by Francesca Uriri

For Yetunde Taiwo, CEO ICY PR, using her God-given talent to help clients become more visible, by effectively publicizing their goods and services, is one of the reasons why she started her business. 7 years and many clients later, she speaks about branching out, solidifying her base and personal growth.

Please give a brief background on who Yetunde Taiwo is? 

I am a creative person who enjoys helping inspired entrepreneurs brand himself or herself, effectively in the market place. I was born in Chicago and raised in Nigeria. I came back to Chicago when I was 15, and received a degree in Communications from Loyola University Chicago. In 2003 I moved to South Florida and have been living here ever since.  

 

You run ICY PR, and have been in business for 7 years. How did the journey begin?

I always say I have been in PR since I was a kid lol. But, I started my career in Public Relations with CBS Chicago as an intern at age 18 and subsequently every job after that was about branding, PR and marketing. The thought to start ICY PR began in 2006 when I bumped into an accessories designer whose designs I just loved. I remember telling her that her products were so awesome; she should be all over the media. So I got inspired to create a company that helped small business owners get international publicity, just like the big brands. The rest is history.

 

What inspires you to do what you do?

It’s really simple. I get to help others with what is truly a God–given gift: helping others share their best and true self with the world (using visual communications) and getting other people to engage them. It is absolutely FUN. You cannot be in PR if you cannot be fully committed to helping others. Public Relations is about the person or company you are working to brand. It is not and will never be about you. And that was why I chose not to use my name for the company. I did not want it to be about me. I wanted it to be about my clients, and it worked.  

 

Does your company focus on certain industries or is your expertise spread across different sectors?

ICY PR‘s niche is personal branding, fashion and entertainment. We work with a lot of corporate brands, we however utilize our expertise in these key industries to help them excel.  You’re Nigerian. Have you been away from home for a long time and how has that affected you?

Hahaha! See, now that I am getting older, I use legal terms. I am by birth and passport American. So technically I am first generation Nigeria/American. Who am I kidding of course I am Nigerian! My parents are Nigerian and most of what I identify with in the world is Nigerian. I have been away since 1996, but I came home last in 2003 and I am hoping to be home again in 2014. The challenge is, my family about ¾ of them live in Chicago, and as they say, home is where the heart is. So I am where my family is, and my family is mostly in America even though I live in Miami. I don’t know if it has affected me much as I surround myself with Nigeria in language, friendships and interactions. The living conditions are certainly different, but at my core I think in Yoruba and represent for Nigeria wherever I go. 

 

Asides ICY PR, you run Afropolitan Chef, how did that come about?

That’s what happens when you become a full time entrepreneur – ideas overload. In my efforts to cut down on my expenditure when I went full time in 2009, I started to cook at home a lot. I found that I was saving over $1,500 a year from not eating out. Then I started posting up images of my food on my Facebook page. On March 27^th 2010, I received an email from the editor of New African Woman Magazine, asking if I would be interested in writing a food column for the everyday woman, and she would pay me for it. Are you kidding me? Of course I said yes! I spent the next year developing the brand and then came up with the name Afropolitan Chef. It simply fit what I was trying to communicate (The eating ways of a Cosmopolitan African). We shot a pilot that is currently being shopped for national TV and I will be launching my first cookbook in the fall of 2014(Thanksgiving). We all have to eat, so this certainly is a passion. I AM A LIFETIME FOODIE.

 

You are very fashionable (your posts on Instagram testify to this). What influences your style? Did you ever model?

Thanks. My style is influenced by colours. So I am not good with trends. It if looks good and feels great on my skin I am wearing it. I am about the style not the price. If I wake up feeling like a b-boy; it’s a face cap and the whole look to match that. My mother always told me to dress for the occasion. So if you are going to the beach, wear the appropriate clothes. Dress to connect with the occasion. I also find that I style my looks around accessories. Yes, I modelled part-time while I did PR fulltime from age 18 to 26. I learnt so much about the power of visual image and it has helped me get the best out of my clients now, with ICY PR.

 

 What has been the most memorable campaign you’ve worked on for a client?

This is tough, because I can’t pick one they have all been great. From the re-branding for Stephanie Okereke Linus 5 years ago, to logo design for Africa Fashion Week, representing Pascale Rowe, Owner of Pascale’s House of Bling, to singer AiRis or broadcast journalist Adaure Achumba. The best part is the look on their faces when we secure an editorial or execute a strategic partnership to grow their brand. It’s so rewarding to both sides. 

 

Do you have mentors? If yes, what roles do they play in your life/career?

Absolutely I do. They are my lifetime therapists. Lol. I get to share with them, brainstorm and get their sincere feedback. A mentor always has your best interest at heart. Mentors have been my support when I am completely out of energy or when I needed that motivation or just people to run my ideas by. And now, I get to mentor teenager girls at a High School here in Miami. It is very humbling.

 

Do you think that work/life balance a myth or something that is actually achievable?

I used to say it was a myth. But as I grow older (I am 33), I realize it is so achievable. But it’s so simple, so people don’t believe it. Even I sometimes forget. When you are tuned in whole-heartedly to God, the universe whatever people choose to call that grand energy. When you are tuned in, it directs you and you stop when you need to, you meet people you are supposed to, you listen to that whisper. It simply takes practice and as we know. People have habits that make practice difficult.  

 

What are the challenges you’ve faced as a female entrepreneur?

The biggest I think is people trying to put you in the box they want to see you in. I am a multi-passionate entrepreneur. I have had many businesses over the years. Some failed, some never left the ground and some are still growing. I have had people try to only identify with me as a model; some skipped the whole PR for 15 years part and jumped right to Afropolitan Chef. I remind myself that I am defined by God’s purpose for my life not by anyone’s expectations for me. So my advice to budding and upcoming entrepreneurs, only you know what is it that is your purpose. And it may change from time to time. Don’t worry about others, because truly, they are also trying to figure it out. So focus on your purpose so you can go about the business of why you are on this earth. Who knows, you might help those that put you in a box figure it out too.  

 

Is your faith a pivotal element in your life and what value does it add to you?

Completely and absolutely it is. I made a conscious choice that started in 2002 and it sincerely has been an amazing, yet challenging and praise worthy journey. Surrendering to God’s purpose takes courage since we have free will. I believe in God and I am not ashamed or afraid of that truth.

 

Name 5 women you admire and why?

I have always admired Bola Atta: former editor of True Love Magazine even before I adopted her as my Mentor. She is pure strength plus compassion and professionalism. Ivanka Trump: Her elegance, business acumen and simple feminine nature. She makes no apologies for being a woman and being an owner (of companies). Queen Latifah: Her sense of humor, confidence in who she is without being arrogant and her relatable business sense. Camila Alves McConaughhey: Based on what we see, she carries herself with such grace and with a grounded energy that is reflective of the modern day women in a committed marriage. Because of her, I look forward to being a strong, supportive businesswoman, wife and mother. Oprah: She makes every little brown girl know that there is no limit to your growth and if you put your heart and soul fully into what your purpose is, it blesses others and blesses you too.  

Do you think that having a partner (in the loving/romantic sense) is important to a woman?

Yes, and here is why. No one was created to be alone. Nothing God created was designed to be alone. The sooner we accept that, the sooner we understand that unity is part of the grand design. The ego however comes in the way of that. When you are with the right spouse, it opens up certain creative energies, ways of thinking that you simply cannot discover unless you are a couple. You can be successful alone, but you can change more lives together. 

What do you do to find balance/rejuvenate?

I actually listen and dance to Nigerian music. I tune in to notjustok.com and go at it for hours. It literarily clears my mind and I dance, laugh at myself and just relax.  

 

Where do you see ICY PR and Afropolitan Chef in the next 5 years?

ICY PR is currently evolving to a PR/Branding educational platform. We will still represent a handful of clients with our PR services. But this summer, I am launching ICY ACADEMY: – It is a purpose driven educational program (online and live) designed to help you, the inspired go-getter discover your purpose, create a brand around it and package that purpose so that you can help others, doing what you love in a way that creates financial freedom for you and your family. I am also working to premier a high intensive PR summit for the Future generation of African Publicists. It will be announced by 2015 and will kick off in Nigeria. With Afropolitan Chef, we will be launching a series called the Afropolitan Chef Dining Society (a membership dining club) and the series will in God’s time make its way to National Television. You can read more at www.afropolitanchef.com. My goal is to have Afropolitan Chef become the premier African Culinary Brand for the Modern Africa.  

 

Words of Wisdom for younger women coming up in PR?

It is all about relationships. People do business with people they like. Spend your formative PR years and consequently the following, building relationships. That is the key to it all.  

 

If you weren’t in PR/Media, what would you be doing?

Then I simply wouldn’t be on this earth.  

If you could, what would you say to your younger self?

Hahahhaha boy, do I have a lot to say to her. Relax, work smarter and listen to your body when you need to rest. You are gifted, do not be afraid of your gift, and embrace it. Above all you’re going to be just fine. YOU GOT THIS!

 

Many women are afraid of being branded bossy and so create a façade of niceness. Is this really effective in business and how would you say is the best way to maintain femininity and still be firm?

I actually like being called BOSSY. It sets the tone for what the expectations are and people get to work much faster.  The fact is, if you’re great at what you do, it shows and people inevitably respect it. As long as you remain true to who you are and you’re not lying to yourself about your very self, then name calls like BOSSY won’t be an issue because you know your worth and no one can ever take that away from you. So all my female bosses. STAND UP AND OWN YOUR TRUTH. And if anyone calls you bossy, just remember, it’s usually because they are intimidated and that probably means you’re getting it right! KEEP GETTING IT RIGHT!

 

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The Leading Ladies Africa Series is a weekly interview series that focuses on women of African descent, showcases their experiences across all socio-economic sectors, highlights their personal and professional achievements and offers useful advice on how to make life more satisfying for women.

It is an off-shoot of Leading Ladies Africa; an initiative that seeks to effectively mentor and inspire women, with particular emphasis on the African continent.

– Do you know any woman of African descent doing phenomenal things? Send an email to [email protected] and we just might feature her.