1. Dear Icon,
You've undoubtedly 'heard everything' by
now in the way of promises and premiums.
I won't try to top any of them.
Nor will I insult your intelligence. Perhaps,
while I have your attention you can take note
of one of the most important definitions in
your businesses journey.
BRANDING : The process involved in
creating a unique name and image for
a product in the consumers' mind, mainly through advertising campaigns with
a consistent theme. Branding aims to establish a significant and differentiated presence in
the market that attracts and retains loyal customers.
You are a brand! …
I repeat … You are a brand. You are a brand. You are a brand!
Now there is an agency focused on your business and how you spread your message.
By the way, my name is Pamela Rosara Jones and I am the Founder of The Iconic Group. I
just wanted to drop you a line, introduce myself, and see if you might want to connect further
through our respective professions.
As the Founder of The Iconic Group, an Innovations Agency that incorporates the #ICONIC
tag (Integrating Consistent Opportunity using Nostalgia, Innovation and Cultivation) into
every clients brand & reputation, I provide services in Branding, Digital Marketing, and Media
Procurement & Media Training while also serving as a Public Speaker here in the Hampton
Roads area.
Why brand?
You see The Iconic Group is unlike any other “public relations or advertising agency ”. We
are the very first INNOVATIONS AGENCY in Hampton Roads. Every business needs to
brand to ensure they are…
1. Communicating Clearly
2. Connecting Emotionally
3. Creating Distinction
4. Establishing Customer Loyalty
5. Consistently Maintaining Revenue
6. Asserting Credibility
Public Relations?
2. Yea, it’s pretty tough to get public relations and advertising agency services in the area at a
decent price. No wonder so many businesses are working day and night to achieve their
definitive goal. Its time for you to pass over you’re branding to a creative agency. Its simple,
exciting and all about your vision.
How do you start?
I am glad you asked! We start with a customized 3D Approach.
1. Depth – Asking the right questions
2. Distill – Refining Your Brand characteristics
3. Difference- Creating Your Distinctive Storyline
What makes your brand stand out is YOU.
Igniting the relationship between consumer and brand is the definitive task that the #ICONIC
group answers. Today’s consumers are intelligent and resourceful. Their preference and
customized lifestyle requires powerful brands that are mutually beneficial. Communication has
been paramount in human relationships for a reason. Your brand has a duty to uphold and that
is to interpret, understand and to successfully deliver distinction, purpose and necessity.
Let’s put it like this your consumer depends on you to diligently deliver in this new world of
emotion, technology and impulsiveness. …it’s time for you to do just that.
I understand we are all busy, so I do not wish to waste your time or my own. My reason for
writing is to initiate a quick exchange to see if there are any opportunities for us to talk over
the phone for a few minutes about working together.
Please send me a couple of times that could work for you and we will schedule something as
soon as possible. I will follow up with a confirmation or alternative proposed times to talk.
Forward this to anyone that may own a business or your executive office as I am willing and
more than able to translate any businesses needs into their vision! Take a look at my digital
entities below and let’s stay connected!
Iconically Yours,
PRJones
BOOK YOUR CONSULTATION BY EMAILING PRJONES@BRANDMEICONIC.COM OR
CALL (757)-550-1855.
I AM ALSO AVAILABLE FOR INTERVIEWS AND PUBLIC SPEAKING OPPORTUNITIES.
MORE INFORMATION CAN BE SENT UPON REQUEST.
4. Why PLAY is the New Hustle
I·C·ONly See Success
Pamela got her start of creativity at the Gail Harts Dance and Performing Arts Company after she
moved from Austin, Texas at the tender age of 4. At the age of 16, Pamela enrolled in her first Television
Production course; this is where her love of creating arrived. After graduating from Churchland High
School in Portsmouth, VA and being accepted into Norfolk State University, Pamela joined the Norfolk
State University Hot Ice Dance Team and the Norfolk State University Dance Theatre. By 2007 Pamela
completed 2 summer internships simultaneously. Pamela completed full summer internships at Sony
Music/Columbia Records as a Publicity Intern and also MTV Networks as a Television Production Intern
in New York, New York. She also completed 2 internships back home; Studio Center in Virginia Beach
VA as a Casting Intern and also The American Theater in Hampton, VA as a Production Stage Crew
Lead. By 2008 Pamela completed 4 internships, completed 4 years in The Spartan Legion Marching
Band, Participated in several fashion and hair shows and danced up and down the East Coast while also
holding a position at The Virginian-Pilot as an Advertising Executive in the Legal Department. Pamela
received her Bachelors of Science in Mass Communications/ General Broadcast in 2008 and in 2010
Pamela moved to New York and worked in Advertising Sales at CBS. By 2011 Pamela had a vision to
create a brand that could encompass her dream of creatively working with businesses. With passion,
strong will and good faith Pamela left from her position as a Television Account Executive to build The
Iconic Group and her career as a Branding Strategist.
Pamela also created Vixen Dance, giving woman the tools of confidence and style while incorporating
today’s moves into a series of dance routines.
The love and muse of Pamela’s life is her son, Jayce Royal.
6. • Brand Distinction
• Brand Promise
• Brand Care
Brand Rediscovery and Brand Coaching
I-Construction Mastermind Suite in Personal Branding (Exclusive
Membership in Iconic Mastermind Group Included)
360º Digital Intelligence Marketing Operation
• Content Development
• Social Media Plan
• Visual Influence and Custom Design Structure
• Business Intelligence and Strategy
Cultural Anthropology & Exploration
Media Forecasting & Procurement
“I AM ICON” Media Training
Programs & Workshops
“Find Your Wings”
Iconic Branding Program for the Youth
#PlanetBrand Workshop
For Young Entrepreneurs
ICONIC Vanity Bar
7. A Personal Tool to Empower Inner Beauty, Resilience & Vision
Icon-IT Glitter Girls Workshop
Group Mentorship for College Women
Branding Babes Exclusive Workshop
Brilliance, Beauty and Branding
ICONIC Mastermind Group for the Elite Woman
The Iconic Group Speaking Topics
º I-CONstruction : Mastering Your Personal Blueprint
8. º Story Telling Through Vulnerability
º Thought Leadership Without Fear
º Why Play is the New Hustle
º I-C-ONly Success
As there are my current topics presented in 2014 please be assured that your
entity can also receive a custom made presentation on the topic of your choice.
Please email PRJONES@BrandMeIconic.com or Visit the MEET PRJONES portion
on the blog site of www.BrandMeIconic.com.
Explanation of Services
Brand Strategy
Brand Strategy starts with developing a common ground with my clients. The goal is to stimulate
an engaging conversation that allows us to change perception, diagnose expectations and bring
clarity to your vision. Brand Strategy is a natural first step in defining your business identity
and creating effective marketing and advertising.
Questions to Ask: Discussion of Brand Differentiation, Asset Exclusivity, Emotional Appeal
from Owner and customers. Who are you? Who do you want to be? Why did you open the
Organization? We are the only ones to?
12 Brand Strategy Principals
1. Define Your Brand
2. Your Brand is your business model
3. Consistency, Consistency, Consistency
4. Start from the Inside out
5. Connect on the emotional level
6. Empower brand champions
7. Stay relevant and flexible
8. Align tactics with strategy
9. Measure the effectiveness
10. Cultivate your community
11. Keep your enemies closer
9. 12. Practice brand strategy thinking
Brand Initiation & Distinction
Seeing your strategy in full motion is one of your most exciting moments as an entrepreneur.
Brand Initiation is connecting your business with the market, society and your consumers.
Whether it is through sales promotion, events or a radio interview the activation is key to your
brand evolution.
Brand Initiation Must:
Enhance the Brand Performance
Impact your design, work ethic, and the advertising process
Emotional Ties with Client should strengthen
Creates loyalty and interest which will improve profit
Brand Initiation is known as the necessary step in the branding process. You are actually
activating the deeper meaning of whom and what the business is. Finding the necessary assets
that have relevant consequences for the whole company are the bases of Brand Activation. A
Brand can be activated in 4 cornerstones:
Products & Services
Employees
Identity
Communication
An active brand offers products and services that deliver on the brand promise. It greets the
customer in a personal manner that is related to the position. It is important that the company
perceive the brand as “one coherent company”. The employees of that company must
understand the position of the brand and the assets that make the perception of this brand
grow. Positioning the brand can be done in several different ways that can be customized to
location, digital components, advertising mediums, public relations and other useful sales and
marketing techniques to motivate the brand. The position must have strategic advantages
towards competitors to be profitable.
How can a brand become distinctive?
Distinction in a brand is dependent upon the core of which the brand was built. It could be the
communicated position or promised customer benefit, or the company vision or people policy-
10. strategies and tactics that often are relevant for the whole company. Activation is stimulating
interest, trail and loyalty.
It all starts with a defined brand.
Examples:
Avis – Car Rental Company
Avis admitted that Hertz was the first car rental brand in the world. Acknowledging this Avis
explored opportunities and competitive advantages of being second. The result was “Avis, we
try harder.” This gives the brand meaning and a sense of integrity.
Apple – Computers
Apple has positioned itself as the “outside the box” computer for people that are “different”.
As a result the computer company went with “Think different”. This gave meaning to the bite
the apple logo for Apple Products. They brought out a different operating system and a different
product design.
How can the brand be relevant adaptable and profitable?
When seeking activation for a brand you have to answer how the brand can be relevant,
adaptable and profitable for the business. You do this by using the 4 cornerstones listed above
the brand activation model. A strategic brand must exist and work as a platform for brand
activation efforts.
Employees
Employees are the most important carriers of a brand .
1. How do companies give employees inspiration, education and tools to perform on the
expectations created by marketing promises?
2. What is your company mission? How will you reach that mission?
3. What inspirational guidelines can every employee agree upon, when breaking down the brand
into behavior & attitude?
4. What can you as an employee do to make people’s lives easier? Does your mission match
your behavior and attitude?
5. How can the brand be profitable for the employees, given the fact that it is profitable for
the company?
Products & Services
11. Living up to advertising promises along with the product and services are the key question
here. By aligning these questions, emotional preferences can be attached differing products with
similar functional attributes.
“In today’s post-modern society, merely offering supreme product features on a functional or
emotional level is not sufficient. While the basic idea about active brands is to execute the
brand in other terms than marketing, the real value lies in the opportunities it creates. Most
fundamentally, brand activation contributes in creating trust between the customer, the society
and the brand. And trust is one of the key factors to create loyalty between consumers and
brands.
Branding is much more than advertising. The time has come for companies to leverage the brand
asset within the entire organization. Today’s individual demands that brands live up to their
message.
Think about putting two companies up against each other, the one that represents something
valuable will have an easier time reaching engaging, closing and retaining customers. A strong
brand strategy can be a big advantage. Successful branding also creates “brand equity”- the
amount of money that customers are willing to pay just because it’s your brand. In addition to
generating revenue, brand equity makes your company itself more valuable over the long term.
Good News: More than 80% of the marketers are rigid and resistant to
change. Therefore, there are plenty of opportunities to beat the
competitors.
Poll your customers, employees and vendors. Are their impressions consistent with your
strategy?
Develop your brand around emotional benefits
Think of your brand as a person with a distinct personality. Describe him or her, and
then convey these traits in everything you do and create.
Write positioning statements and a story about your brand; use them throughout your
company materials.
Chose colors, fonts and other visual elements that match your personality.
Determine how your employees will interact with prospects and customers to convey the
personality and make sure your brand “lives” within your company.
Customer segments: groups of prospects with similar wants & needs
Competitive analysis: strengths, weaknesses, opportunities and treats’ in the landscape
12. Brand Promise
Your Brand Promise Should:
1. Be Grounded in the brand’s core values
2. Clearly relevant and engaging to your target market
3. Able to create some sort of positive emotional attachment beyond just being “good:
4. Repeated internally and externally within your organization
5. Adaptable to the business climate
6. Continually reinforced
7. Consistent across advertising and marketing mediums
8. Known and echoed by business partners
A brand promise is a doctrine that you make to your consumers that identifies what they should
expect from all interactions from your people, products and services. The Brand Promise will
be tied in with your strategy, activation and logo. This can include a tagline as well . Your job
is to play apart in the good-life moments of everyday people.
To motivate customers, a brand promise must achieve the following three goals:
It must convey a compelling benefit
It must be authentic & credible
The promise must be kept, every time
Examples:
FedEx - Your package will get there overnight. Guaranteed.
Apple - You can own the coolest, easiest-to-use cutting-edge computers and electronics
McKinsey & Company - You can hire the best minds in management consulting
The Nature Conservancy - Empowering you to save the wilderness
Snickers: Why Wait?
Avis: We Try Harder
Snapple: Made from the Best Stuff on Earth
Brand Care
13. Brand Care gives you full service of your Brand. The Iconic Group is here for all concerns,
questions and feedback. You can be assured that I will work on
Your message Your logo
Your audience Blogs and forums
Your marketing objectives Your offline identity
Your local reputation Your Image
Your Overall Goal
After Brand Maintenance your brand will:
1. Communicate Clearly
2. Manifest Consistently
3. Assert Your Credibility
4. Establish Customer loyalty
5. Connect Emotionally
6. Motivate the Buyer
Brand Rediscovery
You have to remember why you started a business from the very beginning. What excited you?
What made you different? What problem could only you solve? If this is all brand new to you
be ready for a dramatic change of rethinking and re-inspiring. Reinventing a brand doesn't start
with cool jargon and catch phrases it starts with intuition, integrity and creativity. I like to take
Brand Reinvention back to basics. Touch, Smell, See, Feel and Hear add a dash of creativity
and the power of why and this is how you reinvent. Your Brand should be so authentic that it
is understood in eloquent silence.
Brand Coaching
I have the ultimate duty of making sure you are on track with your inspirations. Brand Coaching
is one service I have been doing for years. Even before I knew there was a name for it. The best
way to describe this service is through my ideation and ability to quick frame any circumstance.
Brand Coaching is serious business! Through this service I am giving you my expertise, my
14. motivation and my knowledge of Branding. I keep you pumped and ready to take on your goals
while creating innovation and futuristic campaigns that are built just for you!
Digital Marketing
Changes Happen. It is possible that these changes have left some businesses behind and others
just barely above water. No matter which way you put it every company needs to understand
marketing’s many dynamics and how it can benefit their business. From business marketing
techniques to mobile design and strategy we are here to educate you on digital marketing.
1. Content Development - It is always paramount to relay the importance of your brands
message to your audience. Through content, images, tips and tricks the Iconic Group
focuses on setting your brand apart from the market. In turn, creating a relationship of
social, educational, persuasive and credible network that will remain loyal to you for
years to come.
2. Social Media Engagement – There is no other power in communication greater than that
of relating to someone. Building an emotional relationship on top of a great product
catapults your brand in so many ways. The revenue will always come back to your
company through many of today’s free digital platforms. Facebook, Google +, Instagram,
Twitter, and as you know...the list goes on. You want to be ready when the digital
landscape shifts again. And it will!
3. Visual Influence and Design Structure – you logo isn’t the only important image you
should consider when it comes to your marketing. Your brand should remain seamless
and collected across all platforms. Television commercials, radio ads, TV interviews and
employees should all be speaking the same language and looking just the same across
the board. This is how you get your consumer base to make you a household name. We
focus on developing your brand into a visual powerhouse.
4. Business Intelligence & Strategy – this is a service I simply had to add because it comes
with the territory. You will find that your brand encompasses every aspect of your
business. While working to bring your vision to life I naturally teach you what I know.
My counterparts do the same. We will educate you on the market and perfect your
outreach.
Cultural Anthropology & Exploration
This unique service is the comparative study of human society and cultures and their
development. What does this mean to you? There are certain areas of study that arranges the
psyches behind a culture of people. Marketing and branding targets the mental attraction of its
16. Full Day with the Iconic Group · 8 Hour Consulting Day
Package 2:
Half Day with The Iconic Group· 4 Hour Consulting Day
Package 3:
Power Hour with the Iconic Group · 1 Consulting and Strategy Session
Iconic Branding Package:
Brand Strategy ¯ Brand Activation ¯ Brand Promise ¯ Brand
Maintenance
Mastermind Tools: Team Management, Leadership, Strategy, Problem
Solving, Fashion Forward, Decision Making, Project Management, Time
Management, Stress Management, Communication Skills, Practical
Creativity, Information Skills, and Career Skills
For more information please email for an application
PRJones@brandmeiconic.com
Benefits of Working with an Independent Consultant
1. Financial
Although the initial costs (hourly/daily rate) of freelance trainers may seem expensive, this
has to be set against the fact that there are no costs of in house benefit packages, no
pensions commitment, no payment for holidays or sick time etc.
Also, the cost is fixed, purely for the term of the contract, and can be budgeted into the
overall project. Once the project (and contract) is completed, there are no ongoing
employment costs or costs of redundancy etc.
2. Skills
Often a client does not have the requisite expert skills in house that are required to produce
training quickly and effectively for a new project or roll out. It is often more cost effective to
17. employ a freelancer who has these skills, than waiting for existing employees to gain sufficient
depth of knowledge and expertise.
However, as part of the freelance contract, the client should arrange that the freelancer
transfer those skills required to permanent employees for ongoing maintenance of the
project after the contract has finished
3. Focus on the project
Permanent employees often has their own personal priorities. They are concerned with day to
day 'office politics', enhancing their career and promotion prospects etc. Combine this with
time spent on company activities, such as meetings etc. and in most companies the actual
applied working time of the average employee is only about 50% of their time at work.
Freelance workers have no interest in company politics; career chasing, internal meetings etc.
and tend to focus 100% on the project they are working on. The freelancer has a fixed
deadline, i.e. the end date of the contract and will normally always ensures that the work is
completed to the project milestones.
4. Commitment
A freelancer is only as good as their last project. They tend to gain employment mostly by
referral and it is in their interest therefore, to always do as good a job as possible on each
project. There is no advantage to the freelancer in spinning out the project unnecessarily, as
this would reflect on future opportunities
5. Project planning
normally, a freelancer will commit to a project without provision for vacations or other time
off. This makes it easier when setting up project plans and milestones, as the potential of
employees requesting time off does not have to be factored into the project plans.
6. Desire to work
The freelancer does not have the comfort zone of permanent employment and is hungry to
work.
Their motivation is normally extremely high and does not require any external stimulation, as
is often the case with long-term permanent employees.
7. Up to Date Skills/Qualifications
The freelance trainer has to compete in a constantly changing marketplace for contracts of
varying requirements. For this reason they tend to constantly update their skills and
18. certifications to attract work from customers. You will often find that freelance trainers have
one or more of the following qualifications – IITT, CIPD, ITOL, ISMA or ECDL as well as
accreditations from relevant vendors, and they are constantly updating them in order to
secure contracts. This gives you recognized quality that you have not had to finance.
8. Work Force Motivational Factors
Using an external expert consultant can demonstrate to your work force that the company is
committed to adding value to their personal development. Using internal staff does not always
create the same feeling that the company is willing to spend to increase employee skills.
9. Wide ranging experience and fresh ideas
invariably freelance consultants, by the very nature of their work, will have worked across a
wide and varied cross section of industries and organizations, in both the private and public
sectors. They can provide valuable ‘real world’ experience and ideas that your staff may not
have knowledge of, due to having to focus on their normal day-to-day occupations. This can
be invaluable during times of change and can promote a sense of ‘thinking outside of the box’
by delegates and staff that they have contact with.
Testimonials and Character References for PRJones
19. Candace C. Credle, CEO and Event Planner for Joiful Faith Event Planning (Portsmouth,
Virginia): LLC In the past 10 years that I have known Ms. Pamela Rosara Jones I have been
extremely impressed with her dedication, commitment, and creativity to build a brand that not
only embodies who she is as an individual, but also a business woman that reaches back to help
others grow and succeed.
Pam’s dedication, loyalty, and ability to connect with her clients on a personal and professional
level allows her to build a trusting relationship that is inevitable to the Iconic Group’s creativity,
growth, and personal development to provide their clients with a brand that is successful for
current and future endeavors.
Her personal background and portfolio consists of over 10 years of experience in the field of
Media and Public Relations and speaks volume of the creative resources she is able to provide
each one of her clients. It is also a reflection on how she is an instrumental role model to those
who are inspiring to be an entrepreneur and to those who may have been in business for a few
years. Pamela Rosara Jones exemplifies every aspect of being Iconic, Innovate, & Creative.
I feel these qualities and attributes demonstrate someone who is professional, loyal, trustworthy,
and has exceptional character. Please consider Pamela Rosara Jones, The Iconic Group for all
your Branding needs.www.joifulfaithevents.com
Diana Ramsey, CEO of Sisters with Beauty (Houston, Texas): “Leave everything to the
imagination when dealing with Pamela Jones. She is great at internalizing your business needs
while assisting you to craft out over the top out of the box ideas. Sign up with Ms. Jones and
dare to be a cut above the rest.” www.sisterswithbeauty.com
Veda Harley, Music Storm Entertainment LLC (New York, NY): I have had the pleasure of
knowing Pamela Jones for over one year. During the year of our acquaintance, I have known
Pamela in many capacities. She has worked as my publicist on several projects in the music
entertainment industry. Her responsibilities in that capacity have grown with the activity level
of expertise in helping me brand my company, and my current artist that I am working with.
She has also been my guide, showing me how to present myself as an entrepreneur, business
owner, and providing different networks, and organizations to become a member of.
Pamela is an intelligent, capable, dedicated, and personable young woman. She is always quick
on her feet, with sensible reactions in all the circumstances I've seen her in. I feel confident in
saying that she is capable of handling any situation with thoughtfulness and maturity. –
www.musicstorment.com
20. Misty Jones, Quality Pole Dance & Workout Studio (Portsmouth, Virginia): I have had the
pleasure of working with Pam on my video project. She came in the doors each rehearsal ready
to mentally, physically, and most importantly productively get things done. It was very
refreshing to work with someone that had the personality, skill, and mind set to help others feel
comfortable and motivated enough to finish this project. We all look forward to working with
her again and I recommend her to anyone that needs a fresh eye to help prefect their vision. –
www.qualitypoledance.com
Alex Leach: Owner of Link Court Productions (Virginia Beach, Virginia): “Take your business
off life support. Revive it by giving it the Marketing and Branding it deserves. Let The Iconic
Group structure a customized plan perfectly suited for your business. Do you want to be the
best? Why settle for being the best when you can be ICONIC!" www. Linkcrtprods.com
Rayshon Harris: Professional Marketer and Manager of Events (Los Angelo, California): “Just
like her initials (PR) suggest, she is Public Relations personified. It's in her nature and what
she does well. Pamela is full of energy and has a positive, get-it-done, attitude. All of these
attributes are essential to market a product in an ever growing multi-media society.”
Belle Broomfield: Broomfield Entertainment: Owner and Talent Agent (Los Angelo, California):
“Pamela R. Jones is a dedicated and superb business woman. She gets the job done well always
with a signature of excellence.”
