A recent highlight in the women’s empowerment industry is the realization that mutual support, collaboration and nurturing relationships is one of the most effective forms of currency for female entrepreneurs. More and more women are choosing collaboration over competition. Being connected to a network of those who genuinely support your vision, share a common goal and understand the power of women working together is proving to be a catalyst for success for women in business.
Sharonda and Lateefah met via Delta Sigma Theta Sorority when they both became members in 2008 and the sisterhood and friendship has continued to grow over the years.
Lateefah has a background as a multi-jurisdictional licensed attorney practicing business, entertainment, and contract law, Lateefah’s 10+ years of expertise in resolution and analytics from multiple perspectives, brings a unique spectrum of services to the Elle Brand’s Clients. As corporate counsel serving small business clients on various business development and strategic planning initiatives, Lateefah’s client relations and public relations skillset translated into new business development, and product innovation for clients; optimizing growth and identifying new revenue streams. From raising capital through private placement memorandums to measuring outcomes from business plans, and assisting with legislative and regulatory advocacy, her business clients leveraged new market positions and market integration. Lateefah is a graduate of Florida State University and FAMU College of Law.
Sharonda L. Britton, is the former Sr. Director of Marketing for Walmart’s big box store—Sam’s Club,, where her concerted focus was on growing and adding value to the Sam’s Club Membership. Previously Sharonda led Media Integrations and Strategic Partnerships as well as Multicultural Marketing for Walmart Stores, Inc., where she was a founder and steering committee member for the Inaugural Bentonville Film Festival. Sharonda launched a very diverse career within the Consumer Packaged Goods Industry and is an industry expert in shopper marketing and shopper insights. Her creative ideas and digital shopper marketing platforms were recognized in Shopper Marketing™ magazine and shared during various industry conferences.
Sharonda has a passion for multicultural marketing and has been able to leverage her vast experience across general market and multicultural consumers using compelling insights to build campaigns, platforms, and strategic partnerships. In 2013 and 2016, Sharonda’s hard work and perseverance led to her being named as one of Black Enterprise Magazine’s Top Women in Marketing. She has also been recognized in Ad Age’s Top 40 Under 40 and iMedia’s annual list of the Top 25 cutting-edge creatives, strategists, and technology innovators. Sharonda is a graduate of Florida A&M University School of Business and Industry, and has earned an MBA.
Combining their knowledge, skill set, expertise, experience and their shared love of helping small business owners and fellow entrepreneurs grow, Lateefah and Sharonda created The Elle Brand. Lateefah often going with only her initial “L” and Sharonda being very firm over the years in branding herself with her middle initial “L” led them to naming the company “The Elle Brand” Meet Lateefah Muhammad and her sister in success Sharonda L. Britton.
The Elle Brand focuses on creating marketing campaigns, retail strategy, talent integrations, and partnerships that engage our Clients’ target audience, and drive quantifiable results. Through consumer and shopper insights, they develop a marketing strategy around a defined consumer base. Consumers want to know why they should be connected to brands; to effectively achieve this, their Clients’ Brand Story is created, defined, or redefined. In order to connect audiences in a relevant way via media partners and activations, a strategic 360 campaign is developed and customized for the clients’ specific brands. Clients’ campaigns are tracked, measuring their digital engagement and marketing performance. From research, it is then evident that quality content in the right mediums and at the right time builds trust, loyalty and brand advocates
The Elle Brand’s strategies, alliances, collaborations, partnerships, and dynamic team generate the results of client needs. They turn insights into business advantage, create a supportive and intelligent brand strategy, and optimize marketing efforts. The Elle Brand focuses on being their clients partner in consultation and execution. They identify new business opportunities, solve problems, and offer insight on intelligent campaign decisions. “We want to help our clients achieve growth through their vision and mission; and have fun and enjoy the process along the way” - The Elle Brand
- “The Elle brand is steadily growing having built partnerships and clients with the likes of The Steve Harvey Sand and Soul Festival, @The_Fresh_Dolls, and African American Doll company, new R&B girl group @JunesDiary, High-End Hair Boutique @CherylCoutureInc, inspirational clothing apparel line @Gamebreakernation, music and entertainment management @Timelessent_ and several other brands under consideration and in development.
- They have been responsible for the @CamilleRoseNaturals branded integration with Season 2 of the Web Series GIANTS and also recently leading the campaign with Fresh Dolls and June’s Diary (currently on #TheGreatXscape Tour), driving messaging around Girl Power and #IamBeautiful to inspire young girls to embrace their inner beauty.
- They have also recently partnered with One Solution on talent integration integrating @RealRobHardy, renown director and producer including The Quad on BET, into a campaign with AT&T #HBCUunlimited #ATTfamu
The Elle Brand launched in April 2017, these ladies are just getting started and are already making money moves.