We recently connected with Ramatu Kandakai and have shared our conversation below.

Ramatu, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about how you got your first non-friend, non-family client. Paint the picture for us so we can feel the same excitement you felt on that day.

The journey to earning my first dollar as an entrepreneur was a transformative and deeply affirming experience. It began during a frustrating period in my career. Despite holding an MBA and being well-qualified, I found myself consistently overlooked during my job search. As a Black woman, I faced systemic barriers that often left me questioning my worth and potential.

Determined to change the narrative, I turned to LinkedIn—not just as a job board, but as a platform to share my expertise authentically and build meaningful connections. Through consistent, intentional posting and genuine engagement, I crafted a personal brand that reflected both my skills and unique perspective.

One day, I received a direct message on LinkedIn from someone who had seen and resonated with my content. They weren’t a close friend, and I don’t recall how or why we were connected, but I noticed we had attended the same alma mater. Intrigued by the insights I had shared, they reached out to explore how I could help their organization.

What began as a LinkedIn DM evolved into a conversation, and that conversation turned into an opportunity. That opportunity resulted in my first four-figure deal—a milestone that solidified my belief in the power of showing up authentically and consistently online.

This first client wasn’t just the start of my entrepreneurial journey—it was a pivotal moment that validated my approach and reinforced the idea that expertise and authenticity can break down barriers and open doors.

That moment ignited a passion to help others—particularly Black women—discover alternative paths, embrace their uniqueness, and navigate beyond imposed limitations. It taught me that success doesn’t have to conform to rigid structures and that by sharing our strengths authentically, we can create opportunities that redefine professional and personal worth.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Sure. My name is Ramatu Kandakai. I am a marketer, speaker, and personal branding consultant with over a decade of experience in industries such as Healthcare, Consumer Packaged Goods, Technology, and Consulting. My career has been shaped by roles at notable organizations like Humana, SC Johnson, Ernst & Young, and Korn Ferry, where I honed my expertise in brand strategy, campaign activation, and building emotional connections between brands and their audiences.

My journey into personal branding and speaking was born out of frustration during a challenging job hunt. Despite my qualifications, I faced systemic barriers as a Black woman, often feeling overlooked and undervalued. Determined to take control of my narrative, I turned to LinkedIn—not just as a job board but as a platform to share my expertise and build meaningful connections.

That decision led to my first contract, which became the foundation for Tutu Brand Strategies LLC, a personal branding agency I founded in 2020. Today, I use my experience and insight to empower others—particularly BIPOC women—to embrace their unique strengths, align their passion with purpose, and create authentic, lasting success.

At Tutu Brand Strategies LLC, I specialize in empowering individuals—particularly women in corporate environments, startups, and entrepreneurial spaces—to build authentic personal brands that align with their goals and values.

My key offerings include:

1. Personal Branding Consulting
I work closely with BIPOC women and women in leadership roles across corporate and startup environments to help them uncover their unique strengths, clarify their narratives, and confidently showcase their value. My tailored consulting process ensures clients can navigate their careers with authenticity and purpose.

2. Workshops and Speaking Engagements
I deliver interactive workshops and talks designed for corporate teams, startups, and professional organizations. These sessions equip participants—especially women—with actionable strategies to build their personal brands, position themselves for growth, and create meaningful professional opportunities.

3. Digital Products (Coming Soon)
I’m developing a digital resource library that will include tools such as templates, guides, and self-paced courses. These resources will help women take ownership of their personal branding journey, whether they’re seeking career advancement or exploring entrepreneurial opportunities.

What truly sets my work apart is my commitment to fostering clarity and empowerment. I focus on helping women deeply understand their unique value and articulate it authentically, creating lasting impact in their organizations and communities.

How about pivoting – can you share the story of a time you’ve had to pivot?

Initially, my business focused on marketing consulting for small businesses. At the time, I was balancing a full-time job, transitioning to a new role, and moving to a different state. Everything felt reactive—I was building the plane while flying it.

Between 2022 and 2023, I started to notice a recurring theme. While working with clients, I realized that many of the challenges they faced stemmed not from a lack of marketing strategies but from a lack of clarity in their branding. They were jumping straight into the “how” of marketing without first addressing the “why” of branding. This insight shifted my perspective. Branding isn’t just a foundation—it’s the heartbeat of everything else.

During this time, I also found individuals resonating with my content more and more, often asking how I ventured into entrepreneurship. I realized that I was constantly speaking about how I branded myself, and branding was at the heart of every conversation. Through prayer, reflection, and feedback from my work, I made the intentional pivot to focus on personal branding consulting. I stepped back, reevaluated my business plan, and market-tested my new offerings. This shift wasn’t just about niching down—it was about aligning my business with what I truly enjoyed and where I saw the greatest impact.

By 2024, I had a clearer vision for my business. I expanded my services to include a B2B arm, blending personal branding consulting for individuals with workshops for organizations.

This journey of pivoting from marketing consulting to personal branding has taught me the importance of clarity, alignment, and adaptability. Starting reactively allowed me to learn by doing, but stepping back and reevaluating gave me the structure and focus to move forward intentionally. Today, I am confident in my lane, my audience, and my market. This clarity turned 2024 into what I considered my true “Year 1,” and I am excited to continue building a business that empowers individuals and organizations to align their passion with purpose.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing my clientele has been finding my own voice and embracing platforms and methods that feel authentic to me. LinkedIn has been a cornerstone of this approach. It’s a platform where I feel most comfortable—there’s no pressure to follow trends, use hashtags, or stick to rigid posting schedules. I can share long-form articles, sporadic videos, and stories that resonate deeply with my professional network. It allows me to showcase both my professional expertise and personal joy, such as attending conferences or engaging with like-minded individuals.

What truly drives growth is authentic connection. By posting real, honest stories and engaging with the content of others, I’ve been able to create meaningful interactions that often translate into client opportunities. Conversations in LinkedIn messages are equally important—being responsive and making impactful responses fosters trust and strengthens relationships.

Beyond LinkedIn, meeting people in real life at conferences, social events, and mixers has been instrumental. Simply being present in spaces—whether within my industry or beyond—helps me build genuine connections. Following up with people I meet, whether through LinkedIn or other channels, ensures that these connections don’t just end with a handshake but evolve into opportunities.

For now, LinkedIn serves as my primary lead generation funnel, but I’m also exploring ways to create my own platform to capture and nurture these connections more directly. This multi-faceted approach, rooted in authenticity and responsiveness, has been key to my success in growing my clientele.

Contact Info:

• Website: https://www.tutubrandstrategies.com
• Linkedin: https://www.linkedin.com/in/rkandakai
• Twitter: mytutucents