How The Power Of Partnerships Can Help Take Your Brand To The Next Level
Relationship building is one of the most important things you can do in your life. Your relationships can be the fund sourcing you need to start up your entrepreneurial endeavors. It can be the very thing that can elevate your personal brand or take your career to new heights.
Teneshia Jackson Warner is a true example of this after using the power of partnership to help jumpstart her career trajectory. Before becoming the CEO and Chief Creative Officer of Egami Consulting Group, Teneshia left her corporate job to pursue a career she was passionate about and would let her feel fulfilled each day. She told Essence.com, “You have to give in order to get. To discover my next career move, I offered my services for no charge.”
After a brief encounter with Russell Simmons, she persistently contacted his office for 30 days until she ran into him again to pitch herself for an opportunity to learn from him. From there, she created her first partnership that helped the trajectory of her career. “Essentially the offer that I made him was a partnership. It was a mutually beneficial win for both parties. What was in it for Russell is that he got an individual who had 5 years of corporate experience to work for him. For me I got the opportunity to learn the entertainment industry, urban culture and urban marketing, and I really never had that experience before,” she shared.
Teneshia’s partnership with Russell helped her gain the necessary knowledge and expertise for marketing to a multicultural audience, which lead her to launching her own company. The Egami Group is a multicultural agency that connects brands to diverse audiences. Teneshia's company partners with general market agencies who lack the expertise for connecting with multicultural audiences, celebrities and online influencers. Teneisha has played a hand in making partnerships a reality for her business ventures and her clients. "What partnership means to me is when two partners come together and they identify a win-win solution. They really come together to see what each wants, what each can bring to the table and what is the intersect point where you both can support each other. I call it a win-win-win model. That’s where every partner and every party at the table has a winning solution," she shared.
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In the midst of putting the final touches on her fourth annual Dream Project Symposium, Teneshia sat down to share her tips for understanding the power of partnership:
DON'T COME TO THE TABLE THINKING ONLY OF YOURSELF
I think coming to the table completely focused on what’s in it for you is mistake number one. When you come to the table and it’s about your agenda, your objectives and what you desire is not the right approach. You really can’t find what the win-win is unless you are really seeking to understand what is the partner’s goal, what is the partner’s objective and what is a win for that partner. You have to listen and understand the need of the individual and entity that you partner with. You and the partner can make an assessment on whether this will work for you and their goals and their vision.
KNOW WHO YOU ARE IN THE EQUATION
Once a partnership is in place, you need to know when to give and when to push. For example, certain things for the sake of the partnership you may be more flexible, you may be more willing to give. You may be in a place where you are proving yourself in a partnership, and it’s not the time for you to show up negotiating as if you are the strongest asset at the table. You need to know who you are in the equation. Have a true assessment and not an ego assessment. Know if you are pushing too much to the point where you are about to break the partnership or ruin the whole deal. You don’t want to be perceived as a hard person to work with and not a collaborative partner.
BE AUTHENTIC IN THE PARTNERSHIPS YOU CHOOSE
You can’t go into a partnership based on something that is not true to you. For example, you are a celebrity getting ready to go into a hair care deal. In order for that to be really authentic, you need to use those hair care products. You need to be passionate about those hair care products. Consumers are savvy and they can understand when it’s a real authentic partnership or when it’s someone who will just take a check.
BE SELECTIVE
Depending on the partnership, nowadays they feel like marriages. Be very selective in what types of partnerships you get in and be selective in knowing if this is right for me in the long term.
[Tweet "Partnerships can feel like marriages, so be selective!"]
ALWAYS SEEK TOOLS, RESOURCES & INSPIRATION
Conferences, symposiums and networking events are great ways to build relationships and learn the necessary skills to develop partnerships, just like The Dream Project.
In its fourth year, The Dream Project was created to support professionals in being able to take their business projects to the next level. “I think going into an information resource setting, you will have the opportunity to hear from iconic entrepreneurs like Magic Johnson, Jennifer Fleiss of Rent the Runway, Miss Robbie of OWN. You get a lot of nuggets and wisdom on what did they do right and what did they do wrong,” she shared. The symposium took place on April 21 and 22, and offered attendees the chance to hear from digital experts, Millennial CEOs, as well as a session of powerful women who shared their secrets to success. “They can utilize The Dream Project as a resource and a tool. They can walk away and immediately to apply the things that they learned to their brand or small business," Teneisha added.
Ultimately you have to know who you are, what you stand and where your brand aligns when seeking a partnership. "I think the big thing you can do is to become extremely self aware. Know your skills, your value and what you are bringing to the table. In order to form that partnership, you have to know what it is you can offer the other person. Do the work to understand your value, so that you can clearly articulate that when you are pitching yourself," Teneisha advised.
If you are ready to attract a bigger audience, and don't have a huge marketing budget, the right partnerships can be key to elevating your brand and taking it to the next level. By partnering with companies and brands who are targeting the same audience, you’ll be able to create a bigger brand presence and awareness for your content, products and services.
Brittney Oliver is a marketing communications professional from Greater Nashville. Over the past three years, Brittney has built her platform Lemons 2 Lemonade to help Millennials turn life's obstacles around. Her platform is known for its networking mixers, which has brought over 300 NYC young professionals, entrepreneurs, and creatives together to turn life's lemons into lemonade. Brittney is a contributing writer for Fast Company and ESSENCE, among other media outlets.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LISTÂ HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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When discussing the topic of raising children, discipline is often the first thing that comes to mind. Children need discipline. Full stop. But what is discipline? And how do we draw the line between discipline and revenge?
The origin of the word "discipline" can be traced back to the Latin word "disciplina," which means "instruction" or "teaching." Over time, however, discipline has come to be synonymous with punishment, with parents relying on shame, fear, and/or physical pain to curb undesirable behavior.
Teaching takes time, so nipping it in the bud in whatever fashion parents deem necessary (within reason) has become the norm. But is this what’s best for children? And when does it become less about curbing undesirable behavior and more about getting our licks back for offenses we feel our children should know better to do?
In my work as a parenting coach, I’ve often heard parents say, “I asked him nicely three times before spanking him. He didn’t stop doing it until I did, so clearly talking doesn’t work.”
And the parent isn’t wrong. Talking often doesn’t work the first, the third, or the even the 10th time. And the reason is directly tied to brain development.
Children cannot and do not process information the way an adult can. Auditory processing is not fully developed until a child is 14 or 15 years old. And even then, if a child has auditory processing delays or Auditory Processing Disorder (APD), they may always struggle with processing auditory commands. According to Susie S. Loraine, MA, CCC-SLP, the term auditory processing refers to how the brain perceives and interprets sound information. Several skills determine auditory processing ability—or listening success. They develop in a general four-step hierarchy, but all work together and are essential for daily listening.
Without this understanding, discipline can easily become revenge because parents will then view their child’s misdeeds as a personal slight. Instead of teaching them to do better, parents now want to show them the consequences of not doing better. This is why it's imperative for parents to discern between discipline and revenge to maintain healthy relationships with their children.
5 WAYS TO DISTINGUISH BETWEEN PARENTAL GUIDANCE AND RETALIATION:Â Â
​Understanding The Intent
Discipline is rooted in love and concern for the child's well-being. It focuses on teaching lessons and helping children understand the consequences of their actions. Conversely, revenge-driven actions stem from a desire to inflict pain or punishment as payback for perceived slights or disobedience. Parents should reflect on their motives before taking disciplinary actions. Ask yourself whether your intention is to help your child learn or to make them suffer for upsetting you.
Example: If a child accidentally breaks a valuable item, a disciplinary response would involve discussing the importance of being careful and working with the child to come up with a way to replace or fix what they’ve broken. On the other hand, a vengeful reaction might involve yelling, harsh punishment, or bringing up past mistakes to intensify guilt.
​Maintaining Emotional Regulation
Effective discipline requires parents to remain calm and composed, even in challenging situations. It's natural to feel upset or frustrated when children misbehave, but responding with anger or resentment can escalate the situation and blur the line between discipline and revenge. Before addressing the issue, take a moment to breathe and collect your thoughts.
Example: If a child cannot follow instructions, a disciplined response would involve calmly explaining why their cooperation is necessary in working with the child to accomplish the goal. Conversely, a retaliatory response might involve shouting, name-calling, or resorting to physical punishment out of anger.
​Promoting Growth and Learning
Discipline should always aim to promote growth and learning. It involves guiding children toward making better choices and understanding the impact of their actions on themselves and others. Effective discipline strategies include positive reinforcement, setting clear expectations, and providing opportunities for reflection and growth.
Example: If a child repeatedly forgets to complete their chores, a disciplinary approach would involve discussing the importance of responsibility and finding solutions together, such as creating a chore chart or setting reminders with Siri or Alexa. In contrast, a revenge-driven response might involve imposing overly harsh punishments or belittling the child, which can undermine their self-esteem and hinder their ability to learn from their mistakes.
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Building Trust and Communication
Trust and open communication are essential components of a healthy parent-child relationship. Discipline should strengthen this bond by fostering trust and encouraging children to confide in their parents without fear of judgment or retaliation. When children feel safe and supported, they're more likely to accept discipline as a form of guidance rather than punishment.
Example: If a child admits to breaking a rule or making a mistake, a disciplined response would involve listening to their perspective, discussing the consequences of their actions, and working together to find a solution. Conversely, a retaliatory response might involve accusations, blame, or shutting down communication, which can erode trust and damage the parent-child relationship.
Seeking Professional Guidance
Parenting is a learning journey, and, disciplining children is a delicate balance between guiding them toward responsible behavior and nurturing their growth. By understanding the intent behind our actions, maintaining emotional regulation, promoting growth and learning, building trust and communication, and seeking professional guidance when needed, as parents we can help our children built on love, respect, and understanding.
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Featured image by Courtney Hale/Getty Images