June 13, 2025 • 27 mins
Join Beverly Cornell as she shares the power of storytelling in marketing. Beverly discusses how compelling narratives can connect brands with their target audiences on a deeper emotional level. Discover strategies to create stories that not only sell but also resonate with the values of your ideal customers and lead to genuine engagement and loyalty.
Listen on Podbean:
https://brainworkframework.podbean.com/
Connect with Beverly Cornell:
LinkedIn: https://www.linkedin.com/company/bcaccociatesmarketing/
LinkedIn: www.linkedin.com/in/beverlycornell
Facebook: https://www.facebook.com/BCAssociatesMarketing/
YouTube: https://www.youtube.com/channel/UCMael_qxs7iHCypVhVh_kMA
Connect with Chris Troka:
LinkedIn: https://www.linkedin.com/in/christopher-troka-3a093058/
Website: https://focused-biz.com/
Website: https://christroka.com/ #brainwork #framework #business #marketing #storytelling #engagement
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
People love a good story and theyconnect as humans based on stories.
(00:06):
And when you are trying to buildand trust to get somebody to buy
from you, it's all about connection.
So storytelling is connecting,and that message should connect.
It should be about your history.
It should be about your mission.
It should be about yourcore values and your vision.
And that should weave into everything youdo and when it's truly you and aligned.
(00:30):
That's the piece that connects with theperfect client for you, those favorite
clients that you love to work with,because now it's all in alignment.
It's not scattered and separated anddifferent then here on this page, or when
you talk and introduce yourself, or itbecomes much more aligned and consistent.
You are listening to Brainwork Framework,a Business and Marketing podcast,
(00:51):
brought to you by Focused-biz.com.
Welcome back to another episode.
With us today is Beverly Cornell,the fairy godmother of brand
clarity with Wickedly branded.
Since 2011, they've beenhelping big hearted solopreneurs
find clarity in the chaos.
Beverly, so excited to have you on today.
How are you?
Oh, thank you, Chris.
I'm doing well.
I'm excited to be here withyou and your listeners today.
We appreciate it.
(01:12):
So just the brief intro that we giveyou really can't do it justice for
maybe the skills and experience youhave or everything you've been through.
So tell us more about your journey.
What were you doing before?
How has that kind of prepared you for whatyou're doing today with wickedly branded?
So I didn't grow up dreaming of beingan entrepreneur or running a business.
I wasn't that kid that wasselling lemonade or starting
the side hustles at 12.
(01:33):
I really was an accidental entrepreneur.
I just fell into it back in 2012.
I married my active duty Armyhusband in life, took us all over
the country, so moving every fewyears meant I had to create a job.
A remote job that wasn't reallyavailable in 2012 that could move
with me and with my husband's career.
(01:54):
So I did what so many entrepreneurs do.
I got creative because most entrepreneurslove to build things and get creative all
the time but I did not think I was one.
I had actually worked for lotsof small mom and pop businesses.
I worked for Chrysler's advertisingcompanies, some big Fortune 500.
Moved to some small mom and pop businessesand then worked for a tech startup and saw
(02:14):
how much work it was to start a business.
So I was very clear that it was a lot ofwork, I never ran into that but after I
got married and needed to kind of followhis career, I knew I wasn't gonna be
able to find a job every three years.
It was gonna be really hard.
So I started freelancing and hadto figure everything out on my own.
I made a ton of mistakes but byevery standard I was successful.
(02:39):
I had a study stream of clients,I got some great referrals and I
was making multiple six figures.
And on paper you'd think,oh yeah, she made it.
It was good.
It's all good.
But behind the scenes, I was stressed.
I was working around the clock and it wasbecause I was saying yes to every client,
even when they weren't the right fit.
(02:59):
Yes to every marketing trendbecause I thought I should.
Yes to every late night hustle becauseI thought success meant working
harder and the results of all that.
Can you guess what it was?
Complete burnout.
Right?
That's a horrible feeling of working andworking and feeling like you can't stop.
I almost became an addictive kind ofthing because I thought the harder I
(03:21):
work, the more success I would have.
And there was one night, it was liketwo o'clock in the morning, my whole
family was asleep and I found myself atmy desk absolutely exhausted, staring
at my screen, like with the cartoon eyeswhere they hold up, open the eyes open.
I had built this business forfreedom, so why did I feel so trapped?
And I thought maybe Ishould just quit altogether.
(03:42):
Maybe this isn't whatI was supposed to do.
Maybe it would just be easier to go workfor someone else and not do this thing
but I knew in my heart of hearts, I lovedmarketing and I loved helping our clients.
I just needed to step back andtake a real big look at my business
and ask myself some questions.
What do I actually love doing?
(04:03):
Who do I truly want to help andthat I have proof that I can help?
Because just wanting to help them doesn'tmatter but what are the things that
I've actually done to help clients andwhat kind of business do I wanna build?
Meaning like right now,it's an amazing opportunity.
You can build the exactbusiness that works for your
life right now, more than ever.
All the remote capabilities,all the tech that's out there,
(04:25):
you wanna work from 12 to four.
You can have that business, likeyou can create whatever kind of
business you want and that's a littleoverwhelming and scary to think about
but that moment changed everything.
Taking that time really steppinginto what do I actually want?
Who am I?
(04:45):
It's like it was like abusiness midlife crisis.
It's true though.
We have those moments.
There are huge moments twoby four to the head, right?
You need to do something different orthis is going to be a very bad outcome.
And in that process, I lost acouple clients, so it was even more
validation of you need to figure thisout so that you are more successful.
(05:08):
Those failures felt really stung.
They were really hard for me to takebut what I learned from that was
maybe we should never have even hadthem as a client in the first place.
They weren't in our flow or what we weresupposed to be doing but I said yes for
the wrong reasons and I realized I waslike dragging them across the finish
line and that was not healthy for anyone.
So I started to follow the advicethat I was giving to my clients.
(05:33):
I let go of the clients thatweren't a good fit, which was really
hard 'cause that's money, right?
I was like, honey just so you know,this is what I'm doing but he was
all in and I stopped doing thework that just didn't like me out.
That didn't bring me joy.
I looked at all the drivers that made meexcited and all the drainers that sucked
(05:53):
my soul and how could I offload thoseor not do them or do them differently,
automate them, whatever it was, I lookedat every single thing I was doing.
I made a list.
I just journaled Chris for like daysand everything that I do every day and
what was it a good thing or a bad thing?
Did it make me feel good?
Did I wanna do it?
Did I procrastinate and never do it?
(06:14):
And I looked at those,all of those things.
And I got crystal clearon what made me different.
For years, I never really wasable to put into words what we
actually did for our clients.
My husband used to say, you'reso much more than a marketer.
And I was like okay,but what does that mean?
And I think it's kind of thecobblers kids with no shoes, you
(06:36):
never take the time to do that.
So,
I really leaned into what we actually do.
I've used words like, we'relike a marketing therapist.
I've used words like the very godmotherof clarity because we aren't just a
marketing strategist or tactician.
We do far more for our clients.
(06:56):
And when we got really clear, Chris,it was something unlocked, the doors
opened and the business finally took off.
It's like you finally got excited aboutbusiness again because you were having
this moment, as you said, a midlifebusiness crisis where suddenly you're
reevaluating everything you've beendoing and want to do moving forward.
But it's those critical momentswhere it's really going to be
(07:18):
our defining moment, okay, do wecontinue the same path we're on?
Do we make these changes?
Do we find what's driving the business?
Do we find what's hurting the business?
And our level of success can be different.
People want financial freedom.
People want time freedom.
And we find ourselves kind ofgetting stuck into this never ending
rat race of continual success.
Can I go bigger?
Can I go stronger?
(07:38):
And then finally using our ownbusiness advice that we give to our
clients and using it on ourselvesand said, why don't we walk the walk
instead of just talking the talk?
And that's a big difference and momentfor a business to have that transition.
It was like the lights finally came on.
I think I used the analogy earlier oflike, I felt we wearing clothes that
didn't fit us and then finally when wegot into how we were supposed to show up
(07:58):
and how we do show up for our clients,it's like we had the best new outfit ever,
like the first day of clothes for school.
We felt really cute and cool.
You always excited to show offwhat cool new clothes you had.
That's what it felt like for us.
We took a lot of time to work onall of those things and being who
sitting in our zone of our passion andeverything, that's our zone of genius.
(08:21):
That's where we knew we needed to beand why it felt so hard was we were kind
of fighting against forces before then.
So when we did all of this, that's whenmy business finally took off legitimately.
It was a lot of work and a lot of like3:00 AM stressful nights but now it's
3:00 AM and holy crap, I have all theseideas and all this thing that I wanna do.
It's like a totally different shiftof where we're supposed to be.
(08:45):
Right.
You're up at 3:00 AM not becauseyou have to or you feel that you
need to but because you want to.
You're excited, you're like, I'mreally deep into this project.
I can't even close my tabs right now.
I'm just invested into it.
Oh, my tabs.
I have so many tabs.
Chris.
All the tabs.
All the tabs.
My husband actually said one day, ifthat's how your brain works, I don't even,
(09:05):
how do we even keep track of it?
I also feel like when we're doing videopodcast if the tab gets lost to the
mix of other tabs becomes a game ofMarco Polo like, hello, I'm over here.
The panic sense.
That experience of getting reallyclear plus all the 25 years of the
market of experience in the marketingworld led me to create what we call
the brand magic method, which is aframework that has helped hundreds
of purpose-driven business owners
(09:26):
step out of the tornado ofbusiness and marketing overwhelm.
I called a tornado 'cause you getsucked in it and you don't even have
anything to grab onto, ground you.
You just get sucked up and suckedand you have no power in that.
And now we help them simplifytheir marketing and we build
brands that feel really aligned,profitable and dare I say, powerful.
(09:47):
Those are some big words.
They are.
It has to come with somebig results with it too.
Exactly.
It can't just be words.
You're right.
So if a business feels stuck orthey feel overwhelmed or feeling
like constantly trying to figurethings out you, you're not alone.
Clearly.
Business like myself, it soundslike Chris has been there too.
You are not alone.
Clarity isn't something that you find.
(10:08):
It is something that you create.
And when you do, everything getseasier and I'm gonna say it again.
Clarity isn't something you find.
It's something that you create.
It is within your power tostep out of the tornado but you
have to make the first step.
And it's a challenge because we'rekind of caught in this whirlwind.
It's everything's moving aroundus too quickly and you don't find
(10:31):
the clarity, you create that.
How impactful is that?
'cause a lot of people think that,just one more book, one more YouTube
video, one more high offer, highticket course is gonna give me
the clarity and the direction thatI need to finally push forward.
And oftentimes I thinkit's deep within ourselves.
Well, there's two sides of that.
I use the analogy sincewe're wickedly branded.
I use the analogy of you are looking forthe wizard behind the curtain, asking
(10:54):
for some big ask of advice to give youthe thing you need but there is no book,
there is no big wizard to give you,no strategist, no business that can do
all that for you until you are clear.
No one can solve this problem.
We can give you some tactics andstrategies but you have to be clear.
(11:15):
And what we do is we help ourclients really get clear with that.
And then I call the distractionsthat you mentioned, Chris, the flying
monkeys, they like to come in anddistract you with all the things.
Next, social media tool thattrend, whatever those squirrel
moments are or the flying monkeys,they're so good at distracting us.
But when you're clear and youhave focus, those things just
(11:39):
kind of fall to the side.
They're not as strong.
They can still get in there but they'renot as strong of an influence anymore
because you have clear clarity andfocus in a way you've never had before.
Absolutely.
And now even though a brand can be soimportant for the success or failure
towards a business it doesn't necessarilymean you have a great brand that
(11:59):
what you offer can be successful or eeven solves a problem and vice versa.
A lot of companies with either terriblebranding and they're wildly successful
or they have a great product or service.
So trying to find thatmarriage in between the two.
I think it just shows the importancehow powerful a great brand can be and
if you have the product or serviceto back it up, it's gonna unlock
so many more opportunities for you.
(12:21):
So branding isn't just logos and websites.
People think that oh, I need alogo and a website, check the
box of the shoulds that I have.
But we think here at wickedly branded,it's about clarity, confidence and impact.
Most people think they have a marketingproblem but they have a clarity problem,
and once you fix that everything changes.
It becomes a filter for allyour business decisions.
(12:43):
It becomes a easy yes or no
when before it was like, shouldI do this or should I invest this?
It becomes so much easier to step infront of your brand, to lead, there is
a phrase, it's probably way too muchoverused, which is, if your client's
confused, so it's that times a thousand,if you're confused, you're making
(13:04):
confused decisions for your business.
And if I had been so muchclearer from day one, if I'd
had this clarity and this plan.
Holy crap.
The amount of traction I could havehad then it's all tuition, Chris.
It's all got me to this place andI'm far more empathetic to my clients
and their journeys because of what Iwent through but it's that clarity is
(13:24):
the pot of gold at the end of the rainbow.
It's everything.
So many people think they dobranding but I really think it's
more of a clarity situation.
Absolutely.
And it goes beyond just the logoand the website, like you said, this
checklist that things you need to have.
It's also the copy and the content,the pictures that tell your story
about the brand, who you are andwho you help and what you do.
(13:46):
How do we kinda incorporate the astorytelling method to match our brand?
And then how do wepresent that to the world.
Storytelling is everything.
People don't remember facts andfigures but they remember your story.
And if you notice even onthis particular podcast.
I just shared my story.
I didn't go into marketing.
I explained exactly my story and howI got to here and that resonates as
(14:11):
humans, like from the dawn of time,the cavemen in the caves, they're
telling stories on the walls, right?
This is science.
People love a good story and theyconnect as humans based on stories.
And when you are trying to buildthe trust to get somebody to buy
from you, it's all about connection.
(14:32):
So storytelling is connectingand that message should connect.
It should be about your history.
It should be about your mission.
It should be about yourcore values and your vision.
And that should weave into everything youdo and when it's truly you and aligned.
That's the piece that connects with theperfect client for you, those favorite
(14:54):
clients that you love to work withbecause now it's all in alignment.
It's not scattered and separated anddifferent than here on this page or when
you talk and introduce yourself or itbecomes much more aligned and consistent.
I say that consistency and persistency.
I'm not sure if persistency is actuallya word but we're gonna say it is today.
If it's not, we're gonna make it one.
(15:15):
Consistency and persistency are reallykey when you have a strong message
that this is how you become known.
So if you want to be known forsomething, then you need to be consistent
and persistent in your messaging.
There's lots of ways you can sayit with your message with stories
and examples but it needs to be aconsistent thread through all of that.
(15:38):
So yes, storytelling.
That is magic, no question.
Absolutely.
And with someone with your unique businessexperience here, having to move every
few years to uproot and try to get a newbasic clients or you're working with what
you have but now you're in a new space.
It's unique to you and I think it can behelpful to a lot of other entrepreneurs.
(15:58):
How do you manage getting new clientsand building that book of business,
even though you're moving everywhere.
Are you running ads?
Are you doing SEO, is it focusedon relationships, networking.
What's been most effective foryou in building your business?
So our business wasreally built on referrals.
Thankfully we've done a good job andpeople have referred our workout.
It's definitely all aboutconnections and not working
(16:20):
and just that human experience.
We have done ads, we've tried everythingjust like everybody else probably.
But even we moved here in July andin August I joined the chamber and
then I didn't just join and just tobe honest, I'm really an introvert.
I don't like going to those things.
And I feel like they're veryawkward, especially at the beginning.
My husband come to the first one andI called him my emotional support
(16:41):
husband because he'll talk to a fly.
So he had my cards.
He was great.
He would go up and introducehimself and then introduce me.
He was fantastic.
He earned his weight and gold that day.
This is exactly what I need.
Can you just come to every event with me?
He was great and so you have to leanonto what you ca are comfortable with.
And for me it was bringing him soI didn't feel alone the first time.
(17:01):
And once I made a fewconnections, then I felt better.
But even after a couple of months, whatI have done has been really strategic
about connecting with the chamber.
Staff letting them know that I existin what I do and even getting involved.
This is a community.
We will live here.
I'm hoping we retire here and the businesscommunity here needs to be thriving.
(17:24):
So I want to be part of the communityso that we can all thrive and be
successful and that the area thatI live is a good area to live.
I've been more strategic about that.
So recently they asked me to writefor their magazine and I've approached
them about possibly doing a podcastseries, so using our strengths
to become more involved in theactual running of the chamber.
(17:47):
And those opportunities allowme to meet way more people.
When I call and say, I'm a writer for themagazine, boy do I get to talk to somebody
way faster than if I said, I'm Beverly.
Even though the fairy godmotherwickedly brandy, it's pretty darn cool.
It's a different approach to get in totalk to people and become known for sure.
Yes, absolutely.
And I can attest to thenetworking benefits.
(18:09):
It's connecting with people, sharingwho you are and I think having that
clarity within your brand is gonnapresent itself what you're telling
other people about your product andservice and how you help people.
That is gonna be an integralpiece of you making the most
out of your networking events.
Absolutely.
Now you're lead leading into 2025with this brand new Wicked brand
(18:31):
you're coming together with.
What else are you excited for 2025?
Are you just pushing this brand out there?
Are you gonna try something different?
Are you launching anything new as well?
So just for our listeners, they know wewent from BC and Associates Marketing and
this week, it's the first week of March.
When we're recording this, I'm notsure when it will actually air.
We are rebranding to wickedly branded.comwith all the clarity that we received.
(18:57):
Going through the exercise ofwhat we do for our clients, we
realized that we did not fit BCand Associates marketing anymore.
And as cobbler's kids haveno shoes, we never spent that
time marketing for ourselves.
We devoted everything to our clients andonce we took that time and honored who
we are and got clear on, we just didn'tfit BC and Associates marketing anymore.
So this rebrand is huge and like Isaid, it's just happening right now.
(19:20):
It's really us stepping fully intowhat we've always been about, helping
businesses show up boldly owningtheir space and finally having a
brand that feels completely and ahundred percent aligned with who
they are and where they're going.
So for so long, we've been doingall of this incredible work.
Behind the scenes, helping clients clarifytheir message and build brands that
(19:41):
actually stand out but we didn't do thework for ourselves, so now we are doing
the same but in the biggest way possible.
And it's exciting but let's be real.
It's a little terrifying because steppinginto your brand fully for the first
time means there's nowhere to hide.
You have to own it.
But that's exactly whatwe help our clients do.
(20:01):
So now it's our turn to do the same andhopefully be the best case study ever.
And even at those like marketingevents, those networking events, I
have pink hair and just last ThursdayI showed up with my pink hair and
it's okay for being known, like,Hey, have you talked to Beverly?
She's the lady that has the pinkhair that comes to the events.
Now it's real easy for people toassociate with me and they remember
(20:23):
me because I have pink hair.
I'm not saying every single oneof my clients has pink hair.
They do not, I promise you.
But I found my thing and evenin my thing, wickedly branded
and magic is kind of our thing.
I have like little bit of glitterthat I put in my hair and at the
event on Thursday, they were like,did you know that your hair sparkles?
And I was like, yes because whatwe do is we help awaken your brand
(20:45):
magic and boldly bring it to life.
And when you think of Beverly andthe team that I have, I want you
to think of a little bit of sparkleand awakening your brand magic.
I want that associationto be known as that.
And it's almost like you want people tohave a double take and stand out from the
crowd and you're like, Hey, who is that?
And that's the type of brand youwanna present yourself out to the
(21:06):
world and have people take notice.
Yes, and that's all part of the process.
Putting myself in pink hairwasn't my first step, right?
It was getting thisclear on this messaging.
Then that felt right to me.
That felt authentic to me.
And just really owning that for sure.
But that's been a process too,stepping in front of my brand.
When you have clarity and you havefocus, I call it unicorn confidence.
(21:28):
And so unicorns have multicolored hair.
I do not have multicolored hair butwhen you step in front of a brand that
you really believe in, you can dye yourhair pink and you can have sparkles
and fully show up with confidencein a way you didn't have before.
So it's almost like watch out world.
It's a very huge transition forme and a little terrifying but
(21:51):
completely exciting to really ownthis for the first time in 13 years.
Very exciting.
Beverly, where can people find youonline and get connected with you?
Well, I have some advice.
Can I still share my adviceChris or is it the time?
Come on.
Yeah, absolutely.
What advice would you give to otherentrepreneurs or other business
owners, whether they're starting out orthey've been in business for a while?
(22:12):
I would say trust yourself more.
You don't have to followevery marketing trend.
You don't have to do everythingfor everyone and simplicity and
clarity will always win everysingle day, I promise you, over
complexity, clarity and simplicity.
I see this all the time.
So many business owners come to mesaying, I feel like my brand just
isn't clicking or I'm getting clientsbut they're not the right ones.
And honestly, I get it.
(22:32):
When you're so deep in your ownbusiness, like in the weeds, it's
hard to see what makes you different.
So I was working with a wellness coachrecently and she was incredible what
she did but something felt a little off.
She had all the right pieces, experienceand passion even a beautiful website.
But every time she talkedabout her business.
It felt scattered and notreally complete and confident.
(22:55):
So she was trying to beeverything to everyone.
I've been there, I know that andbecause of that, she kept attracting
clients who weren't quite the right fit.
So when we sat down and took some timewith her and got to the heart of her
business and who she is, we strippedaway all those shoulds and got clear
on what actually made her light up.
When she talked to us, we couldtell what made her excited.
(23:17):
And once we found that common threadthat ran through everything when
she could see it, when she had thewords, the messaging to explain it,
everything in her business shifted.
Suddenly, her marketing felt farmore effortless and she wasn't
trying to convince people anymore.
She was just showing up as herselfand those favorite clients, the
(23:38):
people she really liked workingwith, the ones that she talked about.
Those are the ones thatstarted to show up.
They started to find her.
So when you get clear on yourbrand's magic, it's like weights
that lift off your shoulders.
You stop second guessing yourself.
You trust yourself on awhole different level.
You stop overexplaining and youfinally start attracting the people
(23:58):
who just get it because for thefirst time, finally get it too.
I use the example of the Scarecrow,the Tin Man and the Cowardly Lion.
They were all searching for something,they were all looking for brains,
love, courage, heart, right?
But when they got to the wizard,they had them the whole time.
(24:19):
They didn't need the wizard to do it.
It's inside of you.
I promise.
This clarity is there.
You just need somebody to help youbelieve in it and have the words to
talk about it so that you can fullysit in it and it feels like home.
Yes, absolutely.
I love it.
Beverly, some great advice here.
Practical tips for a lot of businessowners, entrepreneurs who are out
there, whether they're strugglingor successful or just need some
(24:42):
rebranding and clarity advice.
Make sure you check out Beverly here.
Where can people find you onlineand get connected with you?
So Wickedly branded.com isour website on LinkedIn.
I'm Beverly Cornell, C-O-R-N-E-L-Land I also have a podcast called
Spark and Night, your Marketingwhere we use a little bit of magic
to explore the past, the present,and the future of entrepreneurship.
(25:05):
I have a magic hat full of questions anda wand that lets us travel through time.
We step into some really pivotalmoments and entrepreneurship.
Those game changing decisions thatwe all make in our businesses.
And we talk about those unexpecteddetours, the sparks of inspiration
that shape all of our businesses.
Hopefully we'll talkabout purpose and impact.
(25:27):
So if you love a good story andyou crave a little bit more clarity
or just wanna feel like you'resitting down with a friend who gets
it, I'd love for you to join me.
We're on all the differentplatforms, including YouTube.
Excellent, and we'll have allthose links available down in the
show notes and the descriptionso everyone can check those out.
Beverly, we wanna open the floor to you.
We have four minutes available.
Is there anything elsewe haven't discussed yet?
Maybe advice books or YouTubeor podcasters you follow that
(25:51):
you wanna recommend to others?
Just an open floor for you.
So before we started thisinterview, Chris, I grabbed my wand.
This is something that I carry with meand I actually have it in my bag when
I go to events and different things.
This wand, it doesn't createmagic but it does awaken the
magic that's already there.
So if you're ready to awaken your ownbrand magic, I would love to help you.
You can book a Fit call, it'sabsolutely free, no obligation
(26:13):
on wickedly branded.com.
But the one thing I want everyone toremember, all of your listeners, is you
already have everything inside of you.
The magic is there.
You are absolutely brilliantand wonderful and amazing.
And the people who are supposedto find you are just waiting for
you to show up, just waiting foryou to awaken your brand magic.
So I love helping those purpose-drivenentrepreneurs find their magic, really
(26:37):
sit in it and magnify the good thingsthat they do for people because we
need more good in the world always.
And I would want to really encourage you.
There's lots of books that I love, thegap in the gain, focusing on your gains
versus the things that you don't have.
There's so many great things but Ithink, there's not some magical wizard
to give you all the strategy and there'snot all those distractions like those
(26:58):
flying monkeys that can get in the way.
It really starts with yourself.
Some great advice Beverly.
We appreciate you coming on.
Congratulations.
I'm so exciting to watch your rebrandas you're pushing yourself out there
with this new messaging and new lifeand excitement towards your business and
helping others find that passion as well.
Appreciate the time andthank you for coming on.
Thank you so much, Chris.
I'm so happy to be here with you.
(27:19):
Absolutely.
Thank you.
People love a good story and theyconnect as humans based on stories.
(00:06):
And when you are trying to buildand trust to get somebody to buy
from you, it's all about connection.
So storytelling is connecting,and that message should connect.
It should be about your history.
It should be about your mission.
It should be about yourcore values and your vision.
And that should weave into everything youdo and when it's truly you and aligned.
(00:30):
That's the piece that connects with theperfect client for you, those favorite
clients that you love to work with,because now it's all in alignment.
It's not scattered and separated anddifferent then here on this page, or when
you talk and introduce yourself, or itbecomes much more aligned and consistent.
You are listening to Brainwork Framework,a Business and Marketing podcast,
(00:51):
brought to you by Focused-biz.com.
Welcome back to another episode.
With us today is Beverly Cornell,the fairy godmother of brand
clarity with Wickedly branded.
Since 2011, they've beenhelping big hearted solopreneurs
find clarity in the chaos.
Beverly, so excited to have you on today.
How are you?
Oh, thank you, Chris.
I'm doing well.
I'm excited to be here withyou and your listeners today.
We appreciate it.
(01:12):
So just the brief intro that we giveyou really can't do it justice for
maybe the skills and experience youhave or everything you've been through.
So tell us more about your journey.
What were you doing before?
How has that kind of prepared you for whatyou're doing today with wickedly branded?
So I didn't grow up dreaming of beingan entrepreneur or running a business.
I wasn't that kid that wasselling lemonade or starting
the side hustles at 12.
(01:33):
I really was an accidental entrepreneur.
I just fell into it back in 2012.
I married my active duty Armyhusband in life, took us all over
the country, so moving every fewyears meant I had to create a job.
A remote job that wasn't reallyavailable in 2012 that could move
with me and with my husband's career.
(01:54):
So I did what so many entrepreneurs do.
I got creative because most entrepreneurslove to build things and get creative all
the time but I did not think I was one.
I had actually worked for lotsof small mom and pop businesses.
I worked for Chrysler's advertisingcompanies, some big Fortune 500.
Moved to some small mom and pop businessesand then worked for a tech startup and saw
(02:14):
how much work it was to start a business.
So I was very clear that it was a lot ofwork, I never ran into that but after I
got married and needed to kind of followhis career, I knew I wasn't gonna be
able to find a job every three years.
It was gonna be really hard.
So I started freelancing and hadto figure everything out on my own.
I made a ton of mistakes but byevery standard I was successful.
(02:39):
I had a study stream of clients,I got some great referrals and I
was making multiple six figures.
And on paper you'd think,oh yeah, she made it.
It was good.
It's all good.
But behind the scenes, I was stressed.
I was working around the clock and it wasbecause I was saying yes to every client,
even when they weren't the right fit.
(02:59):
Yes to every marketing trendbecause I thought I should.
Yes to every late night hustle becauseI thought success meant working
harder and the results of all that.
Can you guess what it was?
Complete burnout.
Right?
That's a horrible feeling of working andworking and feeling like you can't stop.
I almost became an addictive kind ofthing because I thought the harder I
(03:21):
work, the more success I would have.
And there was one night, it was liketwo o'clock in the morning, my whole
family was asleep and I found myself atmy desk absolutely exhausted, staring
at my screen, like with the cartoon eyeswhere they hold up, open the eyes open.
I had built this business forfreedom, so why did I feel so trapped?
And I thought maybe Ishould just quit altogether.
(03:42):
Maybe this isn't whatI was supposed to do.
Maybe it would just be easier to go workfor someone else and not do this thing
but I knew in my heart of hearts, I lovedmarketing and I loved helping our clients.
I just needed to step back andtake a real big look at my business
and ask myself some questions.
What do I actually love doing?
(04:03):
Who do I truly want to help andthat I have proof that I can help?
Because just wanting to help them doesn'tmatter but what are the things that
I've actually done to help clients andwhat kind of business do I wanna build?
Meaning like right now,it's an amazing opportunity.
You can build the exactbusiness that works for your
life right now, more than ever.
All the remote capabilities,all the tech that's out there,
(04:25):
you wanna work from 12 to four.
You can have that business, likeyou can create whatever kind of
business you want and that's a littleoverwhelming and scary to think about
but that moment changed everything.
Taking that time really steppinginto what do I actually want?
Who am I?
(04:45):
It's like it was like abusiness midlife crisis.
It's true though.
We have those moments.
There are huge moments twoby four to the head, right?
You need to do something different orthis is going to be a very bad outcome.
And in that process, I lost acouple clients, so it was even more
validation of you need to figure thisout so that you are more successful.
(05:08):
Those failures felt really stung.
They were really hard for me to takebut what I learned from that was
maybe we should never have even hadthem as a client in the first place.
They weren't in our flow or what we weresupposed to be doing but I said yes for
the wrong reasons and I realized I waslike dragging them across the finish
line and that was not healthy for anyone.
So I started to follow the advicethat I was giving to my clients.
(05:33):
I let go of the clients thatweren't a good fit, which was really
hard 'cause that's money, right?
I was like, honey just so you know,this is what I'm doing but he was
all in and I stopped doing thework that just didn't like me out.
That didn't bring me joy.
I looked at all the drivers that made meexcited and all the drainers that sucked
(05:53):
my soul and how could I offload thoseor not do them or do them differently,
automate them, whatever it was, I lookedat every single thing I was doing.
I made a list.
I just journaled Chris for like daysand everything that I do every day and
what was it a good thing or a bad thing?
Did it make me feel good?
Did I wanna do it?
Did I procrastinate and never do it?
(06:14):
And I looked at those,all of those things.
And I got crystal clearon what made me different.
For years, I never really wasable to put into words what we
actually did for our clients.
My husband used to say, you'reso much more than a marketer.
And I was like okay,but what does that mean?
And I think it's kind of thecobblers kids with no shoes, you
(06:36):
never take the time to do that.
So,
I really leaned into what we actually do.
I've used words like, we'relike a marketing therapist.
I've used words like the very godmotherof clarity because we aren't just a
marketing strategist or tactician.
We do far more for our clients.
(06:56):
And when we got really clear, Chris,it was something unlocked, the doors
opened and the business finally took off.
It's like you finally got excited aboutbusiness again because you were having
this moment, as you said, a midlifebusiness crisis where suddenly you're
reevaluating everything you've beendoing and want to do moving forward.
But it's those critical momentswhere it's really going to be
(07:18):
our defining moment, okay, do wecontinue the same path we're on?
Do we make these changes?
Do we find what's driving the business?
Do we find what's hurting the business?
And our level of success can be different.
People want financial freedom.
People want time freedom.
And we find ourselves kind ofgetting stuck into this never ending
rat race of continual success.
Can I go bigger?
Can I go stronger?
(07:38):
And then finally using our ownbusiness advice that we give to our
clients and using it on ourselvesand said, why don't we walk the walk
instead of just talking the talk?
And that's a big difference and momentfor a business to have that transition.
It was like the lights finally came on.
I think I used the analogy earlier oflike, I felt we wearing clothes that
didn't fit us and then finally when wegot into how we were supposed to show up
(07:58):
and how we do show up for our clients,it's like we had the best new outfit ever,
like the first day of clothes for school.
We felt really cute and cool.
You always excited to show offwhat cool new clothes you had.
That's what it felt like for us.
We took a lot of time to work onall of those things and being who
sitting in our zone of our passion andeverything, that's our zone of genius.
(08:21):
That's where we knew we needed to beand why it felt so hard was we were kind
of fighting against forces before then.
So when we did all of this, that's whenmy business finally took off legitimately.
It was a lot of work and a lot of like3:00 AM stressful nights but now it's
3:00 AM and holy crap, I have all theseideas and all this thing that I wanna do.
It's like a totally different shiftof where we're supposed to be.
(08:45):
Right.
You're up at 3:00 AM not becauseyou have to or you feel that you
need to but because you want to.
You're excited, you're like, I'mreally deep into this project.
I can't even close my tabs right now.
I'm just invested into it.
Oh, my tabs.
I have so many tabs.
Chris.
All the tabs.
All the tabs.
My husband actually said one day, ifthat's how your brain works, I don't even,
(09:05):
how do we even keep track of it?
I also feel like when we're doing videopodcast if the tab gets lost to the
mix of other tabs becomes a game ofMarco Polo like, hello, I'm over here.
The panic sense.
That experience of getting reallyclear plus all the 25 years of the
market of experience in the marketingworld led me to create what we call
the brand magic method, which is aframework that has helped hundreds
of purpose-driven business owners
(09:26):
step out of the tornado ofbusiness and marketing overwhelm.
I called a tornado 'cause you getsucked in it and you don't even have
anything to grab onto, ground you.
You just get sucked up and suckedand you have no power in that.
And now we help them simplifytheir marketing and we build
brands that feel really aligned,profitable and dare I say, powerful.
(09:47):
Those are some big words.
They are.
It has to come with somebig results with it too.
Exactly.
It can't just be words.
You're right.
So if a business feels stuck orthey feel overwhelmed or feeling
like constantly trying to figurethings out you, you're not alone.
Clearly.
Business like myself, it soundslike Chris has been there too.
You are not alone.
Clarity isn't something that you find.
(10:08):
It is something that you create.
And when you do, everything getseasier and I'm gonna say it again.
Clarity isn't something you find.
It's something that you create.
It is within your power tostep out of the tornado but you
have to make the first step.
And it's a challenge because we'rekind of caught in this whirlwind.
It's everything's moving aroundus too quickly and you don't find
(10:31):
the clarity, you create that.
How impactful is that?
'cause a lot of people think that,just one more book, one more YouTube
video, one more high offer, highticket course is gonna give me
the clarity and the direction thatI need to finally push forward.
And oftentimes I thinkit's deep within ourselves.
Well, there's two sides of that.
I use the analogy sincewe're wickedly branded.
I use the analogy of you are looking forthe wizard behind the curtain, asking
(10:54):
for some big ask of advice to give youthe thing you need but there is no book,
there is no big wizard to give you,no strategist, no business that can do
all that for you until you are clear.
No one can solve this problem.
We can give you some tactics andstrategies but you have to be clear.
(11:15):
And what we do is we help ourclients really get clear with that.
And then I call the distractionsthat you mentioned, Chris, the flying
monkeys, they like to come in anddistract you with all the things.
Next, social media tool thattrend, whatever those squirrel
moments are or the flying monkeys,they're so good at distracting us.
But when you're clear and youhave focus, those things just
(11:39):
kind of fall to the side.
They're not as strong.
They can still get in there but they'renot as strong of an influence anymore
because you have clear clarity andfocus in a way you've never had before.
Absolutely.
And now even though a brand can be soimportant for the success or failure
towards a business it doesn't necessarilymean you have a great brand that
(11:59):
what you offer can be successful or eeven solves a problem and vice versa.
A lot of companies with either terriblebranding and they're wildly successful
or they have a great product or service.
So trying to find thatmarriage in between the two.
I think it just shows the importancehow powerful a great brand can be and
if you have the product or serviceto back it up, it's gonna unlock
so many more opportunities for you.
(12:21):
So branding isn't just logos and websites.
People think that oh, I need alogo and a website, check the
box of the shoulds that I have.
But we think here at wickedly branded,it's about clarity, confidence and impact.
Most people think they have a marketingproblem but they have a clarity problem,
and once you fix that everything changes.
It becomes a filter for allyour business decisions.
(12:43):
It becomes a easy yes or no
when before it was like, shouldI do this or should I invest this?
It becomes so much easier to step infront of your brand, to lead, there is
a phrase, it's probably way too muchoverused, which is, if your client's
confused, so it's that times a thousand,if you're confused, you're making
(13:04):
confused decisions for your business.
And if I had been so muchclearer from day one, if I'd
had this clarity and this plan.
Holy crap.
The amount of traction I could havehad then it's all tuition, Chris.
It's all got me to this place andI'm far more empathetic to my clients
and their journeys because of what Iwent through but it's that clarity is
(13:24):
the pot of gold at the end of the rainbow.
It's everything.
So many people think they dobranding but I really think it's
more of a clarity situation.
Absolutely.
And it goes beyond just the logoand the website, like you said, this
checklist that things you need to have.
It's also the copy and the content,the pictures that tell your story
about the brand, who you are andwho you help and what you do.
(13:46):
How do we kinda incorporate the astorytelling method to match our brand?
And then how do wepresent that to the world.
Storytelling is everything.
People don't remember facts andfigures but they remember your story.
And if you notice even onthis particular podcast.
I just shared my story.
I didn't go into marketing.
I explained exactly my story and howI got to here and that resonates as
(14:11):
humans, like from the dawn of time,the cavemen in the caves, they're
telling stories on the walls, right?
This is science.
People love a good story and theyconnect as humans based on stories.
And when you are trying to buildthe trust to get somebody to buy
from you, it's all about connection.
(14:32):
So storytelling is connectingand that message should connect.
It should be about your history.
It should be about your mission.
It should be about yourcore values and your vision.
And that should weave into everything youdo and when it's truly you and aligned.
That's the piece that connects with theperfect client for you, those favorite
(14:54):
clients that you love to work withbecause now it's all in alignment.
It's not scattered and separated anddifferent than here on this page or when
you talk and introduce yourself or itbecomes much more aligned and consistent.
I say that consistency and persistency.
I'm not sure if persistency is actuallya word but we're gonna say it is today.
If it's not, we're gonna make it one.
(15:15):
Consistency and persistency are reallykey when you have a strong message
that this is how you become known.
So if you want to be known forsomething, then you need to be consistent
and persistent in your messaging.
There's lots of ways you can sayit with your message with stories
and examples but it needs to be aconsistent thread through all of that.
(15:38):
So yes, storytelling.
That is magic, no question.
Absolutely.
And with someone with your unique businessexperience here, having to move every
few years to uproot and try to get a newbasic clients or you're working with what
you have but now you're in a new space.
It's unique to you and I think it can behelpful to a lot of other entrepreneurs.
(15:58):
How do you manage getting new clientsand building that book of business,
even though you're moving everywhere.
Are you running ads?
Are you doing SEO, is it focusedon relationships, networking.
What's been most effective foryou in building your business?
So our business wasreally built on referrals.
Thankfully we've done a good job andpeople have referred our workout.
It's definitely all aboutconnections and not working
(16:20):
and just that human experience.
We have done ads, we've tried everythingjust like everybody else probably.
But even we moved here in July andin August I joined the chamber and
then I didn't just join and just tobe honest, I'm really an introvert.
I don't like going to those things.
And I feel like they're veryawkward, especially at the beginning.
My husband come to the first one andI called him my emotional support
(16:41):
husband because he'll talk to a fly.
So he had my cards.
He was great.
He would go up and introducehimself and then introduce me.
He was fantastic.
He earned his weight and gold that day.
This is exactly what I need.
Can you just come to every event with me?
He was great and so you have to leanonto what you ca are comfortable with.
And for me it was bringing him soI didn't feel alone the first time.
(17:01):
And once I made a fewconnections, then I felt better.
But even after a couple of months, whatI have done has been really strategic
about connecting with the chamber.
Staff letting them know that I existin what I do and even getting involved.
This is a community.
We will live here.
I'm hoping we retire here and the businesscommunity here needs to be thriving.
(17:24):
So I want to be part of the communityso that we can all thrive and be
successful and that the area thatI live is a good area to live.
I've been more strategic about that.
So recently they asked me to writefor their magazine and I've approached
them about possibly doing a podcastseries, so using our strengths
to become more involved in theactual running of the chamber.
(17:47):
And those opportunities allowme to meet way more people.
When I call and say, I'm a writer for themagazine, boy do I get to talk to somebody
way faster than if I said, I'm Beverly.
Even though the fairy godmotherwickedly brandy, it's pretty darn cool.
It's a different approach to get in totalk to people and become known for sure.
Yes, absolutely.
And I can attest to thenetworking benefits.
(18:09):
It's connecting with people, sharingwho you are and I think having that
clarity within your brand is gonnapresent itself what you're telling
other people about your product andservice and how you help people.
That is gonna be an integralpiece of you making the most
out of your networking events.
Absolutely.
Now you're lead leading into 2025with this brand new Wicked brand
(18:31):
you're coming together with.
What else are you excited for 2025?
Are you just pushing this brand out there?
Are you gonna try something different?
Are you launching anything new as well?
So just for our listeners, they know wewent from BC and Associates Marketing and
this week, it's the first week of March.
When we're recording this, I'm notsure when it will actually air.
We are rebranding to wickedly branded.comwith all the clarity that we received.
(18:57):
Going through the exercise ofwhat we do for our clients, we
realized that we did not fit BCand Associates marketing anymore.
And as cobbler's kids haveno shoes, we never spent that
time marketing for ourselves.
We devoted everything to our clients andonce we took that time and honored who
we are and got clear on, we just didn'tfit BC and Associates marketing anymore.
So this rebrand is huge and like Isaid, it's just happening right now.
(19:20):
It's really us stepping fully intowhat we've always been about, helping
businesses show up boldly owningtheir space and finally having a
brand that feels completely and ahundred percent aligned with who
they are and where they're going.
So for so long, we've been doingall of this incredible work.
Behind the scenes, helping clients clarifytheir message and build brands that
(19:41):
actually stand out but we didn't do thework for ourselves, so now we are doing
the same but in the biggest way possible.
And it's exciting but let's be real.
It's a little terrifying because steppinginto your brand fully for the first
time means there's nowhere to hide.
You have to own it.
But that's exactly whatwe help our clients do.
(20:01):
So now it's our turn to do the same andhopefully be the best case study ever.
And even at those like marketingevents, those networking events, I
have pink hair and just last ThursdayI showed up with my pink hair and
it's okay for being known, like,Hey, have you talked to Beverly?
She's the lady that has the pinkhair that comes to the events.
Now it's real easy for people toassociate with me and they remember
(20:23):
me because I have pink hair.
I'm not saying every single oneof my clients has pink hair.
They do not, I promise you.
But I found my thing and evenin my thing, wickedly branded
and magic is kind of our thing.
I have like little bit of glitterthat I put in my hair and at the
event on Thursday, they were like,did you know that your hair sparkles?
And I was like, yes because whatwe do is we help awaken your brand
(20:45):
magic and boldly bring it to life.
And when you think of Beverly andthe team that I have, I want you
to think of a little bit of sparkleand awakening your brand magic.
I want that associationto be known as that.
And it's almost like you want people tohave a double take and stand out from the
crowd and you're like, Hey, who is that?
And that's the type of brand youwanna present yourself out to the
(21:06):
world and have people take notice.
Yes, and that's all part of the process.
Putting myself in pink hairwasn't my first step, right?
It was getting thisclear on this messaging.
Then that felt right to me.
That felt authentic to me.
And just really owning that for sure.
But that's been a process too,stepping in front of my brand.
When you have clarity and you havefocus, I call it unicorn confidence.
(21:28):
And so unicorns have multicolored hair.
I do not have multicolored hair butwhen you step in front of a brand that
you really believe in, you can dye yourhair pink and you can have sparkles
and fully show up with confidencein a way you didn't have before.
So it's almost like watch out world.
It's a very huge transition forme and a little terrifying but
(21:51):
completely exciting to really ownthis for the first time in 13 years.
Very exciting.
Beverly, where can people find youonline and get connected with you?
Well, I have some advice.
Can I still share my adviceChris or is it the time?
Come on.
Yeah, absolutely.
What advice would you give to otherentrepreneurs or other business
owners, whether they're starting out orthey've been in business for a while?
(22:12):
I would say trust yourself more.
You don't have to followevery marketing trend.
You don't have to do everythingfor everyone and simplicity and
clarity will always win everysingle day, I promise you, over
complexity, clarity and simplicity.
I see this all the time.
So many business owners come to mesaying, I feel like my brand just
isn't clicking or I'm getting clientsbut they're not the right ones.
And honestly, I get it.
(22:32):
When you're so deep in your ownbusiness, like in the weeds, it's
hard to see what makes you different.
So I was working with a wellness coachrecently and she was incredible what
she did but something felt a little off.
She had all the right pieces, experienceand passion even a beautiful website.
But every time she talkedabout her business.
It felt scattered and notreally complete and confident.
(22:55):
So she was trying to beeverything to everyone.
I've been there, I know that andbecause of that, she kept attracting
clients who weren't quite the right fit.
So when we sat down and took some timewith her and got to the heart of her
business and who she is, we strippedaway all those shoulds and got clear
on what actually made her light up.
When she talked to us, we couldtell what made her excited.
(23:17):
And once we found that common threadthat ran through everything when
she could see it, when she had thewords, the messaging to explain it,
everything in her business shifted.
Suddenly, her marketing felt farmore effortless and she wasn't
trying to convince people anymore.
She was just showing up as herselfand those favorite clients, the
(23:38):
people she really liked workingwith, the ones that she talked about.
Those are the ones thatstarted to show up.
They started to find her.
So when you get clear on yourbrand's magic, it's like weights
that lift off your shoulders.
You stop second guessing yourself.
You trust yourself on awhole different level.
You stop overexplaining and youfinally start attracting the people
(23:58):
who just get it because for thefirst time, finally get it too.
I use the example of the Scarecrow,the Tin Man and the Cowardly Lion.
They were all searching for something,they were all looking for brains,
love, courage, heart, right?
But when they got to the wizard,they had them the whole time.
(24:19):
They didn't need the wizard to do it.
It's inside of you.
I promise.
This clarity is there.
You just need somebody to help youbelieve in it and have the words to
talk about it so that you can fullysit in it and it feels like home.
Yes, absolutely.
I love it.
Beverly, some great advice here.
Practical tips for a lot of businessowners, entrepreneurs who are out
there, whether they're strugglingor successful or just need some
(24:42):
rebranding and clarity advice.
Make sure you check out Beverly here.
Where can people find you onlineand get connected with you?
So Wickedly branded.com isour website on LinkedIn.
I'm Beverly Cornell, C-O-R-N-E-L-Land I also have a podcast called
Spark and Night, your Marketingwhere we use a little bit of magic
to explore the past, the present,and the future of entrepreneurship.
(25:05):
I have a magic hat full of questions anda wand that lets us travel through time.
We step into some really pivotalmoments and entrepreneurship.
Those game changing decisions thatwe all make in our businesses.
And we talk about those unexpecteddetours, the sparks of inspiration
that shape all of our businesses.
Hopefully we'll talkabout purpose and impact.
(25:27):
So if you love a good story andyou crave a little bit more clarity
or just wanna feel like you'resitting down with a friend who gets
it, I'd love for you to join me.
We're on all the differentplatforms, including YouTube.
Excellent, and we'll have allthose links available down in the
show notes and the descriptionso everyone can check those out.
Beverly, we wanna open the floor to you.
We have four minutes available.
Is there anything elsewe haven't discussed yet?
Maybe advice books or YouTubeor podcasters you follow that
(25:51):
you wanna recommend to others?
Just an open floor for you.
So before we started thisinterview, Chris, I grabbed my wand.
This is something that I carry with meand I actually have it in my bag when
I go to events and different things.
This wand, it doesn't createmagic but it does awaken the
magic that's already there.
So if you're ready to awaken your ownbrand magic, I would love to help you.
You can book a Fit call, it'sabsolutely free, no obligation
(26:13):
on wickedly branded.com.
But the one thing I want everyone toremember, all of your listeners, is you
already have everything inside of you.
The magic is there.
You are absolutely brilliantand wonderful and amazing.
And the people who are supposedto find you are just waiting for
you to show up, just waiting foryou to awaken your brand magic.
So I love helping those purpose-drivenentrepreneurs find their magic, really
(26:37):
sit in it and magnify the good thingsthat they do for people because we
need more good in the world always.
And I would want to really encourage you.
There's lots of books that I love, thegap in the gain, focusing on your gains
versus the things that you don't have.
There's so many great things but Ithink, there's not some magical wizard
to give you all the strategy and there'snot all those distractions like those
(26:58):
flying monkeys that can get in the way.
It really starts with yourself.
Some great advice Beverly.
We appreciate you coming on.
Congratulations.
I'm so exciting to watch your rebrandas you're pushing yourself out there
with this new messaging and new lifeand excitement towards your business and
helping others find that passion as well.
Appreciate the time andthank you for coming on.
Thank you so much, Chris.
I'm so happy to be here with you.
(27:19):
Absolutely.
Thank you.
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