“Your audience isn’t looking for perfection; they’re looking for authenticity. When you step into your story and share it boldly, you create a powerful connection that builds trust, inspires action, and transforms lives.”
– Beverly Cornell
Storytelling is one of the most powerful tools for building authentic connections, driving impact, and creating a lasting legacy in the business world. In today’s rapidly evolving marketplace, it’s no longer enough to highlight products and services—customers are drawn to the human element behind a brand. Few people understand this better than Beverly Cornell, founder of BC and Associates Marketing, who has made it her mission to help purpose-driven entrepreneurs unlock their brand magic and build meaningful relationships with their audiences. Beverly’s journey from freelancing chaos to intentional entrepreneurship is a testament to the transformative power of clarity and storytelling.
In this interview, Beverly shares her personal journey, invaluable insights, and actionable strategies for entrepreneurs looking to ignite their marketing efforts. From the importance of positioning your customer as the hero to crafting a story that resonates on a deep emotional level, Beverly provides a masterclass in branding with purpose. Whether you’re just starting out or seeking to realign your business with your passion, her advice is a must-read for anyone looking to connect authentically and make a lasting impact.
Thank you so much for joining us, Beverly! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Thank you! It’s always a joy to chat with you. My journey into entrepreneurship was far from conventional. I spent years in the corporate world, working with Fortune 500 companies, tech startups, and even in retail. I was a VP of Marketing for a tech startup when life threw me a curveball. Marrying my husband, who was active-duty Army, meant constant relocations. Remote work wasn’t an option back then, especially at the executive level, so I had to pivot. I started freelancing, which initially felt empowering—I had flexibility, no boss, and the ability to work anywhere. But without a clear plan, it quickly became overwhelming. I was saying “yes” to every opportunity and running myself ragged. It wasn’t until I hit a breaking point that I decided to rebuild my business with intention. Today, I’m the founder of BC and Associates Marketing, where I help purpose-driven entrepreneurs unlock their brand’s magic and create authentic connections with their audience.
Storytelling is such a powerful tool in marketing. What made you realize how essential it is?
Storytelling has always been a part of who we are as humans—it’s how we’ve connected since the days of cave paintings. But its importance in marketing hit me when I noticed the emotional impact it has. Facts and features are forgotten, but stories stick with people. There’s research that shows stories are remembered 22 times more than standalone facts. That’s huge! For businesses, it’s about more than what you offer; it’s about showing the transformation your product or service can create. When you can make someone feel seen, understood, and inspired, they trust you. That trust is what makes storytelling so powerful—it’s the connection that drives relationships and, ultimately, sales.
Sharing your personal story can be daunting for many entrepreneurs. Was it difficult for you?
Absolutely. You’d think with a master’s degree in communication—and even a class on storytelling—I’d be a natural. But it was the classic case of the cobbler’s children having no shoes. I was helping others tell their stories while ignoring my own. At first, I questioned whether my story was even worth sharing. Would anyone care? Was it interesting enough? But when I shifted my focus to how my story could help others, everything changed. Sharing wasn’t about me—it was about making a connection. Once I embraced that, it became easier to put myself out there and let my story become a bridge to connect with my audience.
Many successful brands rely heavily on storytelling. Can you share an example of a brand that uses it effectively?
Absolutely! Nike is a master of storytelling. Their campaigns don’t just highlight their shoes—they showcase people overcoming adversity, pushing past their limits, and achieving greatness. It’s inspiring and relatable, and it makes you want to be part of that story. Another great example is Coca-Cola. They don’t just sell soda; they sell moments of happiness and connection. Think about their holiday commercials—they’re all about togetherness and joy, not the product itself. And Disney? They’ve built a multi-generational empire by telling enchanting stories that resonate deeply with people of all ages.
What do you think makes a brand story truly impactful?
The key is understanding that your customer is the hero, not you. Too often, brands position themselves as the center of the story. But the real magic happens when you show your audience that they’re the protagonist. Your role as the brand is to be their guide—the one who helps them overcome challenges and achieve their dreams. Whether you’re offering wellness, organization, or creative services, it’s about showing how their life transforms through your product or service. That shift in perspective is what turns a good story into an unforgettable one.
Have you come across StoryBrand by Donald Miller? If so, how has it influenced your approach to storytelling?
Oh, that book is phenomenal! StoryBrand completely changed how I approach marketing. It’s built on the principle that customers don’t buy products—they buy solutions to their problems. Miller lays out a clear framework for crafting stories that position your customer as the hero and your brand as the guide. This approach helped me simplify my messaging, focus on the transformation my clients experience, and create stronger emotional connections. It’s a must-read for anyone who wants to elevate their storytelling and marketing strategies.
Freelancing gave you flexibility, but it sounds like it came with challenges. What led you to transition into building your current business?
Freelancing was a great starting point, but I quickly realized I was overextending myself. I said “yes” to everything, thinking I was building a business, but really, I was building a cage. The turning point came during a late-night work session for a difficult client who didn’t align with my values. I remember sitting at my desk, exhausted and unhappy, asking myself, “How did I get here?” That moment of clarity pushed me to rebuild my business with intention and focus on what truly mattered to me.
How did you approach rebuilding your business?
It started with a lot of reflection. I journaled, did stream-of-consciousness writing, and asked myself tough questions: What’s my purpose? Who do I want to serve? Patterns started emerging, and I began to see my values and vision clearly. With that clarity, I restructured everything—my services, my branding, even the clients I worked with. It was like unlocking a new level in a video game. Suddenly, I was attracting dream clients and doing work that felt aligned with my purpose.
What services does BC and Associates Marketing offer?
We focus on storytelling and branding, starting with what I call a Brand Spark. This is a 90-minute deep dive into your business—where you’ve been, where you are, and where you want to go. From that session, we create a Brand Spark Blueprint that highlights opportunities, untapped potential, and next steps. If you choose to work with us further, we move into the Brand Ignite phase, where we bring your brand to life with new messaging, logos, and even a website—usually within a month! Finally, we offer Brand Base, an ongoing service to keep your marketing fresh and impactful.
Sharing your story can feel overwhelming for some. What advice would you give to entrepreneurs struggling with this?
Start small. Share one moment—a challenge you overcame or the spark that inspired your business. Remember, your audience isn’t looking for perfection; they’re looking for authenticity. Shift your mindset from “Look at me” to “I see you.” It’s not about ego; it’s about connection. Think of your story as a bridge that helps your audience feel understood and inspired to take action.
Tell us more about your book. What can readers expect?
My book, Marketing for Entrepreneurs: Quick Guide to Spark and Ignite Your Marketing, is a practical, no-fluff guide for busy entrepreneurs. In just 90 minutes, it helps you uncover your why, define your mission and vision, and craft a compelling story. It’s filled with actionable steps and reflective prompts to clarify your branding. Plus, it’s designed to be approachable—even for those with limited time. By the end, you’ll have the tools to take your marketing to the next level.
If you had to choose two or three key takeaways from today’s conversation, what would they be?
First, you have the power to design your business and life with intention. Small, consistent steps can lead to transformative changes. Second, storytelling is your superpower. It creates connection, builds trust, and drives impact. Lastly, don’t be afraid to show up authentically. Your audience isn’t looking for perfection—they’re looking for someone who understands and inspires them.
How can our readers further follow your work online?
You can find me online by searching “Beverly Cornell” or visiting BC and Associates Marketing. Our website has free resources, podcasts, and membership options. My podcast, Spark and Ignite Your Marketing, is also available on major platforms like Apple and Spotify.
Thank you so much! This has been such an enlightening and inspiring conversation.
Thank you! It’s always a pleasure to chat. I look forward to our next conversation!
