Alright – so today we’ve got the honor of introducing you to Nicole Powell. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Nicole , thanks for joining us today. What’s something you believe that most people in your industry (or in general) disagree with?

Many businesses, especially smaller businesses and startups, often prioritize marketing over branding. They pour resources into advertising campaigns, social media promotions, advertising budgets and other marketing activities, aiming for immediate visibility and sales. However, this approach overlooks a critical foundational element: branding and brand strategy. Yes, you are reaching people, but are you actually saying the right things to connect with them?

Branding is more than just a logo or a catchy tagline; it’s the essence of what your business stands for, its values, mission, and unique identity. Without a strong brand, marketing efforts can be guesswork and less effective. A well-defined brand strategy ensures that all marketing activities are cohesive, resonate with the target audience, and build long-term loyalty.

When I worked for large media companies with national brands as clients, I saw firsthand the extensive time and money they invested in identifying their target audiences and developing their branding, both visually and verbally. In contrast, I noticed that small businesses often didn’t understand or appreciate the importance of a strong brand identity. They would spend thousands of dollars trying to attract customers without realizing that it’s the connections forged through a solid brand strategy that truly drive growth and revenue.

When businesses skip the branding step and jump straight into marketing, they often face several challenges. First, without a clear brand strategy, marketing messages can be inconsistent, confusing potential customers and diluting the brand’s identity. Additionally, in a crowded market, branding helps differentiate your business from competitors. Without it, marketing efforts might struggle to highlight what makes your business unique.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Professionally, I am a certified brand strategist and neuromarketer, and the owner and founder of HALCON Marketing Solutions, a brand strategy and marketing agency headquartered in St. Louis, Missouri. Originally from Manila, Philippines, I moved to the Bronx, New York, at the age of six, where I grew up loving Derek Jeter and NY-style pizza. I majored in journalism at Rutgers University, gaining valuable experience through internships at major media networks like ABC, FOX, and MTV in New York City.

With over 16 years of experience at companies like Viacom, Disney, ESPN, and Fox Networks, I developed my skills in crafting compelling brands and pioneering marketing strategies across various industries. My career took a significant turn when a job offer for my husband brought us to the Midwest. I continued my marketing career at a local agency serving national clients, but my passion for supporting smaller businesses reignited my love for helping others through marketing. This inspired me to start HALCON Marketing Solutions, focusing on brand development, multi-platform storytelling, social media marketing, and content strategy.

My work, along with HALCON Marketing Solutions, has been featured in prestigious outlets such as USA Today, Yahoo! Finance, Business Insider, The Associated Press, MarketWatch, Apple News, New Neuromarketing, St. Louis Mom, Bold Journey Magazine, and KMOV CBS St. Louis. I’d like to believe I have a unique combination of instinct, experience, creative flair, and neuromarketing and psychological knowledge that enables me to be successful in my field. Driven by a relentless passion for excellence, my dream is to continue to redefine industry standards, empowering businesses to thrive in an ever-evolving marketplace.

Let’s talk about resilience next – do you have a story you can share with us?

My journey of resilience began in the Philippines, where my story first took shape. As an immigrant, I faced a myriad of challenges while navigating the process of assimilating into a new country and culture. In places where my appearance made me stand out, I had to dig deep, drawing on my inner strength and conviction to proudly embrace my uniqueness.

As I grew older and entered the workforce, I quickly realized the critical importance of connections and networking. Without an established network, I had to forge my own path. I refused to accept defeat, seizing every opportunity and working tirelessly to make a name for myself. Resilience became my guiding force as I expanded my network and faced rejection head-on.

My career took me across the country, and with each move, I had to rebuild both my professional and personal life from scratch. Each new beginning strengthened my resilience as I learned to navigate unfamiliar territories with unwavering determination.

Running also played a crucial role in building my resilience. Every run brought me solace and clarity, empowering me to confront obstacles with renewed vigor. The endurance required for long distances and challenging terrains mirrored the resilience needed to face life.

Together, my immigrant background and love for running form the foundation of my resilience. They constantly remind me of my capacity to overcome adversity, adapt to change, and emerge stronger.

Can you tell us about what’s worked well for you in terms of growing your clientele?

My most effective strategy for growing my clientele has always been rooted in authenticity and genuine, wholehearted conversations. Instead of approaching interactions with a salesperson mindset, I focus on building real connections. When people see that I’m sincere and truly interested in their needs, they begin to trust and engage with me. Earning people’s trust is important to me because I understand how valuable it is – difficult to gain, but easy to lose. Authenticity fosters strong relationships, leading to a more loyal and satisfied clientele.

By prioritizing honest communication over sales tactics, I create a foundation of trust and respect, making my clients feel valued and understood. I don’t like feeling pressured, so I avoid pressuring others with inauthentic sales tactics that create a sense of urgency. I believe in giving people the space to make their own choices. There are many talented professionals out there, and I want clients to choose me because they align with my values and appreciate my approach.

Contact Info:

• Website: https://www.halconmarketing.com
• Instagram: https://www.instagram.com/halconmarketing/?hl=en
• Facebook: https://www.facebook.com/halconmarketing
• Linkedin: https://www.linkedin.com/company/halcon-marketing-solutions/
• Other: https://www.nicolepowellbrand.com

Image Credits

Stephanie Zettl Photography; Jackson Mclemore Photography