We’re excited to introduce you to the always interesting and insightful TAMARA EDWARDS. We hope you’ll enjoy our conversation with TAMARA below.
TAMARA , looking forward to hearing all of your stories today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?
I love this question. I think it’s more important to discuss the tosses and turns that comes with entrepreneurship as opposed to the victory laps. A PR friend that I look up to once said “Tamara, I AM INSPIRED. Great, now what!!!” What she was saying was, let’s have real conversations with everyone. With each other and through our PR.
Simply put: I went for it. All in. Good days. Bad days. Profit. Loss. Hiring the right people. Hiring the wrong people. All of it.
Tactically: We got clear on our client experience and built around it.
Here’s exactly how we did it: The first step was to ask a lot of questions. These questions helped us to get a stronger sense of what our clients’ past experiences were while working with us on their personal brand. We asked questions like, ‘Which tools have been most effective for you as part of your personal branding?’ and ‘How much time would you like to invest in your personal brand.’
What we heard was this: Interview-style, produced content and editorial photography were the most effective tools in communicating a personal brand. Further, time is of the essence, most busy professionals don’t have a lot of spare time to commit.
Our takeaway was to create an all-in-one experience that captures our clients story through videography and photography — and do it with one hour of their time. This meant a strategy-heavy process on the front end, and a well-run schedule. Check and check.
The next step was to measure and outline our ‘way’ or ‘process’. We outlined the vision, timeline, and budget of what we had in mind on the front end, and invited two individuals from our client network for complimentary sessions with awareness that a) this was a beta and b) we would be asking for feedback to help refine the service.
The test-run days went off without a hitch.
There was a spark in all of us — including the clients. Not only did it become the highlight of everyone’s week, we were able to deliver a service that was effective for our test-run clients.
The drawing board wasn’t done just yet. Our team rehearsed and shared the step by step process we took. Intangible things like greeting our clients at the door and taking everything off their hands in exchange for a cold water bottle or drink of their choice. We wanted to capture the luxury feel and give an attention-to-detail experience.
Then, the fun part: BRANDING. We love all things brand, for ourselves, for personal brands, for startups, and corporate companies alike. We quickly put together an easy to navigate website, wrote out the description, and took breaks in between to stay creative. We created social media accounts, and began to capture our clients’ personalities within the content. They are — and always will be — our primary focus.
It’s still growing, scaling, and find tuning. It always will be. We are rebuilding the website (already) to streamline the user experience.
TAMARA , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My career can best be described as one of keen observation, complimented with a wide range of experiences —and a sincere and honest appreciation for pragmatism and simplicity.
I have worked my way into the boardrooms of our world’s most effective leaders, visionaries, and innovative minds. I’ve walked the halls of the U.S. Congress. I’ve studied and been part of the building blocks of corporate infrastructure, change management, mergers, acquisitions, exits, crises, and much more. I’ve successfully founded and co-founded several successful brands and businesses.
My core professional focus is strategic external communications — specifically solving problems through the lens of public and media relations, brand, executive positioning, content production, design, and more.
My company, TE&Co. represents a culmination of what I’ve found to be the most effective tactics for businesses and brands of all stages and sizes. We’ve developed several “lets not waste anyones time and put some elbow grease into it” services that are well though out, effective, and actually have an impact.
Our guiding principles are to 1) help businesses and brands (of any stage or size not only get noticed, and communicate with greater intention, but also, give them access to resources so they don’t get left behind in the new era of ‘staying relevant.’ – and 2) do so while using all of our valuable time wisely.
As a result, our streamlined playbooks, strategies, and services have been effective for first-to-the-market brands, start-ups, brick and mortar busineses, consumer products, venture-backed, bootstrapped — you name it. I genuinely believe that we have tapped into what works through the lens of communications.
Let’s talk about resilience next – do you have a story you can share with us?
Once upon a time…. just kidding.
I’ll never forget it. Just as I was leaving a lunch that I was invited to, the host of the lunch called me to express his disappointment in my “behavior.” Their intention of hosting this lunch was to introduce me with one of their contacts for a potential internship at my company.
At the time, I had glitz and glam of clients, traction, PR, and frankly, lot of good things were happening with my business. It was exciting! But, the other side of the truth was that we were not profitable. I had no time or capital to invest in an intern and I made that clear during the discussion at lunch. I just wasn’t in a position to even consider it (that and, I wasn’t “excited” about the potential intern.)
They were pissed. I was pissed.
It was all so triggering.
I remember thinking “no one has the right to tell me who and when I hire, etc etc.” Bear in mind, this was not a client, but a friend/ contact of client that I had come across professionally. They were a high ranking military official and was fresh off of a political appointment term.
Shouldn’t they have known better?
Within the same few moments of that call, I packed up my belongings at women’s co-working space and stomped away to go find someone to vent to. Right then and there (no kidding) I ran into a coach/ new friend of mine, Neha O’Rourke of Somewhere In Between coaching.
Instantly, I was drawn to her coaching services/ program — even though I wasn’t so sure what I was getting myself into. It was through her program, and plenty of personal journaling I realized that I ALLOWED myself to get spun up.
My worth was not tied to this persons opinion, and yet I allowed it.
Their behavior was unprofessional, and rude. I didn’t have to accept it, and yet (at the time) I absorbed every ugly bit of it.
When it comes to resilience, there will be people, situations, circumstances that make your blood boil. They key is to get to the bottom of the issue in your own time and maybe with the help of a fantastic coach, mentor, or friend. The unlock, however, is you. Sitting and spending time with you. Sorting out you. Healing. Discovering you.
Today, I feel untouchable. Beautiful. Strong.
Much tougher moments have come and pass.
I know when I’m triggered and I thank “her” (the trigger) for coming to see me. She is data. She is a gift.
I also welcome challenges like these (misunderstandings), and the really hard stuff (financing, hiring, firing, client relations) with a grain of salt.
It will be okay. Don’t panic. You are brilliant if you allow yourself to be.
What’s been the most effective strategy for growing your clientele?
RELATIONSHIPS!!
Follow ups. Genuine care. Listening.
I come from the world of politics and was sure that during my time as a government and/ or campaign staffer that I didn’t want to have transactional relationships. I was international in that I would have genuine conversions with people and base my interest on their character — not just their job title/ political expediency/ or perceived reputation.
Today, I maintain my relationships by sending cards, checking in on folks, and for new contacts, make sure to really listen to what they are excited about.
A smart sales person that I have a tremendous amount of respect for has a full contact list that tracks gifting, birthdays, and personal notes. I can’t say that I’ll ever be that specific about my contact list. I like the fluidity of just making new contacts, friends and if business happens, so be it.
Lastly — but very important re: relationships — is trusting that I’m talented, most folks figure out a way to hire me without me having to pitch/ sell/ chase them down. There has to be some stillness in the relationship for it to be genuine.
Contact Info:
- Website: https://www.tamaraedwards.co
- Instagram: https://www.instagram.com/itstamaraedwards/
- Linkedin: https://www.linkedin.com/in/tamaraedwards3/
Image Credits
Nastasia Mora Hannah Schweiss Ali Stone