Empowering… – Women of Influence

Eva Hartling, an award-winning marketing executive turned entrepreneur, founded The Brand is Female in 2018 after two decades in media and communications, working for organizations such as Birks, IBM, Telefilm Canada and RONA, where she led national and international brand and public affairs campaigns. The Brand is Female is a communications agency that works with impactful brands and a platform that celebrates women’s achievements, sharing their stories through The Brand is Female podcast, an event series and content that inspires and empowers. Eva is a board member of the Fondation du Musée d’art contemporain de Montréal and is actively involved in CANFAR.

I started The Brand is Female because…
I have experienced first-hand the challenges and barriers faced by women in business, especially women in leadership. These challenges, ranging from gender bias to lack of mentorship, inspired me to create a platform that would directly address these issues. I wanted to make a difference by highlighting leaders who serve as role models to inspire women to dream big and achieve their goals. By sharing their stories and successes, we create a ripple effect, encouraging more women to take on leadership roles and overcome barriers.

The biggest impact The Brand is Female has had on female entrepreneurs is…
We feature female role models who demonstrate leadership, vision, risk-taking, and self-confidence while sharing their tips and tools for success. These role models show that it is possible to successfully navigate the business world despite challenges. By highlighting their journeys, we provide a role model for other women to follow, fostering a sense of community. Female entrepreneurs find inspiration and practical advice to overcome obstacles, build networks, and grow their businesses.

To create more opportunities for women in business, we need…
Access to capital, support, and increased representation on boards, in leadership positions, and in the investment community. Women need to build relationships with key decision-makers across industries, which often requires the support and sponsorship of men. This means creating environments where women can network with influential figures who can open doors that were previously closed. We also need to improve our financial and technological literacy, equipping women with the skills they need to thrive in a competitive environment. Having the tools and resources to engage effectively with investors and bankers is essential to leveling the playing field.

Collaborate with TD Women in Business and Women of Influence+ are important because…
Both initiatives help women connect with trusted and important advisors and provide networking opportunities to access support and inspiration groups. These collaborations provide platforms for women to exchange ideas, share experiences, and find mentors. We amplify our impact by aligning with organizations dedicated to the advancement of women, creating a stronger, united front to address gender disparities in business.

Balancing leadership and personal life as a woman means…
It’s critical to identify our priorities at different times and understand that this delicate balance is constantly shifting. It requires constantly reassessing what matters most and being flexible enough to adapt. It also means prioritizing our health and well-being and advocating for better support for women’s health in the workplace and in society. Organizations must recognize women’s unique challenges and provide the necessary support systems, such as flexible work schedules and comprehensive benefits, to help women maintain this balance.

One thing organizations can do to support women leaders is…
Be more flexible in meeting their general health and mental health needs. Fortunately, we’re seeing more and more conversations around the 3Ms and how workplaces need to accommodate women’s realities around menstruation, motherhood, and menopause—topics that are still taboo and can limit women’s careers. By addressing these issues openly and providing appropriate accommodations, organizations can create a more inclusive and supportive environment that allows women leaders to thrive.

The only advice I give that I have trouble following myself is…
I prioritize my sleep. While I understand the importance of rest for overall well-being and productivity, I often find myself sacrificing sleep to juggle multiple responsibilities. This is a common struggle for many motivated women!

What I like most about what I do is…
We constantly hear about female entrepreneurs breaking glass ceilings. Their stories of resilience, innovation, and success are incredibly inspiring and reaffirm the importance of our work at The Brand is Female. It’s rewarding to see the tangible impact our platform is having on empowering women and fostering a community of trailblazers who are redefining what’s possible for future generations.

If I had to choose one thing that helped me succeed, it would be…
My network of allies and supporters. Throughout my career, I have been fortunate to have a strong support network of mentors, colleagues, and friends who have provided me with guidance, encouragement, and opportunities. This network has been instrumental in overcoming challenges, seizing opportunities, and achieving my goals.

If you googled me, you still wouldn’t know…
Some of my greatest allies throughout my career were men who believed in advocating for women in the workplace. Their mentorship and advocacy were invaluable, demonstrating the importance of male allies in advancing gender equality. These men demonstrated true leadership in encouraging others and creating inclusive environments where everyone can thrive.

I remain inspired by…
I interview women leaders for my weekly podcast. Each conversation reveals new perspectives on leadership, resilience, and innovation. Hearing first-hand accounts of how these women are overcoming obstacles and driving change is a constant source of inspiration. It reminds me of the power of storytelling to foster connection and empowerment.

The future of women entrepreneurs looks bright because…
We are not afraid to engage in difficult conversations to advance gender equality and female leadership. Women are challenging the status quo in industries like healthcare, sports, finance, and technology, enabling more women to break glass ceilings across all sectors. The momentum we are creating today is paving the way for a future where women leaders are the norm, not the exception.