With passions lying in helping women who know what it means to be staring at the ceiling from the bottom of the floor, Deandra Coleman is a personal brand and communications strategist who helps senior-level, Black executive women create a disrupter personal brand that authentically represents their values and helps them show up with amplified meaning, power and impact. As a former C-suite corporate executive and now CEO of Beyond The C-Suite, Coleman understands first hand what it is to reach the pinnacle of your career but still feel unfulfilled and wanting more. She holds space for Black women to craft and fortify a personal brand that proudly speaks for them no matter what boardroom, interview or business they decide to endeavor upon.
Prior to becoming an award-winning entrepreneur named both a Top VIP Professional Under 40 and a Leading Woman Under 40 in the state of Maryland … prior to becoming an adjunct professor, before leading a successful career that landed her on Oprah Daily, ABC7 News, Forbes Women, The Washington Business Journal, HGTV and in the Washington Post, she was a single mom on welfare who did not know how she was going to give her son the life she knew he deserved and that she also wanted herself.
Holding a Master’s in Business Administration, a degree in Interpersonal Communication, a certification in Marketing from The Wharton School, as well as a certification in Women’s Entrepreneurship from Cornell School of Management, a perfect day for her is helping another woman go after everything they deserve, unapologetically. She takes joy in showing women, and especially women of color, how to build wealth and legacy every single day, on brand.
FWM: What led you to start Beyond The C-Suite?
I started Beyond The C-Suite because I, like so many Black women, have been on the receiving end of the emotional, mental and financial abuse of the workforce. I know far too well what it is to be undervalued and underpaid while having to be the total package inside and outside of the workplace in order to get a morsel of the sponsorship, advancement and recognition that that others receive. I wanted to create a space that celebrated Black professional women, helped elevate them to a powerhouse leader and ultimately get them seen and heard on a platform all their own.
FWM: What is the key to a strong personal brand?
1. Figure out what makes you unique
What do you have to offer that nobody else does? What are your strengths and passions? What do you value? Once you know what makes you special, you can start to share that with the world. By sharing your unique perspective, skills, and message, you’ll position yourself as an authority in your field (not just in your current position) and connect with others who appreciate and value what you offer.
2. Be consistent
Whether you’re online, in person, or in print, always ensure your message is clear and on-brand. If you struggle to figure out what to say, I’ll give you one of my message development secrets that I use with my clients. Create an informal messaging guide. This can be as simple as crafting a little elevator pitch or brainstorming a few key messages you can use when speaking about your work, philosophy, or self. Having a solid, on-brand message in place ensures all of your communications are consistent.
3. Be authentic
Don’t be who you think you ‘should’ be. You don’t have to fit into a specific mold to build a successful personal brand. In fact, it’s often your differences that set you apart from the competition. The most successful personal brands are the ones that stay true to themselves. Be honest and genuine in everything you do – that’s what will make people trust you and want to buy into you.
FWM: Can you share lessons that you have learned when building your powerhouse brand?
I’ve learned that consistency is key. People need to know what to expect from you. When you switch up your messaging, visual identifiers or services too frequently, you essentially start from scratch. Likewise, people see what I am doing now, the media attention that I am receiving and my current opportunities and think I am an overnight success. That is the farthest thing from the truth! It has taken time to build my powerhouse brand. Where I am now is the result of hours, days, months and years of doing and saying the SAME thing day in and day out. It is a result of constantly putting myself out there, enduring rejection, failed programs and lackluster results. The key is consistency and learning from aspects of my brand that proved to be unsuccessful.
FWM: What is your philosophy that drives your brand?
I operate my brand, life and business by the follow core values:
- Authenticity – be who you are always
- Excellence – always go one step above
- Freedom – financial, mental, emotional and time
- Autonomy – the ability to do things on your own accord
- Luxury – in experience, not necessarily expense, however both are welcome
- Laughter – because it makes everything better
- Rest – after you’ve done all you can, rest – without guilt
- How does The C-Suite create a disruptor personal brand for Black executive women? (What makes it unique?)
At Beyond The C-Suite, we believe that every black woman has the right to own her story, command her worth and live her life on purpose with value, security and peace. Through communications strategy and public relations efforts, we help our clients develop a personal brand that is so strong and so powerful that it positively proceeds them and speaks for them before they enter into any room – and, we do it all from a place of ease, luxury and feminine authenticity.
We believe in
- Femenine and Melanin Magic! There is no force stronger or greater than that of Black women!
- The Power of Collaboration! We take pride in partnering with purpose-driven women who don’t settle for anything other than a step above pure excellence. Our clients are already amazing, we just help to define, strategize and execute in order to elevate you to the next level.
- Unapologetic Luxury! Because you deserve it. When you work with us, we provide simplicity and ease, transparent communication, all of which are sprinkled with humor and laughter.
FWM: Can you share a few success stories?
I have one client who came to me as the CEO of a non-profit organization. She loved what she did but was looking for bigger opportunities to share her messaging. After working with me, we honed her brand, defined her messaging and polished her visible identity. She is now traveling the world at a new high profile position, helping to bring awareness to racial disparities, is enjoying a higher salary. Her new employer credited their love of her image and representation online that was so true to who she is in person as part of what caused them to consider her for the position.
Another client has enjoyed being placed in Fast Company magazine successfully continuing to build her brand and share her message with the corporate community.
Yet another client has built her name and brand in the music industry and is now traveling the world as the artist relations for Yamaha.
FWM: What are the takeaways from 2022?
My number one takeaway is to plant seeds early, nourish them and have the patience to watch them grow and flourish. It will happen!
