KINGSTON, Jamaica — Shanoy Harris Coombs, communications strategist and branding expert, delivered an engaging presentation to over 70 young participants, aged 12 to 18 years old, of the JN Financial Academy Summer Camp, encouraging them to embrace their personal stories and cultural heritage as vital tools for building globally relevant brands.

The virtual summer camp, now in its fourth year, was hosted by the JN Foundation from July 28 to 30 under the theme “Building the Future Business Mogul: Diversifying Income for Wealth Creation.” The programme aimed to expose youth to entrepreneurial thinking, financial literacy, and personal development through interactive workshops and inspiring stories shared by accomplished Jamaicans.

Speaking on the topic, “Global Goals, Local Roots: Branding with Culture for Global Success,” Harris Coombs shared her personal journey from being a shy primary school student to becoming a confident communications professional, illustrating how every stage of her life contributed to shaping her personal and professional brand.

“I was that chatty child who always ended up on stage for every poem and scripture reading, but when the time came to perform, I would freeze,” she recalled. “The turning point came after a particularly embarrassing moment as valedictorian, where I was unable to deliver my valedictory speech due to stage fright. I decided I had to change.”

Through debating in high school and studying social marketing as a specialisation under the Media and Communication Programme at university, Harris Coombs developed confidence and an understanding of how communication can be used for positive change. Her career path has since taken her through media, advertising, government, and international development, including working with the United Nations, regional and governmental organisations.

Each experience, she explained, added a layer to her brand: “Now if someone asks me to describe my brand, I say I am confident, inclusive, and passionate about using communication for good.”

Harris Coombs, who is also the chief executive officer of Infinity Integrated Communications Limited, emphasised that branding is not limited to businesses but is just as important for individuals.

“Your personal brand is the image others have of you when you are not in the room,” she explained. “It includes your values, how you present yourself, and how consistently you show up, both online and offline.”

Participants were encouraged to reflect on their reputations and aspirations as they explored branding fundamentals.  Using familiar brand logos and real-life scenarios, she stressed that personal branding is an intentional process that can begin at any age.

“Even as young as you are now, you’re building a brand. It’s in how you treat people, how you show up, and what you stand for,” she said.

Harris Coombs pointed out to campers, “Global success is possible, but your roots, your culture, and your authentic self are your strongest assets. Own them.”