Professional Growth Archives

How Do You Communicate Your Brand?

You are a start-up entrepreneur and you are wondering, “What is the best way to communicate my brand?”

That is a terribly good question and one that you must seriously take the time to answer.


Because what you communicate and how you communicate it determines whether or not you attract the right clients.

Attracting the right clients not only means that you will generate revenue, but it also means that you will enjoy what you do all the more. I mean, let’s be honest, who wants to work for themselves and hate doing it?

That would totally defeat the purpose of entrepreneurship, right?

It would also indicate that you are not walking in your divine personal brand, but I digress. brand man gold

 Let’s get back on track. :)

So, it is critical that you are very strategic in creating your brand communication program. Before you can do so, several things must be clear:

1.  You must know whom you have been called to serve so that your focus is strictly on them.

2.  You must know them inside out so that you are aware of why and how they buy your services.

3.  You must also know how the competition positions their businesses to gain trust and attention from your ideal clients.

4.  Finally, you must have your very own well-defined positioning statement.

What is a Positioning Statement, Kellie?

Just in case, you get the first three “must-knows”, but you are not sure about that positioning statement thingy, here is a little formula for creating one:

I offer (your service type)

For (Your ideal client type)

That Need/Want To (The problem you solve and why your solution is different)

The one thing that I want you to be mindful of more than ever is: why your solution is different. This portion is commonly known as your USP or your unique selling proposition. It is the one thing that makes you distinctive from your competitors in a way that your ideal clients will value most.

You really want to nail that USP because the more your positioning statement accentuates your divine distinction from your competitors, the easier it will be to promote your products and services.

Back to the Brand Communication Program

Now, that you are clear on the “must-knows”, you can sit down and create a brand communication program that aligns with your brand positioning in the marketplace.

You see, behind every bit of communication you do, there must be a reason (a profitable reason) why you are doing it. You should not just jump on the bandwagon and do what you see other brands doing.

Your communication tactics, if you will, should support your goals as it relates to building your clientele and increasing your revenue through authentic connections and interactions with your ideal clients.

In other words, what you do must appeal to your ideal clients, so much so, that they say, “Hey, you are the answer to my prayers because you hold the solution to my problem, pain, or predicament.”

With that being said, here are 20 communication tactics you might consider:

  • ·         Speaking to groups—webinars, teleseminars, seminars, workshops, keynotes

  • ·         Teaching groups–online courses, Lunch-n-Learns

  • ·         Article Marketing

  • ·         Video Marketing

  • ·         Direct Mail

  • ·         Postcards

  • ·         Internet Advertising

  • ·         Podcasts

  • ·         Blogs

  • ·         Ezines & Newsletters (through the mail)

  • ·         Email Marketing

  • ·         Social Media

  • ·         Trade Shows

  • ·         Press Releases & Other Forms of Public Relations

  • ·         Networking

  • ·         Joint ventures, cross promotions

  • ·         Contests

  • ·         Sponsorships

  • ·         Referrals

  • ·         Case Studies


How Do I Create My Brand Communication Program?

Remember, you are just starting out in business and entrepreneurship is no joke. Your time must be utilized wisely, so this is what I advise—choose three to five tactics that you believe will most effectively support your positioning statement and help you achieve your goals.

You can even use these criteria below to help you choose your first three communication tactics:

1.  Choose a tactic that allows you to have a steady flow of communication with your new “leads” (i.e. blogging, email marketing, or direct mail)

2.  Choose a tactic that establishes you as a thought leader in your industry or market (i.e. write a white paper or special report, start a podcast, give a free teleseminar on frequent basis, start a video channel)

3.  Choose a tactic that boosts your reputation online (i.e. redoing your website to increase email address capture rate, optimizing the site for search engines, and revamping your site to make it sell and convert traffic more easily.)

Set A Schedule To Make It Happen

Once you have selected your first three, get a calendar that can go on the wall in your office. Select the days of the week that you will follow-through with each tactic (for example, blogging on Mondays) and place a sticker or use a Sharpie to mark the calendar for that day every week for the rest of the year. 

If there is a tactic that requires you to delegate it…do so.

Commit and be consistent and your brand communication program will reward you with clients that love who you are, what you do, and how well you do it.



You are an “employed entrepreneur”.

You work for someone else full-time but you are agitated because you know, that you know, that you know that you have been called to do something else. You have been called to be the CEO of your own business– a divine business that you did not necessarily choose but one that has been placed within you by God Himself. You have been called into entrepreneurship and the longer you are working in an environment that is contrary to that, the more frustrated you become. ericka's book

Well, I have good news for you.

There is a way to emancipate yourself–a stress-free way. There is a way to plan your exit strategy and do what God has called you. Would you like to learn more about that?

Interview with Author, Evangelist, and Kingdom Trainer Ms. Ericka Jackson

erickajacksonToday, I interviewed Ericka D. Jackson, who is the author of When God Calls, Living God’s Purpose for Your Life. It was an incredible 55 minutes.

Listen now to find out:

  • The top 5 tips on how to plan the emancipation from the full-time J-O-B to living God’s purpose for your life on a full-time basis.

  • The components of a well-structured business plan and how often it should be updated

  • The top 3 marketing methods you should implement and why

  • How to view yourself as a shepherd and your target audience as your flock

  • What vision really is and how it impacts your daily decisions and ultimately whether you live out God’s purpose for your life

Listen Now

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Connect with Ericka Jackson

Before You Go

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You Deserve To Walk In Peace

Do you find yourself getting disturbed or taken aback by the troubling experiences that you go through?

Do you find that your peace is easily shaken or disturbed?

If so, please read this post in its entirety.

A Life-Changing Experience

Just last March, March of 2012, I was sitting at my desk working on the computer and my chest began to tighten. My fingers felt numb and I had sharp pains at the base of my neck and into my shoulders. Then, I started feeling like my breathing was off. I guess you could call it shortness of breath.

My daughter, who was just five years old, was out of school and she was in her bedroom watching one of her favorite movies. I didn’t want to alarm her, so I went on the internet and I typed symptoms of a heart attack.

I started reading the symptoms and my mind said, “You are getting ready to have a heart attack.” So, I called one of my dearest and closest friends who had been experiencing issues with hypertension so I knew she knew all about heart attacks.

She stayed on the phone with me for almost an hour and ruled out the fact that I was about to have one. She told me to go to get my pressure checked at a Harris Teeter grocery store or a CVS Pharmacy because perhaps my pressure had escalated for some reason.

I went and according to the instrument there, let’s just say I should not be here.

So, I thought, that can’t be right. My mother then told me to go to an Urgent Care but by that time all of the Urgent Cares had closed. My mother then advised me to  take an aspirin,  try to get some rest, and go to the Urgent Care right after I dropped off my daughter at school.

That night, I did not get much rest.

I kept thinking crazy thoughts about my health, about my life,  and about the safety of my daughter. I certainly was not ready to leave here (the Earth) and have someone else raise her, so I needed to find out exactly what was going on in my body to cause these kinds of symptoms and do whatever it took to make sure I didn’t experience them, again.

The next morning, I took Zoe to school and rushed to Urgent Care.

After being checked out and x-rayed, the doctor informed me that my blood pressure was high for the first time in my life and that what I had described was an anxiety or panic attack. anxiety attack

He told me that people who experience these feel like they are having a heart attack. He also informed me that the x-ray revealed that my neck was too straight.  (I didn’t even know there was such a thing.)

As he showed me the x-rays, he informed me that my neck should have a little curvature to it, but mine did not. It was completely straight. The straight neck was the cause of the pain in my shoulders and the numbness in my fingers.

Seek and You Shall Find

After that experience, I began to seek God about the state of my life.

Why would I, a child of God, get to a place where I would have an anxiety attack? Why would I get to a place where my mindset was not on taking care of my body? What in the world was going on with me?

I realized that I had not been studying the Word as I should but I had been substituting tele-evangelism for my daily dose of the Word. So, I made a decision to devote time to my own time with God.

Now, I am the kind of person who would rather study a particular topic or issue that I would like to learn more about or even one that is bothering me, as opposed to just reading chapter after chapter, book after book.

And, God, knowing His child, laid it in my heart to study PEACE. And as I studied, He revealed to me three elements, three components, three keys to possessing my peace so that no matter what goes on in my life, I can walk victoriously, confidently, without angst.

It is not a magic pill, quick fix or a microwavable potion, but it is a process that you and I can use no matter what we face. Because guess what?

You deserve to walk in peace. :)

Yes!!! You are a child of the God of Peace….so nothing “in” or “of” this world should sabotage the peace that your Heavenly Father has given you through the power of His Holy Spirit. (I Thessalonians 5:23, Galatians 5:22)

The three keys that God gave to me will come in handy in your life, time and time again. I promise you that. The more you use them, the better you will get at using them.


Sharing the 3 Keys to Possessing Your Peace on Not Just Talk Radio

On March 25th, I was a guest on Shamara Cox’s Not Just Talk Radio Show and I spoke on this topic: 3 Keys to Possessing Your Peace: Rising Above the Drama to Walk In Your Divine Personal Brand.  Shamara and I had a ball and it seemed to be a popular topic with the listeners as the questions came flooding in–so much so, that we didn’t get a chance to answer them all.

Listen Now

  1. Get your Bible out and turn to 1 Thessalonians 5:16-18. The three keys are found there.
  2. Listen now and be blessed!
  3. Share the show with others who need a systematic formula for walking in peace.
  4. Don’t just read and listen. Leave a comment below. :)  

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You will keep in perfect peace those whose minds are steadfast, because they trust in you. Isaiah 26:3 NIV

My Mind’s Playing Tricks On Me

valedictorian medalI was the valedictorian of the Class of ’89 at Cresset Christian Academy in Durham, N.C.

Although, I had always loved school and did my very best since kindergarten; I’d worked extremely hard to “prove” myself once my mom enrolled me in a Christian school my eighth grade year. I was the only student of color in my class, so I felt this insurmountable pressure to show my classmates that I was just as smart as or even smarter than they were. I never imagined that my hard work would position me to have the highest GPA. It never even crossed my mind.

So, when I found out that I was valedictorian, I was so shocked. You might say I was flabbergasted.

Well, you may have thought that I would have gone on to some Ivy League College or at least gone to one of the larger more competitive public universities in North Carolina or some other state.

You may have thought that I would have pursued a career that would have paid me six figures, easily, in the mid ’90′s like law, accounting, computer technology, marketing and advertising, or even medicine; but, I didn’t.

In fact, when it came time for me to choose a career and an institution of higher learning, I settled.

I settled because I did not go to the college that I really wanted to go to and I did not choose the career path that I really wanted to choose. I chose to play it  safe in both regards. I chose to go to a very small HBCU (historically Black College or University) in North Carolina and I chose to major in elementary education.


I now know that what fueled my logic, what fed my sense of inadequacy, even though my entire scholastic record said I was highly capable,  is something called the Impostor Syndrome. It is the reason I literally talked myself out of taking risks and really pushing myself after high school.

But, don’t cry for me. :)

Even though I  may have short-changed myself to some degree, this post is not about obsessing over the past. It is about acknowledging a mindset that is very prevalent in successful people–particularly women.

The Impostor Syndrome is a very real phenomenon that successful women, professional women, and women who are climbing the-bring-home-the-bacon-fry-it-up-in-a-pan-I-am-every-woman-ladder struggle with in spite of their abilities, education, salaries, and accolades.

This post is about resetting our minds so that we do not allow this syndrome to overtake us and keep us from joyfully fulfilling our divine purpose.

Assess Yourself

Do you suffer from listening to the “private voices of self-doubt” even though you are an accomplished leader in your field? 

Have you obtained the education, accolades, awards, and salary of  an expert in your industry but yet you struggle with believing that you really deserve any of it?

Do people consider you a role model or look to you for great counsel and advice; yet, inside you are still asking yourself questions like “What if they find out I’m not as smart as they think I am? or “Can I really pull this off?”

If so, you may be suffering from the hidden fears and insecurities that millions of successful people struggle with known as the Impostor Syndrome and it is time that you are SET FREE.

Interview with Dr. Valerie  Young Valerie-Young (1)

On Friday, March 29th, I had a wonderful discussion about this subject with Dr. Valerie Young, author of The Secret Thoughts of Successful Women: Why Capable People Suffer from the Impostor Syndrome and How To Thrive In Spite of It. She shared strategies that will help you transform your thinking so that you can “reach new heights” and “positively thrive.”

Dr. Young is an accomplished speaker and her career-related tips have been cited in publications around the world including The Wall Street JournalUSA Weekend, More magazine, Woman’s Day, Redbook, Psychology Today, The Chicago Tribune, The Sydney Morning Herald, The Daily Mail, The Irish Independent, and Entrepreneur to name a few. You can learn more about her at

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Thoughts From You

  • What Do You Think About This Phenomenon?
  • Have you experienced it or do you know someone who has? Please share your thoughts below. I love to hear from you! :)

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