About Monica Poling

A Few of My Favorite Things Frequently Asked Questions What’s With the Red Umbrella? If you’ve ever been on a …

About Monica Poling

Hi, there! I’m Monica Poling, the founder and Chief Identity Officer at MonicaPoling.com, where I help people create brilliant business identities.

Follow me for tips and tricks on unleashing your ❤️ superpower ❤️ — that secret sauce that compels people to notice, remember and engage with you.

How to Be Brilliant

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More About Me

Think of me as your celebrity stylist. I help you get your business identity in shape and red-carpet ready.

Why me? I’m an award-winning writer, a data nerd, a tech lover, and a design fiend. And a great listener. I connect all my interests to craft a polished, professional identity that is uniquely yours.

Whether you need a bio, a brand audit or an all new business reputation, I will work with you to identify the solutions that best fit your needs.

I have worked with with thousands of business professionals, including skilled technical professionals, health care professionals, creative innovators, cultural non-profits, and destination marketing organizations to help them elevate their business and marketing strategies.

Sounding Line Consulting and Be the Red Umbrella, where I help people clarify and communicate what makes them special.

Work With Me

Core Services

  • Bio Fuel: Energize your online identity with a custom profile that is uniquely you.
  • Brand Audit: This complete content review includes tips on how to upgrade and align your online reputation for maximum impact.
  • Content Catalyst: A deep-dive refresh of your top-level web content

Additional Services

  • Capability Statements
  • Business Plans & Confidential Information Memos
  • Case Studies & White Papers
  • Annual Reports for Non-Profits
  • RFP & Proposal Reviews

Learn how you can connect with me or book a free consultation.

A Few of My Favorite Things

Favorite Quote

“There are two types of people in this world: 1) Those who can extrapolate from incomplete data.”

Personal Stats

  • Location: Albuquerque, New Mexico
  • Birthplace: Moncton, New Brunswick, Canada


  • Branding: The Creative Journey; IE University (via Coursera); 2023
  • Professional Certificate, Cultural Heritage Tourism; The George Washington University (2019)
  • BA, Mathematics; University of California, Riverside

Myer’s Briggs

Campaigner (ENFP-A)

  • Role: Diplomat
  • Strategy: People Mastery
  • Extraverted (57%)
  • Intuitive (70%)
  • Feeling (56%)
  • Prospecting (65%)
  • Assertive (56%)

Other Things

I’m an unapologetic…

  • Cultural Tourism Fanatic
  • Avid Data Nerd
  • Recovering Journalist and Travel Writer
  • Board Game Geek


  • 2nd Place, Miniature Books, Bookbinding; New Mexico State Fair
  • Southern Japan Entices, Bronze Award; North American Travel Journalist Association (NATJA)
  • Maggie Award, Best Travel Trade Website; Western Publishing Association
  • Gold: Travel Journalism Website; North American Travel Journalists Association (NATJA)
  • Finalist, Best Use of Social Media; American Society of Business Publication Editors (ASBPE)
  • 101 Best Websites for Writers; OnceWritten.com; Writers Digest
  • Inland Empire Woman of Distinction, Inland Empire Business Journal

Invite Me to Speak

I love speaking with entrepreneurs, non-profits, and economic development agencies, especially about defining and showcasing your thing, as well as how having a “thing” can help you grow your business.

I can be found talking about this and other marketing and branding topics on live and virtual stages around the country. My previous conference appearances include:

  • American Indian Tourism Conference (AITC)
  • Native American Tourism of Wisconsin (NATOW) Annual Conference
  • Travel and Tourism Marketing Association conference
  • Los Angeles Travel & Adventure Show

I also present free monthly Ask the Expert Q&A webinars on Business Basics for the SCORE Albuquerque Chapter.

Frequently Asked Questions

What’s With the Red Umbrella?

If you’ve ever been on a group tour, especially in Europe or Asia, then you know! A red umbrella is a dual symbol–representing both being a part of a group as well as standing out from and leading the group.

Will You Work With Me If I Don’t Have a Thing?

You have a thing! We business owners are big dreamers and we have big plans to change the world. But we aren’t always great at defining and showcasing our strengths, especially when we get overwhelmed with all the items on our to do list.

I personally worked with several mentors, including my very talented SCORE mentor, before I was able to fully define my thing. You have a thing too, I promise. Book a free discovery call with me and let’s see if we can hone in on your SPECIAL SAUCE.

Do You Specialize in Specific Sectors?

Yes. I am particularly experienced in working with hospitably, non-profit and economic development organizations. My clients range from destination marketers to cultural institutions, to artisans and creative types. But I also work closely with highly technical and specialized professionals who need a little help showcasing their status as an industry leader.

Do You Offer Flexible Pricing Or Packages Tailored to Small Businesses?

Yes. As my business grows, I am less able to offer discounted rates. However, I am always looking for people to help me test and provide feedback on my new products, and I do offer discounted services in return for their feedback. I am also a sucker for a great story, so tell me how you plan to change the world and what help you need to do that, and let’s see if we can find a good fit to work together.

Do You Offer Any Free Services?

Other than my regular SCORE webinars, I do not currently offer any free services. However, I am passionate about educating small businesses on fiscal responsibility. Please DO NOT spend money you don’t have.

If you are on a shoestring budget (I feel you), start by connecting with a SCORE mentor to help you organize your thoughts and build your business plan.

Are You a SCORE Mentor?

No. I am a SCORE Subject Matter Expert, which means I present regular webinars for SCORE, but I do not provide complimentary one-on-one mentoring services.


Years of experience


Happy customers


Projects completed


Years of experience