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Social Media Decoded
From Kazakhstan to Global Success: Dr. Shadé Adu’s Proven Formula for Digital Branding & Online Course Creation
00:26:55
In this episode of Social Media Decoded, host Michelle Thames sits down with Dr. Shadé Y. Adu, award-winning digital brand strategist, international speaker, and bestselling author, to uncover the secrets behind building a magnetic personal brand and launching profitable online courses.
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- [00:00]
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Dr. Sade Adu
The biggest mistake is creating the course before you have a market for it. We want to create things that people are willing to buy versus what we just want to create.
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Michelle
What inspire you to pivot into digital branding and course creation?
- [01:29]
Dr. Sade Adu
I started my business almost 11 years ago in the Republic of Kazakhstan. After three years of being there, I knew that there was something else that I was supposed to be doing.
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Michelle
What are the biggest branding mistakes? And I'm sure that you see a lot of people make these mistakes that entrepreneurs make that block them from achieving those three goals that income, influence and impact.
- [01:49]
Dr. Sade Adu
Get clear about who you are in your target market. You gotta have somebody that you want to sell your programs, products and services to. Everybody wants it.
- [01:57]
Michelle
How does digital branding and online education play a role in wealth building?
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Dr. Sade Adu
Even if the people who did take advantage and they scaled to multiple six figures and millions, they're able to reinvest that into harder assets, into real estate, into the stock market.
- [02:12]
Michelle
What are your top three must do branding strategies that we need to know for 2025? Hello everyone and welcome back to the Social Media Decoded Podcast. The number one podcast to help you understand social media better so that you grow your business, get more clients monetized. And today I'm excited because I have a special guest, someone who has taken the digital branding world by storm. Okay. You know, I love some powerful women. And we are talking to Dr. Sade Adu, and she's an award winning digital brand strategist, international speaker, best selling author who has helped women entrepreneurs across the globe. Y'all already know how I feel about my women entrepreneurs, right? And so she has created generational wealth through branding and online course horses. And so she started her business over a decade ago, and I'm so excited to have her here today. Thank you so much, Dr. Sade, for coming on the social media decoded podcast.
- [03:06]
Dr. Sade Adu
Thank you so much for having me. I'm excited to be here.
- [03:09]
Michelle
Yes. I'm excited to dive into all the things. Okay. Because I know you have helped so many women and maybe somebody is struggling with their personal brand. Right. To create a profitable online course, y'all. This is, of course, you know, all things that I love. And so, of course, we're probably gonna nerd out on this episode. So I hope you have your pins and notepads ready. You already know gems are about to be dropped, so let's dive right in. Okay. I want to talk about the digital branding blueprint. Right. I have to start with this because I've been trying to figure out how to say this name, y'all. So if I get it wrong, okay. She gonna correct me, but Kazakhstan.
- [03:45]
Dr. Sade Adu
Yes, Kazakhstan. Kazakhstan.
- [03:48]
Michelle
Right. Take us back. You got started as an entrepreneur there, and what inspired you to pivot into digital branding and course creation?
- [03:57]
Dr. Sade Adu
I started my business almost 11 years ago in the Republic of Kazakhstan, and I was an educator. So my background was in teaching. That's what I wanted to do. But after three years of being there, I knew that there was something else that I was supposed to be doing. I did not know exactly what it was. So the third year, on the first day of the third year of me being a teacher overseas, I started to go on this journey to figure out what's next, because I knew I was not going to be renewing my contract, and it was time for me to go back home or go somewhere else. I just didn't really know, but I knew that I wanted to help people. So that was the key. And I was like, well, I got to figure this help thing out. I knew I wanted to help people. I knew I wanted flexibility. I wanted to be able to travel. I wanted to spend time with my family, so I needed a career that allowed me to do that. I had a great time at Kazakhstan. I traveled the world. I was living my best life in my 20s. Like, they tell us to do. But I knew that I was missing out on something, that there was more, and I was on the search for more. So a month before I resigned, I started my business online. And at the time, I was a life coach. I just wanted to inspire and help people while I was overseas. There were people that were watching me on social media and they were inspired to travel, they were inspired to take international jobs, and even like four star generals were asking me for career advice. So I started as a college and career coach because those were the things that I knew how to do. And it later transitioned into branding, personal branding, and digital branding. Because people kept asking me, how did you build this brand? How did you build this brand? They kept saying to me. And I was like, I must know something about branding because these people keep asking me about branding. And then I took took the leap of faith to rebrand from a life coach to a branding strategist. And I mean, we've been going since. I would say the rest is history is what the people would say.
- [05:52]
Michelle
Oh, no, I love it. I love a good story. And see you all. Look, you can pivot, right?
- [05:57]
Dr. Sade Adu
Yes.
- [05:58]
Michelle
About pivots all the time here on the podcast. So you can pivot. You may be doing something right now, but you may love digital marketing. Okay. Like we do. And you may want to pivot and try it out is not too late. Okay, so one thing I know is that you talk about a lot about is income influence and impact. I like those three. The three eyes. Income, influence, impact. What are the biggest branding mistakes? And I'm sure that you see a lot of people make these mistakes that entrepreneurs make that block them from achieving those three goals that income, influence and impact.
- [06:30]
Dr. Sade Adu
Okay, a couple of things. You said the biggest one.
- [06:32]
Michelle
Yes, the biggest one.
- [06:33]
Dr. Sade Adu
The biggest one is. Can I say two? Because I like to break the rules.
- [06:38]
Michelle
You can say give out.
- [06:40]
Dr. Sade Adu
I probably got a couple. One, I would say the. I would say step zero is going into business and just wanting to have a business to solve, to help people versus solve problems. We need to be fiscally responsible and we need to solve problems. So what is the biggest problem that you know how to solve right now? That people will pay you a price tag for that. You can put a price tag on that baby. So that's like step zero, solve a problem. The next piece is get clear about who you are in your target market. You gotta have somebody that you want to sell your programs, products and services to. The biggest. And the biggest mistake is thinking that whatever you do in the Marketplace, programs, products and services, lotions, potions, whatever it is, everybody wants it. And then feeling like you have to market to everybody instead of being very clear, laser focused and specific on who is going to be the most ideal, the perfect client for you so that it's, it makes your marketing easier, it makes your messaging easier. And I promise you, if you get specific about a niche and an audience, it'll just make building the business easier.
- [07:46]
Michelle
Ooh, you set a bar there, the niche and the audience. Because you can't talk to everybody. You gotta have some people. And I recently even niched down even more to like who I'm talking to because from market research, right, you do market research on who's already coming into your programs, who's coming into your courses, and you can refine that even more. So I love that you said that. A whole bar. Okay. And something I want to talk about is social media is always evolving. Now we're in 2025 and there's some branding strategies that may have worked in the past that don't work today. So what are your top three must do branding strategies that we need to know for 2025?
- [08:25]
Dr. Sade Adu
Listen, 20, this is not 2019, this is not 2020. This is 2025 and beyond. Video is still king, queen is the royal flush. You need to be on video. And now we have no excuse because there's AI video. So now we really don't have an excuse to create content, copy, be visible because the robots are doing it for us. So video content is super important. The next thing, I think that really takes people to the next level. I've been looking at what other marketers are saying as well is people are jaded. They are like dazed. They are skeptical now more than ever and they're, and they're tighter with their funds. So it's going to require us to go the extra mile. You got to reach out and touch. We talked about voice notes prior to this, like you got to be willing to reach out and touch the people in order to get what we used to get. So you gotta be willing. Sometimes I'm telling people, when it comes to marketing, you gotta be willing to do two times, slash five times the amount of work we used to do just to get the same amount. That's the reality of what we live in. But if you know the rules, you can play the game. So that personal touch really goes a lot, a long way. So part of my marketing strategy, and we both have talked about this offline, is getting, getting out with the people, live events Being with people. And then we solidify that relationship virtually. They get a chance to see that we're a real human being, that we are who we say we are, and then we submit that relationship online with our content and continue the conversation beyond being in that room with people. But if you are like, I'm trying to do something new. I'm trying to shake it up, get off the Internet and get in a room with people, girl, you just given.
- [10:14]
Michelle
So many great tips. I feel like we're friends already because you've already said everything that I totally feel. You all know I'm about the. This event life. Okay, get out and touch. Like you said, touch the people. And it is super hard. I don't want to say super hard, but like you said, it's just 10 times more things we have to do versus like 2020. Many people think, oh, I'm going to put this event together and I'm just going to sell it out just by posting on time. That's not how this works. Right? There's a total process. Yes. We were talking offline about using threads to sell an event. I got over 300 responses. But it's on me to actually get people in the seats. I have to go and talk to them, send voice notes, follow up. Right. You can't just send somebody a message once and think that they're going to buy. Like, we're in a totally different time. So, girl, I hope they wrote notes because that was really good. Okay. That was really good. So let's talk about how you've helped countless women with online courses now. I love online course. I think it's amazing. I'm actually working on a new online course. And what's the number one thing that people get wrong when trying to launch their first course? Because we know there's some mistakes.
- [11:21]
Dr. Sade Adu
The biggest mistake is creating the course before you have a market for it. Thinking again, not doing the research and just saying, hey, I'm going to put this thing out here and the people are going to come. Not necessarily. We want to create things that people are willing to buy versus what we just want to create. Give the people what they said they want. Then I say sprinkle in what they need. If that's. If they want a marketing course and you know, they really need some mindset around marketing, add that piece in. If they want to learn how to make their first thousand dollars on the Internet. And you know, there's some other elements about research and some things that they need. Add that in there. But ultimately people are Buying what they want to buy. So if we want to be successful, we have to give the people what they said they want from us.
- [12:07]
Michelle
Oh, that's good. We got to give them what they want. Right? And the market is so oversaturated, or so we think so. So what are some unique ways that we can even make our course stand out? We make the course right, but it's so oversaturated. How do we stand out?
- [12:21]
Dr. Sade Adu
So here's some things. I'm actually getting my course clients to pivot in a way. I said we don't have to do it like everybody else does it on the Internet. We don't have to. We. It can be a both. And so I, I still launch, I launch courses. We have challenges, summits, trainings, all those things. I do webinars, I do all the digital marketing things because I'm a marketer. But our little side thing that we're also working on is how can we sell more of our courses in bulk? So I'm getting people to think about this in a different way. How can we license out our content and our courses to corporations, to school districts, universities, and to the government? They all buy courses. So this is a new space. We talked about brand pivots and transitioning and rebranding. That is a little bit of the languaging that I'm going to start bringing into the conversation. Yes, you can create a course based on your skillset, expertise and knowledge, but how about we go after a bigger buyer? So what we're seeing is it's still $100 billion industry, but some of the biggest buyers, of course is, are the government, are institutions, companies and corporations. They will pay you to license out your content for a certain amount of time to train their staff. And as we're seeing so many different changes in the marketplace and in the workforce, this type of training is still going to become important. And I know people are like, but what about AI? What about it? People who are, who know how to use it will be, continue to be powerful. But AI still isn't you. We're still going to need human interaction and human touch.
- [13:58]
Michelle
Oh, girl, you are saying some good stuff. And you are right on point. Because I literally, literally when I say today on my to do list is for me to execute. One of the goals I have for 2025 is to license my courses to corporations. So if you are not writing this down, I don't know, you need to write this down because SADE is dropping gems. Okay? That is a fact. The government, corporations will Pay to license our courses, right? And you're 100% on. If you don't know how to use AI, you don't know how to use it. But the people that know how to use it will are at an advantage. That's why when people were like, oh my God, you're using Chad gbt. Like when it first started, I was like, okay, you say that, but why catch up with me in about two years, I had some friends who were so against it. Now they're like, oh, I didn't did this, this, I told you so. Because we should have been on it when it's. I was when I say on it, when I said the first thing that I do in the morning after I my devotional and I give myself, oh, let me go to chat. Gbt, help me with my task for the day. Come on, y'all. So you are right on point. So let's talk about scaling to generational wealth because this is what we want, right? We've created these businesses because we want freedom. We want to create generational wealth for our families. This is why we can create courses and sell them to and license them to corporations, like you said. And you're big on this. And so how does digital branding and online education play a role in wealth building?
- [15:27]
Dr. Sade Adu
We have a vehicle called the Internet that, that our ancestors did not have 100 years ago, they didn't have 60 years ago. And we are seeing an influx of young millionaires, Black women. Black millionaires. Black women millionaires at lightning speed in this part of our livelihood than we've ever seen in history before. Okay? So we can, we can agree that it was definitely harder to become a millionaire 50 to 60, 100 years ago. Being in our bodies, in our space. And we have huge advantages. And the thing is, we have to take advantage of those huge advantages because there's a finite amount of time that the things we're going to do right now work. And that's one of our biggest mistakes too. We think we got youth on our side, we think we have time on our side. Like when certain things were happening, when we had these low cost per leads during COVID I was like, oh my goodness, my Aspen is going. It's amazing right now. Or we think the algorithm on TikTok or whatever platform is in our favor and that thing just switches and then everything is shut down. So we really have to act. If you have something that is working right now, you need to work it, work it. Work that thing to a don't work no more because There should not be an expectation that it's going to work forever. Because if that was the case, we got Party City that's going out of business. What else? Big lots. Some of these other stores are going out of business. We're seeing people and our colleagues going out of business. If everything was supposed to work 100% of the time, all of the time, so what we must do, because the business is a cycle, there's going to be times when the business model that you're in is on an uptick, and there's going to be a time where the business model you're in is on a down, downwards downtick. So you got to make sure that when it's up, you make the most amount of money possible. No hesitation, no fear, you go all the way in. And then when it's time to pull back, you have some to get through the rough times. Listen, learn from my mistakes, okay? Because I was like, oh, we made this money. Okay, cool, let me chill. No, no, no, no. That's not what I should have did. I should have been like, let's go harder, okay? It's working hard. Let's go harder. And then when it's no longer working, have the, the competence and the capacity to pivot. Like, I'm not really. I'm not committed to what I think my business should look like, I'm committed to the goal. And if the goal is I want to leave something for my future children that are not born yet, I don't have any kids. I want to leave a legacy. I want to be able to create generational wealth for my family. Like, we need to eradicate poverty. That requires me to do a lot in this lifetime. So in order to do that, there's things I gotta do now. There's sacrifices that I have to make now. There's. I gotta be laser focused on the goal. And when. And when it comes to the digital space, what we're doing right now may not work forever. It probably will not. But for the people I tell, I started off on Periscope and I saw people become millionaires on Periscope, and I wish I really took full advantage of it. It helped me make my first six figures. And even on Clubhouse, I saw people just blowing up and I didn't take full advantage. Those moments don't last forever. But even if the people who did take advantage and they scaled to multiple six figures and millions, they're able to reinvest that into harder assets, into real estate, into the stock market, into other people's businesses. Into acquisitions. So when you have capital, you have flexibility, you get to make decisions about your life and the livelihood of people around you. And for me, I like decisions. I don't like not having stuff. So I'm gonna work as hard as I need to work to get what I want. That's just where I am in life. And because I understand that having more provides you with options, it provides you with. Okay, let me just swipe my card. Like we have a. We're talking about live events. One of my rules for live events is if the problem can be fixed under $150, $250. Do not, do not ask me a question. Just swipe my card and I'll deal with it later. Like, if we can just solve the problem for a couple of hundred dollars. Don't even ask me no questions. Just. Just deal with it. I'll reimburse you. Hit my card and call it a day. Now, if it's a thousand dollar question, you better ask me some questions. But like, if. But that's the flexibility of money. Just even in that, you know, small example. Like, if we just have more things that are. Most problems that we have become irrelevant because we can just solve it. We can either hire somebody who got more sense than us, we can fix the problem, we can at least alleviate it for a temporary amount of time, depending on what the problem is. So for me in this season, having more means that I get to make more decisions. And not having more is just not. I don't even. I can't even fathom it. It's not an option because I'm gonna do whatever I have to do to make sure I get I accomplish my goals.
- [20:41]
Michelle
You just gave us a master class, ma'am. So many things that you touched on that definitely resonated. And I. I don't even got nothing else to follow up with with that. Y'all better been taking notes. I do know that much because again, like you said, it may work then, it doesn't work now, right? We have to. Like you said, you hungry for more all the time. I feel the same way, because this is all I have, y'all. I am a full time entrepreneur, right? We're full time entrepreneurs. We don't have a 9 to 5 to go back to. And I. I know for one thing's for sure, I'm gonna try my best every day to go after the goals and the dreams and the things. Like you said, I have a daughter, she's 10. I want to leave something for her. I want her to don't have to worry about anything. Money. When she goes somewhere, she doesn't even have to worry about anything. Now, I don't put pressure on her or any, like, even talk about, like, oh, my God, we're struggling or whatever. Even if we were right to put that on your children. So I love everything that you said, and, man, y'all, let's build these businesses so that we can create the generational wealth. It's possible. You may be listening to this and you say, well, Michelle, Sade, you all, you know, you're successful. You've done this. You've been doing this for years and years and years. But you could start tomorrow, in two years from now, you could be successful. Ten years from now. Could be. You could be successful. Neither one of us are. Overnight success. Okay? I need you to know that there's years that go into this. There's strategies, pivots, changes, all type of things.
- [22:07]
Dr. Sade Adu
So that was just tears, frustration, tears, stress. Looking at bank accounts like, oh, my, who. There's this white piece on my head. Oh, my. Like, who paid for the. Like, where did this invoice come from? There's invoices in my inbox right now. And I was like, where did this come from and why? So it is definitely a challenge. And I will say, going back, like, if you're at your 9 to 5 and you're like, man, I want to take the leap of faith into entrepreneurship, I will say, do it wisely. Like, I should have saved more money is what I always say. Like, you need money. I don't care what you heard. These people say. I started bootstrapping and I was, you need money. So make sure you have some wiggle room if you're going to make that decision. And if you're forced into entrepreneurship, move forward. Don't look back and move forward. But if you have wiggle room, you want to create a transitional plan for you to go from corporate or the education space to full time entrepreneurship. Save as much money as you can, decrease your bills as much as you can, because this stuff is expensive and it gets ghetto really quickly. So you want to make sure that you have money so that you can continue. And if business is slow, you still can thrive even in the midst of a slow season.
- [23:32]
Michelle
You. That was. That was a good bar to end that section on because. Whoa. Okay. For a rainy day. All right, so I love rapid fire and so these super quick. I got five questions for you. Rapid fire, you ready?
- [23:46]
Dr. Sade Adu
All right.
- [23:47]
Michelle
If you could give entrepreneurs one social media rule to live by what would that be?
- [23:50]
Dr. Sade Adu
Be yourself.
- [23:51]
Michelle
Yeah. What's your favorite personal mantra for success?
- [23:56]
Dr. Sade Adu
You are fearfully and wonderfully made.
- [23:58]
Michelle
Good one. What is, what's one business tool that you absolutely swear by?
- [24:03]
Dr. Sade Adu
Oh, which one are we going? What do I do every day? I mean outside of AI I'm going to say the Google suite. We use that every day.
- [24:14]
Michelle
Thank you, Google. Coffee or tea?
- [24:18]
Dr. Sade Adu
I'm a neither but I'll go with T. If I have to choose, I'll say tea.
- [24:21]
Michelle
I've been a matcha girl lately, so.
- [24:23]
Dr. Sade Adu
You know I love my smoothies. I'm a fruit smoothie.
- [24:27]
Michelle
I love that too. And what is your dream collaboration like? The dream.
- [24:32]
Dr. Sade Adu
I saw that and the first thing that came up was like Disney, let's collaborate with Disney. I don't know what this collaboration looks like. They have like a Dreamers Foundation. They have so many different elements of Disney. I love the imagination and fun of it. And then secondary was Kris Jenner. I just, I'm very curious. I just want to spend a day and see what she does, girl.
- [24:53]
Michelle
Because she didn't got it together. Okay. Kristin built some personal brands. Now she didn't build some personal brands. Okay.
- [24:59]
Dr. Sade Adu
So masterful at building personal brands and being a momager and how she negotiates contracts for herself and her family. She really set them up for generational wealth. So. So there's definitely some lessons.
- [25:13]
Michelle
No? Yeah, she's a good one. And I'mma add, I'mma add one in there too. I don't know if you follow fl. She is a basketball player at LSU and her mother is her momager and I have a 10 year old daughter who's a basketball player and we aspire to. Well, I am going to be the mominger. But taking notes like you said from Kris Jenner and women like that who have managed their kids careers because that is absolutely my what I'm going to do for my retirement when I retire from, you know, doing speaking things. I'm going to be my daughter's momager. I'm probably still going to be working too, but it's going to be retirement. Y'all see what I'm saying? Because I'm gonna have the generational wealth and the things so that I can, you know, chill in that season like you said, right? Yes.
- [25:57]
Dr. Sade Adu
It's time to chill. It's time to enjoy. You know there's there each season I was at Funnel Hacking Live and they were talking about the different seasons of your life and your business and there are winter seasons where it's time to hibernate and chillax. And then there are harvest seasons where you got to reap what you've been sowing. And then there are sowing seasons where you're, you're, you're just putting out goodwill. So. And then there's spring seasons where there's new beginnings and new opportunities. So you gotta know what season you're in. And each season is not gonna last forever. So I love that.
- [26:33]
Michelle
Yes. And thank you so much for sharing that. And this has been such an incredible episode. I am loving getting back into these guests and I hope that you are, too. But before we head out, Dr. Sade, where can our listeners connect with you and learn more about you and your programs? Of course, we're going to leave everything down below in the show notes, but please, please tell us, where can we find you online?
- [26:53]
Dr. Sade Adu
You can connect with me@ hey, Dr. Shade across social media platforms, wherever you hang out. The tiktoks, the Instagrams, the threads, Facebook. Hey, Dr.
- [27:03]
Michelle
Shade.
- [27:04]
Dr. Sade Adu
You can find me there or@shirts Yadu.com Yes.
- [27:08]
Michelle
We love it. We love it. Thank you so much for coming on today and dropping so many gems. This has been an incredible episode. I hope y'all go back and take notes. I know you all like to binge the episode, so go back and catch the gems that were dropped in today's episode because I promise you, they were good. We talked about all about building a powerful brand, creating profitable online courses, generational wealth, some mistakes that you can make and not make. Learn from our mistakes. Okay, make sure you follow @ hey, Dr. Shade. So that's at H E Y D R S H A D E and check out her website at S-H-A-E-Y-A-U.com and I will leave that down below in the show notes as well. And don't forget, if you love this episode, screenshot it, share it, tell a friend. Okay. Because we love when you share the social media decoded podcast. And let us know your biggest takeaway from today. All right, y'all. Until next time, keep building, keep growing, and keep making it happen. I will talk to you all in the next one. Peace.
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