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.
[Tweet "True partnership is when two brands come together and they identify a win-win solution"]
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 LIST 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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From Toxic Traits To Transformative Growth: Understanding Evolved Vs. Unevolved Zodiac Signs
Explore your sign’s 2024 horoscope predictions to learn what is in store for you this year in love, career, and more. Check out the love compatibility of each sign to learn more about zodiac pairings and all things compatibility.
Have you ever heard someone talk about a certain zodiac sign and wondered why your experience of that particular sign has been completely different? We have all heard about the notorious Gemini Man or Virgo Man being a difficult partner to have in love, but does this apply to all Geminis and all Virgos? Well, this is where the discussion of evolved signs vs. unevolved signs comes in. It’s the idea that, while some toxic or challenging traits are more prevalent in certain signs, it also depends on the individual at hand and on whether or not they have evolved in life.
Evolved vs. Unevolved Signs: A Guide
Astrology is life-changing not only because it allows you to learn more about yourself, but it also allows you to see certain behaviors or traits in yourself, and change them if you are not happy with the way they manifest in your life. To be evolved means to learn and develop. In order to tell whether you are dealing with an evolved sign or an unevolved sign, look at the way they navigate their strengths and weaknesses. We are all predisposed to certain behaviors aligned with our zodiac sign; it’s how you grow from your experiences rather than what you accept as a defining characteristic of who you are.
Evolved signs have done the inner work, unevolved signs make excuses for their behavior.
When we are talking about evolved zodiac signs, we are talking about the Virgo who appreciates progress more than perfection, the Libra who trusts that they can stick to a decision rather than accepting they are incapable of making the best one, and the Aries who takes intentional action rather than an impulsive one. It’s those people you meet and they make you change your perspective on a certain sign you may have had a negative experience with in the past. An unevolved sign, however, is the Aquarius who isolates rather than expresses how they are feeling, the Scorpio who lets their jealousy get the best of them rather than trusting their connections, and the Leo who puts their ego before anything else.
The good news is that if you feel you are living a more unevolved version of your zodiac sign, you can change this by first addressing where you may be self-sabotaging, and where you can highlight more of your strengths. Healing from past traumas, seeking a therapist or astrologer, or overall making your well-being more of a priority all will benefit. When you are feeling good within, you attract more experiences to you to where you can be that evolved version of yourself rather than entertain old habits or ways of relating that don’t serve you.
It takes work, but the more you tap into the evolved version of yourself and strengthen this part of you, the less you will revert to your old ways or attract those same types of toxic or unevolved people towards you.
So, how do you know which side of the coin you are dealing with or are yourself? Read below to find out more about the traits and characteristics of the evolved vs. unevolved signs of the zodiac.
EVOLVED ARIES
- Confident
- Methodical
- Disciplined
- Leader
- Energetic
UNEVOLVED ARIES
- Aggressive
- Short-tempered
- Reckless
- Arrogant
- Impulsive
You’ll know whether you are dealing with an evolved Aries versus an unevolved Aries through the way they communicate and approach others. If they are confident and encouraging, you are dealing with an evolved Aries who is comfortable with who they are but also doesn't feel the need to force their energy on you. Unevolved Aries will make you take a step back, evolved Aries will make you want more. Aries’ strengths are that they are bold and assertive, but an unevolved Aries tends to create more disagreements or challenges with others in the process.
EVOLVED TAURUS
- Abundance-mindset
- Grounded
- Generous
- Compassionate
- Trustworthy
UNEVOLVED TAURUS
- Materialistic
- Stubborn
- Lazy
- Vengeful
- Envious
An evolved Taurus versus an unevolved Taurus can be differentiated by the person who has stability or who has goals in life that they share with you and are working towards. The unevolved Taurus you will most likely find on the couch, demanding that you give them what they need at the same time. Unevolved Tauruses tend to show traits of envy or jealousy when you are explaining a recent win to them. An evolved Taurus will be the first person you want to go to with the good news, and they are a big support and secure person to their loved ones.
EVOLVED GEMINI
- Communicative
- Curious
- Creative
- Innovative
- Fun
UNEVOLVED GEMINI
- Confusing
- Chaotic
- Disorganized
- Bored
- Unpredictable
An evolved Gemini will have you feeling understood, heard, and inspired. They are fun and light-hearted people to be around. An unevolved Gemini will have you questioning them, life, and everything in between- and will create unneeded chaos in your life. Unevolved Geminis are notorious for being unavailable and disloyal in relationships, and you can tell the difference between whether they are evolved or not by what they do when they are bored. Do your Gemini create or connect, or do they do something destructive, leaving you feeling a deep sense of distrust around them?
EVOLVED CANCER
- Compassionate
- Nostalgic
- Supportive
- Nourishing
- Protective
UNEVOLVED CANCER
- Moody
- Holds a grudge
- Pessimistic
- Manipulative
- Clingy
An evolved Cancer leaves you feeling supported, nourished, and loved. An unevolved Cancer may make you feel the same way, but will be hot and cold on when and how they show it. An evolved Cancer will be your go-to and someone you can trust with basically anything. An unevolved Cancer, however, you will steer away from and not want to express yourself to them for fear of them making things worse. Evolved Cancers understand their emotions, unevolved Cancers let their emotions get the best of them.
EVOLVED LEO
- Self-confident
- Passionate
- Generous
- Motivating
- Kind-hearted
UNEVOLVED LEO
- Entitled
- Angry
- Selfish
- Controlling
- Dramatic
Evolved Leo has an evolved ego. They have a strong sense of self, they know who they are and what they want, but they don’t let that get in the way of how they treat others. Unevolved Leos command the room in a way where you are looking at them in shock rather than in awe. Unevolved Leos think the world revolves around them, evolved Leos think the same thing but also want other people to be in that world or think the same thing about themselves as well. Evolved Leos are like the Sun, and you will feel enlivened in their presence.
EVOLVED VIRGO
- Organized
- Caring
- Down-to-Earth
- Inspiring
- Helpful
UNEVOLVED VIRGO
- Perfectionist
- Overly critical
- Resentful
- Anxious
- Cynical
The easiest way to tell the difference between an evolved Virgo and an unevolved Virgo is the way they make you feel. If they make you feel inspired and like you can accomplish or experience great things, you are dealing with an evolved Virgo. If they are overly critical of everything you do, you are dealing with an unevolved Virgo. Evolved Virgos help you grow, unevolved Virgos tend to make you feel incapable of that. Evolved Virgos can laugh off or let go of the little things, unevolved Virgos will get caught up in them.
EVOLVED LIBRA
- Relationship-oriented
- Balanced
- Charming
- Diplomatic
- Fair
UNEVOLVED LIBRA
- Codependent
- People-pleaser
- Flaky
- Indecisive
- Dishonest
Evolved Libras make some of the best partners, friends, and confidants. Unevolved Libras make some of the hardest of the above to maintain. The difference between the two is the Libra's ability to find the balance between their needs and the needs of others. Libras are relationship-oriented people, but unevolved Libras tend to let this trait get the best of them and will be in and out of relationships and never really settle down to figure out what they truly want and need. Evolved Libras love, but will not sacrifice their sense of self in the process.
EVOLVED SCORPIO
- Passionate
- Mysterious
- Intuitive
- Transformative
- Resilient
UNEVOLVED SCORPIO
- Obsessive
- Secretive
- Reclusive
- Destructive
- Ruthless
The difference between an evolved Scorpio and an unevolved Scorpio is their ability to let go. Evolved Scorpios have learned from their past and have made their life better in the process. Unevolved Scorpios hold onto a lot of resentments and often cause themselves or others emotional turmoil. Evolved Scorpios can let people in and make some of the most loyal, protective, and supportive partners. Unevolved Scorpios tend to be very distrustful of others and have a hard time letting go of control in any way or letting people get close to their inner world.
EVOLVED SAGITTARIUS
- Outgoing
- Optimistic
- Spiritual
- Adventurous
- Genuine
UNEVOLVED SAGITTARIUS
- Dramatic
- Brash
- Superiority-complex
- Unreliable
- Careless
The evolved Sagittarius are inspiring, optimistic, and hopeful. The unevolved Sagittarius is just about the complete opposite of that. Evolved Sagittariuses have learned to fuel their adventurous spirit with intentional action rather than recklessness, and are there for their loved ones rather than leaving people hanging or being unreliable. Unevolved Sagittariuses can be very rude and aggressive and will mask this behavior with humor. They can be very harsh, rather than the evolved Sagittarius who is still outgoing, but is also genuine and confident and aligned with their highest self.
EVOLVED CAPRICORN
- Hard-working
- Loyal
- Stable
- Sensible
- Ambitious
UNEVOLVED CAPRICORN
- Workaholic
- Unforgiving
- Rigid
- Stubborn
- Dominating
When you are looking at an evolved Capricorn, you find yourself in the presence of someone loyal, hardworking, and down-to-earth. An unevolved Capricorn can be judgemental and cold, with only their personal goals in mind. Unevolved Capricorns seem to be stuck in the same place in life, and unmoving in what they believe is best for them. Evolved Capricorns are open to feedback and are flexible enough to figure out what is truly best for them, to explore, and to allow someone else to lead them at times. Evolved Capricorns are responsible and productive but take care of their well-being in the process.
EVOLVED AQUARIUS
- Freedom-oriented
- Logical
- Friendly
- Open-minded
- Outgoing
UNEVOLVED AQUARIUS
- Distant
- Cold
- Disloyal
- Detached
- Superiority-complex
Evolved Aquarius and unevolved Aquarius are mirrors of each other. The evolved version of Aquarius is friendly, open-minded, and supportive of not only themselves but of others as well. The unevolved version of Aquarius can be quite distant and detached from their relationships and life altogether and can be hard for people to get close to. Evolved Aquariuses value their independence, but don't use escapist behavior as an excuse for their actions. Unevolved Aquariuses will leave someone on read for months instead of just telling someone how they feel.
EVOLVED PISCES
- Loving
- Intuitive
- Compassionate
- Creative
- Romantic
UNEVOLVED PISCES
- Consuming
- Escapist
- Moody
- Distant
- Unrealistic
Evolved Pisces are the artists, muses, lovers, and dreamers. Unevolved Pisces may have that same creative energy but tend to wear rose-colored glasses that get them into trouble in the process. Pisces are hard to grasp in the first place with their fluid, mutable nature, but an unevolved Pisces will make that distance feel like miles. Unevolved Pisces can get pretty messy and will act out on their emotions without getting the full picture or giving themselves time to sort things through. Evolved Pisces on the other hand, let their emotions inspire them and know how to step into their true power.
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