We caught up with the brilliant and insightful Cheryl Annett a few weeks ago and have shared our conversation below.

Cheryl, looking forward to hearing all of your stories today. What do you think matters most in terms of achieving success?

Starting and running my own marketing business has taken a mix of creativity, business smarts, risk-taking, and a lot of flexibility. What I’ve found to be the most important key to growth is being genuine, honest, and reliable—with fast, consistent turnaround. Building strong relationships with both new and existing clients, along with constantly networking and promoting my services whenever I could, played a huge role in generating referrals—which is how my business grew. I’ve also learned how critical it is to stay organized, plan ahead, and manage my finances carefully. There have definitely been risks and mistakes along the way, but each one has taught me how to adapt and keep moving forward. For me, success is all about delivering transparent value, staying creative and bold, and making sure every client feels like they’re my top priority.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

got started in this industry because I’ve always had a love for art and design, and a natural ability to connect with people. My background in customer service taught me the importance of listening, empathy, and building genuine relationships—skills that have translated seamlessly into my work in branding and marketing. Over time, my creative passion evolved into helping others grow their businesses by bringing their ideas to life through branding, content creation, social media strategy, and digital marketing.

My business grew organically because I took the time to truly understand each client’s unique needs and goals. I’ve never believed in a one-size-fits-all approach—and while templates can be efficient, I’ve always found it hard to stick strictly within the lines. I prefer to start small and build from there, beginning with a simple conversation: What do you need right now? What fits within your current budget? I reassure clients that we can take things one step at a time, and revisit new projects as their business grows. Sometimes I’m involved from the very beginning; other times, I’m brought in midway through—or even near the finish line—to help execute final pieces. No matter where I enter the process, my goal is always the same: to meet clients where they are and continue to support them as they evolve.

What sets me apart is my commitment to being genuine, honest, and dependable. I care deeply about my clients and their success, and I’m always willing to go the extra mile—even if it means teaching myself a new platform or process on my own time to better support them.
When I first started my business, and the phones slowly started to ring, I would be asked if I knew how to do something, and even though I didn’t, I would immediately respond, “of course I can do that, no problem!” and then spend the night researching and learning. I ask for deadlines and stick to them. I prioritize clear communication and transparent pricing, which I believe are key to building lasting trust. Nearly all of my business has come through word of mouth and referrals, something I’m incredibly proud of because it reflects the relationships and trust I’ve built.

Above all, I want potential clients to know that I’m not just here to provide a service—I’m here to be part of their team, their supporter, and someone who’s genuinely invested in their long-term success.

Let’s talk about resilience next – do you have a story you can share with us?

One moment that really stands out in my journey was early on when a client asked me to create and post on their business Facebook page, up until this point, I had only been designing logos, graphics, and updating websites. I had not jumped in to the world of Social Media Management, but was curious and knew it went hand in hand with my current services offered. I could have said no, or referred the business to a colleague, but instead, I spent hours outside of our agreed work time teaching myself how to use the platform so I could confidently deliver exactly what they needed. I didn’t charge for the extra time, because for me, it was about building trust and proving that I was someone they could count on. It was stressful, but I pushed through, met the deadline, and the client ended up referring me to another business, and this division of my business continued to grow into more platforms. That experience reminded me that resilience isn’t always about bouncing back—it’s also about being willing to learn, stretch yourself, and push through, and in the end it benefits me and my future business development.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

I truly believe that everything happens for a reason, and that what you put out into the world is what you receive in return. Thankfully, there have only been a less than a handful of times in my career where a client wasn’t fully satisfied with the final result of a project. Even when I felt we had clear and open communication throughout, sometimes clients simply change their minds or realize the design direction isn’t what they envisioned. In those situations, I’ve always chosen to be understanding and willing to offer a full refund, even if it meant taking a loss. Surprisingly, this approach has often come full circle—clients have either returned to work with me on a future project or referred someone else my way. Being transparent, fair, and not taking things personally has always paid off for me in the long run. I’ve learned that integrity and kindness in business go a long way.

Contact Info:

• Website: https://syvcreative.com/
• Instagram: https://www.instagram.com/syvcreative/

Image Credits

All photos provided are my own, and I hold full rights to use and share them. I am either the original creator or have obtained proper permissions for their use.