We recently connected with Cortina Jenelle Caldwell and have shared our conversation below.
Cortina Jenelle, so great to be with you and I think a lot of folks are going to benefit from hearing your story and lessons and wisdom. Imposter Syndrome is something that we know how to describe, but it’s something that has held people back forever and so we’re really interested to hear about your story and how you overcame imposter syndrome.
Overcoming imposter syndrome is a daily habit that requires a strategy in order to quiet those inner voices that tell me that I’m not good enough, talented enough, skilled enough, experienced enough or “of age” enough to speak with authority, run successful businesses or be recognized by others as a leader. Here’s the thing that I realized, even just earlier this year – imposter syndrome is quite literally all the voices of those who felt like they weren’t good enough, talented enough, skilled enough, experienced enough or “of age” enough, living rent-free in my head. And there’s this cycle going on inside of me that started from them projecting their own fears and limiting beliefs onto me, and me accepting them as true. So I can decide to do one of two things – I can start charging the internal imposter choir rent; or I can evict them and decide to give that space to the true narrative about who I am and who I can become. It’s up to me to wrangle control over those untrue narratives and limiting beliefs…to recognize they did not come from me – they were planted in me and then left to grow. So, at some point, I have to stop watering them and pull them up by the roots so that more helpful, beautiful things can grow. My single piece of advice to others is to cultivate your inner garden well.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
What’s most important right now to say, especially to other businesses, brands and creatives is that trust forms the foundation of enduring customer/audience loyalty, as people are more likely to support and advocate for brands they believe in. The vision is not to become some lofty marketing agency in a big city, but to stay close to my Southern roots in order to support principle-led leaders in turning their authenticity into a superpower through beautiful design, impactful storytelling and well-crafted experiences. Being authentic was important to me and I believe it’s the most important asset or competitive advantage any of us have. I have been able to build a successful business on referrals and word-of-mouth alone, and I know it’s because of my authenticity, credibility and that currency of trust Using a human-centered design approach, my Founder-led and directed agency offers branding; copywriting; project management; diversity, equity, inclusion and belonging-focused consultation, public speaking and facilitation; and web design services.
New in 2024, I’ve launched subscription services for: copywriting; branding & design; and diversity, equity, inclusion and belonging (DEIB) services. This allows clients to pay a recurring subscription to access a range of service fulfillment from an SME (subject matter expert) on a regular basis. This way, brands, organizations, businesses and freelancers can access expertise without the commitment and overhead of hiring full-time designers or engaging in expensive one-off projects. This new launch seeks to integrate the subscription-based business model that we have already become accustomed to for other auxillary services yet, scaling the model in a way that gives a sense of ease, consistency and access that the modern business owner or organizational leader needs.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
The three qualities that were most impactful in my journey are authenticity, integrity and community. In my opinion, any business, brand, artist, contractor or organization seeking to stake claim in today’s should absolutely figure out how to build these three values into the DNA of their work, and as early as possible. There is nothing new under the sun so chances are, there’s someone else out there doing what you do, or selling what you sale, but nobody will ever do it exactly like you. That unique authenticity that you bring to that thing is what will make you stand out in your industry and build loyalty amongst crowds. As you start working with people or selling, be sure to be someone who can be counted on to keep your word. That’s all integrity is. Will you do what you say you’re going to do? Be diligent with your follow-up and do not misrepresent yourself just to make a sale. Integrity is the longer route, but short cuts will eventually short cut your legacy so, be willing to put in the work to be an honest individual. With those two values down, you will organically start to either build community or attract community. Word will spread about the value you’re offering or the impact you’re making and eventually you will build a roster of clientele that is loyal to you because they know they can trust that you will do what you say you will. Authenticity, integrity and community – don’t leave home without ’em.
How would you describe your ideal client?
My clientele are principle-led leaders, servant leaders, authentic leaders and transformational leaders who are compelled towards a vision of change for their community, their family, their neighborhood or larger society. They are willing to take the risk to put something out into the world and put in the hard work to make that dream a reality. This person is looking for an expert who will help them sift through the noise of ads, solicitations, scams, and too-good-to-be-true offers so that they can share their mission with the world, or at least their corner of it. This client is actively seeking an SME (subject matter expert) in website design, branding, strategic marketing, copywriting, project management or diversity, equity, inclusion and belonging. This client is legacy-minded and willing to engage in an human-centered process so that the end result is authentic to them and not just based on what is “trendy”. This person may not have the time, interest or skill to do the work on their own but wants the work done at the same standard of excellence that they expect in every other area of their business. Those are the kind of people that I get to work with every day and my doors are always open for that clientele!
Contact Info:
- Email: [email protected]
- Website: https://www.cortinajenelle.com
- Linkedin: https://www.linkedin.com/in/cortina-jenelle-caldwell
- Yelp: https://www.yelp.com/biz/cortina-jenelle-branding-agency-chattanooga
Image Credits
Cortina Jenelle Caldwell, Chris Montgomery, Daria Nepriakhina, Med Badr Chemmaoui
