WEBVTT 00:00:00.000 --> 00:00:03.080 Welcome to Milestone Moments, the show where 00:00:03.080 --> 00:00:05.960 we explore the journeys that lead to success. 00:00:06.599 --> 00:00:10.220 I'm Sheila Slick, your host and founder of Five 00:00:10.220 --> 00:00:13.859 Milestones. In every episode, we will bring you 00:00:13.859 --> 00:00:17.079 insights from the minds of entrepreneurs, leaders 00:00:17.079 --> 00:00:20.800 and experts who will share not just their expertise, 00:00:20.879 --> 00:00:24.120 but the milestone moments that have reshaped 00:00:24.120 --> 00:00:27.059 their journeys and led to significant achievements. 00:00:27.960 --> 00:00:30.359 So if you're looking for motivation, you're in 00:00:30.359 --> 00:00:33.560 the right place. Subscribe now and discover the 00:00:33.560 --> 00:00:40.759 milestones that mark the path to success. Welcome 00:00:40.759 --> 00:00:44.140 to another episode of Milestone Moments in Business 00:00:44.140 --> 00:00:47.340 and Leadership. I'm Sheila Slick, your host. 00:00:47.600 --> 00:00:52.420 And today, my special guest is Reland Logan. 00:00:53.130 --> 00:00:56.770 As a visionary brand strategist, Reland specializes 00:00:56.770 --> 00:00:59.909 in catapulting women -owned consulting agencies 00:00:59.909 --> 00:01:02.710 to the pinnacle of success through the brand 00:01:02.710 --> 00:01:06.950 extraordinary method. Her strategic insight and 00:01:06.950 --> 00:01:10.609 unique approach help businesses shatter glass 00:01:10.609 --> 00:01:15.810 ceilings and attract champagne clientele, turning 00:01:15.810 --> 00:01:19.730 aspirations into achievements with unmatched 00:01:19.730 --> 00:01:23.390 impact and efficiency. So let's get ready to 00:01:23.390 --> 00:01:26.269 elevate your brand with the architect of brand 00:01:26.269 --> 00:01:30.549 innovation and luxury client acquisition, Reland 00:01:30.549 --> 00:01:34.049 Logan. Welcome to the show. Thank you for having 00:01:34.049 --> 00:01:37.109 me, Sheila. I'm so excited to be here. I'm really 00:01:37.109 --> 00:01:39.890 excited to have a conversation with you again 00:01:39.890 --> 00:01:43.290 today. I absolutely enjoyed meeting you last 00:01:43.290 --> 00:01:46.950 time we spoke. And what I learned was that you've 00:01:46.950 --> 00:01:49.909 helped a lot of women -owned consulting agencies. 00:01:50.810 --> 00:01:54.310 go from promising the powerhouse. What was that 00:01:54.310 --> 00:01:56.909 turning point in your journey that led you to 00:01:56.909 --> 00:02:01.629 create the brand extraordinary method? I think, 00:02:01.629 --> 00:02:03.989 you know, there's the actual turning point, but 00:02:03.989 --> 00:02:06.129 there is just a little bit in the past that we 00:02:06.129 --> 00:02:09.610 have to understand about me. So I'm the oldest 00:02:09.610 --> 00:02:14.069 of six. Majority of us are girls. And our dad 00:02:14.069 --> 00:02:17.389 just, we weren't really raised to be little girls 00:02:17.389 --> 00:02:20.139 who would sit there, be quiet and like. play 00:02:20.139 --> 00:02:23.960 and be happy, we were really put in front of 00:02:23.960 --> 00:02:26.919 a lot of powerhouse women, whether it was judges 00:02:26.919 --> 00:02:31.939 or CEOs or our own moms, for example. Our dad 00:02:31.939 --> 00:02:33.780 put us in front of a lot of incredible women 00:02:33.780 --> 00:02:36.900 and said, look, you can do this. You can do this. 00:02:37.120 --> 00:02:40.740 And so as I got older, I started to notice that 00:02:40.740 --> 00:02:42.139 the rest of the world doesn't operate that way. 00:02:42.280 --> 00:02:46.080 That was a kick to the stomach. But it took me 00:02:46.080 --> 00:02:48.259 a little bit of shifting through my 20s to say, 00:02:49.580 --> 00:02:53.960 I think my dad was right. And moving into just 00:02:53.960 --> 00:02:55.800 being more of an adult and just seeing how the 00:02:55.800 --> 00:02:59.080 world was operating. So last year, for anybody 00:02:59.080 --> 00:03:02.740 who's watching this in the far, far future, it's 00:03:02.740 --> 00:03:08.259 currently 2025. And we were, I flew to California 00:03:08.259 --> 00:03:10.900 to do a brand shoot. And it was my brand shoot. 00:03:10.979 --> 00:03:15.419 And it was a day after the election. So beyond 00:03:15.419 --> 00:03:18.360 politics, for me, it was just watching a woman 00:03:18.360 --> 00:03:20.819 go out there, put herself out there and get knocked 00:03:20.819 --> 00:03:24.479 down again. And I was just over it. So I am in 00:03:24.479 --> 00:03:27.939 legitimately a ball gown on the beach drinking 00:03:27.939 --> 00:03:31.020 champagne. And I'm surrounded by all these incredible 00:03:31.020 --> 00:03:33.460 women. And I just look at everybody and go, I'm 00:03:33.460 --> 00:03:35.259 over it. And they're like, you're over what? 00:03:35.500 --> 00:03:38.460 And I was like, I'm over women's messaging getting 00:03:38.460 --> 00:03:40.800 smothered. Like, I'm tired of still having to 00:03:40.800 --> 00:03:42.620 break glass ceilings at this point in my life. 00:03:43.629 --> 00:03:46.530 I'm going to help women do this. So that November, 00:03:46.650 --> 00:03:49.110 I did what I refer to as turtle shelling, where 00:03:49.110 --> 00:03:52.289 I retreat into my shell and I really fine -tuned 00:03:52.289 --> 00:03:54.270 and hunkered out that brand extraordinary method. 00:03:54.449 --> 00:03:57.930 I put my whole soul into it from start to finish. 00:03:58.210 --> 00:04:01.909 And I decided to create my own podcast, The Luck 00:04:01.909 --> 00:04:04.750 Sleep, and I just went for it. So the end of 00:04:04.750 --> 00:04:08.610 2024, I threw all my chips on the table and said, 00:04:08.650 --> 00:04:12.310 we're doing it. And that has been a game changer. 00:04:13.199 --> 00:04:15.699 So have you been in branding, marketing your 00:04:15.699 --> 00:04:17.939 entire life? I know that you mentioned your dad. 00:04:18.220 --> 00:04:21.879 And I think if I remember correctly, he's military. 00:04:22.139 --> 00:04:26.019 So you could have gone, you know, through a different 00:04:26.019 --> 00:04:28.339 career path. I was supposed to be an attorney. 00:04:28.740 --> 00:04:30.800 Sheila, I was supposed to be an attorney. Don't 00:04:30.800 --> 00:04:33.980 you know? No, I have not been in brand and marketing 00:04:33.980 --> 00:04:36.399 my whole life. My dad actually, I wanted to be 00:04:36.399 --> 00:04:39.459 a child psychiatrist. And in high school, I was 00:04:39.459 --> 00:04:43.720 voted most likely to be famous. So I am probably 00:04:43.720 --> 00:04:46.459 somewhat famous from a brand and marketing perspective. 00:04:46.620 --> 00:04:50.660 I'm clearly not a child psychiatrist. So me and 00:04:50.660 --> 00:04:54.000 my dad got into it one year. because I didn't 00:04:54.000 --> 00:04:57.800 want to be an attorney like he is. And I decided 00:04:57.800 --> 00:04:59.379 I was going to go to art school instead if I 00:04:59.379 --> 00:05:01.199 was paying for my own college. So I went to school 00:05:01.199 --> 00:05:03.819 for fashion marketing. I worked in the fashion 00:05:03.819 --> 00:05:06.720 industry for quite a chunk of time. Somehow got 00:05:06.720 --> 00:05:08.579 sucked into staffing. We had a whole pandemic. 00:05:08.620 --> 00:05:12.420 Don't know if anybody remembers that. And I lost 00:05:12.420 --> 00:05:16.019 my job like a week before my 30th birthday. And 00:05:16.019 --> 00:05:18.139 instead of staying on hold with unemployment, 00:05:18.399 --> 00:05:20.079 I just decided I was going to start a marketing 00:05:20.079 --> 00:05:24.189 agency. I'm a bold one as I'm saying these things 00:05:24.189 --> 00:05:28.110 out loud. I love it because it just shows, right, 00:05:28.209 --> 00:05:31.209 how life can pivot and sometimes due to unexpected 00:05:31.209 --> 00:05:34.069 circumstances, because that's what COVID was. 00:05:34.209 --> 00:05:38.209 But it sounds like it led you to your passion, 00:05:38.389 --> 00:05:42.569 to your next chapter. Did it did. And it's been 00:05:42.569 --> 00:05:45.889 amazing. So back to the beach, back to the gown 00:05:45.889 --> 00:05:50.389 and the champagne. The phrase champagne clientele, 00:05:50.410 --> 00:05:53.949 where that concept was born, is very bold and 00:05:53.949 --> 00:05:56.870 it's also intriguing. So I'd love to know what 00:05:56.870 --> 00:06:01.430 it really means and what is that biggest mindset 00:06:01.430 --> 00:06:06.589 shift that business owners need to make to start 00:06:06.589 --> 00:06:10.529 attracting those top tier clients. Oh my gosh, 00:06:10.610 --> 00:06:12.889 I wish I could whip out a whiteboard right now. 00:06:13.550 --> 00:06:17.470 I'm not going to do that. But champagne clientele 00:06:17.470 --> 00:06:19.769 are those dream clients. They're willing to pay 00:06:19.769 --> 00:06:23.209 your prices. They want to solve a very specific 00:06:23.209 --> 00:06:27.720 problem, and they want it done well. And champagne 00:06:27.720 --> 00:06:29.800 clients, I always refer to the term of like, 00:06:29.839 --> 00:06:32.560 they have champagne problems. So they're not 00:06:32.560 --> 00:06:35.220 like trying to dig themselves out of the weeds. 00:06:35.339 --> 00:06:37.899 They're not looking for an order taker. They're 00:06:37.899 --> 00:06:39.759 looking for somebody who wants to be alongside 00:06:39.759 --> 00:06:41.839 them as a strategic vision because they want 00:06:41.839 --> 00:06:44.379 to stay in their genius zone. Champagne clients 00:06:44.379 --> 00:06:46.860 are the people who rave about you, are excited 00:06:46.860 --> 00:06:49.180 to work with you. They don't have to necessarily 00:06:49.180 --> 00:06:54.339 have a ton of money, but it is a mindset within 00:06:54.339 --> 00:06:58.569 them that says, Hey, I know that I need to stay 00:06:58.569 --> 00:07:01.230 on my path and you can help me accelerate that 00:07:01.230 --> 00:07:03.790 path. So like walk alongside me and use your 00:07:03.790 --> 00:07:07.170 genius zone to help impact my genius zone. Whereas 00:07:07.170 --> 00:07:10.250 I like to think of things as a pyramid. Is that 00:07:10.250 --> 00:07:12.389 a good pyramid for anybody who's watching this? 00:07:13.730 --> 00:07:17.069 And as a pyramid and, you know, most of us are 00:07:17.069 --> 00:07:18.750 fighting for the bottom of that pyramid. We're 00:07:18.750 --> 00:07:22.379 like, hey, you know. keep saying all the same 00:07:22.379 --> 00:07:23.959 things as everybody else and like if you keep 00:07:23.959 --> 00:07:25.699 throwing spaghetti at the wall and send a hundred 00:07:25.699 --> 00:07:28.600 million LinkedIn messages like I can get you 00:07:28.600 --> 00:07:31.399 20 booked meetings this month yet no stop please 00:07:31.399 --> 00:07:34.579 stop like it's just contributing to the noise 00:07:34.579 --> 00:07:38.699 and so champagne clientele they're they're above 00:07:38.699 --> 00:07:41.819 that noise they're above that they're like yeah 00:07:41.819 --> 00:07:45.790 but that seems They're the type of people who 00:07:45.790 --> 00:07:47.750 are going to be alongside you in that way of 00:07:47.750 --> 00:07:50.370 being like, no, I just want this one thing done. 00:07:50.509 --> 00:07:52.990 I don't want you to do everything for me. I don't 00:07:52.990 --> 00:07:56.209 that all that is handled. I have this one problem 00:07:56.209 --> 00:07:58.790 and I recognize this one problem can take me 00:07:58.790 --> 00:08:02.569 to the next level if it's solved. And so champagne 00:08:02.569 --> 00:08:04.689 clientele, they're the ones you want to kick 00:08:04.689 --> 00:08:07.610 it with and drink champagne with and get the 00:08:07.610 --> 00:08:13.230 job done. So for someone that's ready to level 00:08:13.230 --> 00:08:16.329 up, but perhaps is feeling stuck in that I'm 00:08:16.329 --> 00:08:19.829 not good enough zone, what would be one branding 00:08:19.829 --> 00:08:23.250 move that they can make today to start positioning 00:08:23.250 --> 00:08:27.689 themselves as a market leader? Go to your homepage 00:08:27.689 --> 00:08:32.110 on your website, okay? I have been on a tangent 00:08:32.110 --> 00:08:35.070 about this, and I want you to think about two 00:08:35.070 --> 00:08:36.230 different types of restaurants. I want you to 00:08:36.230 --> 00:08:38.690 think of a buffet where you pick up a plate and 00:08:38.690 --> 00:08:42.340 you put everything on that plate. Or think of 00:08:42.340 --> 00:08:44.519 being at a really nice restaurant that has a 00:08:44.519 --> 00:08:47.340 tasting menu experience. All right. Two vastly 00:08:47.340 --> 00:08:49.580 different places. Lots of food. Two vastly different 00:08:49.580 --> 00:08:51.799 places. Two different bills at the end of the 00:08:51.799 --> 00:08:53.500 night, too, if we're being quite frank with each 00:08:53.500 --> 00:08:57.820 other. You want to be the tasting menu for your 00:08:57.820 --> 00:08:59.799 website. So what I want you to do is I want you 00:08:59.799 --> 00:09:02.840 to go and look top to bottom on just your homepage 00:09:02.840 --> 00:09:06.820 to start. And I want you to look at it. And I'm 00:09:06.820 --> 00:09:09.320 going to acronym for all of you real quick. So 00:09:09.320 --> 00:09:11.179 if you have a piece of paper, write down the 00:09:11.179 --> 00:09:15.200 word flute going up and down. And I want you 00:09:15.200 --> 00:09:17.779 to look at the very start of your website. And 00:09:17.779 --> 00:09:21.740 I want you to say, is this tapping into the feeling 00:09:21.740 --> 00:09:26.379 of either pain or pleasure? Okay. Is it what 00:09:26.379 --> 00:09:30.899 your ideal client has pain around? Or is it something 00:09:30.899 --> 00:09:33.779 that your ideal client is pining over, like really 00:09:33.779 --> 00:09:37.690 wants in their life? If it is talking about you, 00:09:37.809 --> 00:09:42.490 cut it out, okay? Because you got to get real 00:09:42.490 --> 00:09:44.629 clear about the person who's reading it. You 00:09:44.629 --> 00:09:45.850 don't need to get clear about you. You need to 00:09:45.850 --> 00:09:47.950 get clear about the person who's reading it. 00:09:49.210 --> 00:09:53.289 Then you want to L, for my friends who really 00:09:53.289 --> 00:09:57.899 like order, you want to leverage. what that feeling 00:09:57.899 --> 00:10:00.860 of pain or pleasure is. We want to really start 00:10:00.860 --> 00:10:03.320 to amplify that, agitate the pain if that's what 00:10:03.320 --> 00:10:06.480 you need to do. You need to dig in and start 00:10:06.480 --> 00:10:08.220 to show people that you understand their problem 00:10:08.220 --> 00:10:11.860 better than they do because the reality is, the 00:10:11.860 --> 00:10:13.720 reality is if you can prove to somebody that 00:10:13.720 --> 00:10:15.299 you understand their pain better than they do, 00:10:15.440 --> 00:10:19.000 then you are going to be able to close that sale 00:10:19.000 --> 00:10:21.059 faster and people are going to start hopping 00:10:21.059 --> 00:10:24.139 on calls not to validate if you're real or not. 00:10:24.399 --> 00:10:27.259 but to actually say, I know you can help me. 00:10:27.340 --> 00:10:29.899 Two different conversations, champagne clientele, 00:10:29.940 --> 00:10:31.399 they're looking for the person who can help them. 00:10:32.039 --> 00:10:37.279 And then as we keep going, we want to also, let's 00:10:37.279 --> 00:10:39.860 spell flute in my head here, you, we want to 00:10:39.860 --> 00:10:43.639 show that we understand and can uncover real 00:10:43.639 --> 00:10:46.759 strong data points. All right, y 'all, like you 00:10:46.759 --> 00:10:50.820 need, well, sorry, understand. and amplify what 00:10:50.820 --> 00:10:52.840 it is that they really want. So at this point, 00:10:52.879 --> 00:10:54.860 we've done a lot of emotion. We're like, hey, 00:10:54.879 --> 00:10:57.120 listen, I feel your pain. I understand your pain. 00:10:57.240 --> 00:10:59.679 No, really, like it sucks. Like your whole life 00:10:59.679 --> 00:11:01.700 is upending because this one thing is keeping 00:11:01.700 --> 00:11:05.080 you stuck. And look, I've been there and I've 00:11:05.080 --> 00:11:09.440 solved that before. Then we are going to anchor 00:11:09.440 --> 00:11:12.500 that down, that T. We're going to just really 00:11:12.500 --> 00:11:19.980 start to hone in on some kind of... I just said 00:11:19.980 --> 00:11:21.480 like five things in my head at one time. That's 00:11:21.480 --> 00:11:23.639 why I paused. We want to anchor it in credibility, 00:11:23.879 --> 00:11:26.759 okay? So anchoring with credibility. Logos you've 00:11:26.759 --> 00:11:28.779 worked with, that works. Testimonials you've 00:11:28.779 --> 00:11:31.299 worked that people have given, that works. If 00:11:31.299 --> 00:11:33.600 you don't have those things yet, data points 00:11:33.600 --> 00:11:37.679 that support your emotions with fact. Because 00:11:37.679 --> 00:11:39.639 there's going to be people who need tangible 00:11:39.639 --> 00:11:42.440 facts over emotions. And then after that, we 00:11:42.440 --> 00:11:45.240 want to elevate your solution. So really share 00:11:45.240 --> 00:11:47.139 what is your solution to the problem. If you 00:11:47.139 --> 00:11:50.360 cannot answer those things, That's why you're 00:11:50.360 --> 00:11:53.340 stuck. And if your homepage isn't saying those 00:11:53.340 --> 00:11:57.179 things, that's also why you're stuck. So really 00:11:57.179 --> 00:12:00.620 look at your homepage and say, is this a buffet 00:12:00.620 --> 00:12:02.240 where people can just like pick and choose anything 00:12:02.240 --> 00:12:04.460 they want? Or is this a curated experience from 00:12:04.460 --> 00:12:07.879 top to bottom telling us a story about how our 00:12:07.879 --> 00:12:09.899 appetizer came to be all the way to how dessert 00:12:09.899 --> 00:12:11.899 came to be? Because if you can do that, then 00:12:11.899 --> 00:12:13.100 people are going to hand you a lot of money. 00:12:14.580 --> 00:12:16.500 Well, I love how you tied it in with the flute. 00:12:16.620 --> 00:12:19.710 It took me a second or two to. Tie it back in 00:12:19.710 --> 00:12:22.230 a champagne clientele. So it's all part of the 00:12:22.230 --> 00:12:27.549 brand. Oh, I'm a brand strategist. I can't help 00:12:27.549 --> 00:12:32.210 it. Very clever. So what is your next milestone? 00:12:33.990 --> 00:12:36.830 My next milestone, my personal next milestone 00:12:36.830 --> 00:12:40.889 is to be a millionaire. I'm going to hit seven 00:12:40.889 --> 00:12:43.490 figures. That's my next big milestone. I'm going 00:12:43.490 --> 00:12:45.570 to say it from a mountaintop until it happens. 00:12:46.549 --> 00:12:49.309 But that's my next big milestone. And not just 00:12:49.309 --> 00:12:53.330 so, you know, I have money, which is nice, but 00:12:53.330 --> 00:12:58.590 the ability to give back, the ability to, I really 00:12:58.590 --> 00:13:01.629 love working with children. I really love it. 00:13:01.649 --> 00:13:03.730 I miss coaching cheer, but I have a little guy, 00:13:03.789 --> 00:13:07.009 so his sports are the center of my whole universe 00:13:07.009 --> 00:13:11.879 right now. But I would really like to take money, 00:13:12.059 --> 00:13:14.539 give it to cheer teams that need new uniforms 00:13:14.539 --> 00:13:17.700 or need mats for safety. I would really like 00:13:17.700 --> 00:13:20.639 to put it into girls who want to become business 00:13:20.639 --> 00:13:24.080 owners and give back in that way. And so having 00:13:24.080 --> 00:13:26.840 the ability to also hire women who might be stay 00:13:26.840 --> 00:13:28.779 -at -home moms who still have these creative 00:13:28.779 --> 00:13:31.259 abilities but need to work from home. There's 00:13:31.259 --> 00:13:34.100 just so many things I can do if I had a million 00:13:34.100 --> 00:13:36.600 dollars plus another million plus another million 00:13:36.600 --> 00:13:40.460 that could just change. the way that women operate 00:13:40.460 --> 00:13:42.960 in society and the ability to do that would be 00:13:42.960 --> 00:13:46.200 so, so powerful. So that's my next milestone. 00:13:46.340 --> 00:13:48.259 Not because I want money, but because I just 00:13:48.259 --> 00:13:50.759 want to use it to change it on so many different 00:13:50.759 --> 00:13:54.779 levels. So, yeah. I love that. Well, thank you 00:13:54.779 --> 00:13:57.700 so much for joining me today, Rolande. Always 00:13:57.700 --> 00:13:59.840 a pleasure, Sheila. You just tell me when and 00:13:59.840 --> 00:14:05.009 where. And where can we find you online? Yes. 00:14:05.009 --> 00:14:08.129 So you can find me on LinkedIn. Raelynn Logan. 00:14:08.190 --> 00:14:11.789 There is only one. So R -E -L -A -N -D. I will 00:14:11.789 --> 00:14:14.169 show up. I might have a hat on, might have sunglasses 00:14:14.169 --> 00:14:16.409 on. If you come to a page and there's a girl 00:14:16.409 --> 00:14:19.509 drinking champagne, it's probably me. And then 00:14:19.509 --> 00:14:23.090 you can also find me just at my website. So gray, 00:14:23.210 --> 00:14:27.110 G -R -A -Y, digital, M -K -T -G dot co. I will 00:14:27.110 --> 00:14:30.509 be there. But Raelynn Logan is the fastest way 00:14:30.509 --> 00:14:33.309 to find me on the Internet because. I really 00:14:33.309 --> 00:14:36.389 am. I think probably close to the only one. We'll 00:14:36.389 --> 00:14:41.129 also leave all of the URLs on the podcast show 00:14:41.129 --> 00:14:44.409 description on the notes. So make sure that you 00:14:44.409 --> 00:14:46.370 check those out so that you can connect with 00:14:46.370 --> 00:14:49.470 her. And thank you all for joining me on another 00:14:49.470 --> 00:14:52.330 episode of Milestone Moments in Business and 00:14:52.330 --> 00:14:54.389 Leadership. Until next time.