{"id":5259,"date":"2023-02-07T10:10:17","date_gmt":"2023-02-07T15:10:17","guid":{"rendered":"https:\/\/www.hiringourheroes.org\/?p=5259"},"modified":"2023-03-02T11:51:52","modified_gmt":"2023-03-02T16:51:52","slug":"iconi-ceo-advice-for-small-business-owners","status":"publish","type":"post","link":"https:\/\/www.hiringourheroes.org\/stories\/iconi-ceo-advice-for-small-business-owners\/","title":{"rendered":"Ambitious Black Business Owner Shares Lessons from Her First 3 Years as CEO"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The transition from military intelligence to fashion design is an unconventional and challenging journey.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEverything was a challenge (when I launched ICONI) because I didn\u2019t know anything. None of my degrees prepared me for this business,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/angeljohnsoniconi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Angel Johnson<\/a>, founder and CEO of ICONI. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What Johnson lacked in knowledge, she made up for with her learner mindset, quiet confidence, and researcher prowess. As a result, ICONI had phenomenal success during its first three years.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The leggings earned a spot on Oprah\u2019s Favorite Things list. ICONI launched new collections to include hoodies and sports bras, and Hiring Our Heroes recognized ICONI with the 2022 <a href=\"https:\/\/www.hiringourheroes.org\/2022-hiring-our-heroes-award-recipients\/\" target=\"_blank\" rel=\"noreferrer noopener\">Capital One Small Business Award<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hiring Our Heroes recently asked Johnson to share her advice for Black and female veterans interested in entrepreneurship.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conduct a Small Business Owner Self-Evaluation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Johnson launched <a href=\"https:\/\/iconi.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">ICONI <\/a>in January 2020 while still on active duty at Buckley Air Force Base. She separated from the Air Force in 2021 after serving eight years and completing two deployments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cICONI wasn\u2019t the reason (for leaving the Air Force). It just gave me an outlet to get out and allowed me to have a plan,\u201d Johnson said. \u201cAlso, I decided when I got out that I didn\u2019t want another person telling me what to do.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The transition from service member to CEO starts with a self-evaluation, Johnson said. She regrets not spending more time on reflecting on her goals for her business when she launched ICONI.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Air-Force-Captain-Angel-Johnson-1.jpg\" alt=\"Angel Johnson\" class=\"wp-image-5257\" srcset=\"https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Air-Force-Captain-Angel-Johnson-1.jpg 800w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Air-Force-Captain-Angel-Johnson-1-300x300.jpg 300w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Air-Force-Captain-Angel-Johnson-1-150x150.jpg 150w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Air-Force-Captain-Angel-Johnson-1-768x768.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">Angel Johnson is the CEO and Founder of ICONI, a motivational activewear line for women and men, that donates 10% of profits to nonprofit organizations. Through her business, she empowers others with her philanthropy and her messaging of power, strength, and versatility. Johnson served in the Air Force for eight years. (Photo courtesy of Angel Johnson)  <\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cYou have a bit of an identity crisis when you exit the military. Take that time to work on your mindset,\u201d she said. \u201cI didn&#8217;t become a great business owner until last year because I finally did all the mindset work. Now I believe in myself and have the confidence to push out the brand.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Johnson said she had to shift from Air Force Capt. Johnson to Angel Johnson, business owner. To develop her CEO mindset, Johnson read books and connected with like-minded small business owners.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBefore, I felt like an ex-military officer running a business. Now, I feel like a business owner running a business,\u201d Johnson said.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cBefore, I felt like an ex-military officer running a business. Now, I feel like a business owner running a business.&#8221;<\/p>\n<cite>Angel Johnson, Founder and CEO of ICONI<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Your Military Experience Is an Asset<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A self-declared JROTC nerd, Johnson was among the first 100 Black women to graduate from The Citadel, the Military College of South Carolina. She holds a master\u2019s degree in intelligence studies and a bachelor\u2019s degree in history. Prior to launching ICONI, Johnson didn\u2019t have experience as a fashion designer. Her military experience supplied a valuable foundation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMy background in the Air Force and career field taught me to be prepared to answer questions five layers deep,\u201d Johnson said. \u201cI didn\u2019t just throw myself out there (when I launched ICONI). I did a lot of research. I\u2019m constantly doing research.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During her research, Johnson created a list of 20 questions to ask every manufacturer. She researched fabric, color trends, and how to request samples. She kept detailed and organized notes on the answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI\u2019ve been told I\u2019m more rigid than other business owners. I think having a military background helps you to be organized,\u201d Johnson said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, Johnson believes her experience collaborating with fighter pilots and interacting with people from other countries has helped her as a business owner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe military taught me I can talk to anyone,\u201d Johnson said. \u201cI\u2019ve heard people in business say, \u2018No one wanted to help me.\u2019 I haven\u2019t had that issue. People are always willing to help me. It\u2019s because of how I treat people. You need to be respectful to everyone you interact with. Everyone\u2019s time matters.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cThe military taught me I can talk to anyone.&#8221; <\/p>\n<cite>Angel Johnson, Founder and CEO of ICONI<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Participate in Accelerator Programs, Networking Opportunities<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Johnson credited business accelerators with helping her quickly turn her \u201chobby into a full-time business.\u201d Business accelerators provide startups with resources, mentorship, marketing guidance, and support to small business owners. The training typically lasts three months.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEven if you don&#8217;t get accepted into those programs, they will push your brand out,\u201d Johnson said. \u201cI\u2019ve been in two accelerator programs, and I&#8217;ve applied for tons of grants. That&#8217;s how you get your brand name out there.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Related:<\/strong> <a href=\"https:\/\/www.uschamber.com\/co\/grow\/thrive\/programs-and-resources-for-veteran-entrepreneurs\" target=\"_blank\" rel=\"noreferrer noopener\">Everything You Need to Know About Veteran Entrepreneurship<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to these training programs, Johnson attended networking events offered through <a href=\"https:\/\/bunkerlabs.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bunker Labs<\/a>. \u201cNormally, I try to hug a wall and stay there during networking events. With Bunker Labs, I enjoyed talking with everyone in the room. The people there get me and what I\u2019m going through,\u201d Johnson said.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Angel-Johnson-working-at-ICONI-1024x768.jpg\" alt=\"Woman talks into microphone\" class=\"wp-image-5258\" srcset=\"https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Angel-Johnson-working-at-ICONI-1024x768.jpg 1024w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Angel-Johnson-working-at-ICONI-300x225.jpg 300w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Angel-Johnson-working-at-ICONI-768x576.jpg 768w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Angel-Johnson-working-at-ICONI-1536x1152.jpg 1536w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/Angel-Johnson-working-at-ICONI.jpg 1800w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Air Force veteran and ICONI CEO Angel Johnson is interviewed for a podcast.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Be True to Your Brand<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">ICONI stands for &#8220;I Can Overcome, Nothing&#8217;s Impossible.&#8221; The company donates 10% of its profits to nonprofit organizations. The company\u2019s mission is to \u201cchange the world one legging at a time by motivating people through our high-quality activewear and providing an inclusive environment for everyone, while giving back to those in need and in crisis and remembering our humble beginnings.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Johnson recommended business owners work through the recommended brand exercises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cGo through all those steps they tell you to go through and get your brand messaging done,\u201d she said. \u201cIt may seem small, but it\u2019s going to pay off in the long run.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/ICONI-CEO-Angel-Johnson-1024x683.jpeg\" alt=\"activewear photo shoot\" class=\"wp-image-5255\" srcset=\"https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/ICONI-CEO-Angel-Johnson-1024x683.jpeg 1024w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/ICONI-CEO-Angel-Johnson-300x200.jpeg 300w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/ICONI-CEO-Angel-Johnson-768x512.jpeg 768w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/ICONI-CEO-Angel-Johnson-1536x1024.jpeg 1536w, https:\/\/www.hiringourheroes.org\/wp-content\/uploads\/2023\/02\/ICONI-CEO-Angel-Johnson.jpeg 1800w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">ICONI CEO Angel Johnson makes an adjustment to a model during a photo shoot. \nPhoto credit: Blooming Sun Photography<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI would have had a stronger marketing message and not tried to be like everyone else because not everyone is my customer,\u201d she said. \u201cI had a target market, but every time things didn\u2019t sell the way that I wanted, I would think, \u2018maybe I should include more people.\u2019\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That wasn\u2019t an effective solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBrand marketing is about identifying your niche and finding different ways to reach out to them,\u201d she said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Three years after ICONI\u2019s launch, Johnson is confident about her brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cICONI is about embracing your power. So, no matter what kind of workout you do or how you look, if you embrace your power, ICONI is for you,\u201d she said.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Interested in a small business membership with the U.S. Chamber of Commerce? <a href=\"https:\/\/www.uschamber.com\/join\/small-business-membership\" target=\"_blank\" rel=\"noreferrer noopener\">Find out<\/a> how the U.S. Chamber of Commerce can help your company grow and thrive in today\u2019s business environment.<\/h3>\n","protected":false},"excerpt":{"rendered":"<p>A former Air Force intelligence officer gives advice for veterans planning to be entrepreneurs after the military. <\/p>\n","protected":false},"author":7,"featured_media":5253,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,68],"tags":[87,55],"service_role":[16,17],"class_list":["post-5259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-expert-advice","tag-entrepreneurship","tag-veterans","service_role-service-member","service_role-veteran"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>ICONI CEO Shares Lessons from Her First 3 Years as CEO<\/title>\n<meta name=\"description\" content=\"A former Air Force intelligence officer gives advice for veterans planning to be entrepreneurs after the military.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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