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Why Your Brand Story Matters · Chatting with The Experts with Paula Okonneh

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Hello everyone, and welcome to another episode of Chatting with the
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Experts with me, your host, Paula Okonneh, where I bring to you, I
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introduce, I showcase women from Africa, from the Caribbean, and in the
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diaspora, and what we do is inspire, motivate, and educate women globally.
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These women are professionals.
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They are successful entrepreneurs, and I'm always so happy when they
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say yes to being a guest on my show.
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Our topic today is Your Brand Story is a Terrible Thing to Waste, and
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the person who will be telling us more about that is Monique Stubbs.
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Well, let me tell you a bit about her.
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He says, remembering your brand story is the soul of your business.
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It is important that not only you share it, but you also respect.
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You also respect what it stands for.
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I can't, I can't speak today what it stands for in the manner in
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which you conduct your business.
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Monique believes that you should operate your brand in a spirit of service,
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humility, integrity, and purpose.
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So you'll find out from her today, why your brand story
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is a terrible thing to waste.
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I'll tell you also that Monique defines herself as a global impact leader.
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She believes that leading others is not just about power and prestige.
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It's about a spirit of humility that allows her to be the vessel
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that makes true impact globally.
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She's a native of Nassau, in The Bahamas and is a resident
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of Charlotte, North Carolina.
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Monique is a speaker.
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She's an author and a branding consultant.
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Her fifth published work called UNCLOGGED-Targeting the Top 10 Mindset
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Cloggers to Business Success has already won the internationally respected GOLD
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Award of Excellence in the Collateral-Self Promotions category of the Interactive
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and Visual Arts Communicator Awards.
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And it has also enjoyed reaching audiences internationally.
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Let me let this impressive woman join us now.
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So welcome to the show, Monique.
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There's so much more I could say about you, but wow, welcome.
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Well, thank you.
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I'm happy to be here.
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Ooh, you are so impressive.
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Your bio is so impressive.
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There was so much more I could read.
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I was like, wow, where do I start?
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Where do I end?
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So is there anything I left out about you that you want to add, please?
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Well, I always tell people the most important thing about me is
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who I am truly as an individual.
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And so as an individual, you should know that I am a mother
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of four children and I'm a gamma.
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A proud gamma of three grands.
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And they are really my reason for all that I do.
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They are my why.
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And so I always have to start everything off with them first.
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Off camera, we talked about the impactfulness, if there's a word like
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that, of grandparents and grandparenting.
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And I was like, I give the story of how my mom used to tell us when growing
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up that, hmm, she had six of us.
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And that when we have our children, you guys will take care.
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I'll just visit.
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And then the grandchildren started coming and oh my gosh.
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Whole thing changed.
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Whole thing changed.
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Mm-hmm.
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A whole different thing.
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A whole different ball game.
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Oh boy.
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Yeah.
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We eat them up.
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Mm mm mm I saw that as we spoke about you've been the gamma of three.
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Your eyes lit up, your whole persona changed.
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Wow.
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Yeah.
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So, you are gonna tell us about why our brand story is a terrible thing to waste.
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Why do you say that?
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You know, because I believe that sometimes as business owners or even professionals,
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we get so caught up in what we sell and what we promote, that we don't
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really think about the why behind it.
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And how we miss this real important piece is that we have to understand that
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in order to differentiate yourself in the marketplace, when you're promoting
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a brand or a product, there is one unique identifying factor to your
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business that is different from anyone else who does exactly what you do.
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And that unique identifying factor is your personal story, your story behind your
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brand, and so I think people miss that.
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And it's just very important to setting yourself apart from
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the rest of the marketplace.
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In other words, that unique story, as you said, is your personal story.
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It makes you stand out.
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You are authentic.
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You are different.
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You are you.
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No one can be you.
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No one can.
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You got that unique stamp, just like a fingerprint.
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No two fingerprints are exactly the same, just like a signature.
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No two signatures are exactly the same.
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And so your brand story is unique to you.
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It's your journey that led you to what you choose to do as a
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business or as a profession.
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Yeah, so you know, it's a very crowded space out there.
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So many people are doing similar things.
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So can you give us any tips like, okay, how do we, because
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we are in business, right?
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And for most people, you're in business not as a hobbyist.
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You're in a business so you can serve.
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You can serve your clientele, you can serve your community,
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but you also have bills to pay.
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So how do we stand out, you know, with our personal brand story
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when it's a business, you know?
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And we gotta brand ourselves in a bi in a way that people will know this
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is not a hobby, this is a business.
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Yeah.
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And so the brand story is simply what will enhance what you do as a business.
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And so the idea behind putting your story out there in the marketplace as a part
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of your branding is the significant part of your branding is because your goal,
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the ultimate goal is to get clients.
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Mm-hmm.
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So how do we do that?
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Right?
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What is it that you want?
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Do you want a client that is a one-off?
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Or do you want a client that keeps coming back to you over and over and over again?
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And so the power of the brand story is because when we're talking
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about attracting our ideal client, you will be attracting people who
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come to you for more than just the fact that you offer something.
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They have selected you out of all the other people that do the same
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thing, because they can connect.
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There is a connection between who you are and what your story is and themselves.
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And so now this helps you to have loyal customers.
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Mm-hmm.
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Because there's a deeper reason that they are connecting with you, and
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that's what you have to understand.
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What you've created by putting your brand story out there is
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an emotional connection, which causes trust to be established.
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And then now there's a memorable experience for the people that are
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engaging with your product or service.
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So it's actually a contributing factor to you making money.
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Uh-huh, yes.
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Because they, you know, we've heard this in business that people do business with,
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people who they like and they trust.
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Absolutely.
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Yeah.
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Yes, yes.
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But how would they know that if you don't tell them what the
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real deal is behind your brand.
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Then you're just another person selling paper products.
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That's true.
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You're just another person.
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So it's like there are 10 of you and like, uh, all right.
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Today, I do to door one.
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Tomorrow, door two.
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But no, if you want them to come to you, you've got to make it personal.
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Let them know who you are.
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That's it.
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That's it.
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Okay.
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We know that customers aren't really, you know, they're not just buying the product.
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They're buying you.
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They're buying your service.
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They're buying everything that represents you.
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So tell us still a bit more about that, because, you know, we said,
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I know earlier on, I spoke with you about a quote that you had and I
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wrote it down and I'm gonna read it.
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It says, A rich lifestyle has nothing to do with money, but everything to do with
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mindset and with meaningful relationships.
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Mm-hmm.
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Yeah.
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I firmly believe that in creating the value behind your brand, you
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have to also understand that who you are as an individual and as a brand,
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you have to have some substance and some value behind what you do.
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Right?
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I believe that we have to detach our concept of what wealth and being rich is.
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Mm-hmm.
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I personally, from my own life's journey, learned how to detach my self-worth
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and value from my bank account.
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That was because coming out of a difficult time being a single parent,
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where sometimes my bank account was zero, and sometimes it was negative, right?
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Because of the circumstances I happened to be thrown into.
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And so I had to learn very early on that, you know, happiness and a rich lifestyle,
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really when you peel back all the layers , the happiness is going to come
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from, first of all, from within, right?
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Because we have to learn that part first.
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And then it comes from establishing meaningful relationships with others.
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It means that, we foster and nourish our relationships, whether that's with
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our family members, whether that's with community members, other professionals.
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You know, it's so important that we learn how to become rich in
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those meaningful relationships.
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And you notice, I use the word meaningful because it's not
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just relationships in general.
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There are some relationships that you don't need to foster, right?
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Because it's not going to serve you well in a positive way for
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whatever the reason may be.
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And, it's also developing a mindset, right?
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A mindset that is healthy.
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A mindset that is centered around the four things that I feel are extremely
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important when we're talking about your brand and, and having a valuable brand.
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And that is that your brand operates in a spirit of service.
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It operates in a spirit of humility, a spirit of integrity
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and a spirit of purpose.
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So when we're focused on those four things, we're gonna serve our
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clients, our customers, with the utmost care and respect, right?
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We're gonna make sure that when anybody has any type of transaction with us,
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that they walk away feeling like they just received VIP treatment, right?
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When we talk about humility, you know, unfortunately, in this
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world we live in today, people are mistaken about that word, humility.
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They look at humility as, you know, oh, that's just such a weak word.
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You're weak.
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You know, they always talk about being humble.
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Being humble.
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That's a weak term, and it's not.
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See, the person who knows how to be humble understands that they don't know it all.
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They don't know it all.
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You may have employees that you work with that are trying to
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express to you what they're seeing.
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You know, and you could be in this position of power and feel like, you
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know, there's nothing that those people can tell you, but you're wrong, right?
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You nobody knows everything.
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This is why you should be seeking from your clients.
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You should be seeking advice and getting information from them.
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Do surveys to find out how you can be better.
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Mm-hmm.
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And so it's very, very important that you operate in a spirit
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of humility, integrity.
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You know, that should go without saying that you definitely want
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to operate in a way in your business where people trust you.
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Because when you start being sneaky and you're doing things that are
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underhanded, you know, that is not gonna serve your business well.
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And then you wanna show that you have purpose.
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That you're very clear about what you're doing with regards to your business,
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the direction you are moving, and what you want to accomplish for your clients.
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Absolutely love that.
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I remember, I think it was Maya Angelou who said, people remember
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more about how you make them feel than what you, I'm not quoting her
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directly, but than what you do for them.
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It's not what you do for them is the way they feel.
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That's what they relate to.
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Yeah.
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Yeah,
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Yeah.
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Yeah.
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So, you know something, Monique, that book that you wrote
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that really stood out for me.
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The title stood out in particular, and I'm gonna read it.
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It says, UNCLOGGED- Targeting the Top 10 Mindset Cloggers to Business Success.
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And you said that won you international.
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I mean, you won an international award with that.
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Tell me more about that, especially that title UNCLOGGED.
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Absolutely.
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So, the best part about the book is that the cover of the book
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mm-hmm.
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Has a plunger on it.
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Oh boy.
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And yeah, it has a plunger.
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And so when I thought of the word UNCLOGGED, as the title of my book.
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Mm-hmm.
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That's what came to my mind immediately was a plunger.
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Mm-hmm.
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It was, you know, we're talking about unclogging a toilet.
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Mm-hmm.
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And when we talk about that, it requires exertion of energy, you know?
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Mm-hmm.
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And nobody likes to unclog a toilet.
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Uh-uh.
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I mean, like really, that is not our favorite thing to do.
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And yet it's something that happens, right?
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And so it's the same thing I feel like in life.
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And when we're talking about brand stories, the story behind your brand.
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Mm-hmm.
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There are many, many times throughout your life where you may have felt
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clogged up and being clogged up.
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Kind of holds you hostage and makes you stagnant sometimes, right?
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Mm-hmm.
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And so with that in mind, I thought it would just be appropriate to help
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people to understand that you can get unclogged and here's the thing.
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You're not just clogged up once and then once you get
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unclogged, that's it for life.
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No, you know, it's gonna happen over and over and over again, and you have
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to learn how to pivot, how to adjust, and come up with some method where when
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you do get clogged up, it doesn't take you as long to get unclogged, right?
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Because you've, you've practiced this numerous times, and now you've
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gotten it to the point where when something gets you stuck, you're
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like, wait, I have the tools.
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I know what to do, right?
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In that book, that book explained to me, the tools that I can use to get
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myself out of that mindset of being stuck and to continue to move forward
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in what I need to do to be successful.
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So that's really what the premise of the book is.
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I did.
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I really love the fact that I was able to bring in 11 individuals, as
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contributors to the book where they're telling their stories about the different
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areas that they were clogged up in.
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Mm-hmm.
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I happened to have had the opportunity to coach the majority of them,
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through some of these periods of time.
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And so they tell their stories, in the book.
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And so that makes it really exciting 'cause you're hearing from different
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people's perspectives, not just mine.
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I have to get this book.
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Most of my guests have written such interesting books and I try to make it
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a habit of buying the books of my guests so that I can, this is now showing up.
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I can say to people when they come to my house, you know,
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one of my guests wrote that.
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Yeah.
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You know, there you go.
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Your book, it's, I assume it's on Amazon, right?
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It is on Amazon, UNCLOGGED.
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Yes.
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And you'll know it's the right Unclogged because you'll see the toilet.
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I mean the plunger.
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You'll see the plunger on the cover.
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That's a good example of why saying your brand story is a terrible
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thing to waste because you made it so, you made it visual as you said.
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I will recognize the book because of the plunger.
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That's visual.
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I'm not gonna forget that.
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Yes, absolutely.
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Absolutely.
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It's, again, all things branding, right?
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If you're gonna stand out, you know, why have a boring cover.
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Cover has to make sense.
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And it has to be something people will remember.
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They will remember the plunger.
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They will.
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They will.
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But talking about stories, I know you did a fly.
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You take such phenomenal pictures.
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I remember Facebook, we talked about how unfortunately your Facebook account
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was taken down, but I would wake up some mornings and I would see, you
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know, a post that you've written.
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And this is probably like 8:00 AM or whatever time.
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I mean, I'm looking at Facebook and you have like 200, 300 comments.
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And I had looked and I understood why.
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Because it would be your visuals, your graphics, your video would be
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so captivating that you couldn't stop but say, wow, look at this you know.
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And off camera I saw one or two that you've done.
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I wanna share them if I can.
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Okay.
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Hold on.
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This is one.
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Meet your storytellers.
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Tell me a bit about this.
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How did you come up with this?
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Yeah.
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So, you know, just staging photography shoots where it
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really reflects who you are.
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And then also, you know, it's selecting the right photo to go with what it is
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you're trying to express to people.
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Mm-hmm.
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So this particular one is actually this image and the words that go with
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it really are part of my branding.
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Mm-hmm.
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So when someone decides that they would like to hire me to be the person to tell
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their story, I have a deck that I've done.
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That, I would then send to them, which takes them through all the different
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stages of what they're about to experience with me as their storyteller.
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Mm-hmm.
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And so, of course wanna start open it up always with me and my story and
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why I am even doing this, because I can't tell you all to express your
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story if I'm not expressing mine.
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And so, this is the image I selected because I felt like it reflects who
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I am, which I am an island girl.
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So I have on a print that's indicative of my heritage.
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You can see the greenery behind me.
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Mm-hmm.
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Which is on brand with who I am as an island girl.
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But this piece also tells individuals why storytelling has become a part of my life.
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And that's because as a little girl who suffered from allergies.
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Instead of being out playing with the kids, I was always inside with the adults.
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And so I would sit at the feet of the elders, and I would
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just listen to their stories.
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They're telling all kind of stories from when they were younger to all
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the times they got in trouble for things they were doing, to some
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of the happy moments and the trips that they took with their family.
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You know, all those kind of things.
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And so , it was really, really cool to see how, you know, stories could make
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people crack up laughing, but then stories could also bring tears to their eyes.
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Yeah.
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And so I saw the power of storytelling very early on, and that's what I tried
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to communicate here with this photo.
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I have to show another one too.
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Hold on.
21:27
This one really had me crack it up.
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Tell me about this one.
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Look at you crack it up there.
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Yes, because again, it's helping individuals to see
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that I am a real person.
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So yes, I'm a professional.
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Yes, I, you know, run my own business and all of that, but I know how to have
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a good time too, and it's a part of just showing who I am authentically,
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which is very, very important.
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We're talking about branding.
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I love that.
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I couldn't help but share this, you know, talking about, you know, stories
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and authenticity that sets us apart.
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Who we are, that's who people buy.
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They buy from us because they like and trust us or feel some connection with us.
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You know, some ways.
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Yes.
22:14
So, yes.
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Thank you for allowing me to share these pictures because as I said.
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I'd be on, I wasn't much of a Facebook person.
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I am now.
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And your Facebook account, oh my gosh.
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It rocked.
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And talking about Facebook, which of course we know is one
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of the social media platforms.
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With our brand story, does that involve clarity and also having
22:40
consistency to elevate our brands?
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Because storytelling, many times I think about it as just spontaneous, but...
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Mm-hmm.
22:48
As a business person, I know there's more to it than just this.
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It's not even spontaneous.
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I mean, there must be some consistency or regularity because people need
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to know what's going on with your business and what's going on with you.
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So can you delve into a bit of that?
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Yeah.
23:04
So when I speak of brand stories from a storytelling perspective,
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I'm usually speaking of, what I do, which is the actual video
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production of your brand story, right?
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And that video production of your brand story is something that will, you
23:21
know, be utilized along with proposals.
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So you're sending out a proposal to a prospective client and
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you want to attach a video.
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Of you telling your story behind your brand and why your
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brand is, is so special to you.
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And when you do that, it's just a second piece of marketing that, you
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know, can be very powerful, as to why someone would want to select your
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service as opposed to others in the marketplace because that story becomes
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so compelling and it's so unique.
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So you could use that brand story, that piece from a production standpoint for
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proposals, to put on your social media.
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It can land on your website.
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It could be the first thing people see when they come to your website,
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or you could have a YouTube channel where it lays along with other
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content that you begin to put out.
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But here's the key.
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The key to effective strategy for social media is consistency and clarity.
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Consistency and clarity.
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As I like to tell my clients, either you're gonna do
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social media or you're not.
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Either you're gonna do it or you're not.
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So if you're not gonna be able to be consistent with it, or you can't enlist
24:44
the help of a company that can help you to be consistent, then don't do it at all.
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Because it's better to do it and be consistent and do it properly than to do
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it haphazardly, and it's a waste of time.
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Honestly, it's a waste of time because we already know that with
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the algorithms that are set for each of these platforms, if you're not
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consistent, nobody's gonna see it anyway.
25:11
Mm-hmm.
25:12
So, it's a waste of your time.
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So just make sure that if you plan on getting involved with social
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media, you have a plan of action, a strategy for how you're gonna do it.
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Your consistency could be once a week, you know, maybe people
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will know that you send out a motivational Monday post once a week.
25:30
And they can count on that every Monday you're gonna have this post
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go out and it's something that motivates individuals or something
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that motivates, and of course, best of all, connects them to your brand.
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Mm-hmm.
25:44
So, it's definitely necessary that you have consistency.
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The other thing is, you know, I watch some people's social media for their business,
25:54
but they get confused because they put personal stuff mixed with all their
25:59
business stuff, and so it becomes junky.
26:04
And so then people don't understand, there's no clarity in what is
26:09
your brand and what do you do?
26:11
Because they see all kind of hodgepodge of things happening
26:15
and it's confusing to them.
26:17
So just make sure, you know, you can have a personal social media page, and then
26:24
you have a business social media page.
26:28
On my business social media, once in a while, I may throw something on
26:33
there with regards to my family, but when I do, it definitely somehow
26:39
ties into still my brand, right?
26:42
So, there are creative ways that you can do that with your business brand.
26:47
But if you're gonna have a lot of the kids' birthdays and this
26:51
and that and all that going on.
26:53
Create your own personal social media page that your friends and family follow.
26:59
But then on your business page, you're gonna limit a lot of that
27:03
stuff because your focus needs to be on your business, right?
27:07
Now, you may post something about your kids and say, this is my why,
27:13
you know, for why I do my business.
27:15
And I do that every once in a while.
27:18
You know, just say to people, you know, this is my why is looking
27:22
in the eyes of my children.
27:24
They inspire me to keep going with my business.
27:27
Okay?
27:28
And that's a way you can tie a picture of your family in, but you're
27:32
doing it in a professional manner.
27:34
So it is definitely important that if you wanna elevate your brand, that
27:39
you're doing so with a sense of clarity.
27:42
So you're not confusing the audience and at the same time
27:45
that you remain consistent.
27:47
It's very important.
27:49
That's good to know because I find Facebook in particular hard to kind of,
27:55
you know, distinguish between the personal and the business because most people on
28:01
Facebook are interacting with other people who may or may not be business owners.
28:07
With the business page, I find there's a lot less interaction with the people
28:12
that you want coming to the business page because it comes back almost to like,
28:18
people do business with people who they like and they trust and they can see
28:22
some element of your personal life in.
28:26
And the business page to me, on Facebook just seems so kind of cold
28:31
and remote from what's happening in real life and people's lives.
28:35
So I struggle with that.
28:37
I'm gonna be frank with you.
28:39
Well, and I think that's why your imagery is important, right?
28:43
So you don't have to make the business page look stoic, right?
28:48
It could still be fun and energetic as you're reflecting what you do.
28:53
It's just like when you have that picture of me cracking up laughing, right?
28:58
That's something that I use for my business.
29:02
It's a business photo that I use, but if I use it, it's usually connected to,
29:08
"you won't even believe the funny thing that happened today in my business".
29:14
Okay.
29:14
Or "this thing had me cracking up today", or "one of my clients made me laugh",
29:19
you know, and then you tell a story.
29:22
Mm-hmm.
29:22
Right?
29:23
So there's creative ways to make your business page fun at reflecting
29:28
that side of your personality.
29:30
But still, it keeps a professional look.
29:33
Wow.
29:33
Yeah.
29:34
That's really good to have to talk more to you about that.
29:38
Me and Facebook.
29:39
Sure.
29:39
Not the best of friends, but I... so talking about Facebook, if someone,
29:46
I mean, of course we're gonna open this up to the audience who have
29:48
joined us, who can ask even more questions than I have thought of.
29:54
Well, if someone is looking at the recording on YouTube or listening to
29:58
the audio and want to get in touch with you, where can they find you online?
30:06
So you go to my website, which is moniquestubbs.com.
30:13
So Monique, S-T-U-B-B-S.com.
30:18
Or they can visit me on LinkedIn.
30:21
And LinkedIn, you can look me up as Monique Stubbs Hall.
30:26
That's, Monique, S-T-U-B-B-S and then it's Hall.
30:30
So even if you type in Monique Stubbs, that's good enough.
30:34
It will pull up the profile.
30:38
Thank you so much and for me, for those of you who are listening or
30:41
who are in the audience right now, if you'd like to be a guest like Monique
30:46
is, reach out to me on my website, which is chattingwiththeexperts.com.
30:53
I'm a LinkedIn person.
30:54
I love LinkedIn, so you can find me on LinkedIn as Paula Okonneh.
30:58
I'm also on Instagram and my handle there is at chat_experts_podcast.
31:06
I always have to think about that.
31:08
And then, me merging more and more on the Facebook platform.
31:12
There you can find me as Paula Okonneh on my business page, which
31:16
I was just talking about, which is a challenge to me, which is Chatting
31:19
with the Experts business page.
31:22
Thank you Monique, for sharing.
31:25
Oh, you're welcome.
31:27
Thank you.
31:27
It's been a pleasure.
31:28
Absolutely.
31:29
And now we'll open up to the audience who have joined us.
31:33
Okay.