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Going Through A Metamorphosis Latria Graham talks about her company’s major honor and how she’s sharpening her client focus for 2021. First In A Series: Diversity In Promo by Kristina Valdez L atria Graham’s mother believed that one day all of her daughter’s gifts would emerge, hence her nickname, Butterfly. So it’s ironic that as president of Winter Park, Florida- based distributor Graham Leak Branding, Graham now helps her clients’ brands undergo a similar transformation of their own called “strategic metamorphosis,” a method to reclaim and re- envision a brand’s purpose. “In our metamorphosis process, we go through something called the chrysalis phase; this is where the butterfly is forming in the cocoon—discovering itself, understanding its purpose and goals,” Graham says. “Clients can expect discovery, quality and authenticity.” For 16 years, Grahamworked in the sports and entertainment industry doing public relations and cause marketing, spending 10 of those years with the NBA teamOrlandoMagic. Graham found her niche in cause- relatedmarketing and sought to grow brands beyond a logo while creating an impact in communities with strategic philanthropy, transformational diversity relations and meaningful public relations strategies. “I thought, I want to take this a little deeper,” says Graham. “That’s what launched the idea of starting my firm.” Graham realized the power of promotional products before opening GrahamLeak Branding. “We had to do community outreach events, and those giveaways always meant a lot to people. I mean, people will fight you over a t-shirt,” she says. “And I admire the creativity that went into creating a tangible product that you could put in someone’s hand andmake themhappy, and [make them] feel good about your brand.” Promotional products naturally became intertwined in Graham’s business. “I really thought that [promotional products] were closely related to what the overall firmwas doing as far as brand awareness and building brand loyalty because that product is an experience.” GrahamLeak Branding’s typical customer is in the sports or education industry, with clients ranging fromuniversities, associations and sport leagues to professional athletes, the clients who take upmost of her time. “Being able to connect and create platforms for them— it’s been an amazing journey because sometimes, throughout their career, they don’t have the time to domuch in creating different strategies. So, to be able to supplement and help their vision come to life and to think of different ideas for giveaways in the process, it has been very rewarding for me,” Graham says. In her day-to-day business, Graham applies the many lessons she’s learned, like how to create sellable platforms for brands. “One of the biggest things I learned was how to create mutual benefits between corporate sponsors, brands and nonprofits,” she says. “I think being the connector, tomake sure that everyone is mutually benefiting from those relationships, is the key thing that I’ve learned and was able to perfect at the time. It’s a challenge, but it’s fun to actually be like ‘Hey, let’s all do this nice. Let’s accomplish our goals.’” Collaboration is key, says Graham. “I want to help find solutions for partners, sponsors Diversity In Promo ecco / Shutterstock.com 86 | SEPTEMBER 2020 | CONNECT