Starlight…Star Very Bright!
Brandi Kamenar and Icon-B. bring out the best for the best!

By Jay Winchester

Say what you will about rust belt towns such as Detroit, Cleveland and Pittsburgh, but the people who are native to those areas always seem to bring with them that Midwest work ethic that was once the hallmark of American industry. You can trust them to do whatever is necessary to get the job done, taking pride in what they do and how they do it. Brandi Kamenar, a daughter of the Midwest and transplanted here in Tampa Bay, is a shining example of that work ethic.

“I am a very passionate person and was brought up with a fantastic work ethic,” she says. “Being raised in Pittsburgh, a blue collar town, we were taught that family is the most important thing and providing for each other is commonplace. We didn’t grow up with much money, but we did grow up with much of what drives me today: values, passion, honesty, love and a desire to give back.”  As one might guess, the primary people responsible for infusing her life with those values are her parents. “Growing up, my mom was a nurse and my father a Pittsburgh firefighter, so I was always around amazing role models who inspired me and taught me that I could be anything I wanted to be,” she says emphatically.  “I dream big and as long as I am creating, I am driven to do more,
better, faster!”

While it is an enchanting story, don’t make the mistake of thinking of Brandi as a woman with stars in her eyes. She saves the stars for her business. Icon B. Marketing & Publicity Group is a full service PR and marketing firm specializing in celebrity/talent PR, fashion and luxury brands. The firm handles definitive campaign management that includes branding, public relations, press placement, community relations, employee communications, strategic partnerships, advertising, media buying, graphic design, event production, and web design.

“As a full service agency, we provide our clients with all of the necessary services to bring them to the forefront of the marketplace, using traditional and innovative strategies,” Brandi says. “Due to our high profile clientele, we also provide fashion styling, talent and speech coaching, on-camera training, fashion photo shoots, and product placement - to name just a few of the services we offer over and above the traditional PR and Marketing firm services.”

Like many entrepreneurs, Brandi didn’t start out doing what she does today. As she does with her family, she traces the roots of her business back to Pittsburgh, also known as Steel Town, USA. “Having a love for the fashion industry, a passion for helping others and a great eye for innovative design, I put myself through college to obtain training in Marketing, Business Management and Fashion Merchandising,” says Brandi.

Upon graduation, she went to work in her family’s business as marketing director of Image Depot Custom Logo Products. Working together, the family business grew from a $300,000 a year company to a $2.3 million a year company within the span of six short years. “With the incredible experience I gained in owning a business, managing 15 employees, and growing the sales accounts through marketing and PR, I was ready to use my talents, unique vision and experience to open a full service agency,” she says.

Of course, having a vision for success that draws you away from home is one thing; actually leaving home is quite another, as Brandi found out. “It was extremely difficult to leave the family business. Emotionally that was the hardest part for me initially,” she says. “Once I made that transition, I struggled early and often. I had taken my last paycheck from Image Depot and took a leap of faith that I would be able to survive.”

That leap fell just short of the other side of the chasm separating the entrepreneur’s vision of success and her success becoming real. Brandi found herself struggling quite a bit in making things work. “With the economic environment declining, I was unable to obtain a loan which would fund the basic business foundation required to grow my agency,” Brandi recalls. “It was abundantly clear to me at that point I was on my own. I picked up a few clients, but that was not enough to cover my bills.”

Struggling, Brandi downsized to a one-bedroom apartment and only bought bare necessities to make it through. “I was working around the clock every day to gain traction in a difficult industry, handling my own PR, marketing, sales, business operations as well as executing each of my client campaigns,” she says. “Icon B. was beginning to be noticed, but I had to gain credibility by handling reputable accounts. Of course, the catch there was that the reputable accounts wanted to pay 50% of the competitive rate to work with a new agency, leaving me with little funding to hire contractors to assist in moving the agency to the next level.” 

A little over two years later, the journey remains a struggle. Still, as every entrepreneur knows, sometimes the lean years provide more fuel and insight and inspiration for staying true to the vision of success. “All of these growing pains and struggles have educated me significantly,” she says, “and each time I become even smarter, finding more unique ways to break through to the other side. I overcame those obstacles through a strong belief in myself, constant motivation and vision casting, and never-ending support from my family and friends. I do what needs to be done regardless of the situation, never making any excuses, being innovative and becoming the best PR person for both myself and my agency!”      
  
Her hard work is finally paying off, and the agency has gained that much sought after traction. “I feel blessed that we are growing at a very successful rate,” she says with understandable enthusiasm. “The business tripled in our second year, grossing over $400,000. I was honored to be recognized in the community for my work as an Emerging CEO finalist from Tampa Bay CEO Magazine and a 2009 Up and Comer winner from the Tampa Bay Business Journal. In 2009, I also went from one employee to four full-time contractors.” 
 
With the bright light of success finally beginning to shine on Icon-B., is there anything Brandi knows now that she wishes she had known at the start? “The direction my business would take,” she says. “Initially, we were a marketing company, Icon B. Marketing Design Group, and due to demand, it evolved into a PR and marketing agency. Clients could not afford the traditional media buys and advertising strategies to bring their brand to the masses, so I handled PR my way, discovering that my methodologies were unique, innovative and extremely successful. If I had known that I’d be more focused on PR than marketing, I would have certainly done a lot of things differently!” Still, she has caught the PR bug big time, bubbling over with a passion for what has become her true calling. “I wouldn’t change it for anything,” she states. “I have absolutely, positively fallen in love with public relations!”

While you’d think the growing business would capture every waking moment, Brandi’s high-energy persona finds an outlet in other activities. “I love continuing to create from within and expand my personal talents,” she says. “I was recently cast in a movie production that will premiere at the Sarasota Film Festival, will be hosting a local magazine segment, am collaborating with a fashion designer in LA and continuing to model professionally as my schedule permits.”

When asked what she does during her downtime, Brandi laughs. “I wish I had more time to relieve stress,” she answers wistfully. “When I do make the time, I relax, sleep in, spend time with my significant other, family and friends, travel, exercise, and enjoy great cuisine and libations. I meditate, I love, and mostly, I say thanks.”

Much of that thanks goes to a host of mentors who have helped Brandi along the way. “My mentors have all directly affected me personally and professionally,” Brandi says. “My parents instilled my values. My brother taught me how to run a business. Mindy Caivano keeps me grounded, reminding me of where I came from and what is truly important in life. Tammy Levent is another, and just watching this woman in business amazes and inspires me. Jennifer Samuel-Chance coaches me to be the best I can be. Debbie Pulliam reminds me that God has already set the path and it is my choice to follow it in peace and happiness. Those are just a few of the names. I am truly blessed to have so many amazing mentors in my life!”

Brandi credits her Midwestern values and work ethic with anchoring her success. “All of my values come from my family,” she explains. “Honesty and passion drive me. If you are true to yourself and honest in your dealings while giving back to your community and your loved ones, good things will follow.”