Radio Interview: Why Personal Brand Leadership is Important

Spark Plug: Welcome to People You Need to Know on Spark Plug Radio. I’m your host, Spark Plug, publisher of Metro Atlanta’s premier businesswomen’s spotlight magazine. At People You Need to Know Magazine, we’re proud to promote women in business and give them world-class recognition along the way. Tune in every week as we introduce you to some of the most knowledgeable, helpful and creative businesswomen in America. Our show today is brought to you by our new official corporate sponsor, Staples, “That was easy.”

In this segment, we’re going to be talking about personal brand leadership, what is it, and why it should be important to you. My guest today is a native of Fayetteville, North Carolina, and a graduate of Northwestern University. Currently, she is president of Atlanta-based Velvet Suite Marketing Consulting Group. They are a global consulting and leadership training company designed to empower and inspire individuals and enterprises to be great leaders in times of change. We are honored to have on the show today, the current People You Need to Know Magazine Person of the Week, Ms. Melissa Dawn Johnson. Welcome to the show.

Melissa Dawn Johnson: Oh, thank you. I am so excited to be here. Happy, happy Wednesday to you, how are you today?

Spark Plug: Fantastic and I’m trying to get better. Melissa, are you ready to talk about personal brand leadership?

Melissa Dawn Johnson: You know I’m always ready to talk about personal brand leadership. I find that what I’ve discovered is my life’s work, so it’s very easy for me to talk about what I love, what’s my passion and, so I’m ready.

Spark Plug: Well, let’s get right into it, okay?

Melissa Dawn Johnson: Alright, let’s do it.

Spark Plug: For some of our listeners, what is personal brand leadership?

Melissa Dawn Johnson: Well, you know I think it’s very interesting because right now the word “personal branding” is one of the hottest buzz terms, and so you hear it from how to get more followers on Twitter, to how to get more exposure, to how to better network to get the job, to start the business to get the next client, and I think all of those things are great, but I really believe and have the philosophy of personal brand leadership. It is a little bit more than that. It really is about discovering your authentic value and positioning that value consistently over time that allows you to make choices that will ultimately make a difference for your life and those around you and those choices are not necessarily always easy. But it’s about leadership, it’s about positioning yourself to be someone who is standing in character, standing in integrity, and ultimately at this time — I think a great time for personal branding leadership to happen because there’s so much going on and people are looking for answers. There are so many problems and having the conviction to stand up and say, “This is what I stand for –  this is what I believe is my passion, it’s to solve someone else’s problem, and I will go through whatever it takes. I will be a leader in order for that to actually become true and real and ultimately make a difference in my life and the lives of others.”

Spark Plug: Well, I think you kind of answered my second question, but you might want to take it a little bit deeper for us. Why is personal brand leadership so important especially today?

Melissa Dawn Johnson: It is critical, Spark Plug, because I believe that we’re living in a day and age where we have more problems than we have solutions. If you look at the economy, if you look at the environment, if you look at our educational system, if you look at politics, if you look at the realm of energy, there are so many.  You can watch TV, watch the nightly news, you know I’m on CNN weekly and part of the reason why I do my segment called, Morning Motivation, is to give people some inspiration and motivation to move forward in a very difficult time economically, and all the other factors I shared with you. And so I think why it’s so critical now is that brands are about solutions.

Brands are about … now, I’ll give my clarity of authentic branding because I really believe … with my background in developing brands — I’ve developed the brand Swiffer. I worked on Mr. Clean and Victoria’s Secret and Nationwide. I’ve done the rebranding of Nationwide.

This is a part of what I’ve been educated to do, but it’s also within my practical experience and the lessons that I’ve learned that are practical for today that really answer that question — it’s about authenticity. It’s about standing up and having a conviction and an answer for a real problem that people are going through. It’s about being able to position yourself — to be at the right place at the right time to meet opportunity. And a lot of people need that today because the way that we thought it would work, with the jobs that we thought we have, with the things that we banked on in terms of our investment and where we were going have changed. So now, we have to reposition ourselves to meet new opportunity and we have to have persistence. I think that’s very critical now, because it’s not easy and the reason why in my book that I wrote, Brand Me: Make Your Mark: Turn Passion into Profit, I talk about the passion and the profit. The passion and the profit — you know it really is not just about, “This is what I love to do,” but the passion gives you an ability to persevere. And more than anything, people now need to know that they are going to have to persevere and we’re going to get through to better times, but it’s going to take time and the passion is going to keep you going in the meanwhile.

Spark Plug: Well, Melissa, where does an individual begin in creating a personal brand?

Melissa Dawn Johnson: You know, it’s very easy to recognize that branding is really about the mark that you’re making, so the truth is you already have established the mark. The question is if it is positive or negative. And in a very fundamental way, people usually make their mark immediately. The statistics say within the first three seconds of someone meeting you, they’ve made up their mind about your value and who you are, and within the next ten seconds, they’ve changed their mind multiple times. So you’ve got to be so proactive. We all have to be more proactive about managing our message. What we say is less than 80% of that. Eighty percent of that is what we do and how we show up. So it’s so important right now to start off with the fact that, “Okay, I have value,” and I say you’ve really got to internalize that.

What we talk about at Velvet Suite is branding from the inside out. You’ve got to start with understanding what is your core value, meaning who are you and then from there, you can brand that into the image that people see, whether it’s how you dress, whether it’s what you talk about, if it’s your business card, if it’s the services that you provide in your company, if it’s how you go about working on projects on the job, you’ve got to begin to be consistent in order for you to become branded by the message.

If you think about our President, you know for 18 plus months, he went around the country talking about “Yes, we can,” but it wasn’t until months later after touching people in the market, after being on media, after consistently giving his message over and over and over again that that message branded him. So we all have to be more intentional. We’ve got to understand who we are, package our message, be consistent in the image that we give and ultimately, we’ve got to deliver. If you are not someone who can execute it, if you don’t do what you say you do, you lose all credibility no matter what you look like and no matter how you package your message.

Spark Plug: Well, how does a person reinvent their brand?

Melissa Dawn Johnson: You know, I think many people are in the process of reinvention. I mean from my personal story, that’s really what happened to me.  I had the education and worked at like over five different global brands, Fortune 500 brands, all in branding, brand development and communication. And I had a situation that happened to me in my life that really had me put my life on pause. It’s one of those defining moments. I had a tragic loss and I said, “You know what, really, what is life going to mean for me?  What’s my purpose?” And I didn’t want to just be defined by a great job, and I had many accolades and a great resume. That’s all fine and good, but really I said, “I want to understand a deeper purpose in my work,” and I really reinvented myself as an entrepreneur. I did what I needed to do. I did my homework, that’s one of the principles.

Number one, I think, before you even do your homework is you’ve got to really ask yourself some tough questions, “Is what I’m doing counting? Does it matter? Am I fulfilled? Am I financially fulfilled?” And what I preach and what I talk about is that you can make a living doing what you love, but it takes some thoughtful strategic direction. It takes getting advice and counsel from others.

Spark Plug: Well, Melissa, before we bring this interview to a close, where can we find more information all about you, your book, when you’re on CNN, your company, and more importantly how can you be reached?

Melissa Dawn Johnson: Absolutely. Velvet Suite Marketing was my first company that I launched in 2006 and you can find out about us on the Internet at velvetsuite.com. That’s for established companies and established individuals where we do full service brands, consultation and marketing execution. And then my Reinvention was after I wrote the book, Brand Me, I realized that it didn’t matter if you are CEO, if you’re a clerk, if you are a student, if you are an entrepreneur or someone in between, everyone wanted to know how to build an authentic brand. And Myles Monroe wrote the foreword to my book.  He said, “Melissa gives what companies pay millions for and she gives it to the masses.” And so I began to see the opportunity for a second business called, Brand Me International. And that is brandmelive.com. We have a social network community. We feature expert bloggers in different areas. We’re going to hopefully get Spark Plug on our radio show that happens on Wednesdays on Blog Talk at noon.

Spark Plug: Alright, well, Ms. Melissa Dawn Johnson, President of Atlanta-based Velvet Suite Marketing Group. Thanks for spending some of your most valuable time with us today.

Melissa Dawn Johnson: No, thank you so much for the opportunity and I wanted to just say congratulations to you for what you are doing, and the difference you’re making in featuring women who are changing things right now because we are making moves and we’re doing great things and it’s because of you that we get to let the world know what we do, so thank you.

Spark Plug: Well, alright. You’ve been listening to People You Need to Know on Spark Plug Radio — the radio station connecting you to America’s leading business professionals like Ms. Melissa Dawn Johnson. To listen to even More People You Need To Know, just Google Spark Plug Radio or visit our website at sparkplugpeople.com, so be sure to join us on our Facebook page at PYNTK.

I want to take a moment to thank my executive producer, Ms. Jacqueline Benjamin-Thomas for doing another terrific job. This is Spark Plug encouraging you to keep supporting women in business because when women succeed, the nation prospers. Until next time, always remember that you can add a spark to whatever you do and thanks for tuning in.

Every once in a while, I think we need to be reminded of the fact that there’s a solution to every problem and there is an end to every challenge. Actually, there is some sort of remedy for every difficult situation we encounter. The answer may be tough to find at times, but it exists. Stepping back for a moment to look at things from a different perspective can sometimes work like magic. We may not always be happy with the outcome; nevertheless, it’s still a solution.

Sadly, there are people who believe there are no solutions to the issues they face and tend to think that their only way out is to end their life. Suicide is the eleventh most common cause of death in the United States and the second leading cause of death among college students. With global recession, poverty, loneliness, terrorism and wars weakening the spirits of many, thousands feel as if they are backed into a corner of hopelessness. In addition, there are many other reasons which literally drive people to their death — it doesn’t have to end this way.

None of us came here with a road map. It gets tough for all of us who are trying to navigate our way through this journey, which can sometimes be treacherous. But still … there’s inspiration all around us, if we just take a moment to look, to interact with others and believe things will get better. Merely changing our focus can often help us climb to higher mental ground.

We are all needed by someone on this earth, whether they be friends, family, co-workers, neighbors or even strangers. I believe the words English poet, satirist, lawyer, and priest, John Donne wrote are true:

“No man is an island, entire of itself … any man’s death diminishes me, because I am involved in mankind.”

If you know someone who may be showing signs of suicide, please do what you can to help them find professional help so they can hopefully find a life of fulfillment, discover a feeling of self-worth and add value to the world. It’s the right thing to do.

Focus on the good,

~Jacqueline

Very few people actually love the element of change. It breaks up the monotony of life, causing us to slow down and pay close attention to what is going on in our surroundings. Life’s shifts will often bring unease and unrest to the lives of many.

In business, change is definitely a fact of life. Today’s climate may have an employee working in the office today, but that same employee may be terminated tomorrow. Long gone are the days when corporations expected to keep an employee for years on end. That time has passed.

Most people know that even if they are employed, they must work as the CEO of their own life because there are no guarantees and they must be prepared for whatever comes their way.

When faced with change, our first response is usually resistance. We do this by fight or flight. Just tell your team members that something new is coming down the pipeline, and you’ll probably hear 10 reasons why the change should not take place. On the other hand, in extreme situations, people have been known to exercise the flight response and clean out their office on the very same day a new administration takes charge because they are unwilling to deal with the CHANGE that may occur.

Change can be a bridge to something better and more exciting. It can also lead you down a path that really wasn’t your choice; nevertheless, you should still be on the lookout for opportunities along the way.

We are more flexible than we realize and I believe that without change, none of us could ever reach our full potential. So embrace change, and be willing to get uncomfortable in order to keep growing, changing and evolving.

~Jacqueline

At one of our events, Ms. Rebecca McClain, Atlanta’s top Business and Personal Coach sponsored a local artist for three hours at our People You Need to Know Booth.

I watched as each person sat in the chair and told the artist what brought them the most joy in their lives so he could capture it on the canvas. For some, it was traveling, or shopping, for others, it was singing, sports or reading. The point is, each person shared their heart’s song.

What was so amazing to me is the great joy that was displayed on their faces and the gleam I saw in their eyes when they saw their passion set to illustration. It was quite a transformation.

This made me wonder … why don’t we pursue the things that really bring us joy? Why do we wander and meander through life from day to day, accepting a seemingly miserable fate, sometimes allowing fear to wreck our entire existence?

It really doesn’t have to be that way.

If you’ve lost your way and need someone to help you get on a path that will bring you the most joy or help you become more productive in life, hire Rebecca McClain to help you get there. It’s HER passion!

- Jacqueline

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Rebecca McClain is the founder of Life Treasures LLC. As an entrepreneur, author, speaker and coach, she inspires people all across the nation and internationally. In November 2009, she launched the online networking platform, Build A Thriving Business Network, for women and minorities in business. Look for her on the next cover of People You Need to Know. She can be reached at (678) 289-0148.

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Welcome to another Girl Friend Friday where we motivate, inspire, inform and remind women that they are the key to any situation. By the way, I know you’re used to seeing Girl Friend as one word. But since I like to go against the grain, I’m making it two.

Anyway, I upgraded to WordPress 3.0 this morning. I was a bit worried because I normally hire people to do things I’m not so sure about, especially when it comes to my website. But this time, I thought I’d jump in with both feet, and do it all on my own. So far, so good. But that’s not what I’m excited about.

Anyone who is familiar with WordPress knows that the code is similar to small cities built within an entire state. There’s mounds and mounds of code. But I felt adventurous. Not only did I discover the problems, but I fixed them. It took me a couple of hours, but I did it!!!

So ladies, as a reminder, you’re smarter than you think you are. Take more risks, and you’ll reap more rewards.

Have a GREAT weekend!!

- Jacqueline

Stormy Wellington has strategically built and trained an organization of over 7,500 independent distributors, and provided them with the necessary skills to move through the ranks of President, Director, Manager, Coordinator and Advisor. Wellington’s organization is worldwide and has become one of the most powerful organizations in Ardyss International.

She is considered by her peers to be a quiet storm. But for those who know and love her realize she is an awesome force in the multi-level marketing industry that has changed the lives and zip codes of women and men across the country.

A single mother raised this Jamaican-born powerhouse in New York.  Soon after, the family moved to Miami when Stormy became a mother at 15 and again at 18. Motherhood changed her life and also gave her a new zest for life. Being a young mother taught Stormy that failure was not an option. She moved her family to Atlanta, Georgia, and excelled at corporations such as Sprint and Dun and Bradstreet. After which, she ventured into entrepreneurship, opening a very successful boutique until the economy dictated otherwise.

Stormy Wellington was introduced to Ardyss International, October 2008, and her life and her destiny changed forever. While the past year could be remembered as the worst economic downturn our nation has ever experienced, Wellington is accustomed to always rising above the tide.

After the second quarter of 2009, she generated over five-million dollars of revenue for Ardyss International, while earning over a half of a million dollars in personal income for herself. Now debt free, Wellington has now become a Millionairess … not bad for a 29-year-old powerhouse with a G.E.D.

Ardyss is a movement; Stormy calls it, “a progressive movement. My goal is to get every woman, every person that I know, to use the products and/or become a distributor. Just look at how the products are changing people’s lives, zip codes and incomes. Look at the effect they can have. I am passionate about Ardyss. I encourage everybody to get up, take a stand, and say yes to changing your life, your family’s life and create generational wealth for your family.”

Stormy Wellington currently spends her time traveling all over the country as a dynamic motivational speaker, training hundreds of new distributors and impacting the lives of many with her story of prayer, hope, and drive to assure them that if she can do it, so can you. She believes faith is power!

Look for Stormy Wellington in the next issue of People You Need to Know Magazine – Business Superstars Edition.

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I came across this photo of these beautiful little girls. The note beneath it stated that the two were adopted sisters.

I began to wonder about the path of their lives and whether or not they would be able to maintain a happy state of mind in our complex world. That’s all happiness is … a state of mind … something YOU have the power to choose … something you must cling to in order to thrive.

Remez Sasson once said, “Choose happiness, concentrate on happiness and you will find it everywhere.”

Have a happy weekend.

- Jacqueline

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Lately, for me, the community and world news both seem to be more overwhelming than usual. There seems to be more despair in the air due to the recent earthquake in Haiti, violent storms, floods, and now, the earthquake in Chile. All of this sad news, in addition to the current economic situation that many people are facing, is leading to feelings of emptiness and despair.

Every once in a while, I believe we need a new hope. We need a hope that can keep us motivated even when the dust gets in our eyes and our vision seems to get cloudy. We need a new hope that will keep us going in the midst of life’s setbacks and challenges. We need a hope that will remind us that if we keep putting one foot in front of the other, not only will we move forward, but we will also prevail.

Where can we find this new hope?

The only place I can find it is . . . inside. I believe if we keep looking within, we can find our way. Every day must be symbolic of a new beginning. This is a journey for us all. We may not be in full control of where it leads us, but we can grab hold of a belief that we WILL make it through.

- Jacqueline

Effective leaders encourage their people to question everything. When we begin to question things, we elevate our thinking. When we elevate our thinking, we also expand our possibilities. And when we expand our possibilities, we will come to realize that the facts don’t count. The facts are only the truth as long as we believe them.

We cannot live our lives based solely on facts because facts are changing almost daily. Furthermore, the facts don’t motivate us anyway — the possibilities do! William Faulkner exclaimed, “Facts and truth really don’t have much to do with each other.”

In 1949, when the Federation for the Blind was founded, 99 percent of the blind people in America were unemployed. So, the founders of this organization decided to encourage their members to view blindness as a personality trait rather than a disability.

In other words, the leaders of this organization encouraged their people to rethink what was possible for them. They literally changed the facts! Because of this paradigm shift, blind people today are succeeding in areas once believed impossible. They now work in almost every field imaginable … teachers, attorneys, mayors, artists, Olympic athletes, professors, entertainers, TV talk show hosts, professional speakers, etc., and the list goes on and on of professions which the blind now occupy.

Are you old enough to remember Allen Funt from Candid Camera? Well, he used to always say that most people don’t question things. They just accept things as they are and invariably go with the flow.

On one of their many outings, the Candid Camera crew was in Delaware filming a few segments for their television show. They put up a giant sign that read, “Delaware Closed Today.” Mr. Funt commented that what was so amazing about the entire episode was the fact that most of the motorists didn’t even question this outrageous stunt. Some of them just asked, “Well, uh…is Jersey open?”

The past few years have taught us to really question everything. What we believed a year ago doesn’t hold true today. Housing, employment opportunities, solid financial institutions and much more have crumbled into dust before our very eyes within the past few years.

Nevertheless, this is not a time to feel defeated, but a time to tap into the gigantic ocean of possibilities that still lie within your reach. The beautiful thing about the world of possibilities is . . . there is never a shortage of ideas that can become an inspirational springboard . . .  so keep moving forward. Gather up the courage to get up, go forth with a conquering attitude, and while you’re at it, Question Everything!

Silver is a sought-after speaker and coach who combines her natural reporter’s curiosity with her desire to help others look and feel young. Her best-selling book is available at: Amazon.com and AgingBackwards.com.

Listen to Jackie Silver Live on Spark Plug Radio. She will be sharing her secrets, tips and shortcuts for staying young! You can also follow her on Twitter @agingbackwards.