🧙🏽‍♀️ Sabrina Chevannes (EMBA, MCIM)

If you’ve landed on my profile, it’s hopefully because you’ve some content that you like. A refreshing take on the world of entrepreneurship perhaps, a clip from one of my podcasts or perhaps me calling out the giant pile of bullsh*t that pollutes the world of entrepreneurship. 💩

Either that, or you’re one of the ones who leaves nasty put downs in my comment section or DMs and you’re snooping around here thinking “Who on earth is this gobby ****?!” 😅

If you fit into the first category, then welcome! 👋🏽

I’m Sabrina, I’m known as the No Bullsh*t Entrepreneur, because I say things how they are. I prefer to keep things real instead of portray a life of constant success and happiness. 

 Now, I like to consider myself pretty happy and successful, but life just ain’t perfect all the time… so why pretend that it is online?! 🤷🏽‍♀️

I’m also the one who posts the things that you’re thinking, but are too afraid to say them.

Too scared of the backlash? Yeah, I used to be, until I started getting backlash anyway. So I just started posting whatever I thought. 

I’m here for the people who WANT the truth - who want to actually learn how to build a legitimate and successful business. 💪🏽

Those who want to be surrounded by inspiring people who motivate them to always be better. Those who believe in continuous learning and striving to do the right thing. 

This is why I created N0BS; it stands for No Bullsh*t and it’s a place where entrepreneurs can feel safe, supported and nurtured. 

You will see that I post a lot about entrepreneurship:
💥 Things I’ve learned along the way
💥 Resources that I think are useful
💥 Tricks and tips I’ve discovered
💥 My own personal learnings

Please also realise that I’m sarcastic AF and many of my posts will be satirical. They’re designed to get you to realise that life should not be taken so seriously - and we can just lighten up and have a bit of fun sometimes. 

Oh, I sometimes talk about chess and poker too, and how they relate to entrepreneurship. As a Women’s International Chess Master and international poker player, I have a unique perspective when it comes to strategy and can apply these skills to business in a way that gets results like no other. ♟️

If you want to find out what a strategy day with me looks like, then please do drop me a DM. 

But please be prepared for it to change your life.

Founder

Complex Creative is known as the No Bullsh*t Agency, as we are fully honest and transparent with our work and we explain things how they are. No more getting ripped off by agencies because your job is "so complicated" and XYZ needs to be done because it's essential to your brand. 

We provide you with no BS answers and explain our processes throughout. 

If you know someone who may be being ripped off by their agency, feel free to get in touch for a second opinion!

🧙🏽‍♀️ Sabrina Chevannes (EMBA, CMktr)

This year, I’m filled with gratitude, even though it’s arguably been the worst year of my life. 

But it’s because I wouldn’t have been able to get through it without some genuinely kind people who have been there for me. 🥰

This post is just to say thank you to several people that I'm lucky to have in my life. 

Rochelle Hibbert: my legendary creative manager. Many bad employees have come & gone, but Rochelle has always stayed by my side. During the most difficult parts of this year, Rochelle has stepped up, managed clients excellently and helped keep the lights on, allowing me to take the time out that I needed. 

Natalie Connor: the most incredible friend, but also kickass lawyer around. I already know she's a vibe to hang with but LegalEdge handled a legal case for me this year while I was dealing with grief... made it as stress-free as possible, getting me the outcome I wanted too!

Madalina Ana Vasilie and the team at HubHub in Shoreditch were the wonderful hosts of this year’s TEDxShoreditch Salon events. Always incredibly professional, so generous & extremely helpful at every event. We would never have been able to run so many great TEDx events without their support! 

I highly recommend reaching out to them if you have any events you want to run next year. 

Ten Trinity Square Private Club - my favourite place to work, rest & play. I've been a member of most private members clubs in London, but this is by far my favourite one! The team are all unbelievable, the food is off-the-scale, it’s a stunning place to work and bring clients, and their spa is so relaxing! 

I am so grateful I have somewhere so wonderful to escape to when the business is too stressful!

Splento - all the lovely event photos & professional footage I have are from these guys. They even shot my wedding! Thanks to the incredible Gemma N. who values building great relationships with clients (a huge value we have at N0BS, they’ve accommodated last-minute requests, dealt with things going wrong very professionally and always proved they’ve valued me as a customer, which is a lot more than most other companies ever do. 

If you want affordable photo/video, these are the guys to speak to!

Then, of course, all the people who have had my back in the comments on here! I get a lot of sh*t on LinkedIn and so many of you have always supported me throughout the nastiness, checked in with me when things have got difficult and always offered your help. 

You have no idea how much each of these kind gestures mean to me, so thank you so much for being there!

I know there are a lot more of you who I couldn’t run my business without. I may not say it enough, but I appreciate each and every one of you. 

Despite tough times, you guys are the ones who make things worthwhile. 

I think we’re all guilty of taking things for granted sometimes. Why not use this post as a sign to thank someone you’re grateful for this year!

Spread the love xx

🧙🏽‍♀️ Sabrina Chevannes-Denman

“I’m sorry, but you don’t really look very trustworthy”. 
→ This is what someone said to me yesterday. 😢

“And you don’t exactly scream success”

These words have sat with me ever since and I can’t shake them off. 

I’ve been running my own business for 18 years, and I STILL can’t be trusted. Because of the way I look. 😫

I was introduced to someone yesterday at a WeWork, as someone who was “an excellent marketing consultant, who could definitely help grow your brand”. 

But they did not trust a word I said. They laughed at every major brand I worked with saying: “No way they would have trusted you.” 🤦🏾‍♀️

They were more vocal about it than usual, so I decided to ask specifically what it was. 

“Well, you’re wearing trainers for starters”

I was like WTF? Shoes determine trust? And they were Prada trainers anyway haha 😅

“You have to bring your dog to work and you’re sitting in a WeWork - you’re obviously not that successful.”

I chose to work out of a WeWork yesterday for a change of scenery and because they’re dog friendly. 🐶🐶🐶

I was excited that I GET to bring my dog to work! I didn’t think it was a negative. 

It really threw me off, because when I’ve dressed smartly and been in fancier places, I have been told that I’m clearly trying too hard and so that doesn’t build trust. Successful people don’t need to try. 

And when we had our own branded offices, I was told that it was too shabby and it would look better if I was in a coworking space that was modern and new.
 
So, what on earth do I do?! 🤷🏽‍♀️

Who knew trust and respect was so dependent on image?

I guess I understand why so many people BS their way through business. 

My worry is - if I have nearly 2 decades of experience, a portfolio of clients, great testimonials and still can’t demand respect, is the game just completely rigged to those with a better image?! 🤔

IT'S HERE! 2025's Bullsh*t of the Year! 🥳

I've spent a good deal of time looking through the submissions and want to thank everyone who has contributed to this report. 

As usual, the focus is on the BS and not the people. Although, we have some top-class BSers who naturally got their own places. 🙊

What have I missed though? What else would you have included in 2025's bullsh*t of the year? 🤔

Bullshit of the year 2025

[Insert some AI bullsh*t]

Agree?

Thoughts?

Now I'm a thought leader 💪🏽

It’s dangerous to go all-in on one platform, they say.  

But then if something is doing well, shouldn’t you double down on that thing? 🤔

LinkedIn works for me - I have great convos here and get lots of business from it. So, I’m not going anywhere.

But, I've decided to post more elsewhere this year.

You know the frustrations I've had with this platform, and I'm looking for something more real, less stale... less AI 🙄

Think:

✨ More BTS
✨ More day-to-day running a business
✨ More casual, less polished

If you already like what I share here, you’ll probably enjoy that side too.

If LinkedIn doesn’t completely restrict this post for promoting other platforms… let’s see 😅

I’ll drop the links in the comments if you want to follow along elsewhere.

And I’m curious - which platforms are you actually enjoying spending time on this year?

I’m not setting goals this year. 
I’m setting STANDARDS. 💪🏽

I am predicting 2026 will be very different. People are fed up of the bullsh*t. 

Plus, people are seriously running out of money. So, the BS tactics need to stop and people need to start making actual money. 💰

So my content is also going to make a shift this year. 

Don’t worry - I’m still gonna be sarcastic AF and point out the BS when I see it. 😅 

BUT, I will also be providing you with the tools that you need to run your business properly. 

What you’ll see:

🔥 Bullsh*t of the month: reduced, so can make room for research
🔥 2x podcasts, filled with entrepreneurial advice each week
🔥 Quarterly trends in entrepreneurship report
🔥 Research done for you, with actual stats
🔥 Ready-to-use templates and tools
🔥 Video content library

I’m going all in on helping entrepreneurs and small teams run businesses that they LOVE. 

There’s so much generic advice on here that doesn’t help anyone. People are wasting hours on strategies that were set up to fail and getting stressed and bleeding money.  😢

I’m going to provide you what all these “paid communities” are providing for free, right here on my LinkedIn.  

Why?

Because I believe that’s what you do with community.  🙌🏽

So how do I make money?

Well, people still can’t do EVERYTHING themselves, so I will still be doing my Fractional CMO stuff, my strategy days, keynotes and my chess for business workshops. 

Here, I just want to help people sniff out the bullsh*t, not get ripped off, and support their businesses so they can have the life they truly want. 

What do ya think? Am I crazy to give away everything for free? Or should this be how all creators work?! 🤔

There are soooo many bullsh*tters on here, but they’re getting VERY good at persuading people they’re legit. So… how can you tell who’s a fexpert and who’s the real deal?? 🤔

I’ve been doing my bullsh*t roundups for a while now, but the questions I always get asked is HOW I know.

Now, I like to get my Jessica Jones on, so I dig harddddddd into people and speak to a lot of sneaky confidantes. 🤫

BUT, there are also clear signs.

So, I’m starting my How to spot a bullsh*tter series, where I help you work out who is legit and who is not.

Part I: The fexpert with a big following.

When you read this, does anyone come to mind?! 😬

How to spot a bullsh*tter: the fexpert

🚨 Bullsh*t SCAM alert! 🚨

Don’t get caught out by yet another sophisticated-sounding scam designed to scare you into spending money you don’t need.

I’ve now received multiple emails from so-called “legal professionals” telling me someone is trying to register a trademark for my business name - and that I have 24 hours to act, or I could lose everything.

At first glance, these emails seem very official:

⚖️ Quoting the Trade Marks Act
📨 Using an SRA ID number
💼 Linking to what looks like a legitimate application process
⏳ And applying pressure with phrases like “final notice” and “we will proceed without your consent”

But, it's all bullsh*t!!! The truth is:

👉 There is no legal requirement for a solicitor to contact you like this
👉 There is no 24-hour rule under UKIPO
👉 No one has filed anything - they’re just trying to get you to pay them to register through their service

It’s not a trademark conflict... it’s a sales funnel.
Sprinkled with some legal urgency for added effect. 

I'm taking the time to file a formal complaint agains this guy, because he's using his position of authority to scare entrepreneurs out their hard-earned cash. 

This isn’t just one shady person either - it’s a wider pattern of manipulation that targets entrepreneurs who don’t know how the trademark system works. 😢

These people know exactly what they’re doing. They rely on your fear, and want you to panic.

And too many people are falling for it.

Stay safe and spread the word. I don't want people to fall for this bullsh*t.

I've had many DMs from people SHOCKED that bullsh*t happens in business!

"Surely people wouldn't be that dishonest to win work?!?" 😱

Oh honey, I kinda wish I were that naive too. 

I guess I used to be. And in some ways, I still can be. 

I WANT to believe the best in people, but they keep showing up with new ways to deceive. 

A lead came in off the back of my How to Spot a Bullsh*tter post as they were gutted they didn't see it 6 months ago. 💔

In that space of time, they've lost £33k on a personal brand "guru". 😢

Promising the earth and only delivering engagement pods and vanity metrics. 

These are NOT the only dirty tactics being used at the moment. 

Small business owners are being targeted, and I've done a video on some of the biggest scams atm. 

Link to the full vid in the comments below.

I sent one cold email on behalf of my client and earned her £46k.  🔥

I’ve totally got the outreach strategy down to an art, and my results are incredible. 💪🏽

Yes it took a fair amount of research, I approached the right person, and I spent a long time crafting the perfect email… but it was totally worth it. 

BULLSH*T!

So yeah, I won her a £46k client which started with a cold email.  

BUT, it wasn’t just down to me perfecting the email! It was also down to the fact she’s a complete badass at what she does, she has tons of experience and incredible case studies, and we’ve been working on her brand reputation across various different channels. 🙌🏽

So, when the email landed, everything else added up. 

Plus, it took months to convert!! 🥵

Please stop taking things in isolation and painting the picture that suits you. 
Also give credit where credit is due!!

Your job as a marketer is sooooo much easier, if your client is legit and is willing to put in the work too.

I watch around 20 hours of TV a week. 

Apparently this means I’ll never be successful 🤷🏽‍♀️🤦🏽‍♀️

👎🏽I also don’t wake up at 4:30am to “get ahead”...
👎🏽I don't meditate and shout affirmations at myself in the morning
🤭I love my booze and rarely go a week without drinking
🤭I love cake and crisps and don't take loads of supplements 

According to most of the gurus, I'm a total and utter failure. 

But yet, I feel like I've got a kinda comfortable life...

💕 I own my own three-bed, two-bath flat in Zone 2, London.
💕 I travel abroad at least once a month, plus regular staycations.
💕 I’m a member of multiple private members’ clubs.
💕 I have multiple wardrobes full of designer clothes.
💕 I have a busy, healthy social life and go out a couple of times a week.

To me, this is pretty successful, as I'm living a life I actually enjoy.

To others, that won't be enough - no yacht, no lambo, no giant house with a pool etc. 

But that's why you need to carve your own definition of success. 

The bigger lie is this idea that following a guru’s checklist guarantees anything... it doesn’t. 

I do pretty much the opposite of what they preach and still get great results.

🙌🏽 Turns out discipline doesn’t have one aesthetic.
🙌🏽  Ambition doesn’t require suffering as proof.
🙌🏽  And productivity isn’t cancelled out by joy.

So, I'm gonna go back and rewatch the entire MCU timeline, in between an entire week of football that's lined up. 

But watch me still smash my goals while doing it. 

Turns out success doesn’t mind if you enjoy your life.

Is AI just ruining everything when it comes to entrepreneurship? 🤔

Because I can’t genuinely think of anything it’s made better. 

😫 I don’t understand what businesses do because it’s filled with BS buzzwords
😫 Everyone sounds exactly the same online, despite the “custom GPT”
😫 People have lost the ability to think…because they don’t need to
😫 No one actually has an opinion anymore - they just agree
😫 Creativity? Pah - it’s all just generic AF now

I am TIRED of speaking to robots… and guess what? I’m not the only one!!!

Do you really think that AI is making you sound better? It’s actually EMBARASSING. You sound stupid. You really do. 🤦🏽‍♀️

Everyone can tell it’s AI. You’re not fooling anyone. 

Those who bumlick you in the comments are only doing it for their own personal gain, not because they think you’re insightful. 

Honestly, if you have any self-respect left, go pick up a damn book - read how a human sounds for a bit. Better still - go SPEAK to someone; go touch some grass! 🌾

You AI-shaggers may think you’re being super productive and getting ahead of the pack, but you’re not. 

If you want a real edge:
🧠 Learn how to think
🧠 Learn how to lead
🧠 Learn why strategy is important 

Use the damn tools - don’t become one.

I know it’s super tempting to inflate your numbers and “look popular”, but there are so many ways it’s backfiring and you don’t realise!!

Those who use engagement pods seriously regret it. 

The only thing they have to show is some vanity metrics, but no real business success. 

Check out these 8 ways that engagement pods are DESTROYING your brand. 

The question is - do you care about genuine success or popularity?

8 Ways Engagement Pods Are Ruining Your Brand

New year, same bullsh*t?

We’ve been “officially back” one day and I’ve already seen all the usual posts to “start the year strong”:

🥱 Analysis of your 2 week break: the importance of rest
🥱 2026 Goals: To show off how ambitious you are
🥱 All the amazing things January has to offer
🥱 A new launch: perfect for the new year

It’s all about THEM. Because this is what “personal branding” teaches us.

We’ve forgotten how to serve customers because there’s been so much focus on putting ourselves first.

I think 2026 will be different. For those who want it to be.

Thanks to AI and the 20 new personal branding gurus popping up every minute, all the content sounds the same. 💩

So, I have analysed trends from 2025 and used them to create predictions for 2026, for those who genuinely want to get ahead.

For those who want to do something different to what all the gurus are “teaching” them.

I’d love to hear your predictions for 2026?

As long as it’s not “Optimise your profile and be authentic” 🙄

2026 Entrepreneurship Playbook

Alright peeps - January is over now. How are your goals doing?
How did your launches go?

Worth all that stress in December/January to get "launched" in the most difficult month of the year?

When everyone is:
- Sick
- Tired
- Broke
- Depressed

We're sooooo obsessed with fresh starts and new beginnings that it's blinding us from what the reality is. 

If you're feeling exhausted already and not sure "what you did wrong" with how you've started the year, then please do listen to my new episode of Sniffing Out the Bullsh*t - I will delve into the BS around fresh starts and what we really should be doing right now!

I'd love to know - what's been the best thing about January so far for you?

How to spot a Bullsh*tter Pt 2: The Fame Farmer

You know who I’m talking about… the ones who seem to be EVERYWHERE. 

Getting awards, speaking at events, featured in magazines etc. 🙄

The thing is, the most legit people I know aren’t posting these things all the time… because they don’t need to. 

It’s the ones who don’t have any experience or credibility that need to buy their own credibility. 🤦🏽‍♀️

Ironic, huh?!

Well, here’s my guide on how you can spot these peeps and the truth about their “fame”. 

Have you ever fallen for a Fame Farmer’s PR tactics?!

How to spot a bullsh*tter - the fame farmer

I’ve just had someone apply to work with us with the title of “AI Copywriter.” 

What in the devil is this?? 😱

You do realise you’re not actually a copywriter unless you actually write… right?! 

Oh man, I think I’m done. 😢

Fractional Creative Director helping growing B2B companies stand out and scale with senior-level expertise in brand, design, marketing, and communications

I partner with forward-thinking leadership and marketing teams who need senior-level creative expertise without the overhead of a full agency or in-house team.

What I do: I integrate directly with leadership teams as your fractional creative director, delivering comprehensive brand strategy, identity development, and creative execution that positions you as the leader in your industry.

Who I help: Growing B2B companies with innovative solutions that need their brand to reflect their forward-thinking approach and capture their true market value. I work extensively with technology, energy, sustainability, construction, and manufacturing organizations, but welcome any industry with a growth mindset.

The result: Clear brand positioning, cohesive visual identity, and compelling marketing materials that help you stand out from competitors, build trust with stakeholders, and win more ideal clients.

My approach as a fractional partner:
→ Develop strategic brand foundations aligned with business goals and market positioning
→ Transform complex technical solutions into clear, compelling brand stories
→ Create comprehensive visual identities that resonate with your target audience
→ Design high-impact marketing collateral and digital assets
→ Manage end-to-end creative projects from brand strategy to final execution
→ Build scalable brand systems and guidelines that maintain consistency as you grow

Core services: Brand strategy and identity design, website development, marketing collateral, annual/ESG reports, trade show materials, creative direction, and integrated marketing campaigns.

Why fractional works: You get 20+ years of senior creative and brand expertise, strategic thinking, and seamless project management—exactly when you need it, scaled to your current growth stage and budget.

Ready to elevate your brand? Let's connect!

Charmaine Muzyka

We've officially entered 2026, and I'm calling it now: the design and branding industry is about to flip.

Here's what I think is coming.

For the last few years, everyone's been obsessing over clean, polished, perfect design. Then AI came along and made "perfect" the easiest thing to produce.

And because of this - if your brand looks flawless, in the eyes of the others looks probably.. fake. 

I had a founder show me their rebrand last month. It was technically perfect. But when I asked if it felt like them, they said "No. It feels like everyone else."

That's the shift happening right now:

Perfection became boring.

The new differentiator is imperfect human design.


What I believe will work now more than ever:

→ Hand-drawn textures that show a human made it
→ Intentional imperfections that create personality
→ Analog methods mixed with digital tools


People can spot AI-generated stuff instantly now..  And when they do, they scroll past it.

What’s actually attractive is something that feels genuinely made by a person.
And I honestly believe that’s the case for most people.

The brands that'll win in 2026 are the ones that look like someone sat down and made them. 

With care, personality & all the imperfections that come with being human. :)

Fractional Creative Director | Senior-level expertise in design, brand, marketing and communications → Helping companies scale and stand out by fixing brand and marketing gaps that slow down sales

Three years ago, when a client asked me for a one-pager by morning, I would've stayed up until 2 AM to make it happen. Last Tuesday at 9:47 PM, I said no.

Instead, I asked him:

"What's the one big thing you need them to believe after reading it?"

Long pause. Then: "That we can scale without breaking."

So instead of making a one-pager, we rebuilt their entire investor narrative. It took two weeks. But when they walked into the pitch, they had a system that proved their story at every stage.

They closed the round.

That's the difference between hiring a freelancer and hiring a Fractional Creative Director.

A freelancer makes what you ask for.

I ask why you need it.

That's what fractional means.

I'm not just designing assets - I'm reviewing your sales calls and watching where your prospects drop off, fixing the deck before you’ve even asked.

Agencies tend to deliver what's in scope, then move on. 

Freelancers will execute your brief without questioning it.

But a Fractional CD owns the outcome with you.

Bottom line is - you’re not hiring me for aesthetics.

You’re hiring me to make sure your brand performs when it counts :)

When I started building Fractional Creatives, I thought the hard part would be finding clients.

Turns out, it was knowing which ones to work with.

Early on, I took everything that came my way. 

Revenue was revenue, and I was proving this model could work.

But somewhere around month six, I realized I wasn't building a fractional practice, I was building a more expensive version of freelancing.

I was stretched thin, just executing. The work was fine, the money was good…  but I wasn't doing what I set out to do.

The whole point of going fractional was to partner at a strategic level.

So I started saying no.

I turned down projects that would've been easy money. It felt uncomfortable; like I was leaving opportunities on the table.

But what I gained was clarity & and the space to actually show up as a partner, not just a vendor. 

And that's when the work started feeling like what I'd imagined!

Bottom line is.. building something fractional means being intentional about where you show up.

Not everywhere, just in the right places. :)

How we helped a client close $2M in pipeline with just one design project.

And no, it wasn't a rebrand.

Early last year, this company was pitching with a sales deck that wasn't doing them any favors.

- 40+ slides
- Too much text
- Inconsistent flow
- Confusing messaging

Buyers couldn't follow the story.

They reached out after seeing a deck we did for their sister company. 

Here's what we fixed:

1. Reduced to 15 slides
2. Reduced copy by 80% – yes, 80%
3. Rebuilt the narrative so every slide led into the next
4. Simplified their offer into 2 core value propositions

We also used one design principle that changed everything: cognitive load reduction.

What that means in plain English: make it easier for the brain to process, not harder.

The results:

→ Their close rate jumped significantly
→ Prospects stayed engaged through entire presentations
→ Next quarter, they attributed ~$2M+ in pipeline to the the deck alone

Prospects could finally understand the story behind the product.

They didn’t need to spend a full hour (and 40 slides) explaining the offer.

They just needed clarity and a little design help.

"But we don't have a design team."

Most of my clients don't.

That's why every deck we build is easy to edit, structured like a narrative, and designed for one thing: clarity.

If you want your sales materials to convert more leads without adding pressure on your team, send me a DM and we’ll make it happen :)

The Power of Deck Design

For a long time, I measured my value by what I personally delivered. If I delegated something, it felt like I was cheating or not earning my place.

At one point, I hit a ceiling where I couldn't take on more clients because I was the bottleneck on every project. 

That’s when I realized that my real value wasn't just in my hands, but in the vision I set and the results I made sure I delivered.

I had to let go of the need to have my hands on everything. It felt like losing part of my identity at first - if I wasn't designing, what was I even doing?

First, I brought on a junior designer to handle the execution I was drowning in. 

Then a copywriter. 

Then a marketing strategist. 

Each hire meant releasing more control and trusting someone else with pieces of the work.

It took time, but I finally understood: leadership IS the work. 

Setting direction and owning outcomes is just as real as pushing pixels.

What shocked me was that the business took off the moment I got out of my own way.

The more I delegated, the more value I actually created. :)

Brand inconsistency is a silent sales killer.

Especially for scaling B2B firms:

- 67% of scaling companies say brand inconsistency hurts sales
- Your prospects see you across 10+ touchpoints over 6-18 months
- Three taglines, two logo versions, no one knows which is official
- They start questioning if you're even the same company
- The hidden cost; you're teaching them not to trust you

Solution?

- Start treating brand governance as revenue protection
- Sales get branded deck templates they can edit themselves
- Logo and colors are locked - they can't accidentally change them
- Everyone pulls assets from one shared folder (no version confusion)
- Clear rules: "You can change the copy. You can't change the colors."


Your brand stays consistent without you micromanaging. 

And in B2B, consistency = credibility = closed deals :)

AI can be your most productive intern, but it makes a terrible Creative Director. 

Here’s why I stand by that:

1. AI learns from what already exists, so it defaults to what's common and popular. When everyone's using the same tools the same way, you end up with brands that look identical; same compositions, same color palettes, same vibe.


2. Perfect doesn't equal trustworthy anymore, but AI doesn't understand that. It optimizes for polish and symmetry because that's what it's trained to do. But when everything looks too perfect, people's brains register it as "not real." 


3. AI gives you speed, but it doesn't give you direction. You'd think AI solves the capacity problem, and it does; but only if someone's steering it toward a distinct outcome. AI can't set that strategy, only creative director can.


77% of creators say AI is essential for productivity.

But productivity without direction just means you're building the wrong thing faster.

The competitive advantage isn't the AI… but knowing how to bend it to your brand. :)

I was asked a couple of months ago: "How do you prove ROI on design and branding investments?"

Fair question. 

Leadership approves the budget, they see new marketing materials going out, but there's no clear line between "new brand" and "more deals closed" - and I get it. 

Rebranding feels intangible compared to ads or sales tools. You can measure ad conversions in real-time, but brand impact is harder to pin down.

So here's how I prove it..

I track metrics executives actually care about before and after the work:

1. Sales cycle length
2. Close rates by deal size
3. Cost per qualified lead
4. Win rate against competitors
5. Time from demo to signature

Then we track those same numbers six months after launch.

If design and brand are doing their job, you'll see it in the data.

If close rates don't improve or cycles don't shorten, the rebrand failed.

Design ROI isn't a mystery, it's just a question of whether you're tracking the right things.

I keep seeing B2B companies redesign their websites, rebrand their materials, refresh their decks - all focused on looking better. But when I ask what specific business problem they’re solving, no one has an answer.

The default process is aesthetic first; pick fonts, choose colors, debate layouts etc.

Function and purpose are afterthoughts, if they’re considered at all.

Conventional wisdom says good design is subjective, so you gather opinions and find consensus. 

The problem is - if you focus on looks first, you're solving for taste instead of business problems.

Eventually, you end up with something that looks great, but doesn’t actually move the needle on the metrics that matter such as:

1. Website-to-demo conversion
2. Deck-to-meeting conversion
3. Proposal-to-signature rate
4. Inbound lead quality
5. Sales cycle length

I start by asking: what decision does this need to drive?

It has to be something specific; book a call, choose a pricing tier or understand our differentiator.

Then: what's in the way? Confusing headlines? Walls of text? Can't find pricing? No social proof?

Once I spot the blocker, I identify what they need to know to move forward.

Then and only then, I start designing. 

- Layout shows them where to go
- Copy answers their questions
- Aesthetics make it feel trustworthy

Everything serves the outcome. 

Function first, aesthetics second - always. :)

10 years ago, I thought great design meant making things beautiful.

I'd spend hours perfecting gradients, obsessing over kerning, making sure every pixel was aligned. If it looked impressive in my portfolio, it was good work.

Then a client told me their gorgeous new website I'd designed had a 1.5% conversion rate.

I was confused, because to me - it looked amazing. 

But no one was booking calls.

That's when I realized I'd been designing for other designers, not for their customers.

I'd prioritized aesthetics over transparency. 

Made it look premium but forgot to make it easy to understand what they actually did or why someone should care.

Now when I look at any design outcome, I don't ask "is this beautiful?" first.

I ask: "Does this help someone make a decision?"

Beautiful is great, for sure.

But if it doesn't move someone closer to taking action; booking a call, free demo, an audit, or something else - it's useless.

My taste got sharper over the years.

I learned to see past the surface and focus on whether the work actually does its job.

My point is; good design inspires people to the next step.

That's really all it needs to do :)

If you’re in the Dallas / Fort Worth area at the end of the month, please go see Wendy’s session because she’s a powerhouse in the franchise space and one of the best brand and marketing strategists I know!

You will NOT be disappointed :)

Wendy and I have worked on a lot projects together over the last few years (some of which I’ll be sharing soon) and her level of passion, expertise, and endless stream of killer ideas never ceased to amaze me.

CMO l Growth Strategist I Founder + Chief Strategist at Ray Strategic Marketing Ltd.

Two core values guide so much of what I do.

Keep learning.
Give generously.

Marketing is my craft and my passion. Teaching and sharing are my happy place. And there is nothing better than a room full of people who all want to grow.

That is why I am SO freakin' excited about speaking at the LET’S GROW Franchise Sales & Development Assembly in Fort Worth, Texas, January 27–30.

My session:
Breakthrough Brand Positioning: Winning Strategies for Franchise Growth

We will walk through a practical, step-by-step framework to revisit and reposition your franchise brand so you can drive sustainable sales growth.

This work matters whether you are:
• A large, established system navigating market shifts, new competitors, or change fatigue
• A growing or emerging brand trying to stand out and gear up for expansion

We will dig into:
• How, why, and when to revisit your brand positioning
• How to align teams around a clear, compelling story
• How to stand out in a crowded market with strategies that actually get used in the field

You will walk away with tools to:
• Assess where your brand truly sits today
• Reenergize your approach
• Position your franchise for meaningful, long-term growth

And I am also going to be in the seats, notebook open, soaking up everything I can from the incredible lineup of speakers and from the franchisors and franchisees in the room.

Events like this are where:
💡 Ideas turn into real playbooks.
✨ Founders and leaders realize they are not alone.
🚀 A single insight can unlock a new chapter of growth.

Lindsey MacEwen and I will both be there, representing Ray Strategic Marketing, and we are ready to connect, share what we know, and learn from you.

If you care about growing your franchise system in 2026, come join us.
• Bring your team.
• Bring your toughest questions.
• Bring an open mind and a full notebook.

And according to Liane Caruso, CFE the world needs more Wendy's so I'm pretty sure I'm her favorite, an honor I take very seriously 😉

If you have not gotten your tickets yet, GET IT DONE!!!
Grab your spot. Bring your team.

Let’s learn, share, and grow together in 2026.

#FranchiseGrowth #FranchiseDevelopment #BrandPositioning #BrandStrategy #ContinuousLearning #FranchiseLeadership #FranchiseSystems

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Charmaine Muzyka

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🧙🏽‍♀️ Sabrina Chevannes (EMBA, CMktr)

Charmaine Muzyka

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