student-athlete competing in swimming and triathlons.
The Collide Validate program helped Mackay identify a critical gap in concussion care and she turned her personal challenge into a startup. She continued to iterate her business idea, completing Collide Launch and launching Head First Care Inc., a concussion management platform designed to help athletes recover from concussions and make concussion care more accessible.
Mackay continues to grow her tech startup and is a rising star within Dalhousie’s innovation and entrepreneurship ecosystem, who serves co-chair of the Annual WIBA Conference. The tech entrepreneur underscored the importance of adaptability and encouraged attendees tap into the network of support available. “Apply to Collide Validate and attend more women in business events because you will learn so much and the connections you make could open the doors to finding your next opportunity,” said Mackay.
Tara Wickwire: Crafting Powerful Personal Brands
Next, Tara Wickwire, sporting a Sandpiper Ventures “womentum” T-shirt, took the stage. Laser-focused on empowering female entrepreneurs, Wickwire delivered a compelling address on the importance of building a personal brand that aligns with one’s authentic self. “Your personal brand is your story—it’s how you connect with people and show them what you stand for,” she explained.
As principal of The Message, a boutique brand communications firm, Wickwire is a master at helping leaders define their vision, values, and voice. Prior to establishing her own firm, she was associate vice president, marketing and brand strategy, at NATIONAL Public Relations. Wickwire also built out a 17-year career leading the PR strategy at Gap Inc. and its house of iconic fashion brands.
During her keynote, Wickwire demystified the concept of personal branding with actionable strategies. “Your personal brand is your carefully curated profile—your own little marketing campaign,” she said. “It’s not just about what you do but how you want to be perceived. Authenticity is key, but it also requires intentionality and discipline.”
Citing examples like Jennifer Garner’s work with Once Upon a Farm and the Canadian female-founded, Knix brand, Wickwire illustrated how a compelling personal brand is built on trust, consistency, and emotional resonance. “You have a personal brand by design or by default,” she noted. “Take control of it—don’t leave it in the hands of others.”
Wickwire broke down the process of creating a personal brand and led an exercise on crafting an elevator pitch by filling in the blanks of this sentence: I help _____ who want to____ by doing _____. She encouraged the audience to workshop their elevator pitch by seeking feedback from trusted friends and colleagues, asking questions like, “What do you think I’m like?”, “What do you think I’m good at?”, and “What do you think my story should be?” to gain valuable insights and refine their personal narrative.
She also emphasized that personal branding isn’t one-size-fits-all. “Introverts, for example, might focus on thoughtful, long-form content, while others might shine through Instagram stories or public speaking. It’s about finding what works for you and staying true to your values.”
A Morning of Connection and Empowerment
This event underscores Dalhousie’s commitment to fostering a supportive environment for current and future female founders. As the speakers mingled with attendees’ post-event, the buzz in the room made it clear: this celebration of Women’s Entrepreneurship Day had ignited a passion.
“Female founders have an incredible opportunity to stand out. By sharing your story authentically, you can carve out your own space in the business world,” said Wickwire.
For students in particular, the event was a reminder that entrepreneurship programs like Collide Discover, Validate, and Launch are not reserved for those with traditional business backgrounds—it is a path open to anyone with a spark of an idea and a passion to pursue it.
Dal Innovates is an active supporter of the Women Entrepreneurship Knowledge Hub (WEKH), an organization dedicated to navigating entrepreneurship, breaking down barriers, and exploring opportunities for women.
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