Welcome to “Brand Champions,” where we dive deep into the art and science of building unforgettable brands. Join us on Advertising Champions TV as branding gurus share their secrets to creating brand loyalty and driving impact. Discover the strategies behind iconic brand stories and learn how to stand out in a competitive marketplace. Today our host, Howard Wolpoff spoke with Nadine Mullings
Nadine Mullings
CEO at She Elevates Media
Website Address: nadinemullings.com
Short company description:
She Elevates Media exists to raise the platform of female transformational leaders who are called to boldly and confidently share their God-given message, to reach a broader audience, and to advance the Kingdom through influential media.
Transcript:
Howard:
Welcome back to Brand Champions. I am Howard Wolpoff, your host. This is brought to you by Teal the Agency. Today, I am excited to have Nadine Mullings with She Elevates Media. Nadine, welcome to our conversation. .
Nadine:
Thank you so much for having me.
Howard:
Absolutely. We’re glad to have you. Let’s talk about branding. How would you describe its role in marketing?
Nadine:
Branding is truly the foundation of your marketing. When I work with clients, I actually call it their marketing foundation. The core focus of branding is your mission, your vision, and your calling. Once you’re clear on those three things, everything else in your marketing flows more effectively. That’s why branding—and having a strong foundation—is so important.
Howard:
That makes a lot of sense. How do you help people approach defining their mission and vision?
Nadine:
I always encourage people to start with the heart, not the head. A lot of times when people write mission or vision statements—especially ones that are public-facing—they’re thinking logically about what sounds good or what they think they should say.
Instead, I say lead with the heart. That’s what allows people to truly resonate with your message. A heart-centered message connects far more deeply than one that’s purely logical. So it’s really about shifting from a head-based approach to a heart-based one.
Howard:
That’s powerful. When it comes to marketing execution, do you have any advice on where people should focus their energy?
Nadine:
Yes—pick one primary platform. I know that’s not always the popular advice, but I strongly believe in it. Choose one main platform and go deep there. You can still have a presence on other platforms, but really show up consistently and intentionally on that primary one.
That’s how you avoid spreading yourself too thin and how you build real momentum.
Howard:
That’s great advice. What about budgeting for marketing—how should businesses think about that?
Nadine:
A good rule of thumb is 10%. Whatever revenue your company is bringing in, allocate about 10% toward marketing. I don’t usually recommend a fixed dollar amount because every business is different. Instead, I encourage companies—regardless of size—to consistently reinvest 10% of their revenue back into marketing initiatives.
Howard:
Can you share an example of how this heart-centered branding approach has worked for one of your clients?
Nadine:
Absolutely. I had one client who already had her mission and vision defined, but she had created them based on what experts and coaches told her they should sound like. When we worked together, we shifted her messaging to truly reflect her heart.
She noticed a significant change in the type of clients she was attracting. They were more aligned, the work felt better, and the results improved. It really reinforced how important it is to lead with your heart in business—because that directly impacts who you attract.
Howard:
That’s such a great example. Thank you so much for sharing your insights today.
Nadine:
Thank you so much. I really appreciate it.
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