1. Brand or Be Branded:
Promoting Yourself and
Your Business
Monique Hayward
December 13, 2011

2. • About Monique
– Professional
• 17 years in high tech at Tektronix, Intel and owned Dessert Noir Café
& Bar for 4 ½ years, started Cerise Noire Software in 2010
• Marketing, comms, PR, business development, entrepreneurship
• 2008 Make Mine a Million $ Business, 2009 Portland Business
Journal “40 Under 40,” 2010 DiversityMBA “Top 100 Under 50”
awards
– Personal
• Interests include entrepreneurship, politics, travel, popular
culture, writing, TV/print modeling, voiceover
• Married to Tom Freeman for 12 ½ years, no children
• East Coast (NYC; Columbia, SC)
• University of Maryland, College Park (BA in journalism) and
Case Western Reserve University (MBA in marketing)

3. Today’s Global Marketplace
• Imperative to think “beyond yourself” to
successfully market your business
– Think broadly and strategically about your
business to create visibility for your
product/service
– Generate connections that foster
innovative, creative ideas for your business
partners and community because it’s not just
about you, but the legacy you leave

4. PR for Yourself
Be fearless when it comes to
promoting yourself, and by
extension, your business

5. Promoting Yourself
• Entrepreneurs need to be fearless
promoters of themselves and their
businesses to:
– Point the spotlight in your direction
– Attract people to your concepts
– Convince customers to spend their money
once they walk through the door

6. Promoting Yourself:
Master Your Personal Brand
Brand Personal Brand
• Identity of a • Multifaceted snapshots of an
product, service, or company individual, your personality “on
and how it relates to key display” in a public forum
constituencies • Thrive in its authenticity and
• Careful orchestration to transparency
ensure clarity, consistency of • Most effective when you
messaging appeal to a
• Designed to appeal to the narrow, passionate audience
widest possible audience • “You are the brand”
• “Brand is the promise you
keep”

7. Personal Branding Basics
What is Your Story?
What do you have to say, why should
anyone care, and what difference
does it make that you’re saying it?
Source: “Gain a Competitive Advantage by Establishing a Personal Brand,” by Dan Schwabel

8. Personal Branding in
Practice
• Professional in your industry, expert in your
field
– Strong, consistent – clear about who you are and
who are you not
• Payoff
– Established expert
– Solid reputation
– Increase notoriety, perceived value in marketplace
– Opportunity to create additional revenue streams
Source: “Personal Branding: Is It Right For You?” by Laura Lake

9. My Vision
Best-Selling Successful
Author Entrepreneur
Sought-After
Speaker/Expert
Come Together
to Build a
Strong Platform

10. Executing the Plan
• Released Feb. 2009 • Jan. 2005-July 2009 • Interviews in
• ~400 books to date • Strong results in first mainstream, small biz and
• Strong coverage in vertical two years, recession n vertical media
online/local media with 30+ final two • Horizon Air Magazine
interviews/stories • 40+ stories • Entrepreneur
• BlogTalkRadio • Creative • Black Enterprise
• Examiner.com marketing, events, local • Restaurant Startup &
• Galley Cat at music/art Growth
MediaBistro.com • Local standout, critical • Denver Post
• Blogs/sites for women acclaim, loyal customers • Huffington Post
entrepreneurs • May 2010-Dec. 2011 • CNN
• “AM NW” • New tech-focused • Contribute articles/features
• Beaverton Valley venture for blogs, newspapers
Times • Launched first app in • OPEN Forum by AMEX
• Small Business Trends iTunes store • Oregonian
• BNET • Skinny Scoop “Best • Wall Street Journal
iPhone Apps for Moms” • Women Entrepreneurs
“Secrets of Success”

11. PR for Your Business
Relentless pursuit to get the word out

12. How Marketing Supports
the Business
Increase Create Positive
Generate Demand
Awareness/Interest Perception
Awareness is Job #1
Brings positive
perception, more demand

13. Powerful Story Telling
• Why Are Stories Important?
• Powerful and persuasive communication and teaching tool
• Places listener in “your shoes” and stimulates affinity
• What Should We Do With Stories?
• Know your audience and what action you want them to take
• Share stories in support of your goals
• How Do We Do It?
• Connect emotionally and personally
• Show them don’t tell them
• Data alone is dispassionate and ineffective
• Provide listener with a bridge to connect what they already know
and care about with something they don’t care about yet

14. Tell Your Stories Now
• Press Coverage
• Entrepreneurs/small biz owners greatly
underestimate value of PR
• 24-hour int’l news cycle requires ongoing
supply stories
• Secured nearly 50 press stories in
local, national media in five years

15. “Marketing Machine”
Awards
Best of Dessert Neighborhood Pick for Dessert 2005
2005 Best Bites 2006 for Velvet Elvis
Press Coverage 2008 Destination Beaverton

16. Tips for Getting PR
• Always think of new, interesting angles about
your business that the press will likely cover
• Establish relationships with reporters/writers
who cover small business and/or your industry
• Stay on top of trends to connect your business
to hot topics in the news cycle
• E.g., CNN appearances driven by impact of economic
downturn on small businesses
• NPR story re: unemployed in St. Louis, Annica
Trotter, Bright Oven

17. Joint Marketing
• Collaborate with Like-Minded
Partners
• Reach out to several different types of
businesses, both large and small, to get
more bang for limited mktg $$
• Don’t have to look far nor spend a lot of money
to achieve good results
Think Broadly About
Customer Base, Community
Where You Operate

18. Business and Marketing Partners
Nouveau Connoisseurs Corporation 2008

19. Community Involvement
• Kindness, Compassion Bring Your More
Business
• Daily challenges of running business should not
prevent us from giving back to our communities
• Supporting charitable causes, organizations that align
with strategy makes good business sense
• Increases visibility, stature in community (“awareness”)
• Creates a positive perception with
customers, supporters (“perception”)
• Builds reputation for being a good corporate
citizen, which will attract more customers (“generate
demand”)

20. February 16, 2006
Cedar Hills Crossing Featuring Sinbad
Beaverton, Oregon
“Comedy for the Kids” “VIP Dinner at DNCB”
~400 People at Kids Event
VIP Dinner Sold Out
$8,000 Raised for Community Action

21. Summary
• Marketing Lesson #1: Be fearless when it
comes to promoting yourself, your biz
– Master your personal brand
• Marketing Lesson #2: Relentlessly pursue
getting the word out
– Tell powerful stories
– Think broadly and strategically about your potential
partners
– Give back
Nouveau Connoisseurs Corporation 2009

22. Finding Me
http://moniquehayward.com
@moniquehayward
facebook.com/moniquehayward
linkedin.com/moniquehayward
Nouveau Connoisseurs Corporation 2010

23. Nouveau Connoisseurs Corporation 2009