Femme in STEM as an organization that aims to become a means of empowering student-based women has branding as a platform for women’s empowerment. However, there is still a mismatch between the branding desired by Femme in STEM and what their external environment perceives regarding their brand. As a non-profit organization, Femme in STEM manages and strengthens its brand with limited resources ranging from funds to human resources so that Femme in STEM takes advantage of the role of stakeholders in managing its brand. This study uses the concept of Brand IDEA: Integrity, Democracy Affinity from Nathalie Ladler-Kylander and Julia Shepard Stenzel to determine the branding management efforts of Femme in STEM. The results of the study show that the Femme in STEM forms a brand identity and communicates it through media such as word-of-mouth, terms of reference (TOR), and social media. Femme in STEM also carries out partnerships and collaborations with various companies and communities. In conclusion, there are several aspects of Brand IDEA that have not been optimally implemented by Femme in STEM so it can be suggested that Femme in STEM needs to publish their identity clearly, especially on social media, make guidelines for conveying identity, and expand the event theme in the collaborations that are carried out.
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