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Small Business Bestie
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Small Business Bestie
65: Personal Branding That Actually Works with Rabiya Syed
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Your personal brand follows you into every room, every comment thread, and every sales conversation whether you planned it or not. I sit down with Lexington, Kentucky marketing pro Rabiya Syed to talk about what “personal branding” really looks like when you’re building a career, representing major brands, and still showing up as a real human in your community.
We get into how Rabiya started doing community presentations, why teaching public relations case studies is such a powerful way to learn marketing, and what crisis communication looks like beyond textbook examples. We also talk about internal communication and what small business owners can learn from moments like COVID, when you may not have perfect answers but you still need a clear message and a steady plan.
Then we go behind the scenes of Fayette Mall marketing and the part many people miss: malls can include local, women-owned businesses alongside national retailers, and the marketing channels are a masterclass in reach. We break down practical tactics you can borrow, like VIP-style community events, loyalty lists, collaborations, and using media and social proof to drive foot traffic. We also touch on modeling, pageantry, and community involvement, plus the organizations in Kentucky that are truly worth your time.
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Welcome And Meet Robbia
SPEAKER_00Hey everybody, welcome back to another episode of Small Business Bestie. Today I am talking with a marketing genius. And not only is she that, but she's just a really cool human. I'm so excited to get a chance to chat with Robbia. So, Robbia, I'm gonna give you a few minutes. Tell us about who you are and what you do.
SPEAKER_01Well, thank you for having me. That's uh very kind of you to say about me. I am just glad to know you and grateful to be here. So my name's Robbia. Like you said, I work in marketing in Lexington, Kentucky. Um, I work for a real estate investment trust that owns shopping malls across the nation. And so, of course, I'm repping Fayette Mall here in Lexington. And I also handle marketing for Ashland Town Center in Ashland, Kentucky. Uh, but the way we met is through what you do and through what you did with the Women's Business Center of Kentucky. So I also work on some presentations about personal branding in the community, and I teach at the University of Kentucky, which is uh a recent thing within the past year that I started doing. And then on the side, I do some modeling and talent on air work as well. I think that I think that's the majority of what I'm up to with my career. But uh that's just that's just a little bit about me.
SPEAKER_00That is such an impressive resume. Like, not only is it an impressive resume, but every single one of the things you said, I was like, oh, that would be so cool. Like in my mind.
SPEAKER_01Thank you. That's really sweet. I I do love it. Yeah.
Personal Branding Meets Real Work
SPEAKER_00Yeah. And so, like you said, one of the first uh times that I got really introduced to you on any sort of personal level was at a women's business center of Kentucky, I believe it was one of our strong women, strong coffee events.
SPEAKER_01Yes, yeah.
SPEAKER_00And you were doing a presentation about personal branding, and I was blown away because honestly, I didn't make a really direct correlation between your personal brand and like your business's brand or how you like show up representing a business. I didn't understand how intricately tied they can be. So that was a really interesting presentation. How did you get into doing presentations in the community? Like, what was the first opportunity that came along for you?
SPEAKER_01I mean, I don't also want to make it sound like I'm doing them all the time. I feel like I've done a few. It probably first started after I graduated from the University of Kentucky. I was invited back to speak on an alumni panel for the integrated strategic communication major. And it was a panel of just a handful of alumni speaking to college students and just about advice into about transitioning into their career after they graduated from college. And it would be anything as simple as what should you wear to work, or like how do you deal with interviews and the interview process, or how do you find a career that you kind of mentioned like your branding and your career being intertwined. So, like, how do you find a career that does that for you, or that you feel like could be an extension of who you are, or you could apply some of your interests into what you do for work. So a lot of advice like that. And I had a professor, Dr. Hutchison, who invited me back to speak to them multiple times. And so I became comfortable with it through that. And then I also would speak to students at the Gatton College of Business and Economics after I graduated with my MBA. And so that one was wild too, because I don't necessarily feel like I'm any sort of expert. I'm just doing what I enjoy doing and trying to make the best of it and really work on personal branding. So I think that's it, I don't know. I just think it's interesting. And then so I'll speak, I would speak to future MBA students. Like they just started in the program. And what's crazy about that is like there are doctors and people who are in that program who are doing it part-time, which is the part-time program that I did. And so it's just so interesting to be able to speak about something that can help someone who's already just so amazing, really, you know, just learn from the experiences that I had in the program. So I think it was mostly talking to students, which I guess like looking back is interesting because now I'm speaking directly to students about public relations and marketing weekly. So I can just keep uh talking. Let me let you talk.
Teaching PR Through Case Studies
SPEAKER_00This is what it's all about. Okay, so the the classes that you're teaching at the university currently, you said they were like a PR classes?
SPEAKER_01Yes, yeah, case studies and public relations. Really? It's good. I get to create the entire curriculum and I love pop culture and anything like movies and branding, like we talk about, like different, literally any brand, like hotels or I like the aviation industry. So I'm always talking about like Boeing and Airbus. And I think in the MBA program, I learned just so much about how huge companies really diversify the number of vendors they have so that they can really have a solid supply chain if things change, um, when things change. And so we talked, we just talk about different case studies. So basically, just meaning anytime something has happened that's a crisis with a company. And I know those are huge companies, but small businesses have their fair share of things that go wrong too, or not that necessarily go wrong, but that could even be natural disasters, or it could even be something positive, like a brand collaboration that they did with somebody that went really well and got like the most amount of social media engagement that that they've ever gotten before. So these case studies were really looking at anything interesting that has happened in public relations with any sort of brand and how it affected their business outcomes and how stakeholders within the companies spoke about it publicly and if they handled it the right way. And we're even talking like internal communication too. So, like how your business owner is talking to your employees and the ways that they're communicating with them too. So that was a lot of different things. But I get to talk about pop culture and different brands, like Kim Kardashian's brand Skims. I talked about that. We talked about Tiger Woods and we talked about different athletes and how there's a lot of athlete-owned businesses now, like podcasts, even like LeBron has his own podcast and media company. And so, and I also like to have them do simulations where they pretend to have to lay people off and like different things like that that happen in the in the real world. So um I find it very fun, but I also find it like wow, this is a lot to manage.
Crisis Communication And COVID Lessons
SPEAKER_00Yeah, yeah. I mean, as you were talking, I was just like thinking from my experiences as a business owner and and you know, talking with so many over the years now, like every single one of those situations. I was like, even from like a small business perspective, I could see how that would be something that, you know, you really need a strong background in to be able to handle different situations and know like the internal communication, what came up for me when you said that was during the COVID crisis when I owned a spa. I know a hundred percent our internal communication was not what it should have been, you know. We were reacting to the situation and we didn't have good information to disseminate. And so we were just like spouting off like anything that came our way, which was not the right thing to do, you know, because that, you know, presented a lot of confusion and frustration for our team. So even, yeah, in the small business realm, like those things matter and they matter a lot. Right.
SPEAKER_01That's so interesting that you brought up. I mean, I completely glazed over COVID. I feel like that just, I don't know, that affected obviously everybody so much. And you were trying to do the best you could for the people that worked for you and the people there, but at the same time, we didn't know the answers. So, like all you can do in certain situations is just reiterate how you don't know the right answer at the moment, but you're working to find out the best plan for your business moving forward. And I think during COVID specifically, everybody was really worried about the bottom line too. And then also like health, obviously. Am I gonna be okay if I'm going into the uh office or you know what that was a that was huge, and we do talk about COVID and we do talk about that a little bit and learn from that as well. But a lot of it too is so easy to looking back is so much easier than at the time.
Inside Fayette Mall Marketing
SPEAKER_00Absolutely. And honestly, I feel like if we continue talking about COVID as like the like, I guess, gold standard for an example of what could go wrong in business, like it gets a little like you know, like overdone. It's like, okay, yeah, yeah, yeah. Yeah, a pandemic can happen. Okay, we get it. You know, so like using those other examples of ways that you need to be prepared and ways that you need to understand how to communicate both externally and internally, you know, having that variety of like ways that you're talking about is so important. Yeah. So I'm gonna ask you a little bit about your position with the real estate company and specifically what you do for Fayette Mall, because I think it's really interesting because you do work with some national brands, you work with small businesses that are locally owned, kind of a whole mix of of uh businesses that interact with you on a daily basis. So tell me a little bit more about Fayette Mall and your role specifically within that organization.
SPEAKER_01Yes. So Fayette Mall is huge, over 150 retailers. So, like you mentioned, we have national retailers that are very strong, like Dillard's, like Sephora, Maniso, Build-A-Bear, and Dick's Sporting Goods. We have those stores, but then we have small businesses and local businesses. And that might be something that people don't fully understand or have maybe a different perception of because the mall employs so many. I don't have an exact number, but so many of our local community members and helps, you know, provide those positions for them to have a livelihood and have their lives here and their businesses here. One of my favorite, I have so many favorites, they're like all my favorite, but the pottery place, they're owned by a regional people from this region from West Virginia who brought the business here, and you can paint your own pottery. And so I work, I'm working with them right now to plan an event for the summer for our Fayette Mall VIP Club. And our VIP club is a way to kind of build that community within a huge community, and so it's free family events throughout uh Fayette Mall. And people can join um by checking out our social media, and we have details about our VIP club there. But I partner with the smaller businesses too throughout. I just worked with Rose and Remington and Burlap and Birch. They are a locally owned, women-owned, mother-daughter, duo-owned company, and we worked with them to promote their dresses for Keeneland and for Derby. So it really is about partnering with the smaller businesses too. And as marketing director of Fayette Mall, there are so many marketing channels that I have at my fingertips, like our loyalty text club, like I mentioned, our email club, our website, our media presence through LEX18. Fayette Mall is the official retail partner for LEX18 for the year. So there's so many things on a massive scale that I think small businesses can also apply to their social media and to their press and things like that, kind of looking at you can kind of, I guess, look at what national retailers are doing and look at what other businesses are doing to kind of get some inspiration. I'm getting inspired all the time from the local businesses here about like the trends they're using on social media or the community members that they invite into their establishment. The Sunshine Grow Shop is local and they're in the parking lot open for the season, and they've had some really creative social media and they're great families. Meletta is local, locally owned as well. The restaurant here that's very nice. And so there's just a lot, there's a lot of overlap, like you mentioned, with national and with smaller retailers, small business owners, the kiosks throughout the mall. Bourbon Creek is locally owned as well. And so there's there's a lot of that in the mall that I hope people can appreciate and learn more about.
SPEAKER_00Yeah. And I'll be honest, you know, before you and I met, I avoided the mall, like the plague, because in my mind, it was like the mall was all big retailers. It wasn't supporting local, you know, and I'm the small business bestie. So I was thinking, you know, I've got to shop local. I didn't realize how many locally owned businesses were within our mall. And when I actually walked through with you, I was kind of like mind-boggled by how many like eateries and small retail shops that, you know, are not those big national change. And I'm not not dissing on any of them either because, like you said, they do employ our local um, you know, workforce and put tax dollars into our local economy. But yeah, I was really, really excited to see that many. I know back in Oklahoma, I definitely did not see that many local businesses at our malls there. So I think it's really cool to see how that's working out here.
SPEAKER_01Yeah, thank you. And I think it is hard to tell too. I mean, they all like the mall looks cohesive and consistent. So it's hard to tell sometimes unless you're going to a retailer and you know, like, okay, Macy's is not a local business. But like some you you wouldn't necessarily always be able to tell from low looking at it. And one of my coworkers, she is a senior local leasing and advertising manager here. So her entire job is a lot large portion is working with the local businesses and getting local business owners in and things like that. So it is Chocomania is here from Georgetown. Like you said, yeah. I appreciate that though. And I'm glad that through getting to know you and spend time with you, that you've also enjoyed that as well.
Modeling Pageants And Brand Persona
SPEAKER_00Yeah, absolutely. Okay, so now I'm gonna change subjects completely. You mentioned that one of the, I mean, was it uh burlap and birch? Yes.
SPEAKER_01Are they the ones that have the dresses for Keeneland and Derby and all that? Rose and Remington does. They're actually sister stores, so that's kind of why I mentioned it. Burlap and Birch is starting to carry more apparel, but Rose and Remington is um only apparel and some accessories and things like that.
SPEAKER_00And are they year-round or are they a seasonal remote? Year-round.
SPEAKER_01Year-round.
SPEAKER_00Year-round. Okay. And so that brings me back to I saw on social media the other day the most amazing photographs of you with the derby photo shoot that you did. It was incredible. So I'm gonna segue into your modeling. And you is it correct you do pageants as well or just modeling?
SPEAKER_01I did. I did, I did somehow find myself in that world. It's really great. There's a lot of inspiring women, and I learned so much through that process of pageantry and learning from Maria Montgomery. But um, I did that for a few years, and then I have always wanted to model and to be in that world. I love the idea of helping a vision come to life with a photographer and with the brand owner and working on myself, keeping myself in shape and just like aware of what is happening in terms of brands and personal branding. It goes into that too, because I can build then a portfolio of brands that I've worked with and kind of build what that brand persona looks like. Completely separate, I will say completely separate from my job. It kind of does overlap in certain ways. And you know, I'm always putting myself in different things that I can be involved in through my work, but then it's a lot of it is separate from my work too. And so I think it's a great way to just have new experiences in life, honestly.
SPEAKER_00Yeah. So when you were doing the pageantry, was there a specific pageant that came along that piqued your interest? Or was it like you knew you wanted to get into pageantry and you just kind of like slid in wherever it fit?
SPEAKER_01I saw an Instagram ad about applying to be in Miss Kentucky USA. And I applied for it just randomly just to see what would happen. And I think what really piqued my interest about it was first of all, it looked like everybody involved was really pushing themselves to their limits in terms of physical fitness and self-reflection and how they see themselves contributing to the community here in Kentucky. And I love to, and I won't say I'm like volunteer of the year, I'm definitely not, but I enjoy being involved in community organizations like The Nest, and I think they do great work and Women's Business Center of Kentucky, of course, and just some different organizations, women leading Kentucky before, and that's not necessarily that's more professional development, but anyway, I love to be involved in the community. So the pageant world definitely related to that. And so I just applied and I didn't think I would get in or anything. And then I did and did it for a few years. So I think that's kind of what attracted me to it and the perceived glamour of it, which, you know, is fun, but it's all just so much work and exhausting. And I just respect people involved in that industry for sure.
SPEAKER_00Yeah, I've definitely never had an experience in the pageant world outside of when I was in fourth grade. I entered the junior Miss Lone Grove pageant way back in Oklahoma. I need to see photos. That sounds so adorable. I have exactly one photo of that.
SPEAKER_01Um my eye is watering. I'm not crying, don't worry.
SPEAKER_00Oh, you're not.
SPEAKER_01Oh, I thought it was a really touching story I was telling you. That along with my eyes watering, yeah. I'm getting emotional because I think that you should go back into pageantry and you're so wrong.
SPEAKER_00Um I love it. Um yeah, I have had a couple of experiences in the past few years with other women who were involved in pageants, and I didn't realize how much of the backbone of the mission is actually about cu community building, community involvement, charity, you know, raising funds. I did not know that at all. I honestly thought it was all about the actual competition and the crown or, you know, the sash or whatever it is that you're competing for. Um, and it really kind of has changed the way that I view that industry and that endeavor because it makes it worth something more, you know?
SPEAKER_01Right, right.
SPEAKER_00Like you said, like there is that like glamour of it, right? Like everybody wants to feel beautiful and appreciated and all of those things. But when you're doing all of that and there's a mission behind it, it's just so beautiful. Right.
SPEAKER_01You have to have that part of it because otherwise, like the hours that you don't sleep and then the hours of hair and makeup and the exhausting self-reflection, that that can't just take you that far because you have to have the desire and the heart for it. And um, I like being around people who are really pushing themselves uh because I think that that really helps all of us elevate.
Community Groups Worth Joining
SPEAKER_00Yeah, absolutely. Okay, so you mentioned the Nest and you mentioned Women's Business Center of Kentucky. Are there any other local organizations that you've worked with in the past couple of years that just really stand out to you as like worthwhile for business owners or community leaders to reach out to to get involved in?
SPEAKER_01Yes, definitely. So previously before this job, I managed sponsorships for the University of Kentucky for UK healthcare and so community engagement and sponsorship. So I was able to be exposed to all sorts of organizations. So I love this question. I love the Lexington Humane Society because I have a dog. That's like the main reason, and they do such great work. So I've volunteered at their holiday boutique and then also at the Pet Smart to help people find dogs to adopt. And so I think that's a great organization just in general for anybody. But then also thinking about young women, both women who might have small businesses or businesses in general, as well as women in high school, uh, junior achievement is great. Junior Achievement has a program called Miss Business. And so I was able to volunteer there to basically mock interview high schoolers. Uh, they're so sharp, by the way. Like, I love how this conversation theme like is also about misconceptions or what we perceive maybe changing because I do feel like everyone's always talking about different generations and they're like, oh, this generation, this new generation, whatever. And I'm like, oh my gosh, if you interviewed, if I interviewed some of these girls, I'd be like, yeah, we're gonna, we're gonna try to find something for you because they were tomorrow. Yeah, you start tomorrow. I know here's your paperwork. They probably need help uh figuring that part out. But no, they're so they're so great. Like I was very impressed. But anyway, so like as a young woman, you could kind of, or if you have kids, uh enroll them in a program like that, I think would help a lot. And then as a woman who is maybe more established, being involved as a potential mock interviewer for that, um, I think it's maybe once annually, but there might be more consistent programs that I'm not aware of throughout the year. So they're great too.
Walkout Songs And Owning Your Shine
SPEAKER_00Love that. Okay, last question because I know we got to wrap up. And this is the first time I've ever asked this question, but when I was getting ready to interview you, it came to mind because I felt like if anybody that I've ever chatted with would have an answer, it would be you. The pressure is so on. I can edit it out if you don't have an answer. Okay, perfect. Okay, what would be your walkout theme song?
SPEAKER_01I probably have a lot of answers for this. I'm not sure if you have been exposed to the world of K pop and Listen, I've got a seven year old daughter.
SPEAKER_00K pop is all we listen to now.
SPEAKER_01Okay, so you know the song Golden, probably. Yeah. Yeah.
SPEAKER_00I love it. I know it worked the word. We could sing it right now.
SPEAKER_01I couldn't sing it. Like if my voice could go that high, I could sing it. But I really like that song. I think it's yeah, about embracing who you are and using that to your advantage in life and just being yourself, but like rising above and shining. Yeah. So sure. I would love to embrace that energy even on days that I might not feel like I am.
SPEAKER_00I love that answer so much because that's um when I told my daughter that I was going to be participating in the dancing with the Lexington Stars. Yes, she asked me if I would dance to Golden. And you said yes. And I said, I already have another song in mind. But also, you know, the type of like I'm not a pop dancer, and it would be very hard to do like a classical ballroom inspired dance to that song. So right.
SPEAKER_01And your hips might even be even more sore if you had to do a dance. I feel like that would be fast-paced. But I appreciate her feedback. Maybe you can have a little after party with her and dance to golden together.
SPEAKER_00Absolutely. I've heard that after the competition uh that evening, there's a DJ and they open it up. So before the event, I'm definitely gonna go try to get the DJ to put that on his play set for us.
SPEAKER_01Yeah. Oh, that'll be so good.
SPEAKER_00I can definitely see Golden as your walkout song. It definitely is like a woman empowerment, like shine your light. Take your own. Thank you.
SPEAKER_01What about you? Thank you.
SPEAKER_00What is yours? Oh my gosh. Honestly, I think mine changes day by day, but it's always gonna be something by Alanis Morissette because she is like, Yeah, she sings my heart. Like every time she drops a new album, I'm like, how did she know what was happening in my life right now?
SPEAKER_01My gosh, I love that. She has a really great voice. I feel like I only know her like iconic music that's probably not the newest, but I love love that answer too.
SPEAKER_00I'm gonna find you on Spotify and I'm gonna start sending you all the deep cuts.
SPEAKER_01Yeah, we can make a blend. Robbia and Michelle blend. Those are fun.
Wrap Up And How To Connect
SPEAKER_00Robbia, this has been the most fun conversation. Thank you so much for sharing your experience and your insight. And we'll make sure to link all of your social media, your website, all of that in the show notes so that everybody can reach out to you. And uh I look forward to watching your journey unfold. It's so inspiring.
SPEAKER_01Thank you. Right back at you. I really am so honored to be included, and I'm just grateful for your time and inviting me. And I just appreciate you so much.
SPEAKER_00All right, we will talk at all of you all later. Sounds good. Bye. Thank you. All right, besties, that does it for today. If you're interested in becoming a part of the Small Business Bestie community, join us in the Facebook group or find out more information on the website at smallbusinessbesti.org. Please share the podcast with your friends who could use a friend in business. And it would really mean so much to me if you follow the show and take just a few seconds to rate or review. A five-star rating really helps the show become visible to other besties who may just need the support and friendship that we offer.