The results of this study suggest that it is important to brand your woman owned small business as it allows for brand trust and brand awareness between the business and consumer.  Participants all expressed how branding for their business was important for them to establish a community with current and potential consumers, while also allowing them to share the word about their business. Participants all mentioned that they chose Instagram as a platform due to its free features to help businesses get started. Instagram also allows women owned businesses to connect with other small owned businesses in the community but also their consumers. Participants also mentioned how the use of Instagram is so powerful that it allows potential consumers to get an idea of the brand and their mission before even entering the store. This allows the consumer to establish brand trust and awareness prior to purchasing a product.

Participants emphasized factors for using Instagram such as free target marketing, a community, and quickly growing brand trust and awareness. These traits of Instagram were stated consistently throughout all interviews. While branding as women-owned has become less important for branding for your small business, interviewees have stated having consistent fonts, colors, and a logo is needed to grow a small business on Instagram. The use of Instagram stories and reels has also been an important factor in terms of brand trust and awareness as it allows consumers to get an Inside scope of what the business is about. 

A significant amount of prior research around branding has been conducted surrounding the themes of the benefits of branding for a business, the importance of brand trust and awareness, and social media inspiring women to start small businesses. Future research might be concerned with studying  the impact social media has on small businesses through an over-abundance of platforms and the effect this may have on smaller businesses.