Inspiring Conversations with Urina Harrell of Vox Pop Branding

Today we’d like to introduce you to Urina Harrell.

Urina, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started Vox Pop Branding ten years ago in my dorm room as a sophomore and student-athlete at Duke University. As I contemplated my passions and aspirations, I realized that marketing encompassed everything I loved: psychology, artistry, and entrepreneurship. Eager to gain practical experience, I began searching for internships at marketing agencies. However, I quickly discovered that most agencies lacked the social impact focus I desired. Ultimately, I decided to carve my own path and create an agency that aligned with my values. Thus, Vox Pop Branding was born.

Having grown up amidst mental illness, depression, and poverty within my family and community, I witnessed firsthand the pervasive influence of negative messaging. My community was bombarded daily with thousands of messages emphasizing what they lacked, reinforcing feelings of inadequacy, and perpetuating the belief that their lives would be better if they possessed certain material goods. It became my mission to help businesses enhance their digital presence while simultaneously making a positive difference in the world. I envisioned a future where socially conscious messaging, backed by data, would demonstrate that organizations could achieve their goals while prioritizing the mental health and well-being of their target audience.

Throughout the years, Vox Pop Branding has been committed to this vision, and we have seen the positive impact our work has had on both businesses and communities. As we continue to evolve and expand our reach, our dedication to promoting socially conscious messaging and human-centered marketing remains at the forefront of everything we do.

Through Vox Pop Branding, we aim to empower brands, both large and small, to embrace the potential of socially conscious messaging as a catalyst for positive change. We are committed to demonstrating that it is not only popular but also profitable to align organizational goals with the betterment of society and the well-being of consumers.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Over the course of my journey, I have encountered both triumphs and obstacles, making the road far from smooth. One ongoing challenge I face is the task of educating business owners and decision-makers about the profound impact of marketing, not only on their own businesses but also on the mental well-being of their consumers. As a fellow business owner, I understand the emphasis and pressure placed on profitability and sales. However, just as we strive to recycle and reduce our carbon footprint, it is crucial to incorporate positive messaging into our marketing campaigns.

During my ten years as an entrepreneur, I have also encountered various hurdles that have tested my resilience. Balancing multiple jobs while running my business full-time, orchestrating miracles to ensure client satisfaction, and dealing with non-paying clients are among the many challenges I have confronted. Nevertheless, each experience has served as a valuable lesson, equipping me with knowledge and preparing me for future endeavors. I firmly believe in sharing my mistakes as openly as my successes in the hope that others can learn from them and avoid similar pitfalls.

Mistakes are an inevitable part of both self-employment and working for others. However, it is our mindset and perspective that determine how swiftly we find solutions to these challenges. Whenever I encounter a problem, I ask myself whether someone else has faced a similar issue before, what tools I possess to address it, and whether it is more efficient for me to handle it myself or seek the assistance of an expert. Recognizing the value of time versus money in each situation is paramount.

By embracing the lessons learned along the way and maintaining a proactive mindset, I have grown both personally and professionally. The ability to adapt, learn from setbacks, and seek innovative solutions has been crucial in overcoming obstacles and progressing on this extraordinary entrepreneurial journey.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Vox Pop Branding [derived from the Latin “Vox Populi” meaning “voice of the people”] is a Full-Service Marketing Agency dedicated to helping businesses and start-ups increase brand awareness, grow their community, and achieve their organizational goals through the power of positive impact and socially conscious messaging. Our agency is unique in that we are not defined by industry or vertical but rather by a brand’s willingness to incorporate data-driven positive impact messaging into their marketing campaigns. We create marketing strategies and campaigns that eschew harmful or socially insensitive messaging while still meeting sales, fundraising, and outreach objectives.

Today we work with NBA players, nonprofits, social impact organizations, government agencies, and businesses across the country and overseas. Our mission revolves around supporting the community, not only through our services but also by shaping how messages are communicated to mass audiences. From day one, our goal has been to dispel the notion that profitability in business comes at the expense of humanity while simultaneously building a compelling case for profit-focused organizations to prioritize social impact in their marketing endeavors. We firmly believe that marketing, from top to bottom, can bring people closer together instead of driving them further apart. This unwavering commitment to effective marketing with a focus on consumer mental health sets us apart.

One aspect of our brand that fills me with immense pride is our genuine dedication to putting people first. In 2020, Vox Pop Branding received a 2020 Empowerment Award from PayPal for assisting small businesses in bridging the digital marketing gap during the challenging initial stages of the pandemic. Additionally, our efforts to help Long Beach-based small businesses secure crucial economic impact grants and keep their doors open was recognized by the Long Beach Center of Economic Inclusion in 2022. Today, we continue to collaborate with accelerators and funds such as the JLH Fund and Fund Black Founders, providing support to small businesses and non-profits in refining their marketing messages and leveraging digital tools for more informed marketing decisions. It is during challenging times that our true character shines through, and I take great pride in our unwavering commitment to supporting local businesses and nonprofits.

Our mission, today and every day, is to create a socially conscious business world, one marketing campaign, message, and idea at a time.

If we knew you growing up, how would we have described you?
From a young age, I was always on the go, thanks to my love for track and field. Whether I was sprinting, jumping, or racing against the wind, sports fueled my energy and ignited my competitive spirit.

But it wasn’t all about sports for me. I had a creative side that couldn’t be contained! Give me a paintbrush, some colorful clay, or any arts and crafts supplies, a playlist, and I’d be in my element. I thrived in the company of artists and creators, soaking up their imaginations and basking in the beauty they brought to life.

I also had a knack for entrepreneurship that emerged at a young age. I would watch an episode of Bill Nye the Science Guy. I loved trying the science projects he taught and even had my own business selling scented bath salts that magically changed the color of your bathwater because of one of his episodes.

As a kid, I was curious, always asking questions that sometimes drove my mom and siblings crazy. I wanted to know everything, from why the sky is blue to how plants grow. Once I set my mind on something, there was no stopping me. Stubbornness became my middle name when I had my heart set on achieving a goal or getting what I wanted.

Looking back, I realize how these experiences shaped my personality and ignited my passions. The blend of athleticism, creativity, curiosity, and a hint of entrepreneurial spirit has paved the way for who I am today. And I’m grateful for every twist and turn along the way.

Contact Info:

• Website: www.voxpopbranding.com
• Instagram: https://www.instagram.com/urina_harrell
• Linkedin: https://www.linkedin.com/in/urinaharrell/
• Other: www.urinaharrell.com

Image Credits
Dajuana Jones