Latest / The Steve Harvey Morning Show / Sheila Coates (4th Appearance) Full Interview

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Sheila Coates (4th Appearance) Full Interview · The Steve Harvey Morning Show

0:00
Speaker 1: Let me introduce this young friend. She's actually been in
0:03
Speaker 1: my she's actually been in Chicago for Apartment Book. Uh.
0:09
Speaker 1: Beat me up because I didn't make anything for you.
0:13
Speaker 1: Hungry What you gonna make for me? Oh my god,
0:18
Speaker 1: that's what you were making all and you didn't make me. Absolutely,
0:21
Speaker 1: I couldn't even get a taste. You have somebody come
0:23
Speaker 1: over to your house and they won't even let you taste.
0:26
Speaker 1: To set over there and watch you make all those pods?
0:28
Speaker 1: That was crazy? Are you still making? Absolutely? That's why
0:31
Speaker 1: I'm going to Kelly Clarkson. I'll be doing it for
0:33
Speaker 1: her show today. Are you serious? Can I come? No? Man,
0:37
Speaker 1: my next you talk too much? My next guest is
0:43
Speaker 1: a graduate of the Goldman Sachs ten thousand K Small
0:46
Speaker 1: Business Program for Entrepreneurs and an Awardi of the Entrepreneurship
0:50
Speaker 1: Entrepreneur of the Year by the Living Legends Foundations, which
0:53
Speaker 1: I was happily there to see and that was deeply
0:56
Speaker 1: moved and emotionally happy for her. A company b while
0:59
Speaker 1: will be Your Own Brand, Be Your Own Brand is
1:02
Speaker 1: a branding company that brands projects, products, and people with
1:06
Speaker 1: a three step process that Sheila developed while being a
1:10
Speaker 1: marketing executive in the music business, and so I met her.
1:14
Speaker 1: I've never met her. Interesting when we're talking about relationship,
1:19
Speaker 1: because people always knew about it in the music business,
1:21
Speaker 1: and then it was after which we develop our relationship
1:26
Speaker 1: absolutely and she's very good at it. B y O
1:29
Speaker 1: B isn't his tenth year and she owns the trademark
1:31
Speaker 1: for B y O B. Which is important to know
1:33
Speaker 1: is be your own brand. Please welcome to the moneymaking conversation.
1:37
Speaker 1: A good friend. Enjoy her, mofar, admire her, and I
1:42
Speaker 1: very appreciate this. Appreciative that she's in the studio today.
1:45
Speaker 1: Please welcome Sheila Coates, who this is being recorded because
1:50
Speaker 1: I need all of that friend he admires long time,
1:54
Speaker 1: all of those adjectives I've never heard you say before.
1:56
Speaker 1: I'm impressed. But because I'm in the studio, well, no,
1:59
Speaker 1: because you are special and you you know your individual
2:03
Speaker 1: and you called the niche a clear understanding of what
2:07
Speaker 1: branding is all about. I wanted before we get started
2:10
Speaker 1: because I was going through a resume and in Missouri City, Texas,
2:13
Speaker 1: where I'm from Houston, Texas, I'm very familiar with Missouri City, Texas.
2:17
Speaker 1: Now you did the branding of the city of the
2:20
Speaker 1: city Missouri City, So explain to everyone. And I want
2:23
Speaker 1: to start there because that's because Missouri City, Texas is
2:27
Speaker 1: like a suburb of Houston, is a very influent, affluent
2:32
Speaker 1: community community, diverse community is fifty nine south of Houston.
2:39
Speaker 1: And when I read that, I went, wow, that's really
2:41
Speaker 1: really cool. Let's talk to the process of how you
2:44
Speaker 1: could approach to this is a city, this is a
2:47
Speaker 1: major city here, and I mean a booming city. And
2:51
Speaker 1: how does that How how to breakdown the steps of
2:54
Speaker 1: a branding um just showing leadership and being able to
2:58
Speaker 1: get the word out exactly. Well, you know, everything I
3:01
Speaker 1: think is about relationships. So I met the city manager
3:04
Speaker 1: coming in doing a leadership conference for him through a
3:07
Speaker 1: good friend of mine named Anita Castile and Anthony. After
3:10
Speaker 1: I did the leadership conference, had so many of his
3:13
Speaker 1: key people like his fire chief and his um assistant manager,
3:18
Speaker 1: and that person who ran his police department said, you know,
3:21
Speaker 1: this is something new. We've never heard this before. We
3:23
Speaker 1: need to have her come back. They were in the
3:25
Speaker 1: process of trying to distinguish themselves from what is it
3:28
Speaker 1: sugar Land, So sugar Land gets a lot more notoriety,
3:33
Speaker 1: but they wanted to find out how people would know
3:36
Speaker 1: about them. And so my three step process for branding
3:40
Speaker 1: their leadership team still is applicable for branding a city.
3:44
Speaker 1: And so I said, well, what are you known for?
3:45
Speaker 1: And more importantly, what do you want to be known for?
3:48
Speaker 1: And then on top of that, what can you deliver?
3:51
Speaker 1: And they couldn't answer those questions. Like everybody has a
3:53
Speaker 1: mission statement, right, you go into these cities and and
3:56
Speaker 1: they tell you we want to be the place where
3:59
Speaker 1: you live and role. But at the end of the day,
4:02
Speaker 1: when I come to your city, what do you want
4:03
Speaker 1: me to know? It's not about the logo, it's not
4:06
Speaker 1: about a tagline. It's about the experience that I'm gonna
4:08
Speaker 1: get when I go into Missouri City. And that's when
4:11
Speaker 1: they realized they didn't have that. And we're talking about
4:14
Speaker 1: Zouri City, Texas, which is a suburb right outside of Houston, Texas.
4:17
Speaker 1: It's important because I grew up near Missouri City. It
4:20
Speaker 1: was kind of like a city that, uh, you know,
4:23
Speaker 1: football power, and and it kind of like went from
4:26
Speaker 1: just just a regular little small community to an actual city.
4:30
Speaker 1: And then they got pushed all the way to the
4:33
Speaker 1: to the fifty nine side of the freeway. It grew.
4:35
Speaker 1: It kind of like it started growing and just blossoming.
4:38
Speaker 1: You know, you're right, sugar Land, but has always been
4:41
Speaker 1: Imperial Sugar always had that brand relationship and people knew
4:46
Speaker 1: exactly what it was. But Missouri City it still was like, okay, yeah,
4:50
Speaker 1: we're just here, and they called themselves the most city.
4:52
Speaker 1: You know. Um, they had some bad reputation problems for
4:57
Speaker 1: a little bit, but they're really a friendly city. And
4:59
Speaker 1: so when we decided to take on the branding, I
5:02
Speaker 1: did this whole concept with them that I do with people,
5:05
Speaker 1: but I put it for the city and I had
5:06
Speaker 1: them tell me what is it that they can deliver?
5:09
Speaker 1: And I had all of their key uh stakeholders involved.
5:13
Speaker 1: I had a lot of their employees involved, and I
5:15
Speaker 1: got back a lot of feedback and they realized that
5:18
Speaker 1: there were three things that they were known for. The
5:20
Speaker 1: key was, though, do you appreciate those three things? Because
5:24
Speaker 1: you always think I should be like Houston or I
5:26
Speaker 1: should be more like sugar Land. But if I'm a
5:28
Speaker 1: person coming to the city, there are some things that
5:31
Speaker 1: I want to know about this city that I know
5:32
Speaker 1: I can get. And it was amazing because then I
5:35
Speaker 1: tested it. After they told me what the three attributes were,
5:38
Speaker 1: I went around the city to see and I'm not joking.
5:41
Speaker 1: This was probably one of the friendliest cities I've ever
5:43
Speaker 1: been at. So they told me they wanted to be
5:46
Speaker 1: known for their friendliness, for their ability to go above
5:48
Speaker 1: and beyond, and for their ability to be of diverse
5:51
Speaker 1: family community. Right. So when they said these things, I
5:55
Speaker 1: said with then you gotta be this. This is a
5:57
Speaker 1: true story. I gotta ticket in Missouri City going thirty
6:00
Speaker 1: five and a thirty miles. Look are you serious? You
6:04
Speaker 1: guys pulled me over. I got pulled over. I went
6:06
Speaker 1: through the process of paying for the ticket instead of
6:08
Speaker 1: calling the police chief, which I was thinking about doing
6:10
Speaker 1: since I had met him, because I wanted to see
6:12
Speaker 1: how they operated in every little area of you know,
6:16
Speaker 1: the city. So I go to this place to pay
6:18
Speaker 1: for the ticket. This lady couldn't be nicer. When I
6:22
Speaker 1: came in the door, she said, good morning, how are you?
6:24
Speaker 1: How can I help you? And I'm thinking, okay, this
6:26
Speaker 1: is definitely not l a right, right, I come in
6:29
Speaker 1: she I was in the wrong, right So she says
6:34
Speaker 1: to me, you're in the wrong place. Um, but hold
6:37
Speaker 1: on a minute, let me make a call for you,
6:38
Speaker 1: and then I'll find out exactly where you need to go.
6:41
Speaker 1: She calls, She calls the lady. She gives me the
6:43
Speaker 1: address she took. I was like, okay, maybe she knows
6:46
Speaker 1: I'm checking the background at this place. So sweet. I
6:50
Speaker 1: go to the next place. Before I could get in, Hi,
6:52
Speaker 1: how are you? I was told to ask for hold on,
6:55
Speaker 1: let me go get her for you. They were friendly,
6:58
Speaker 1: They went above and beyond. This is what they told
7:00
Speaker 1: me that they wanted. These ladies didn't know that I
7:03
Speaker 1: was the branding person, and I was checking to see
7:05
Speaker 1: if the information that they had shared with me was
7:08
Speaker 1: really what they did. It was dead on. So I
7:10
Speaker 1: do this whole thing. I go around a couple of places.
7:12
Speaker 1: I go to some stores. I go, I'm I'm checking
7:15
Speaker 1: because I said, if you tell me this is who
7:17
Speaker 1: you are, I should feel this from the people that
7:20
Speaker 1: are working in your city. Long story short, I did
7:23
Speaker 1: that for like maybe a week or so. I pull
7:26
Speaker 1: all of the key stakeholders back together and I give
7:28
Speaker 1: them the names and the places of the people who
7:31
Speaker 1: I had interacted with. You guys are this city. The
7:35
Speaker 1: thing was the city manager says to me, well, is
7:38
Speaker 1: that anything great? I mean, like I said, now, if
7:40
Speaker 1: I'm a person who's putting my family here, don't don't
7:43
Speaker 1: want a family friendly environment. So friendliness is important to me.
7:47
Speaker 1: If I'm telling somebody that I have a diverse community
7:49
Speaker 1: and I'm a business who's looking for diversity, this is
7:52
Speaker 1: the place I need to be. Once they realize that
7:55
Speaker 1: these are your attributes, let's start talking about them that
7:59
Speaker 1: you can't just yeah. So now in their community relations
8:02
Speaker 1: when they do events, they you know, if you do
8:04
Speaker 1: a city event, promote that it's going to be a
8:06
Speaker 1: friendly event because you guys are going to be friendly.
8:09
Speaker 1: It's going to be saying and diverse. They got it.
8:13
Speaker 1: So now businesses can come there and realize I can
8:17
Speaker 1: come here and it's gonna be safe. I can come
8:19
Speaker 1: here and move my employees because it's going to be friendly,
8:22
Speaker 1: it's a family environment. It was so much fun to
8:26
Speaker 1: get them to see who they were, but more importantly
8:29
Speaker 1: to get them to see you really are that. So
8:32
Speaker 1: that's what I do when I do cities. I'm about
8:34
Speaker 1: to brand UM Volunteers of America, which is a huge organization. Yes,
8:39
Speaker 1: but they're nonprofit there's thousands of nonprofits. Why am I
8:42
Speaker 1: gonna give you money? That's what I'm helping them down distinguished.
8:45
Speaker 1: What do you do that another nonprofit doesn't do? And
8:49
Speaker 1: what's uniquely you? So that's what branding is all about,
8:52
Speaker 1: is giving you that identity. Just like you know a
8:55
Speaker 1: Nike or anyone else. Everything is a brand. It's the
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Speaker 1: experience and the reception that you want people to have
9:01
Speaker 1: when they encounter you. Before we exited this break, let's
9:04
Speaker 1: talk about the concept. It's been a long time she's
9:07
Speaker 1: been on the show. I don't know why I should
9:09
Speaker 1: have been on there. You know, I got to Dale
9:13
Speaker 1: you know point. Now I got Sam on point, not
9:16
Speaker 1: Sam to finger pointing point. And so how did the
9:20
Speaker 1: old concept of the brand uh come about? And then
9:24
Speaker 1: also the whole process that I know it's surprised. It's
9:27
Speaker 1: people that you have actually trademarket, you have control of
9:30
Speaker 1: your of your company brand. Let's talk about that. Well,
9:33
Speaker 1: it started when I was in the music industry because um,
9:36
Speaker 1: as you said earlier, I was an executive in the
9:38
Speaker 1: industry for over a little over sixteen years. I left
9:42
Speaker 1: out as a cmost Chief marketing officer at Hidden Beach
9:45
Speaker 1: But during that time, my whole job then and the
9:48
Speaker 1: business has changed drastically, was to yeah, develop artists, right
9:53
Speaker 1: and any given time when I was working in New York,
9:55
Speaker 1: I got to get twenty artists in my office, you know,
9:57
Speaker 1: in the in a week telling me that they had
9:59
Speaker 1: the hottest record. Though you know, I'm going to the
10:01
Speaker 1: MTV Awards, she said, you know, And I would always say,
10:04
Speaker 1: but why are you right? They made this record? They
10:06
Speaker 1: come into my department and I was like, well, what's
10:08
Speaker 1: gonna make you go to the MTV Awards? What's gonna
10:10
Speaker 1: make you get a Soul Training Award? And they couldn't
10:12
Speaker 1: answer it. All they could tell me was because I'm hot.
10:15
Speaker 1: I'm like, but hot is relative, right, What's hot in
10:17
Speaker 1: Houston is not necessarily hot in Chicago inside of New
10:20
Speaker 1: York is not hot in l A. So I would say, okay,
10:22
Speaker 1: we'll give me a little bit more. I couldn't do it.
10:24
Speaker 1: So I had this one cheat that I created, and
10:27
Speaker 1: I would make him feel it out. Well, creative people
10:29
Speaker 1: don't really like feeling out. They were like, I ain't
10:31
Speaker 1: got time to feel that. I was like, you got
10:33
Speaker 1: time to answer these ten questions because I need to
10:35
Speaker 1: understand what makes you you. You can't come in here
10:38
Speaker 1: and tell me you want to look like Beyonce. Beyonce
10:40
Speaker 1: got that on a lot. You know, everybody wants to
10:42
Speaker 1: want to look like this one. And you know, you
10:44
Speaker 1: see every woman with the same long hair, and you
10:46
Speaker 1: see everything, and I'm like, come on, baby, you know,
10:49
Speaker 1: And that's how it started, because I would help them
10:51
Speaker 1: find their uniqueness. One of the ones that come to
10:53
Speaker 1: mind initially was Angie Stone when she did the Afro. Yes,
10:58
Speaker 1: you know, I said, we're gonna keep the afro. We're
11:00
Speaker 1: gonna create a vibe around the afric because your music,
11:02
Speaker 1: your whole energy is more of a soulful vibe. Why
11:05
Speaker 1: are we going to change? That? Got me rocking right now?
11:08
Speaker 1: You can think of Angie right So that's how branding.
11:12
Speaker 1: Oh my god, yeah, um, she had it. And I
11:15
Speaker 1: have to say this. She had a platinum record without
11:19
Speaker 1: having big hits because she stayed true to who she wants.
11:23
Speaker 1: We created this whole vibe and this whole image of
11:26
Speaker 1: the soul sister with the afro. That's what branding is.
11:29
Speaker 1: It's finding what makes you you. And you can't do this,
11:33
Speaker 1: you got that somebody else got that land. So when
11:36
Speaker 1: I realized that people really didn't understand what made them unique,
11:39
Speaker 1: I wanted to see if I could take it outside
11:41
Speaker 1: the industry. That's really important to understand because of the
11:44
Speaker 1: fact that when I when I look at you and
11:46
Speaker 1: look at myself, you know I'm constantly I would tell
11:49
Speaker 1: people that I'm constantly evolving. And so you know yourself,
11:53
Speaker 1: know that you as as your brand can change, and
11:57
Speaker 1: you have to be willing to adjust to the change.
12:00
Speaker 1: You're not saying this is me. Well, the brand of
12:02
Speaker 1: what can change, but who you are doesn't necessarily change.
12:05
Speaker 1: I'm sure when you were working in corporate America and
12:07
Speaker 1: when you were doing your comedy, and even as a
12:10
Speaker 1: manager of person, you were still strategic. Absolutely, if you're
12:14
Speaker 1: a strategic person, you're strategic. You might still been outgoing.
12:17
Speaker 1: But the way you use that gift as a corporate
12:20
Speaker 1: person now compared to your as an entrepreneur is a
12:23
Speaker 1: little bit different. I tell people all the time that
12:26
Speaker 1: what will change what you do with change. Who you
12:28
Speaker 1: are is the consistent person throughout everything that you do.
12:33
Speaker 1: She's on my show, she get me back up. I
12:36
Speaker 1: didn't got excited nothing and checked me. Once you know,
12:41
Speaker 1: you know, you know, I i'd be careful when I
12:43
Speaker 1: come around her, you know, because I'm super knowledge, you know,
12:46
Speaker 1: and then you're checked me in in that room. Come on,
12:49
Speaker 1: you know this is a fair exchange. That's a fair exchange.
12:53
Speaker 1: But I thought i'd be I thought that a little
12:55
Speaker 1: meek personality, you know, act like you know, I don't
12:58
Speaker 1: know why snake is always it's gonna come back. A
13:04
Speaker 1: money main conversation. Be right back, Hi, you're listening to
13:09
Speaker 1: money making conversation. This is Roshan mcga. I'm the host
13:13
Speaker 1: of this show. This show that brings on individuals who
13:15
Speaker 1: are way more knowledge about some things that I don't
13:18
Speaker 1: have the ability to add understand at times because of
13:23
Speaker 1: the fact that they're experts at what they do. You're
13:26
Speaker 1: an expert in branding. That's a that's a title. That's
13:29
Speaker 1: the title that you get paid too. So let's start
13:33
Speaker 1: with the big word. What is a brand? A brand
13:36
Speaker 1: is the experience of the perception that you leave in
13:39
Speaker 1: someone else's mind whenever they encounter you. So people are brands.
13:44
Speaker 1: I can say your best friend, you know, whoever your
13:47
Speaker 1: best friend is, something comes to mind, even if that
13:49
Speaker 1: person is a liar, like, that's my boy's a liar. Lord,
13:52
Speaker 1: have mercy right. Something comes to mind is the experience
13:55
Speaker 1: that you have. Corporations um create brands because it's the
14:00
Speaker 1: uniqueness of that corporation. There's thousands of luxury car companies.
14:05
Speaker 1: But if I say the ultimate driving machine, something comes
14:08
Speaker 1: to mind. If I say the pursuit of perfection, that's
14:12
Speaker 1: a different luxury car. You don't talk about what you
14:14
Speaker 1: have in common. You talk about what makes you unique.
14:16
Speaker 1: You never hear car companies say we all got four tires.
14:19
Speaker 1: You know, we all got that nice steering wheel. You
14:22
Speaker 1: know what they say is if you're looking for the
14:24
Speaker 1: driving experience, jokes so much. But I'm just saying, and
14:28
Speaker 1: you know, its like people and the same. It's true
14:30
Speaker 1: for people. I don't want to say, well members Sean
14:31
Speaker 1: both got him out. You know that we both got
14:35
Speaker 1: two eyes and two years. We know that. But what
14:37
Speaker 1: makes us unique is what different about you? Is that?
14:41
Speaker 1: Is this a natural talent for you or is a
14:43
Speaker 1: learned talent for you? Your ability to a chicken laid
14:46
Speaker 1: and be able to be able to disseminate the differences
14:49
Speaker 1: so quickly, well, I think it's it's a little bit
14:51
Speaker 1: of both. My mom used to always say, I have
14:53
Speaker 1: a sister, and she's like, this is what you're good at,
14:56
Speaker 1: and this is what you're good at. Don't worry about
14:58
Speaker 1: what your sister do, and don't you worry what she does? Right, So,
15:01
Speaker 1: I think she was talking about branding. Obviously, branding wasn't
15:04
Speaker 1: a turn back then, so I always knew, here's here's
15:08
Speaker 1: my lane right here. If I own that, can nobody
15:10
Speaker 1: be better than me? And that Now, that doesn't mean
15:12
Speaker 1: that's all I am, but I have certain things that
15:14
Speaker 1: are just natural and gifted, and I do think the
15:17
Speaker 1: ability to communicate and talk is one of those things.
15:20
Speaker 1: But then when I got into the music business, she
15:22
Speaker 1: should always say to me, you know, money can't buy
15:24
Speaker 1: your style, and I'll be like, oh what I want? No, see,
15:27
Speaker 1: you just want it, but it's not necessarily a style.
15:29
Speaker 1: I didn't really grasp that until I got in the
15:31
Speaker 1: industry and met artists who had tons of money. You
15:34
Speaker 1: have seen him, You'd be like, why they got that on?
15:37
Speaker 1: Why they look like that? It's because they're simulating something
15:40
Speaker 1: that they don't own. You can't let the clothes where
15:43
Speaker 1: you you got to wear the clothes. That's when I
15:46
Speaker 1: realized what she was talking about, and then I studied
15:49
Speaker 1: it even more in school that was a communications major
15:52
Speaker 1: and so and I've always loved imaging and marketing and perception,
15:57
Speaker 1: you know, what people believe something to be. And it
16:00
Speaker 1: just became even more of a passion for me when
16:03
Speaker 1: I've met all these artists, I mean literally artists would
16:05
Speaker 1: come into me and said, I want to look like
16:07
Speaker 1: the video you did yesterday. Well she got that on luck,
16:10
Speaker 1: you're gonna come in and number two because she got
16:12
Speaker 1: this position or he has that position. So I was
16:14
Speaker 1: always trying to get them to say, let's let's bring
16:17
Speaker 1: out the best you. This isn't always easy to have
16:19
Speaker 1: their brand association. That's what you're saying that people are
16:22
Speaker 1: easy to go or can I get that instead of
16:24
Speaker 1: saying who am I am? I? And let's develop that,
16:27
Speaker 1: which means work in some ways is going to be
16:30
Speaker 1: tied to that effort. Oh it's really scary because I
16:33
Speaker 1: think I'm a marketing person, But when I go into
16:35
Speaker 1: corporations and I talked to leaders a lot, they start
16:38
Speaker 1: crying on me because they realized they've trying to assimilate
16:40
Speaker 1: even being a vice president. What that looks like, you know,
16:44
Speaker 1: everybody is not going to be the same kind of VP,
16:46
Speaker 1: everybody who runs the free world, you dad, you know,
16:49
Speaker 1: we can just talk about the two men who's just
16:51
Speaker 1: been the president. Between Obama and Trump. There's certain similarities
16:55
Speaker 1: that you have to have to be the president of
16:57
Speaker 1: the US, but how they run the presidency, it's based
17:00
Speaker 1: on who they are. That's why I said, what will change?
17:03
Speaker 1: Most millennials now they say they all have about seventeen
17:06
Speaker 1: jobs before they end up being entrepreneurs and then retiring.
17:09
Speaker 1: So if you brand yourself on what when the what
17:12
Speaker 1: changes didn't work. But if you brand yourself on the hues,
17:15
Speaker 1: on the who, that can go anywhere with you. That's
17:17
Speaker 1: why was so amazing. She never said I'm the queen
17:21
Speaker 1: of talk shows. Everybody else called it the queen of
17:23
Speaker 1: talk show. She didn't brand herself that way. What she
17:26
Speaker 1: branded herself was as a communicator and approachable. That's why
17:30
Speaker 1: Middle America who who I can't even think about the
17:34
Speaker 1: money Oprah has can relate to her? How is it
17:37
Speaker 1: that Middle American women when she was on the air,
17:39
Speaker 1: felt like, that's my girl who? Man? It's because that's
17:42
Speaker 1: what she projected. She never was on there and you know,
17:46
Speaker 1: dripping in diamonds and labels and all of that. And
17:49
Speaker 1: even when she wore a pair of Christian Lupi times.
17:51
Speaker 1: I remember it vividly. They said to her, oh you
17:53
Speaker 1: got on red bottom. She said, oh, they were a gift.
17:56
Speaker 1: I started laughing because we all know she can buy
17:58
Speaker 1: the factory right, right, right right, But in her ability
18:02
Speaker 1: to stay connected and the perception she was trying to
18:04
Speaker 1: create was I'm just like you. I'm a communicator, but
18:09
Speaker 1: I'm approachable. At one time, she didn't want to throw
18:11
Speaker 1: out a brand. Okay, I'm buying something you can't afford
18:15
Speaker 1: exactly exactly. So the ability to be a communicator approachable,
18:19
Speaker 1: I can take that from talk show to magazine to
18:22
Speaker 1: radio to own own network because who she is is
18:27
Speaker 1: in everything that how to contact you for projects? Oh
18:31
Speaker 1: can we give him your number? And then they called
18:34
Speaker 1: it's really gonna be a problem because Samantha're gonna get mad.
18:37
Speaker 1: She's gonna get all the info. You can contact me
18:40
Speaker 1: on my website which is www dot b y O
18:44
Speaker 1: B Unlimited spelled out dot com that's b y O
18:47
Speaker 1: B unlimited, or on Instagram at b y O B
18:51
Speaker 1: dot Baby are the main two places. I'm also on
18:55
Speaker 1: Facebook at b y O B be your own brand.
18:58
Speaker 1: But um, you know my web. My website has all
19:01
Speaker 1: the information you can contact. It's been a couple of years.
19:04
Speaker 1: Uh you were doing seminars. Are you still doing live
19:07
Speaker 1: similars online digital seminars? Yes? I am so excited. I
19:13
Speaker 1: sold my first learning platform to Toyota. You just do
19:18
Speaker 1: that out there. You know, I don't even know what
19:19
Speaker 1: the learning platform is, so you don't know what the
19:21
Speaker 1: learning platforms. Okay, I'm feeling hip then, like I'm, you know,
19:25
Speaker 1: one of the young people. Anyway. E learning platforms is
19:28
Speaker 1: how people trading in. Don't claim it, claim imam, but
19:36
Speaker 1: it's an E learning module and it's how companies now
19:39
Speaker 1: are training their um their teams so that I don't
19:42
Speaker 1: go out and do it a lot. My goal was
19:44
Speaker 1: to create something that would go on beyond me. You know.
19:47
Speaker 1: I learned that while you sleep. So now they buy
19:51
Speaker 1: these uh platforms from me, and they're small modules. They're
19:54
Speaker 1: like three minutes and pieces, about twelve of them, and
19:57
Speaker 1: people can come in and watch, you know, two or
19:59
Speaker 1: three at a time. I see those types on LinkedIn.
20:01
Speaker 1: LinkedIn does a lot of though. These always going you know,
20:08
Speaker 1: so these are little seminars that you can click and
20:10
Speaker 1: it just it just it just allows you to be
20:12
Speaker 1: It's a whole concept that has been broken down into
20:15
Speaker 1: three minutes segments so that the company, the employee can
20:19
Speaker 1: come in and say, you know what, I got ten minutes.
20:21
Speaker 1: I'm gonna watch maybe three segments, right, okay, host I'm
20:26
Speaker 1: hosting it. It's my platform that I do live now
20:29
Speaker 1: on UH in a module, so it's me live, but
20:33
Speaker 1: we've done it in a modules. So what I normally
20:35
Speaker 1: do for them live is now in this e learning piece.
20:38
Speaker 1: It's probably about an hour and twelve minutes long and
20:42
Speaker 1: it's totality, but you can come in and watch segments
20:45
Speaker 1: of it. Here's the blessing. And I'm just gonna brag
20:47
Speaker 1: on this for a minute. You should. Every time I
20:50
Speaker 1: go into one of the Toyota dealerships now to see
20:53
Speaker 1: how they how it's performing, they said, oh, I watched
20:55
Speaker 1: the whole thing. It's like watching Netflix. This is what
20:58
Speaker 1: one of the young people said to me. And they said,
21:00
Speaker 1: that's unheard of because most people don't want to sit
21:03
Speaker 1: that long, so they watch it for like two or
21:06
Speaker 1: three modules six minutes or so, and then they'll get
21:08
Speaker 1: up and then they'll come back. Every time I hear someone,
21:11
Speaker 1: they say like, I got I got engrossed. I watched
21:14
Speaker 1: the whole thing at one time. So different subjects tied
21:17
Speaker 1: to each one of the modules. Well, this one module
21:20
Speaker 1: is all about the face of the brand. I did
21:22
Speaker 1: one for companies called the Face of the Brand, because
21:24
Speaker 1: when will you get to meet, you know, the president
21:26
Speaker 1: of Toyota. You won't. Who you'll get to meet is
21:29
Speaker 1: the customer service person or the salesperson. And companies don't
21:34
Speaker 1: realize that they only train leaders, but the person who's
21:38
Speaker 1: really impacting your brand is that person at that front
21:40
Speaker 1: desk who says, can I help you? So I'm telling
21:43
Speaker 1: them you need to train customer service people. You need
21:46
Speaker 1: to train the people who are really the face of
21:47
Speaker 1: your brand, because I'm gonna meet the CEO. When when this?
21:50
Speaker 1: When will the CEO come out and meet the public.
21:53
Speaker 1: The customer service person can either make or break your brand.
21:57
Speaker 1: The salesperson that's on your team will either make or
21:59
Speaker 1: break your brand. And those are the people who rarely
22:02
Speaker 1: get training. So I'm gonna feel less space for you.
22:04
Speaker 1: I'm training your customer service and your your salespeople. So
22:09
Speaker 1: which is really because I know that, um, especially the
22:13
Speaker 1: car dealerships customer services keys. That's how might it might
22:18
Speaker 1: be tied to me buying a car there, because if
22:21
Speaker 1: I got to bring it back and you were jerk
22:23
Speaker 1: or moving slow, I'm not gonna I'm not I'm wasting
22:26
Speaker 1: my energy there. And it really has become like customer
22:30
Speaker 1: service as far as the brain is really key, like
22:32
Speaker 1: our called Delta this before you hang up, please answer
22:35
Speaker 1: one question one through five. I go into any dealership
22:40
Speaker 1: I go into, I get the survey coming out of that.
22:43
Speaker 1: I can geo fencing different restaurants. I walked back in
22:48
Speaker 1: the airport, it's like four or five restaurants gonna say
22:51
Speaker 1: how is the donuts? How was the Taco? Howards service?
22:54
Speaker 1: So that whole service thing is just being pushed out there.
22:58
Speaker 1: It's really the dominant part of the brain in now
23:00
Speaker 1: very much, because that's who's making or breaking the brand. Right.
23:03
Speaker 1: You didn't meet the person who owned the taco restaurants.
23:06
Speaker 1: You met the waitress. The problem is after they asked
23:09
Speaker 1: you that question and say you said, um, it wasn't good.
23:13
Speaker 1: Are we training those people are we just reprimanding those right,
23:17
Speaker 1: And that's where B y O B comes in. I
23:19
Speaker 1: want to help you train those people to be better
23:22
Speaker 1: so that then the face of your brand represents what
23:24
Speaker 1: it is you're trying to project. And that's really important
23:28
Speaker 1: because because you know, it's not an annoyance too, because
23:32
Speaker 1: they've they've streamlined at the point where they're not trying
23:35
Speaker 1: to get you to do twenty questions and they we
23:38
Speaker 1: just want you to respond, you know, the same thing
23:40
Speaker 1: I give would left, you know, want that five or
23:42
Speaker 1: whatever survey when you when you get out of the
23:45
Speaker 1: car and things like that. Everybody wants to know how
23:49
Speaker 1: you feel because that's the experience. Was it memorable? Was
23:52
Speaker 1: it good for you? Did you have a bad experience?
23:55
Speaker 1: Because everything that we do now leaves an impression on you,
23:59
Speaker 1: So you want that question that's left to be a
24:01
Speaker 1: positive one. How will they know that unless you know
24:04
Speaker 1: they ask you, then they can at least try to
24:06
Speaker 1: cut it off. If it wasn't good, and you can
24:08
Speaker 1: we do something for you. Maybe we'll give you a
24:10
Speaker 1: discount next time, because they want to stop that before
24:13
Speaker 1: it gets to yell and now before it gets to
24:15
Speaker 1: social media with all the grievances now on Facebook and Twitter. Yeah, yeah,
24:21
Speaker 1: it really has changed the game. I would tell people
24:23
Speaker 1: with the Muhammad Ali era, you know, people can just promote,
24:26
Speaker 1: they can talk, they can screen, they can shout immediately
24:30
Speaker 1: because of social media. Where that that that brandy was
24:33
Speaker 1: left the corporations back in the day who advertised on
24:36
Speaker 1: radio and TV and commercials and digital and things like that.
24:40
Speaker 1: Because of social media. Now you're part of the You're
24:42
Speaker 1: part of the cure as part of the problem. Yeah,
24:45
Speaker 1: but I love the fact that you use Muhammad Ali.
24:47
Speaker 1: I use him a lot because I say I am.
24:49
Speaker 1: And it's not just me, but it's scientifically proven that
24:51
Speaker 1: the words I am, whatever you follow that with, you become,
24:55
Speaker 1: whether you're a Christian, scientific whatever you become with you
24:59
Speaker 1: believe so I am. It's so important. Mohammed Ali was
25:03
Speaker 1: the first to say I am. What the greatest greatest?
25:06
Speaker 1: He told you that from day one, I am the greatest,
25:09
Speaker 1: I'm the greatest looking, I'm the greatest fighter, I'm the
25:11
Speaker 1: greatest dresser. When he died, what did they call it?
25:14
Speaker 1: The greatest of all time. See, that's the power of
25:19
Speaker 1: understanding I am in your brand. You become what you believe.
25:23
Speaker 1: And that's why I say the young kids, you tell yourself,
25:25
Speaker 1: you know I am badest songs or whatever. You know,
25:29
Speaker 1: you become that, you start to embody that, and then
25:31
Speaker 1: you have to act like that. When Mohammed Ali said that,
25:34
Speaker 1: it wasn't about even branding himself as much as he
25:37
Speaker 1: was making a point. But in all of the time
25:40
Speaker 1: that he said that, they ended up calling him that.
25:43
Speaker 1: And that's the power of knowing that I am right, yeah,
25:45
Speaker 1: telling yourself. Great, thank you for coming on my show.
25:48
Speaker 1: Money making conversation. You you know, I can talk to
25:51
Speaker 1: you all day. Well, in fact, you know, we gotta
25:53
Speaker 1: can take me to lunch, we can keep well, I
25:55
Speaker 1: gotta catch the airport. I gotta go to the airport
25:58
Speaker 1: because I got to l a because you know, busy
26:00
Speaker 1: like that. But more importantly, we have to do this
26:02
Speaker 1: every quarter. It's part of the brand, is part of
26:06
Speaker 1: the process that I want to I'm in a good
26:08
Speaker 1: place in my life now where I can be able
26:10
Speaker 1: to say this is what I want to be able
26:12
Speaker 1: to communicate to my listeners and to my fan base
26:15
Speaker 1: on the regular bation and your star and hopefully to
26:18
Speaker 1: help them. That's really my goal. People understand you help me,
26:22
Speaker 1: help me, and I think that's I feel that's important
26:25
Speaker 1: part of because you can constantly educate me every time
26:28
Speaker 1: I communicate with you, and I always feel I feel
26:30
Speaker 1: that that's the key to my success. I'm willing to
26:33
Speaker 1: take on new information and you gotta keep winning, and
26:35
Speaker 1: you gotta keep being ship. Thank you. Nothing that's money
26:38
Speaker 1: make conversation everybody. We'll be back next week. Follow us
26:42
Speaker 1: and making conversations on social. I've got all the social
26:46
Speaker 1: website dot com. Find I who's on money making conversation
26:48
Speaker 1: dot com Again, Rushan McDonald, have a great year.