HomeStrategiesBrand Expert Sheila Coates Talks to Blog Wallet

Brand Expert Sheila Coates Talks to Blog Wallet

Published on

Sheila-Coates_Featured-525x295

Brand Ambassador Sheila Coates Talks to Biz Tipper

Biz Tipper talked to Sheila Coates recently. Coates is considered to be one of the best in the business of branding and this description from her site says it best.

Sheila Coates, the creator of BYOB, brings two decades of entertainment experience with expertise in branding, marketing, artist development, lifestyle & business strategies and creating great images.

Her successful career includes memorable red-carpet appearances and marketing campaigns for “A” list celebrities such as: Diddy, Babyface, Mary J. Blige, Monica, Angie Stone, Faith Evans, Lenny Kravitz, Deborah Cox, Barry White and numerous others. Sheila’s held executive positions with: Sony/BMG, EMI/Capitol, Arista, Virgin, MCA, Perspective and Hidden Beach Records leading multi-million dollar marketing budgets.

Her creativity, visual presentation, imaging and branding talents have created numerous performances for: The Oprah Show, The Grammy’s, American Music Awards, The Today Show and others.
Sheila has the passion; confidence and expertise to help people “Be Their Own Brand” by helping them define their unique “visual” DNA! She recently appeared on the national Steve Harvey Morning Show to talk about branding.

KEVIN ROSS: Greetings Sheila, thanks for talking to the Biz Tipper audience today. From my many years in business, it’s apparent that some people really don’t understand the importance of branding. Can you explain what branding is and why it’s so important?

Sheila COATES: Branding is influencing and persuading as opposed to marketing. You have to get people to see the difference. When you are talking about branding it’s about leaving an impression not so much making an impression but getting people to believe what you want them to see.

KR: How important is branding to a new business? Should you be focused more on money or branding when starting out?

SC: Well you definitely want to make money but I think in order to make your income more sustainable, you have to create a (click next above or below to read more) —————————– brand. In other words, why would I come to your company as opposed to someone else’s. Why am I buying from you? We can get anything we want from several locations right?

KR: So then branding is what brings the customers back…

SC: Exactly… and it tells the client what they can expect. More importantly, if I buy Tide, I expect to get the dirt out. If I go to to BMW, I’m expecting to get the ultimate driving machine. Even if you have similarities you have to tell me what makes you a little more unique.

KR: What are some of the most common mistakes you see with start-up businesses?

SC: I’m in the process of teaching a couple of small business courses and I was talking about one of the ways I was able to get Macy’s in my first year of business. They said, “Your brand looks like it can represent the Macy’s brand.” What many small businesses fail to realize is that a major business is not going to give you a shot to diminish their brand that they have been working on for years. So you have to make sure you represent yourself properly. There is a perception. You may be the only one in that business…but a brand must have the perception that it can handle the business at hand. Macy’s told me they got the same perception from my website, my business card and my stationary. You can’t give people your business card and tell them, ‘don’t use that email address” or ‘don’t go to my website right now.’ There has to be consistency and professionalism. Logos, colors etc. When you get a card from Macy’s you will see there is a consistency. You will see that logo everywhere. A lot of times with small businesses we have too many excuses for not creating consistency which is essential to branding.

KR: Considering more people DON’T succeed in small business would you say that’s what set them apart from those who do? It would appear the perception is reality in the case where someone’s brand is not defined neither is their business?

SC: It’s best to define your brand by looking at what makes YOU unique. There is a reason why some people listen to Steve Harvey over Tom Joyner. They both offer something different. That’s not saying one is better than the other it’s not about competing but businesses have to define what makes them unique and what makes people come to them. There are only two to three things that you need to define that make you different.

KR: So are you saying you should define your uniqueness and ignore your competitors?

SC: No, not at all but when you look at Beyonce, her brand influences. It’s very strategic. Her brand is ‘hot, sexy, pretty.’ Whenever you see her she’s consistent always hot, sexy and pretty whether she’s on stage at a Basketball game or in Cuba. You never see her dowdy unless it’s an acting gig. She understands that’s part of a brand. Then you look at Jennifer Lopez who is also hot and sexy but she is also funky. J Lo owns her lane and Beyonce owns hers, you never see them compete. If you want hot, sexy and pretty you go to Beyonce and if you want hot, sexy and funky you go to J Lo. You can’t let people tell you who you are, you have to define it for your business. The first step is defining. The second step is to be what you define.

KR: What about expanding the brand?

SC: When you look at Apple, Steve Jobs’ thinking was “Think Different” well in order to think different you have to BE different which is why he created the iPod, iPhone, iPad. Had he stuck with the iPod it would have become boring. When I started I took classes and they always said “your business will expand.” I fought that, I didn’t want to do that but now after four years of being in business, I realize it’s true. Create things that go with the brand to help you grow.

KR: I understand that it’s important to state then to be your brand but after 28 years in the business and 18 years doing Radio Facts I have to maintain a level of creativity and determination and that means surrounding myself with positive, innovative and creative people. I think there comes a time when we must grow and let the younger generation enjoy the industry too. I send people that work for me to many events and have them cover it. I was recently told by an industry vet that I need to go to more industry events but I don’t enjoy them in LA. It’s always the same people talking about the same thing. Should you go to all events that have to do with your brand?

SC: You have to pick and choose the events that you go to, to represent your brand. I would suggest asking yourself WHY you need to go or WHY you are going and that should help you make a decision. I think it’s important to show up every now and then.

KR: A couple of years ago, I went to a private event for another one of my brands. I took a friend with me who has not worked in a few years. She got drunk at the event. I was very embarrassed.

SC: Everything that you do to represent your brand is a reflection on you. You have to be strategic. J-Lo will never go down as one of the greatest singers but she has 15 brands because she’s consistent and authentic. Once I get you to see that I can get you to do what I want you to do.

KR: If you have a slip up can you recover?

SC: Absolutely.

KR: So what do you think about Paula Dean?

SC: When you hurt yourself people are more forgiving but when you hurt other people it’s hard to recover. Paula will be able to rebuild to an extent but not to where she was before. Look at Michael Jordan. Most football players and basketball players are broke 5 years after they quit. Jordan was always professional, hard-working and first class. That’s the way he is now too. He had handled everything negative the same way, his divorce, his father’s death, gambling etc. His brand is truly what he is. You won’t always be perfect but a MAJORITY of the time there is a consistency.

KR: I am burnt out on FaceBook, I don’t get a lot out of it. How important is it for people who are trying to brand to be on social networks.

SC: I don’t use FaceBook because my interactions with clients are personal and I don’t want to be on there talking about what I talk about with my clients. I do like Linked in.

KR: Thanks so much Sheila, I’m sure our Biz Tipper readers will get so much information from this interview.

SC: Thanks Kevin, Have a great week.

Latest articles

How to Use AI to Write Better Product Descriptions

Learn how to leverage AI-Driven Product Descriptions to boost sales, save time, and create compelling copy that converts browsers into buyers while maintaining brand voice

How to Manage Your Business Calendar Automatically with Tech

Discover smart ways to streamline Business Calendar Management using automation tools and tech solutions. Save time and boost productivity with these essential tips.

How to Automate Your Social Media Posting Schedule

Learn how to streamline your content strategy with Social Media Posting Automation. Discover top tools and proven techniques to save time while maintaining consistent engagement

How to Use AI to Track and Forecast Consumer Behavior

Discover how AI-powered Consumer Behavior Tracking can revolutionize your business strategy. Learn to predict customer trends and make data-driven decisions for better ROI

How to Analyze and Optimize Ad Performance in Real-Time

Learn proven strategies for ad performance optimization to boost ROI and engagement. Discover real-time monitoring techniques and actionable insights for your campaigns.

How to Automate Contract and Proposal Generation with AI

Discover how contract and proposal automation streamlines document creation, reduces errors, and accelerates business workflows. Learn to leverage AI for efficient operations

How to Enhance Product Recommendations on Your E-Commerce Platform

Discover proven strategies to optimize E-Commerce Product Recommendations and boost sales. Learn how to leverage data analytics and AI to deliver personalized shopping experiences

How to Use Sentiment Analysis for Better Customer Feedback

Discover how sentiment analysis for feedback can transform your customer insights, boost satisfaction rates, and help you make data-driven decisions for your business growth

How to Streamline Document Management and Digital Filing

Discover proven strategies to optimize document management in your organization. Streamline digital filing, boost productivity, and ensure secure access to critical files

How to Improve Your Hiring Process with AI-Based Screening Tools

Discover how AI-Based Hiring Tools can streamline your recruitment process, reduce bias, and help you identify top talent faster while cutting costs and improving hiring outcomes

More like this

APPLY NOW FOR THE BOSS NETWORK & SAGE’S “INVEST IN PROGRESS” GRANT PROGRAM: DEADLINE IS NEXT WEEK!

The BOSS Network, an online community of professional and entrepreneurial women who support each other through digital content, programs and event-based networking, announces its BOSS Impact Fund.  It has been reported that the single greatest barrier to success for new businesses and startups is access to capital—and minorities make up less than 1% of founders that receive that investment. The BOSS Impact Fund will focus on investing in Black women led businesses and preparing these entrepreneurs to build scalable, growth aggressive companies. [...]

Odyne Systems, LLC Showcasing Hybrid Power Truck System Selected for Nationwide Deployment by the DOE at ICUEE 2013

Waukesha, WI, August 02, 2013 --(PR.com)-- Waukesha based Odyne Systems, LLC, a...

Nine Cruel Truths About Most Industries for Older Workers

I cannot tell you how many calls and emails I get from industry people...

Who is Daniel Ek?

Discover Daniel Ek, the Swedish entrepreneur behind Spotify's global success. Learn about his journey from tech prodigy to music industry disruptor and audio revolution pioneer.

Use Your Experience To Grow Your Brand

Everyone that I associate with is an entrepreneur. BUT only 2 of them are...

CoCo Brother returns to the Airwaves After Hiatus, Great Advice for entrepreneurs!!! (podcast)

Download this episode (right click and save) In This Episode of the Radio Facts Radio...

From Art to Tech: How Chad Hurley Helped Create YouTube and Redefined Online Content

Discover how Chad Hurley, YouTube co-founder and internet entrepreneur, transformed online video sharing and became a Silicon Valley icon. Learn about his journey and impact.

jobsDB Singapore Jobseeker Report Reveals Singapore as a Nation of “Change Seekers”

Singapore, Singapore, March 06, 2013 --(PR.com)-- On the constant lookout for new...

MO-BIZZ Project Publicly Presented in Future Network and Mobile Summit 2013

Luxembourg, Luxembourg, July 27, 2013 --(PR.com)-- The project is funded by the...