We caught up with the brilliant and insightful Anna Cate Berman a few weeks ago and have shared our conversation below.

Anna Cate, thanks for taking the time to share your stories with us today Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?

I know this might sound crazy coming from a brand and web designer… but I actually don’t think you need a custom brand or professional website to start your business.

Most people in my industry would tell you that your first impression is everything — that you’ve got one shot to wow people. But I see it differently. I think you can start small, test the waters without a big splashy launch, and then make a *second* impression that really sticks and fuels real growth.

I’ve seen so many people spend $10,000 or more on a website before they’ve ever made a dollar — and then six months later, they’ve either moved on from the idea or realized the business wasn’t right for them. That experience taught me to do things differently, both for myself and for my clients.

I always encourage people to start with a minimum viable product. Keep it simple, see if it’s profitable, and make sure you *actually like* running the business. If, six months down the line, you’re still excited and things are working — that’s the perfect time to invest in a brand and website that will help you grow.

It’s not about neglecting your first impression. It’s about not putting all your resources into something untested. You can absolutely have a “soft launch,” learn what works, and then come out strong with a second impression that feels refined, intentional, and lasting.

I’d rather see someone invest wisely, in the right order, instead of spending thousands before they even know if they want to keep going. Great design can amplify what’s working — but it doesn’t always make sense to be the first step. Start scrappy. Grow smart.

Anna Cate, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Anna Cate Berman, founder of Sela Vie Creative — a modern brand and website design studio based in Birmingham, Alabama, serving bold entrepreneurs nationwide.

My job is to help you shape your vision, clarify your message, and build a brand and website that captures your momentum and turns it into growth. Whether you’re just starting out or scaling something that’s already working, I’m here to help make that next step feel exciting, not stressful.

I didn’t set out to build an agency; I set out to help people bring their ideas to life. Over time, I realized that what so many founders needed was not just a beautiful brand or website — they needed a creative partner who could help them think strategically, show up with confidence, and convert that presence into real growth. That’s what Sela Vie became.

We work with entrepreneurs who are ready to transition from blending in to leading in their industries. Our services include brand strategy and identity design, website design and development, brand messaging, and website copy — but more than that, we offer custom, thoughtful solutions tailored to each business. No cookie-cutter packages here.

What sets us apart is the balance of standout artistry and market-savvy strategy. We design with beauty and intention, but also with conversion in mind — because at the end of the day, your brand and website should be working as hard for your business as you are. I also know how overwhelming this process can feel, so I’ve built Sela Vie to be a place where the process is clear, the communication is open, and clients feel taken care of every step of the way.

I’m most proud of the trust my clients place in me. Many of them come back as their businesses grow and evolve, and that ongoing partnership is something I never take for granted. Watching them step into their next chapter with clarity and confidence — and knowing I got to be part of that — is why I do what I do.

What I want potential clients to know is this: You don’t need to have everything figured out before we work together.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

One of the things I’m most proud of is the weekly emails we send to past clients, potential clients, and friends of Sela Vie. I started writing these emails four years ago with one simple goal: to provide real, free value to busy entrepreneurs.

I never wanted them to feel like sales pitches. Instead, they’re packed with practical, actionable tips — things I’ve learned from working with clients, running my own business, and staying on top of the ever-changing world of branding and website design. No fluff, no gimmicks. Just industry knowledge people can actually use, whether or not they ever hire me.

For example, I recently shared a tutorial on how to connect affiliate platforms like LTK or ShopMy to a Squarespace site — a small, strategic move that can create new income streams for product-based business owners or content creators. Tips like that are simple but impactful, and I love being able to pass them along.

I also share bits of personal life — updates about projects I’m working on or even little reflections about balancing business and life — because I think people connect with people, not just polished brands. Over time, those emails have become my favorite way to stay in touch and foster trust. Yes, they keep us top of mind, but more importantly, they let me consistently show up for my community in a way that feels honest, generous, and genuinely helpful.

What’s a lesson you had to unlearn and what’s the backstory?

A big lesson I had to unlearn is that *being busy equals being successful.*

When I first started Sela Vie, I thought if my calendar was packed and I was constantly working, that meant I was doing well. I wore busyness like a badge of honor — but all it really did was burn me out and leave me reacting instead of leading.

Over time, I realized that real success comes from margin. The space to think, be creative, and serve my clients well. Now, as a mom, I work just 15 hours a week — while running the business, managing our team, and making space for life outside of work. And we’ve been fortunate to grow every single year since the business started.

Our entire team has taken maternity leaves over the last three years, myself included. We’ve built systems and rhythms that support both business growth and personal well-being. That’s not by accident — it’s from intentionally unlearning the idea that more hours = more success.

For me, success looks like the freedom to meet my husband for a spontaneous lunch in the middle of the day or linger a little longer in the mornings at the park with my two-year-old before heading into the office. It’s clarity, focus, and the ability to be present in both work and life. And that’s what I hope to encourage other entrepreneurs to build for themselves too.

Contact Info:

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

Image Credits

Holly Schumpert