Testimonials aren’t just reviews—they’re powerful stories that connect your purpose to your dream clients and fuel your passion.
– Beverly Cornell
In a world where digital noise can drown out even the best ideas, what truly makes a brand stand out? For many entrepreneurs, it’s not about logos or flashy colors; it’s about storytelling, presence, and purpose. But how do you tap into that magic? How do you ensure your brand speaks directly to the people you’re meant to serve?
Enter Beverly Cornell, founder of Wickedly Branded. With over 25 years of experience, Beverly is a self-described “marketing therapist,” combining strategy, creativity, and soul to help purpose-driven entrepreneurs uncover their brand magic. Through her work, she guides clients in finding their authentic voice and aligning their marketing efforts with their true purpose.
In this conversation with Stacey Chillemi, Beverly shares why storytelling isn’t just a trend; it’s the key to creating a brand that deeply resonates with your audience. She also explains why testimonials, when used correctly, are more than just praise; they are stories that drive your brand’s growth and create lasting emotional connections with clients.
Thank you so much for joining us! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Absolutely! My journey started in the traditional corporate marketing world, where everything was strategy, deliverables, and ticking boxes. I truly loved the work, but I constantly felt like something was missing; there was very little soul in it. What I craved, and what I saw so many entrepreneurs needing, was clarity and confidence in their why. I began to notice a pattern: brilliant business owners who were incredibly good at what they did were struggling to articulate their unique value. They were under-selling themselves and missing out on opportunities to connect deeply with their audience. So I decided to create something different.
That’s how Wickedly Branded was born. I like to say I’m part marketing therapist; it’s about more than just colors and copy. I help people unpack their brilliance, get crystal clear on who they are, and then bring that to life in their brand with storytelling, strategy, and a whole lot of sparkle. We help people find their voice, own their value, and step into a presence that feels as powerful as the impact they create.
What does it mean to be “wickedly branded,” and how do you help your clients get there?
To be “wickedly branded” means that your business shows up exactly as you, bold, confident, clear, and wildly aligned. It’s not about gimmicks or trying to sound like someone else. It’s about being deeply rooted in your personality, values, and vision and allowing those elements to flow through everything you do. When you’re wickedly branded, people recognize your presence immediately. They feel you. They trust you. They remember you.
I guide my clients through a process that uncovers their voice, vibe, and vision. We start with clarity, getting clear on their story, their ideal client, and their unique value. Then we shape that into a brand experience, from visuals to messaging, that reflects who they are and who they’re meant to serve. My role is part marketing strategist, part creative director, and part business coach. It’s all about bringing their essence into the spotlight.
Why is storytelling such a vital part of building a brand today?
Storytelling is the heart of every powerful brand. It’s how humans connect. It’s how we understand the world and each other. People don’t buy services, they buy connection, transformation, and emotion. Storytelling bridges that gap. It lets people see themselves in your message. It builds trust, relatability, and resonance.
The most magnetic brands aren’t the loudest, they’re the most real. They know how to share the “why” behind what they do, and they speak to the deeper need behind the product or service. Storytelling allows entrepreneurs to break free from boring elevator pitches and instead share who they are, what they believe, and how they help, in a way that makes people feel something.
What advice would you give someone who doesn’t think they have a story to tell?
Everyone has a story. If you’re doing work that helps others, there’s a story behind why you care. Maybe it’s something you overcame, something you witnessed, or even a moment of frustration that lit a fire under you. Your story doesn’t need to be dramatic to be powerful; it just needs to be true.
The key is to start by identifying those pivotal moments. When did you realize you were meant to do this work? What challenges did you face? What client wins moved you deeply? Those experiences are gold, and they’re often the missing piece in your messaging. Once we pull those stories out and thread them into your brand, everything else, your copy, your content, your connection, becomes magnetic.
Let’s talk testimonials. Why do you think entrepreneurs hesitate to ask for them?
Oh, so many reasons! For a lot of people, it’s rooted in discomfort around asking for praise. There’s this inner narrative that says, “I don’t want to bother them,” or “What if it’s not good enough?” And then imposter syndrome creeps in. It can feel incredibly vulnerable to ask someone to publicly validate your work.
But here’s the truth: clients want to share their success. If you’ve helped them create change or transformation, they’re usually proud and excited to talk about it; they just need a little nudge and some guidance. The trick is to reduce the friction. Make it easy, make it specific, and don’t overcomplicate it. That’s where most people get stuck: they make the ask too vague or the process too hard.
How do you recommend simplifying the process of collecting testimonials?
I follow a three-step process that makes it almost effortless for both you and your clients. First, cultivate the conversation. Don’t just send a generic, “Can you leave me a review?” Instead, ask intentional, open-ended questions that prompt them to reflect on their experience. What was life like before? What changed? What results did they see? This gets them thinking and gives you richer, more impactful material.
Second, transform their words into a powerful testimonial. Use their authentic language. If you’re using AI to help with this, great, but never let it strip away the emotion. Always refine it to preserve their voice and energy. And lastly, amplify. Don’t just hide these testimonials away on a random page of your website. Turn them into social posts, embed them in emails, use them in sales pages, let them become the heartbeats of your brand presence.
How can you make it easier for clients to follow through on giving a testimonial?
Simplicity is key. Give them one link. If you send them to ten different platforms, they’ll shut down. Choose the platform where reviews matter most to your business, Google, Yelp, or Facebook, and send them directly there. Bonus points if you include a short note or sample structure. Something like, “What was your challenge before working with me? What did we do together? What changed as a result?” You’re making it so easy, they can say “yes” without a second thought.
What if a client is nervous or unsure how to write a testimonial?
That’s so common. Many people want to help, but they get in their heads. They worry about saying the wrong thing or not meeting expectations. When that happens, I like to hop on a short Zoom call and guide them through a few conversational questions. Then I transcribe and draft it for them to approve. It removes the pressure and makes the process collaborative. You’d be amazed how much beautiful language flows out when people don’t feel like they’re “on the spot.”
Why is it important to use the client’s authentic words rather than rewriting everything?
Because authenticity resonates. When you share testimonials that feel raw, real, and unfiltered, they hit differently. They speak in the language your future clients actually use. That’s a huge trust builder. You can edit for clarity or grammar, but leave their emotion, phrasing, and personality intact. It makes the endorsement feel genuine instead of scripted.
What should entrepreneurs do with the testimonials once they’ve gathered them?
Create what I call a testimonial vault. This is your library of wins, your collection of proof, and honestly, your emotional safety net for those hard days. Use these stories everywhere on your website, in your welcome emails, sprinkled into your Instagram captions, even in your sales decks. Upload them to AI and ask it to assist you with your messaging. Don’t just collect them, circulate them. Weave them into your narrative because they reinforce your value in a way that feels organic.
Do testimonials have benefits beyond marketing and credibility?
Absolutely. They’re soul food. Running a business is tough. There are days when you question everything. But when you have a collection of real people telling you, “You changed my life,” or “I finally feel seen,” it grounds you. It reminds you that your work has meaning and impact. I tell clients all the time, read your testimonials when you’re having a bad day. Let them pull you out of that funk.
Do testimonials also play a role in SEO and visibility online?
Oh yes, for sure. Fresh testimonials feed the “Google Beast.” They tell search engines you’re active, relevant, and credible. And the more high-quality reviews you have on platforms like Google or Yelp, the better your chances of ranking for local or service-based searches. Even better, testimonials often contain organic keywords, so when someone writes about what you helped them with, that’s gold for discoverability. They’re a visibility tool and a trust builder.
How often should someone be asking for or refreshing testimonials?
Ideally, it should be built into your client journey. Don’t wait until the end of the year when you suddenly need reviews for a launch. After each project or major win, ask while the transformation is still fresh. It becomes part of your rhythm and feels natural for both you and your clients.
How do testimonials and brand stories connect back to your purpose?
They are the heartbeat of your purpose. When you’re intentional about collecting and sharing stories, you’re not just promoting your work; you’re reflecting your impact back to yourself. That’s powerful. It keeps you connected to your mission. It reminds you of the why behind the work. For many of my clients, hearing their impact spoken back to them in someone else’s words brings them to tears. That’s the magic. It affirms everything they’ve been working toward.
What would you say to someone who’s still hesitant to share testimonials or personal stories?
Start with one story. One client. One small moment. Don’t overthink it. Don’t try to be profound, just be real. The more you share, the easier it gets. Your brand isn’t meant to be a polished performance; it’s meant to be a reflection of your heart, your work, and your purpose. So share the stories. Let your people see you. That’s how connection and conversion happen.
Do you offer any tools to help people clarify their brand message or storytelling?
Yes! On our website, wickedlybranded.com, we’ve created a fun and 3-minute brand clarity quiz. It takes about three minutes, and it’s designed to help you identify where your brand might need more alignment or sparkle. It provides you with tangible tips for refining your messaging and presenting yourself more confidently. It’s a great starting point for anyone feeling a little fuzzy on their direction.
How can our readers further follow your work online?
You can head to wickedlybranded.com to explore resources, including the brand quiz I mentioned. I also share regular marketing tips, storytelling prompts, and mindset insights on LinkedIn. And if you’re ever feeling stuck, unclear, or just need a little boost of brand magic, send me a message. I’d love to connect!
Thank you so much for your time and insights. This was truly inspiring.
Thank you so much for having me! This was such a fun conversation, and I love any chance to talk about how to infuse more purpose and personality into marketing. I hope it inspires your readers to show up, share boldly, and embrace the power of their voice.
