Terri-Karelle was excited about the announcement which she says is a step in the right direction especially for persons who are living with disabilities. “Ideally, I wanted to release it on the day that the National Disabilities Act came into effect in February but I changed course at the last minute due to a few other projects and shifted the focus to my first year book launch announcement anniversary.” She continued, “The audible was inspired by my grandmother who received the first copy of my published book. However, she wasn’t able to read it due to her deteriorating eyesight. So, while she was overjoyed that I had written the book; she wasn’t able to read it and so I thought about others, who, like her would not be able to read it.”

“As a strong advocate for inclusion especially for persons with disabilities, I thought that launching an audible was a great way to encourage others to express love in different ways outside of our partners and spouses but to include persons outside who are often very marginalised,”

Terri-Karelle further stated that launching the audible was even more important to her since 2023 was the first anniversary of the Disabilities act in Jamaica. “The act makes provisions to safeguard and enhance the welfare of persons with disabilities across Jamaica. It also aims to protect and promote equal rights for the disabled and prohibits discrimination against them, in accordance with the United Nations Convention on the Rights of Persons with Disabilities (PWDs), of which Jamaica is a signatory.”

Terri-Karelle further stated that launching the audible was even more important to her since 2023 was the first anniversary of the Disabilities act in Jamaica. According to her, “The act makes provisions to safeguard and enhance the welfare of persons with disabilities across Jamaica. It also aims to protect and promote equal rights for the disabled and prohibits discrimination against them, in accordance with the United Nations Convention on the Rights of Persons with Disabilities (PWDs), of which Jamaica is a signatory.”

Last Year, Terri-Karelle embarked on a book tour and shared in a statement that that tour in 2023 was a way to get to her TK Tribe members and to receive feedback about the lessons that they had learnt from the book. Now, the audible is an extension of that to cater to a wider demography of people of which she shares a special love and appreciation.

“The Audible is special gift to my people living with disabilities because not many Caribbean-authored books are available on that platform. I wanted to make it available on different channels for different kinds of readers who simply want nuggets of wisdom to be poured into them,” she ended.

Last year, Terri-Karelle embarked on a number of book signings across Jamaica as well as in Trinidad and Tobago and Miami.

The audiobook is available on Audible, click here to listen.

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Inside the magazine, readers are treated to a detailed profile of the media personality and her rise to fame. From her early days as an aspiring vet with 26 pets at her home in Portmore, St. Catherine to her breakout on the world stage back in 2005 when she represented Jamaica at the Miss World finals in Sanya, China.  The former beauty queen, now one of the islands most sought after international hosts, has become a household name and a staple in the homes of people in Jamaica and the Caribbean at large.

The article delves into Reid’s approach to her craft and her dedication to her her family and the people that she serves. As an event host, Terri-Karelle is known for her preparation and research, often immersing herself in every event she participates in, ensuring that the audience members are able to connect the dots. This dedication has paid off in the form of numerous speaking opportunities, the most recent of them being as a TEDx Speaker at the Aston University in Birmingham.

However, it’s not just her talent that makes Terri-Karelle Reid a beloved figure. The article also explores her relatable personality and down-to-earth nature. Reid has always been open about her personal journey growing up as a child in a single parent household with a matriarchal head of the house. “This is certainly a full circle moment for me. My grandmother gave up her job in order to nurture me while my mom began her career as a flight attendant on Air-Jamaica. They have helped to shape me into the woman I am today; curious, open, inclusive, and self-aware.”

She continued, “For many of us as West Indians, the magazine has a reputation for showcasing the best of the Caribbean, from places, lifestyle, food and culture to its people. To be considered, much less chosen for the cover of the Caribbean Beat magazine is an honour.  I endeavour to make my mom and grandma proud. I hope to fly Jamaica’s flag everywhere I can, every chance I get,” she ended.

Reid is also an advocate for the minority or disenfranchised community and uses her platform to bring attention to issues such as gender discrimination, child abuse, rape and gender inequity. She has been vocal in her support of the deaf community and uses her position to amplify marginalized voices. Overall, the ‘Caribbean Beat’ piece paints a picture of a talented and charismatic woman of the world who has earned her place in the spotlight. With several upcoming projects in the works, it’s clear that Terri-Karelle Reid’s star has only just begun to shine.

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With students out in their large numbers, the curated garden like setting was tastefully littered with blankets imprinted with positive words of affirmation, throw pillows and umbrellas that provided the perfect backdrop with books dangling from a guango tree.  While many students brought their own post-it filled or bookmarked copies, others gathered around the designated area as the recognized storytelling writer and TEDx Speaker, Dr. Terri-Karelle Reid, read excerpts from her favourite chapters. During her message, Reid reinforced the importance of reading; “Read to Escape, Read to Elevate, Read to Transform,” she noted as she casually perused the pages of her book.

‘My Brand Compass: the 13 C’s to building your personal brand’ is an excellent resource for individuals looking to gain a deeper understanding of self-branding and marketing. The author, experienced motivational speaker, event host and community builder, Dr. Terri-Karelle Reid, provides practical tips and insights that university students can apply to their academic and professional careers.

During the event, Terri-Karelle led a discussion around one of the 5 C’s (character) that she considers to be the most important when it comes to self-branding and shared some personal experiences from her time as a student through her corporate stint, finally landing at her pinnacle of entrepreneurship.

The students were attentive and actively engaged in the discussion, asking insightful questions, and sharing their own views and experiences. When quizzed about how to bounce back from negative back lash with the advent of social media, Reid easily responded, “Not performance or performative but with purpose and passion.” 

After the book reading and discussion, participants had the opportunity to network with one another and connect with Terri-Karelle in a more intimate one-on-one manner. Additionally, the students got the chance to document the occasion through social media moments, ask further probing questions and receiving autographs from the author.

 The first Reading of the ‘UWI Special 75^th Book Club’ was an excellent experience that enriched the minds of students and introduced them to the world of branding and marketing. It was an event to remember and one that the university should be proud of.

The UWI’s 75th anniversary initiatives are purposely designed and aligned to reflect on its past, confront the present, and articulate plans for its future across all five campuses, as well as internationally through partner associations and affiliates. The UWI 75th anniversary is celebrated under the theme: UWI at 75. Rooted. Ready. Rising.

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 As part of the Announcement of the University of the West Indies’ 75^th anniversary initiatives, the university’s top “75 books you should read during 2023” was announced and making the ranking was Dr. Terri-Karelle Reid’s personal branding self-help book titled My Brand Compass: the 13C’s to building your personal brand. Dr. Reid joins ranks with several other noteworthy authors including Former US First Lady Michelle Obama, Former Jamaican Prime Ministers Michael Manley, Edward Seaga, and PJ Patterson, Jamaican National Hero Marcus Garvey, famed Jamaican Poet Louise Bennett-Coverley and many others.

According to Reid, “It’s truly an honour. Many of these books on this list are some of my favourites growing up and others have made it on my yearly reading list. To be given this recognition as a first-time author is certainly humbling and I don’t take the recognition for granted at all,” the former TEDx speaker shared.

The University of the West Indies opened its first campus in Mona, Jamaica 75 years ago when the decision was taken on January 7, 1947, when the governing body of the University College of the West Indies—a branch of the University of London intended to serve British colonies—assembled for its first meeting in the House of the British Council in Jamaica. It was at this first meeting that a decision was taken for lands at Mona, Jamaica to be used for establishing the first campus of The University of the West Indies. One year later, on October 3, 1948, the Campus welcomed its first class of 33 medical students.

The UWI’s 75th anniversary initiatives are purposely designed and aligned to reflect on its past, confront the present, and articulate plans for its future across all five campuses as well as internationally, through partner associations and affiliates.

The UWI 75th anniversary is celebrated under the theme: UWI at 75. Rooted. Ready. Rising.

Here’s a link to the full listing of the Top 75 books: https://libguides.uwi.edu/c.php?g=1284227

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Terri-Karelle first attended the debut staging of Elevate back in 2019 and subsequently hosted, moderated and participated in panel discussions and fireside chats over the years in her capacity as a media personality/entrepreneur. However, five years after her debut, Reid returned to the main stage delivering a powerful message around “Creating your Best Life.” In her brief welcome introduction of Dr. Terri-Karelle Reid, Kerry-Ann Stimpson, Chief Marketing officer at the JMMB Group stated, “this speaker is special to us not only because we get to work with her all the time at JMMB, but she was with us at elevate 5 years ago not as a speaker, a host, or as a panelist. She was there because it’s something she wanted to be a part of. She sacrificed her whole weekend for Elevate that year.” She continued, “After the event she posted a 30-minute video clip about what the elevate platform had done for her and that was something that brought tears to my eyes. And now this year, she has returned as one of our anchor speakers for our Elevate 5.0 event,” she ended. As Stimpson ushered herself off the stage to welcome Reid, the audience erupted in fanfare.  

With her usual elegance and undeniable energy, the 40-year-old entrepreneur and public speaker entered the stage to Jermaine Edwards’ hit “Beautiful Day” after which she cautiously reminded everyone that she wasn’t an authority figure who could dictate how to live one’s best life but instead referring to the topic as ‘subjective’ and one that she was ready and willing to speak on and share the principles that she has employed that has led her to continuously live her best life.

The former Veterinary doctor outlined 7 key steps that individuals can undertake to put them on a better path to living their best life. The included:

1. Defining your best life (what living your best life looks like and feels like)
2. Understanding that your breakthrough is usually on the other side of your habits
3. Outwork your self-doubt
4. Ask for help and learn to self-advocate
5. Define and establish your character
6. Don’t compete or compare
7. Pay it forward

As the presentation continued, Reid drew on her personal life experiences to further cement a few of her points to the audience and drive home the overarching message of getting attendees to practice better steps in defining their best life. However, based on the feedback from the audience and the many social media posts that littered the social space, “outwork your self-doubt’ was the biggest take away for the many in attendance. According to Reid, “We have to outwork your self-doubt. What I’m asking of you all today is that you look at execution over inspiration, execution over motivation, action over absorption and assimilation.” She continued, “we absorb every day, we assimilate every day, but we do not take action. The day you take that first step and you start to outwork your self-doubt, everything becomes easier but that takes time,” she declared. 

To end her hour-long presentation, Reid recapped the 7 principles that can be used for persons to build their best life and reminded persons, through her usually nurturing nature, of the importance of storytelling and how that can aid in connecting people and experiences. Shortly after, she dove head-first into the question-and-answer segment from attendees both in person and online.

Subsequent to Reid’s presentation, Paul C. Brunson in his address referenced Reid on several occasions as one of the best storytellers in the space and someone who assimilates well and then executes as he unpacked nuggets of information around personal brand building techniques also using real life experiences from his journey during his hour and a half presentation.  

JMMB Elevate is the financial company’s annual financial empowerment summit geared towards empowering more Jamaicans to rethink money and wealth creation.

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With a series of book tours and signings in Jamaica, Reid has finally made her debut in the Twin Island Republic of Trinidad and Tobago this past week.  The launch event took place at the Jamaican High Commission with little over 50 specially invited members of her TK Tribe. Reid, overwhelmed by the support in Trinidad welcomed her guests and admitted hastily that she didn’t not in a million years envision a book launch in another country. “This started out as a little cheat sheet which then morphed into a full-fledged book that I launched in Jamaica. Now here I am, 7 months later with my book being launched in Trinidad and Tobago. It’s surreal but I am thankful and blessed. Thank you all for being a part of my community and for contributing to my life in some way shape or form.”

The book is dedicated to Reid’s grandmother Millicent Audrey Scott who the author admitted “planted the seeds of knowledge and wisdom that made me a great brand long before I even knew that I would be one.”

The book is available in paperback and kindle formats at Amazon or via Reid’s website www.terrikarelle.com. Here are some highlights from the “My Brand Compass” launch in Trinidad and Tobago:

Event Host, TEDx Speaker and now Author Dr. Terri-Karelle Reid was all too happy to gift Jamaican High Commissioner to Trinidad and Tobago His Excellency Arthur Williams an autographed copy of her first book “My Brand Compass” at her launch event in Trinidad and Tobago earlier this week.

Out to celebrate another Jamaican female phenom in TT is Jamaican born Managing Director of the Guardian Media Group Dr. Karrian Hepburn-Malcolm and her son Zylan. Both spared a few moments with the nights leading lady, Dr. Terri-Karelle Reid at the Trinidad and Tobago launch of her debut book “My Brand Compass.

Jarrod Best-Mitchell, in addition to purchasing three copies of ‘My Brand Compass’ also managed to sneak a selfie with the author Dr. Terri-Karelle Reid.

Jane Wight (right) was overcome with joy after finally meeting the “My Brand Compass Author. Dr. Terri-Karelle Reid (left) after the proceedings of the book launch held at the Jamaica High Commission in Trinidad and Tobago.

Host of the “My Brand Compass” book launch Leisel Douglas (left) joins the author and TEDx speaker Dr.  Terri-Karelle Reid for a candid photo op.

The Trinidad and Tobago Launch of Reid’s (second left) recently authored “My Brand Compass” would not have been a success without her TT based organisers who joined her for a photo op. They are (from left) Leisel Douglas, Tisha Jack and Tynisa Scantlebury. Reid’s Executive Liaison Alex V. Sterling (right) joined the ladies for a final photo op.

Then gents were not to be left out from the book launch proceedings. Alex V. Sterling (right), the Executive Liaison to Dr. Terri-Karelle Reid is joined by Communications specialist Dike Noel (left) and Banker Andre Muir (centre).

Digital Strategist Keron Rose (left) joined the host of specially invited guests at the launch event. Here, he is pictured with Dr.Terri-Karelle Reid at the Trinidad and Tobago launch of her recently published book, ‘My Brand Compass.’

The effervescent host extraordinaire and Author of ‘My Brand Compass,’ Dr. Terri-Karelle Reid.

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We are socialised to believe that success is only realised when we grow up to assume the roles of traditional jobs. Many can attest that the dream job for them as a child was to become a doctor, lawyer, teacher, or any other traditional job you can think of. For the vast majority, it is never “When I grow up, I want to be a graphic designer, a photographer, a talent…” However, as time progresses, with the rise in technology, many occupations within the creative industry are becoming increasingly popular, acknowledged, and demanded. The circumstances of the pandemic especially have resulted in, what I would like to call a need for creatives.

One of the greatest challenges, however, is that our creatives are immensely overworked and underpaid, for the most part. I am able to speak with such conviction because I have experienced first-hand some of the challenges within the industry. It causes me to explore the various outcomes of some experiences I encounter from the perspectives of other creatives.

The Struggle is Real

Everyone tends to see the finished product but never the worn hands of the creative manufacturer. Being a creative, or a good one at least, requires that one pays keen attention to detail. It is important to understand the intricacies of striking that balance between providing quality work and satisfying the needs of your client. A challenge at the forefront of the industry is that many clients think they know how to do your work. It is crucial to satisfy your customers’ needs but they do not always know best considering creative decisions. Take for example a client who is ‘hard and fast’ about a graphic having gray text on a black background; a true creative understands that a request as such is counterproductive and dysfunctional. A stubborn client though would be adamant that this is what they want regardless of the advice of the creative.

The Price is Right

On top of the drawbacks that creatives encounter with strong clients, there is the expense of audacity. Clients who seek to hire creatives are generally very audacious when it comes to the moment of truth regarding pay. Many consumers underestimate the role of creatives in realizing the objectives of whatever projects they are assigned. People tend to want quality work but are not necessarily willing to pay quality money. The rhetoric of “Why is it so expensive? You can charge less.” is said ad nauseam within the creative industry. I think this is particularly owing to the fact that many people are not familiar with the manufacturing process to reach the finished product. Though the common practices within the creative industry are unconventional, resources are needed for optimal results. The cost for entry into the creative industry is extremely significant. Think about it this way, half a million Jamaican dollars is grossly insufficient for startup equipment for a videographer, for example, considering at minimum an appropriate camera, a drone, editing software, adequate cloud storage and lights. So, the next time you think of dissuading a creative from the proposed cost for his services, think that considering the expense of his resources, the price is right.  

The Process

            Like I said, people only see that beautiful billboard after it is designed, the final video from hundreds of takes or the final script for the show. What they do not see is the lack of inspiration to put meaning to art and how creatives have to dig deep to find it, or the hours expended to make a clean transition for a one-minute video or the multiple takes and sleepless nights, respectively. As a host, my community often sees the clips after they are edited but never the preparatory interviews to understand what my purpose is, or the script that sometimes requires several run-throughs or the several retakes for angles and many other elements. Many do not realize that a one-hour award show may have taken months or weeks to plan, record and execute. Creatives are tremendously important, and it is time we treat them as such. Without our creatives, life would be bland. There would be no beauty in the way our thoughts are displayed. There would be no logos for your businesses. There would be no sense to your advertisements. Creatives are the foundation on which all other businesses are built. They are the bearings of a machine, the frame of a car, the battery to a phone – things just will not work efficiently without them.

So, trust the process and value those who add value to our space. Pay our creative manufacturers.

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“My excellence is unconditional. My excellence isn’t an option or choice, it’s my DNA. My excellence isn’t a goal or destination, it’s a habitual lifestyle.”- Terri-Karelle

If you ask different people what excellence looks and feels like, they might all give you a different definition. I prefer not to talk about it, I tend to show it …consistently. You really can’t be excellent as a one-off, to be excellent, you have to be aware, thoughtful, sensitive, competent…consistently.

My dream was never to become an event host and when I really think about it, I didn’t know it was an actual profession until I literally stumbled into it. With no formal training or qualifications in media, public speaking etc. it’s natural to question your place in unfamiliar territories and spaces; and yet, here I am, 500 + events later. I have managed to carve out my own space, find the perfect niche for me and I have challenged and applied myself to every aspect and area of the job. My goal isn’t to look at anyone else or compare myself to anyone else in the profession. Why? Because I am ME and there are things about my personality and attitude combined with my work ethics and self-accountability that make me different. It’s this combo that has afforded me the privilege of being booked locally and internationally and presenting in spaces that I might only have read about.

I was scheduled to host the 2020 INMA Global Media Awards, a prestigious event that highlights the amazing work of the best news media brands in the world and awards the “best of the best” in respective categories. It’s a black-tie event that attracts 500+ attendees from over 44 countries. The calendar was chock full of exclusive receptions at Paris’ most iconic buildings and to say, I was excited, would have been the understatement of the century. I started brushing up on my french and gearing up for the most epic 90th-anniversary celebration on that side of the world. Unfortunately, coronavirus had other plans and instead of presenting from the Opera Ballroom of the InterContinental Paris, I ended up hosting remotely from my living room in Kingston, Jamaica.

On May 27, 2020, I recorded the ceremony in front of my computer accompanied by my Samsung 10 in a ring light, dressed in my locally made Uzuri International gown with matching mask. I approached this event, albeit online, the way I would have in person. I showed up!!

It wasn’t before long that the photos spread like wildfire:

On Instagram: Reach-314,382; Likes- 47,899; Comments- 1195; Shares-573; Saves- 415; Reposts-9

On Twitter: Favourites- 3,955; Retweets-320; Comments- 125

On LinkedIn: Reactions-6,477; Comments- 390; Shares- 58

These metrics, I believe, are what most people would consider successful by social media standards. Viewers admire the look and they congratulate me on SHOWING UP and being on-brand regardless of the new “work from home” regime. I am grateful for each and every kind word and compliment, but showing up runs so much deeper. Often times we want the glory, fame, viral photos and perks. We look at successful people and we say “that’s cool, I want to be like…I want to look like… I want a job like that…I want to dress like….” But there is a side that no one sees, it has less glamour, fewer eyeballs, and certainly no fan-fare. The real question is are you willing to put in the work required to create and maintain enviable success? Most will say yes until they get a glimpse behind the scenes. This is my toughest job mentally and I will try to give you an idea why:

Excellence Always Shows Up!

I always observe protocol. I always observe dress code and if a client books me without giving me one, I will research past events or google images to familiarise myself with the dress code if it’s an event that has taken place before. If it is a new event, I will use my discretion based on time of day, location, occasion, and audience. With the INMA Global Media Awards being done remotely, with no Opera ballroom, beautiful decor, elegantly dressed attendees, 5-course meal, or presentation of awards in-person, it begs the question “Do I still have to dress up?” Absolutely! Excellence doesn’t show up every now and then. Excellence is the default and doesn’t change regardless of where I am or not. How attendees choose to show up, remotely or in-person has nothing to do with me. I show up and show out because I take my craft, brand and talent seriously.

Excellence Requires Preparation

Always expect the unexpected. After our zoom conference calls and numerous emails, we decided on the perfect place in the living room but I asked one simple question “Am I delivering sitting or standing?” We hadn’t thought about it and the overseas team was unaware of how it would look on camera. So what did I do? I prepared. I rented a bistro table and stool from ‘New Levels Decor’. There was a possibility, I wouldn’t even use them, but who wants to take that risk? It’s better to be overprepared than. underprepared. Yes, I have furniture in my house, so why be that extra? Because I want uniformity and if I have to use them, I want the look to be that of a gala event and not a family discussion around a dining table. What you settle for, is an extension of your brand and reflects how you show up!

Learn, Unlearn, Relearn

The production team shipped a video kit with all the necessary items I would need to integrate with their system. As Murphy would have it, the items reached the island and were held by customs. Grateful to Phase 3 Productions for providing the items the day before the event. They were contacted by the team abroad. It obviously pays to have a great website that clearly defines what you do. I had to then learn how to test the specs of my laptop, do a wifi strength test report, connect the audio interface, set up ring light, arrange the apple box to get the right line of sight, and test audio feed. It doesn’t matter how important you may think you are, it’s important to learn to do things for yourself. Knowledge is infinite and that which is learnt is never wasted. I walked away from this job much more educated.

Respect Your Team

You could be the most phenomenally talented person in the room, but you better recognise that you are a piece of a bigger system. Your excellence isn’t just limited to who you are and how well you perform, but how you treat your team. Hard jobs feel easier when you are a joy to work with. “Joy” doesn’t mean a pushover, it means that you bring an energy that the team welcomes and loves. You are respectful, offer input, and try to play a part in creating a great work atmosphere for yourself and those who come into contact with you. This took place at minutes to midnight – hours before the event.

Excellence is Resourceful

Things won’t always go according to plan no matter how much you plan or how many times you practice. The idea is to be able to think quickly and come up with solutions on the spot. The retractable banner that was shipped for branding purposes was also held by customs. I waited until 6:00 p.m. hoping for a miracle, but alas, it wasn’t happening. I was just hours away from the event and was fresh out of options. Or was I? I borrowed a family friend’s backdrop stand and then used a white curtain from the living room. Subsequently, I used clothespins to stabilize the curtain. How’s this for behind the scenes? Don’t panic, think! Don’t panic, adjust and adapt.

Excellence is Unconditional

I was able to nail the perfect look for the event but what most wouldn’t know is that I even curate the space that you don’t see on camera. “What are you talking about Terri-Karelle?” The applebox that is a wooden box used to add height was exactly that….brown and wooden. It was used to raise my laptop to eye level. However, I had it wrapped in white, which gave a clean look that complemented the white bistro and stool (even if the attendees weren’t seeing it). Be excellent in not just what you do, and how you dress but everything else that is an offshoot. Your brand and everything that it is associated with is an extension of your image.

Practice, Practice then Practice Some More

This is the pièce de resistance. The comments I get after hosting an event are “You make it look so easy. How do you manage to pack all of that information? How do you manage to grasp and breakdown all of this for such different audiences?” Admittedly, it does get easier over a period of time and yes I can do most events without any speaking notes or briefings, however, I take extreme pride in research, understanding the client’s objectives, knowing the audience, connecting dots and surpassing expectations. INMA is the Oscars of international news media. This year, there were 173 finalists from a list of 844 entries. These finalists represent the best media brands from all over the world who enter their journalistic pieces across 16 categories. 173 finalists from 44 countries mean that I will have to deliver the names of the company brands, as well as their respective pieces in various languages-Hindi, Spanish, Portuguese, German, Dutch, Thai, Chinese etc. As an English speaker, I could very well get away with mispronunciations, but that wouldn’t be MY brand excellence.

To deliver 173 entries, I broke down my preparation:

Prep #1 Ask For Help

Persons who consider themselves the best in the business can often drink their own Kool-Aid and stop asking for help out of sheer pride. To continue being the best at what you do, you have to put ego aside and get the expertise that will help take you to a higher place to meet your personal goals. I had a zoom meeting with Raquel Meikle who is an INMA committee member who is a Spanish native, living in Germany. She was the best person to a dry run with. Viewers see a polished delivery but my first run through is…well…watch the video and try not to laugh.

Prep #2 Research

After making notes of all the “tricky” names. I head to google and youtube to do my independent research. I want to understand their place of origin, as well as the pronunciations of said brands. I even take it a step further and research each entry to understand the project/ subject material. A primary example was 24.com in the ‘Best Use Of Video’ category that entered “#IamNene: How Uyinene Mrwetyana’s Murder Ignited a Movement.” I not only learnt the correct pronunciation of the subject’s name but also the story that made this young South African teen a beacon of change against gender-based violence. I commit to doing more than just delivering words.

Now you might ask, “Terri-Karelle, do you do this just for the tricky names?” My answer is …

Prep #3

At midnight I am finalizing between the two scripts (the penultimate and final). It’s what I call dotting my I’s and crossing my T’s. I will be using my laptop as a prompter therefore legible writing vs scribbles will be of paramount importance. I also like to catch anything I might have missed as an oversight.

Prep #4

Now after 2:00 a.m., my energy is running low and my brain is jam-packed. I have sent my reluctant daughter to bed and I insist on doing one final check with and without my mask to ensure that the framing is good and that my audio isn’t compromised. It seems like something simple but with the event approaching 7 hours later, these are things I would rather fix ahead of time rather than minutes before broadcast.

Lights, Camera…Action!

Would everyone challenge themselves as much as I do for each job? Possibly but not probably and that is my unique proposition. You have to redefine the job description, you must add value in a way that differentiates you from others. I will research 173 finalists, what will you do to rise above the noise and competition? It doesn’t have to be far-reaching or overthought. You just need to figure out how to deliver your brand excellence in a way that makes you indispensable to your clients. Most importantly, you will realise that when you adopt excellence as a lifestyle, it won’t be restricted to just how you perform your job.

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Brand Tings! It has officially been a week since Beenie Man and Bounty Killer obliterated the Verzuz clash on Saturday, May 23, 2020. For those who might have taken a trip to Mars to socially distance and missed it, I have you covered, here’s a review of the epic battle delivered by Beenie Man and Bounty Killer

A new clash between popular boy groups (can I still call them boy groups?) 112 and Jagged Edge took place on Memorial Day (Monday, May 25, 2020), two days after the Bounty-Beenie lyrical showdown. Many Instagram users thought it was a bad idea. Most commented that it might be better to wait a little longer after the smoke had cleared from the Dancehall battle. Others thought that there wouldn’t be any upcoming battle to supersede the Beenie Bounty clash for the rest of 2020. Anyhow, they proceeded and the 112- Jagged Edge battle was, as expected, overshadowed by the residual high that viewers were still on from Saturday’s Dancehall battle. But I am really not here to compare battles, I am here to talk about the data, engagement and the general aftermath.

What does the data say?

The Beenie Man- Bounty Killer Verzuz clash had 1.25 + billion impressions. According to Verzuz it is probably more when they take into account other posts that were made without tagging Verzuz. There were also 3.2 million total views. The clash trended across social media platforms and both Bounty and Beenie earned their best streaming days of 2020 after the Verzuz battle. According to Billboard, Beenie Man achieved 906,000 US streams (+187.5%) while Bounty Killer achieved 367,000 US. streams (+291%).

I have had a week to absorb it all, I am now calm, lucid and able to share the biggest Brand lessons I learnt from the Beenie Man Bounty Killer Verzuz Clash:

1. Bring Your Idea To The Table!

As the world tries to figure out what “normal” will look like on the other side of Covid-19, most of us have been relegated to our homes, figuring out zoom and other video conference tools, working remotely, homeschooling, trying to pivot, dealing with lay-offs and furloughs, pulling out our hair and mentally trying to cope with everything else in between. Most have turned to social media platforms for much-needed entertainment. We have seen an upsurge in Livestreams, podcasts, vlogs, DJs spinning virtually, song associations, online karaoke, and concerts. If it’s music-related, we have seen it all…or have we? You would think that with all that entertainment happening in the online space, there wouldn’t be room for any more.

* Verzuz enters the chat room*. Verzuz TV, founded by Swizz Beatz and Timbaland, was able to carve out space in this online noise and provide entertainment that attracts hundreds of thousands of people all over the world. The idea? To pair up musical legends/icons and have them “battle.” Such a simple concept that has managed to entertain us and leave us feeling high on life for the rest of the week.

Takeaway: Whether you are a personal or professional brand, please understand that the presence of other players in the market, doesn’t mean that there isn’t room for you. You are unique, your views and experiences are different, hence you will have a different perspective. You may look at the same situation through a different pair of lens and offer value that is lacking in some way, shape or form. You can offer or provide a product or service to the same niche as competitors but package it in a totally epic way. Get to work!

2. Booked as the Underdog, Show up as the Victor

For many, it was believed that this clash was merely going to be valued by the Caribbean region especially Jamaicans. After all, Beenie Man and Bounty Killer, despite having illustrious careers both home and abroad are still not considered mainstream. A Jamaican artiste who is considered mainstream would be Sean Paul (outside of Bob Marley – whose 1977 album “Exodus” was named by Time Magazine as the “Album Of The Century”). The Beenie- Bounty clash was anticipated to add spice and variety to the battle line-ups but was never expected to attract the numbers it did.

Swizz Beatz commented, “Me and Timbaland might have to reset the bar… Jamaica which is thought of as a third world country represented as leaders in the world with almost 500,000 people I cried. We had the world in the building just with two icons from Jamaica celebrating each other. Jamaica won. It was a big, big ‘bashment’. What Beenie Man and Bounty Killer did tonight was iconic.”

Takeaway You are as big as you think your brand is. For many of us, we think little of ourselves. We underestimate the power we have and consider ourselves underdogs so we show up as such. We do the bare minimum because we have already counted ourselves out. We believe that our personal and professional brands are too small to make an impact. Ultimately, it’s our mindset, attitude, and approach that keep us being underdogs. Beenie Man and Bounty Killer reminded us that you don’t have to be a household name to be impactful. The online chat was a blue tick verified carpet and those DJs delivered. If you do what you love, deliver impeccably to your community or niche and you are great at what you do, it means that when the opportunity arises, you shouldn’t show up as the underdog, you show up as the victor and bet on yourself.

3. Be So Good They Can’t Ignore You

Hours and days after the battle, Beenie Man and Bounty Killer’s performance was reported as the “best Verzuz battle ever” all over the world. Every online platform you could imagine sang praises- Complex, Revolt, Los Angeles CBS local, The Voice UK, Billboard, and even CNN. Bruv…CNN!! Don’t believe me? Take a look Beenie Man and Bounty Killer compete in first reggae and in-person Verzuz battle on Instagram Live The patriot in me says “CNN welcome to the best show on earth, thanks for finally playing catching up” LOL. Even Spotify jumped on the bandwagon and some of us had to remind them that it was rather interesting that they “celebrated” our amazing music and artistes and yet deny Jamaica access to their service. But I digress…

Takeaway Beenie Man and Bounty delivered so well, surprised the hell out of so many, and had millions talking about them a week after. They were too good to be ignored. If you are building your brand and business, it is natural to yearn for the attention of credible platforms and notable people who will acknowledge and share your talent with their audiences. Some of you spend way too much time trying to get people in high places to like you. or notice you. Personally, I say build, build excellently and let your excellence be unconditional. It means that you operate at the highest level regardless of conditions, situations, where you are, or aren’t, who is watching or not. You build excellently regardless of how small or large your opportunities are, and you honour them all. Execute as if it’s your last performance, last show, last job. Be so damn good, that you cannot and will not be ignored.

4. Building A Brand is a Marathon

The Verzuz battle between Beenie Man and Bounty Killer was monumental. It ran for 2 hours inclusive of the warm-up “juggling” session. Beenie Man and Bounty Killer are 46 and 47 years old respectively. They both started their musical careers at extremely young ages and eventually took it seriously in their teens. Decades later they are regarded as icons, legends, veterans of Dancehall. Now in their 40s, they delivered a performance to locals and foreigners in a manner that showcased a golden timeline and highlighted a rich, deep and wide catalogue on both sides. To be honest, those of us who are fans of Beenie and Bounty will tell you that they scratched the surface. There were still so many songs left, but so little time. What I can tell you is that they were able to gain new fans.

Takeaway You have to put in the work. Brand building is ongoing. Brick by brick, step by step, task by task. You have to build that catalogue and that goes for any brand in any business. In a world that thrives on being insta-famous, and getting immediate gratification, being diligent and getting steady results over a period of time doesn’t seem appealing. However, it’s the insta-famous who don’t seem to be sustainable. There is no longevity or legacy. To be considered the best in the business, you have to be ready to run that marathon, to learn, improve and strengthen over the years. You have to be able to adjust, adapt and reinvent yourself while still being relevant. You must be able to consistently produce quality content or service that not only retains old loyal customers but continues to attract new ones. What Beenie man and Bounty KIller exhibited were personal brands that took the time to build a strong catalogue that when given the opportunity, they were able to deliver flawlessly. Don’t be the hare…be the tortoise.

5. Build an Evergreen Brand

475,000 watched the IG Livestream, Beenie and Bounty trended on Twitter, increased viewership across other streaming platforms, exploded on replays and had 1.25 billion impressions. It was official, they went viral, instantly, in different countries, spaces and languages. This is a creator’s dream. Currently, there are agencies and digital marketers trying to figure out how to make their content viral. The thing about viral content is that it has to be timely and relevant. It must get in front of the right audience and appeal to senses that urge users/viewers to share across platforms. In the ever-changing, noisy world we live in, viral content can have a 24-48 hour cycle. Then it’s on to the next thing. But let’s talk about evergreen content/brands. As much as Beenie and Bounty went viral, make no mistake, their performance will be added to a list of evergreen content. This term refers to content/brands that always remain relevant across time and generation. Footage of their performance will be used as reference points for years to come (locally and internationally) and will now be added to their already impressive repertoire.

Takeaway: In building your brand, it’s ok to create viral campaigns, they have their place but it must be complemented with long term vision, strategy, and execution. When you are trying to be the best, you must aim to be the standard, the reference, the thought leader or expert. To do that, your product, service, or talent must be evergreen.

6. Authenticity Trumps All

Bounty Killer and Beenie Man showed up in their authenticity, doing what they love, doing it well and setting the stage on fire. These two icons have ben rivals for years with two different styles. Bounty Killer aka Warlord, 5-Star General, Poor people Governor, Ghetto Gladiator. He has been one of the strongest voices in Dancehall representing underserved communities.For some, his lyrics were described as being too violent but he authentically told stories of the poor communities. His lyrics, persona and style have always aligned with his personal brand and beliefs. Beenie Man, over the years, unlike Bounty, had a brand persona that appealed largely to the women. He built a brand known as The Doctor, The Girls Dem Sugar and the ultimate King of the Dancehall. He knew how to make women lose their minds. Both have matured over the years, they have evolved and reinvented themselves but their music, style and persona have remained the same. What we witnessed from their performance is that

Takeaway In order to build a brand, it has to be rooted in authenticity. It means that everything you do and everything that is an extension of you will or should continue to reflect your core values. Bounty and Beenie carved out their spaces and despite the industry changing around the, they remained true to who they are and what they represent. It’s important to define your brand values, voice and integrity. Flip flopping and trying to be everything to everyone will damage the brand and jeopardise your fan base. When you operate in authenticity, you do what you love and you do it well, you cannot fail.

7. Brand Collaboration

Collaborations are to be win-wins. When it was announced that Beenie Man and Bounty Killer were going to be the headliners last week, the Verzuz IG page, saw an increase in fan following by 500,000 within six days and celebrated one million followers by the start of the showdown. Then after the showdown achieved 1.25 billion impressions. That is the power of brand equity. Fans of Beenie and Bounty, lovers of Dancehall and Reggae music, Caribbean people who were excited to see representation and global friends of Jamaicans opted into the Verzuz platform. But Verzuz wasn’t the only entity to benefit, Beenie and Bounty were exposed to a massive global audience- celebs, movers and shakers who have now become fans and brand advocates for Beenie and Bounty.

Takeaway Don’t underestimate the power of your personal brand. Smaller brands usually believe that the bigger brand has more to offer them and often times sell themselves short. In this case, Verzuz might have been deemed the “bigger brand” but look at the numbers Beenie Man and Bounty brought to the Verzuz platform. Regardless of how powerful or influential a potential partner is, regardless of who they are or what they offer, ensure that you know your value, your worth, and what you are bringing to the table.

Takeaway 2 When discussing potential collaborations, don’t be too quick to partner with just anyone. There are partnerships that tend to be one-sided or aren’t a good brand fit. Be discerning and ensure that the potential collaboration (regardless of who they are) aligns with those who echo your sentiments or who have similar brand values to yours. Ultimately, collaborations should enhance your brand, not dilute or jeopardize it.

8. Opportunity Favours the Prepared

Billboard announced Beenie Man as the winner but named Bounty Killer, the People’s Champ. See Billboard’s Scorecard and Winner For the Showdown. Billboard stated that ” While Beenie proved the more strategic selector, Bounty Killer’s off-the-cuff adlibs and manic energy — especially when he noticed Rihanna in the IG audience — kept the mood up.” What I want to highlight is the preparation that went into the clash from the set up to the attire to the presentation. But I want to single out Bounty Killer. He is the less popular of the two in terms of hitmaker, recognition and reach. He came with his hits just like Beenie, he has been a formidable rival for years- the ying to Beenie’s yang, however, Bounty was more prepared. In fact, between the friendly banter, he kept reminding Beenie and viewers that “he and Beenie are friends but he is here for the clash.” He came with two dubplates, a huge personality, ad-libs, a pallbearer theme, techno beat and dance to match LOL. Even though Beenie Man achieved way more streams after the Clash, Bounty received a 291% increase. The individual percentage impact on his brand was greater.

Takeaway Even if you are amazing at what you do, even if you could close your eyes and deliver well, there is something brand sexy and successful about preparation. When preparation meets opportunity, the results can be mind-blowing. Preparation is respecting your talent, craft, or brand. It is respecting the process, respecting the job and going all -in. It is paying attention to the smallest of details and leaving no room for error to create an unforgettable brand experience that separates you from everyone else.

Whether you are #TeamBeenie or #TeamBounty, they did us proud. My biggest takeaway is don’t compare yourself to others. Don’t try to be like anyone else. “Today you are You, that is truer than true. There is no one alive who is Youer than You.” – Dr. Seuss.

This evening, Sunday, May 31, 2020, Verzuz TV will feature Gospel giants Kirk Franklin and Fred Hammond. It won’t be a battle, but a celebration, a virtual hug, a little consolation for all the hurt that is being felt and expressed across America and the world as it relates to racism. I will be tuned in to receive the blessings and anointing. The lessons continue.

The post Beenie Man and Bounty Killer’s Brand Lessons appeared first on Terri-Karelle.

I got bored and stopped using it before I even started. In fact, I don’t even recall ever making a post. I abandoned LinkedIn and enjoyed building my personal brand across Instagram and Twitter instead. While I was on these platforms cultivating an awesome and supportive online community,  I didn’t realise that LinkedIn had evolved. 

I started using LinkedIn after I hosted a 2-day Digital Marketing Conference in Jamaica. An international speaker, Dr. Ai Addyson-Zhang took a liking to me and asked that we remain in contact; she asked for my LinkedIn profile. My eyes tore open and I retorted “who uses LinkedIn?” She looked at me, and asked “who doesn’t use LinkedIn?”

Later on, I would find out that LinkedIn has 675 million active monthly users and that when people googled your name, your LinkedIn profile is almost always guaranteed to show up as one of your most prominent online profiles. YIKES! A profile with no photo and an outdated bio was out there representing the brand I was working so hard to build.  Dr. Ai insisted that I start using it; she was of the opinion that the wider world needed to experience my personal brand online. She assured me that I wouldn’t regret it if I posted with as much energy and expertise as I displayed as the host of the Conference.

I went home, thought about it, and then decided to audit the platform to understand it. I don’t believe in jumping into anything without doing research. Much to my surprise,  LinkedIn was appealing. It had become a massive, dynamic, professional platform. I suppose it was always THE professional platform but it had cool features, reaction buttons (like, love, curious, insightful, applause), LinkedIn Learning resources for those who had the premium package and it even had live streaming. Well, to be precise, not everyone gets access to LinkedIn Live and I am not sure when that feature will open up for everyone. After auditing for the week, I updated the profile photo, as well as bio and I started to post.  I doubled down and committed to posting twice a day for at least 6 months. When building a brand presence, consistency is key across all platforms.

Opportunities are waiting

It has now been a year and I have been invited to various countries like Grenada, Singapore, Bahamas, Dom Rep, and Barbados as a host or speaker, all because of my online presence on LinkedIn. It works, it really does and I recommend it to anyone who is trying to build a personal/professional brand. The opportunities are endless once, one positions well and has clarity about messaging and niche. 

I have had a year to observe, use, learn and grow and these are MY Top 13 things NOT to do if you are thinking of joining  LinkedIn:

First impressions matter

If you are coming from TikTok, Snapchat, Instagram etc. just be aware that LinkedIn is THE professional network. It is the only place that you will probably find so many highly, strategic users who are intentional about collaborating, hiring and connecting. Therefore this is not the platform for your bikini line, night out with your crew/squad or stories about your twisted, drunken escapades. Therefore try to avoid duck face selfies as profile pics. It doesn’t mean you should remove your authentic self or your personality. It just means that you have to practice “time and place for everything.” Look the part. Brush up your resume and update your profile and by that, I mean a clear, efficient and well- thought out profile. Outline your achievements and no, that doesn’t mean that you have to include your victory at your Grade 6 Sports Day. No one cares!

Quality over Quantity

When we think of platforms, we think that the vanity metrics (fan/follower numbers) are the order of the day. And I get it! Large numbers play on the human psyche and provides social proof to many, but they don’t always convert. It always comes down to quality over quantity.

Don’t try to connect to everyone hoping that by spreading a large net, you will somehow get more visibility. Linkedin maxes out at 30K connections. So ensure that whoever you are adding as a part of your trusted network aligns with whatever industry or interests you  have. Linkedin is definitely about niches and serving a specific purpose for a specific audience. Research industry, key persons in that field and connect accordingly. 20 solid connections are better than 200K who don’t care about what you do. Your personal brand simply won’t thrive. You also have the option of activating the follow button if you want to still have reach without threatening your connection numbers. When I actively joined in May last year, I strategically activated the follow button so that I could leave my connection requests for perfect brand fits.

Personalise messages

If you choose to connect with someone via a connection request, don’t just send an empty request, especially if you have had no cross talk online, no engagement under posts or anything. It reads like a cold call and you are more likely to be ignored. Eso no es bueno!  Instead, personalise your message and state why you think the connection might be mutually beneficial. You wouldn’t go to a corporate mingle, walk up to a stranger and say, let’s be friends. That usually happens after an introduction and conversation have taken place. Same principle. Connect, engage , explore.

Don’t Over tag

A common practice in the social media world is to tag people. Some users are no different on LinkedIn. The platform allows you to tag persons but don’t fall into the trap of tagging Linkedin influencers with the hopes that they will drive traffic back to your post. If they don’t align with your content, chances are they won’t respond. If they don’t respond or engage on your post, the LinkedIn algorithm will punish you. What does that mean? It will basically rank your profile /posts low and that will compromise your content visibility and reach. If people aren’t seeing your content, you can’t build your brand. TIP: If there is a justified reason to tag persons, don’t do it in your captions, do it in the comments section.

Comment Creeping

A great way to connect and build a brand as a thought leader is to leave meaningful comments on someone’s wall under their post. When you do  that, other persons in the network will regard your comment and will more likely review your profile. This doesn’t mean that you should comment randomly all over the place in the hopes of getting attention. It doesn’t mean that you should try to compete to make your comment better than the original post.That will also damage your brand because people will know what you are trying to accomplish. Position yourself and comments in a manner that shows your knowledge in a particular area and give valuable feedback. 

External Links

Would you typically go to a house party and then convince everyone to leave that party to go to another one? That would make you a rude house guest right? Well it’s the same thing when it comes to external links. If you want to accompany your captions with links of other platforms (e.g. Youtube, IG, your website etc.), place them in the comments section. If you use external links in the body of your post, think of it like this, the algorithm will get jealous that you are trying to send people elsewhere and will reduce your visibility and compromise your reach. 

Hard Sells and Forceful Pitches

No one and I mean no one likes a hard sell. We run from ads and salespersons every chance we get. So don’t spam persons timelines, direct messages or comments sections with hard pitches (especially if those persons don’t align with your area or industry). You will come across as tone deaf, aggressive and self-centred. Your personal brand might be perceived as desperate -looking to make a buck, rather than understanding your audience’s problems, listening and offering solutions in an organic manner. Hard pitches hurt your brand and visibility, especially if people start reporting you as spam. Try storytelling instead.

It’s not about you, it’s about your audience

Users celebrate their victories and wins and there is nothing wrong with that. Whether it is a graduation, landing a big deal, learning a new skill etc. we genuinely root and celebrate those milestones. However, the users on the platform are more interested and intrigued by who you help or how you serve or how you solve their issue.  They want to know what advice you can offer your network and how they can possibly collaborate. Avoid over indulging in self promotion. The more you help your community, the better brand building you will do. People will lean in to you to learn more.

Don’t embellish your personal brand

Be honest! And this goes for all platforms. You are trying to build brand trust and credibility. The world is infinitesimally small. Users connect across the platform and even across industries. You would be surprised to know how they lean on each other for advice and they also seek valuable feedback about other users’ work ethics. If you embellish or lie to create a false impression, you will damage your personal brand on the most powerful business platform in the world. 

Bots won’t beat human connection

Some users utilise automated platforms that allow them to send automated invitation requests or leave automated responses, messages etc. We get that you might want to be more efficient , to cover more ground and the robot tool will get the job done, but users don’t like it. It comes across as disingenuous. After all you aren’t really connecting or engaging, you are letting a robot do that. Scheduling issues can also cause the release of a post with no relevance. It reads as spam and you already know what the algorithm is going to do to your content visibility and connection opportunity.     

Resharing Instead Of Creating Content

There is nothing wrong with resharing content that you value. We have all done it across other platforms. We stumble across an amazing post and feel the need to share it with our community. This is cross pollination however, some users’ content only consist of reshares. They don’t even attempt to create their own. If you decide to do that, you will basically send a clear message that your community (the one you are trying to build) should go follow the other people instead. You have to have a nice balance. At least 90% your original content and 10% reshare. (those stats are my concept, I am not sure if there is actually an expert standard). All I am saying is that you can’t build your personal brand as an expert when all you are doing is resharing other people’s expertise consistently.   

Inconsistent Content

Worry less about beating the algorithm to get more reach across the platform. Concentrate more on communicating who you are, what you do, what your values are and what value you offer consistently ~ the community, opportunities and conversion will come organically. Your content must be quality. It must be something that is different, thought provoking, interesting, exciting, relevant etc. The better your content, the more engagement you receive. The more engagement you receive, the more the platform rewards you and boosts your visibility. It is saying that your content deserves to be seen by more people. You do this by ensuring that you are knowledgable, effective in your communication and targeted.

It’s LinkedIn not Love Island

We know that where humans gather on or offline, attraction is bound to take place. However, respect is due across all platforms. I thought that this point would have been a given but I guess not. The culture of slipping into the DMs has a different meaning and more serious consequence on LinkedIn. A direct message is really about business opportunities, collaborations, partnerships and recruitment. Avoid inappropriate sexual advances or comments. I have never experienced it personally, however, I have seen screenshots, rightful condemnation and destruction of personal accounts. Try and keep it professional. If you admire someone on the platform, be decent in your communication. You have a lot to lose if you come across as a pervert.

I hope this helped if you are considering using LinkedIn. It will feel strange at first, especially if you are accustomed to the other social media platforms. Pace yourself, Rome wasn’t built in a day. Be mindful of guidelines but don’t leave your personality and uniqueness behind. Those are your superpowers and they will help you to stand out on a very active and large platform.

If you come over, let’s grab a virtual coffee over on LinkedIn https://www.linkedin.com/in/terrikarelle/ If you would like to book a discovery call, let’s connect https://terrikarelle.com/services/

Cheers,

TK

The post Your Personal Brand -13 Things Not To Do On LinkedIn appeared first on Terri-Karelle.