Four Inane Questions with brand strategist Yolanda Villegas

Photo Courtesy of Lane Goodin

Yolanda Villegas’s talents know no bounds. Not only is she a marketing and communications expert, but she’s also who you want in your corner for brand strategy.

Over the years, Villegas has paid her dues in global leadership roles at B2B and B2C corporations and advertising agencies. Armed with her master’s degree in marketing, she’s also moved her way up at several multicultural marketing firms. 

Now Villegas helms Villegas Marketing where she hopes her knowledge and know-how can be an asset to other companies. “I believe that a strong brand can help drive narratives, create effective marketing strategies, and, ultimately, achieve customer loyalty,” she says.  “I’m a natural change agent, so I love to help organizations recognize new opportunities and bring alternative perspectives to their go-to-market strategy.”

We caught up with the prolific marketeer to stump her with our sub-par questionnaire. Like any good creative, she was completely undaunted. Bless.

Photo Courtesy of Lane Goodin

The Pitch: You can change your full name to anything you want, as long as it rhymes. What’s your new moniker? 

Yolanda Villegas: Let’s go with Sophia Maria Garcia. Sophia was actually the first name my mom was going to give me while pregnant! She loved Sophia Loren and thought it was so exotic. It was only until a nun named Yolanda helped Mom through her labor pains that she felt, “I am going to give this nun some props and give my daughter her name.”

Maria as a middle name would be an homage to both my paternal and maternal grandmothers of the same name. They each are such an inspiration to me overcoming so many challenges as an immigrant and/or struggling to raise several children during the Great Depression. And, Garcia is my maiden name and a very common Latino name (like Smith). I love having it as it unites so many of us and it’s a great conversation starter—even though we may or may not be blood relatives. 

If you were a nail polish color, what color would you be? 

I have to go with my favorite color, purple. I’ve always been drawn to this color since I was a little girl. The minute I mixed red and blue to find purple, I was committed! Purple is associated with creativity, peace, nobility, and femininity, so it aligns with what I try to convey in my personal brand. 

It’s also one of the colors I selected for my business (Villegas Marketing). Combined with orange which conveys optimism, happiness, and enthusiasm, it represents my brand well. 

Photo Courtesy of Lane Goodin

What’s your all-time favorite celebrity quote? 

I don’t follow certain celebrities per se to let them influence my thinking, but I do know Oprah Winfrey has said this quote a few times: “Lots of people want to ride with you in the limo, but what you want is someone who will take the bus with you when the limo breaks down.”

It resonated with me because it speaks to holding on to those true ride-or-die people in your life that you know will go the extra mile for you no matter what the situation. I have a handful of cousins, friends, and business associates that I can guarantee pick up the phone when I need help. My advice is to know who your people are, then cherish and foster that relationship. It’s worth more than gold.  

If you had the opportunity to literally win any major award you covet, what are ya choosin’? 

The Brand Impact Awards (BIAs) are an international competition recognizing outstanding branding design, highlighting creative excellence, and consistency across different brand touchpoints. As a marketer, I’m passionate about both the strategy and creative aspects of campaigns. I’ve developed global advertising and branding campaigns during my tenure at General Electric and for Swiss Re, a global reinsurance company.

To be a part of an award-winning global branding campaign would be my ultimate dream!