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Public Relations & Branding
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January 12, 2021

Growing as a Small Business Owner

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Patience. Humility. Vulnerability. Confidence. Endurance. These are the continuous lessons I am learning as I grow my small business.

As many of you already know, I started my own business, Brave World Media, a branding, marketing, and communications agency in 2017 and have been chugging along ever since, growing my team, my client roster, and somewhat quietly kicking ass. My goal with starting the company was to impact change in media, both online and off, in a more positive and diverse way. We are outspoken, creative, and brave in our work, our voice, and our stance on everything from the arts to social justice. We’ve been doing this work and influencing change with those who partner with us for some time now, and well, it was time for the next step.

It’s been TWO YEARS since I set out on the path to having my business certified as a Woman-Minority-owned business in New York State and today, it finally happened! (Note: In order to qualify as a woman – and/ or minority-owned certified business, among many other qualifications and criteria, a woman and/or minority needs to hold the majority of the stake in the company. And you will need to prove that is the case in more ways than one.)

On one hand, the system is terribly backlogged. On the other, COVID.

I wanted to share the lessons I learned from this experience for any other entrepreneur out there working through or hoping to work through the certification process.

It helps to have a portfolio of work and reputation established – The application and review process is intentionally not easy. One reason is bureaucracy, another, I learned, is that because so many white/men often try to con the system established to help women and minorities in business by paying women and minorities to act as fronts for a business not owned by either, the level of inquiry and background checks are intense and meant to cast away any doubt that the business is not one’s own.

People looking to apply for certification need to have all their documentation in order and be established as a legitimate business, with all state and federal credentials and a proven growth track record – in other words, the certification is a wonderful opportunity for your business, but your business has to have already proven to merit it by having done the work as an established company.

Don’t try to do it alone – There are plenty of groups out there that will gladly charge you A LOT of money to “support” you and still leave you with plenty to figure out on your own. The process is confusing, tedious, stressful, and frustrating. But, lucky for me I wasn’t alone. Nancy Kirby and the rest of the IncubatorWorks team, a business incubator located in New York’s Southern Tier, have been supporting and helping me as I grow my business for some time now, and this experience was no different. They really held my hand through this process and kept me from giving up – because there were times when I wasn’t sure if it was all worth it. So many businesses rely on one source of support – whether they be books, or conferences, or intuition. I think that all those are great, but if you are fortunate to connect with an incubator and experienced mentors, that it can really help set you up for success. It is a lie that successful businesses and entrepreneurs got to where they got on their own. It’s a fallacy that paints business ownership as attainable to only a select few. Ask for help, and accept it often.

Checking my pride and my patience, again – It’s funny because I have learned that successful entrepreneurship means checking your pride over and over again. I don’t mean allowing yourself to be abused or disrespected, but knowing that there is a time and place for everything. In this experience, I had to control my temper when reviewers told me that it seemed more likely that Brave World Media was my husband’s company rather than my own. His skill set, they believed, just seemed to really be the thing that added value to our company. I suspect they saw his career as a graphic designer to be not only something they understood better but also more worthy of an investment than my soft skills in public and media relations. I didn’t say much at the time, other than to politely disagree – and provide detailed evidence of how my work and leadership in the company is actually what clients seek us out for. I didn’t say anything until now.

Time and place.

In the end, after all that work and all that time, much of which I couldn’t have survived without the incredible support of IncubatorWorks, I can’t express what it feels like to see this in my email (images cropped):

Our “little agency that could” has been working so incredibly hard, and we have a wonderful team of creatives. 2020, with all its challenges, really pushed us creatively and bonded us as a team. Small business ownership is both exciting and scary and the best thing I have ever done. There is so much more to it than making money – or rather, money is good and necessary, but it’s not my motivation and I think that makes me a better leader, more passionate about my work, and way more excited about my company.

It takes a village, and a lot of confidence in your work, your skills, and yourself. Most importantly, the learning never, ever ends. And what you don’t know, leave to those who do. Vulnerability is not weakness, and knowing your limitations is a lot wiser than ignoring them.

To learn more about IncubatorWorks, visit their website (designed by our agency!) or follow them on social @Incubatorworks. They are hosting a 10-week online business course to help entrepreneurs and small businesses launch and move forward, especially after 2020. You can learn more about it here.

To see what Brave World Media is all about, check out our website and follow us on social at @BraveWorldMedia. If you have any questions about small business ownership, or Brave World Media specifically, please contact us through the BWM website, or in the comment section below!

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Carol Cain

Brooklyn native Carol is happiest when on an adventure, whether close to home or farther away. She is a small business owner and travel writer. In addition to creating Girl Gone Travel, she is the Founder and Principal of Brave World Media, a social media marketing, communications, and branding agency. She's mom to three wonderful sons and wife to a handsome Irish/Scot. She lives, works, and plays in the beautiful Finger Lakes region of NY.

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About me

Hi! I'm Carol! I am an award-winning travel blogger, a keynote speaker, and the Principal and owner of Brave World Media, a social media marketing, communications, and branding agency. I a wife to a handsome Irish/Scot and a mom to 3 sons and 2 puppies. Welcome to my blog where I share stories of my travels and professional public relations insights and advice. Thank you for reading and for your support!

Carol Cain

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Hubby and I recently went to check out office spac Hubby and I recently went to check out office spaces for our business. We (I) started getting caught up in the perceptions of what other people might think about our business, or rather, how successful or serious it was with us operating it from our home. So, in order to keep up with the Joneses, we went out and searched. And immediately were like, "Nope."

One, it was an additional expense that we were taking on to convince other people of whatever we (I) thought they needed to be convinced of. And two, it felt like....well, like working out of an office, something which I personally haven't done in over a decade (almost two now) and which my husband just escaped from!

And lastly, we like to go out into the communities that our clients serve, but also that we live in, and get to experience it all ourselves. It makes us a great agency.

I share all of this because I am slowly coming to accept that there will always be those who will make a determination of who we are as people, as professionals, as a business simply from what they think they know, not from actuality...and..we (I) am still working on breaking down the toxic traits of corporate / professional influence and narratives.

As once a full-time travel blogger, I experienced first hand what it is to be dismissed and not taken seriously. But, because of my travel blogging work, I have visit over 40 countries (and still counting) and have been published and spoken on stages around the world. That doesn't just happen.

All this to say, as I (we) move away from renting an office in order to be taken more seriously by the corporate world...and save ourselves some money in the process...we are reminded to work on ourselves and on being our own biggest cheerleaders and advocates. Sure, we seek out support and mentorship and always work on learning and refining our skill. But can't pay attention to what others might be thinking. It will never be an accurate portrayal.

And a lesson to never, ever spend more money than we have to just to convince others how serious we are in our commitment to our work. In the meantime, our current office spaces are working out just fine.

#entrepreneur #smallbusiness
A band of misfits on a beautiful Finger Lakes nigh A band of misfits on a beautiful Finger Lakes night.

Life is too short and time too precious, so make sure to spend it with people who bring you joy and make you laugh. Whether it’s one person or more…it’s not the number of people, but the quality and kindness of their hearts that counts.

Here are some of the kind, sweet friendships we’ve been so lucky to have cultivated in our new home. Kisses and hugs @haejones32, @sarahloublagg, @nevetsretlaw, and @jerakahheady.

Till our next gathering! 

#friends #fingerlakeslife #fingerlakes
My happy place: the farmers market. It’s the sea My happy place: the farmers market. It’s the season for all the fresh, local, delicious goodness of the Finger Lakes to take center stage.

The region has a lot more than fried and fast food to offer locals and visitors. The vast amount of organic and locally sourced food is something that is really celebrated here. Even more so the fact that it is accessible and not exclusive to the privileged.

From cider to cheese to meats and veggies…all local, all from a passionate farming community. 

Oh, then, the artisans. *swoon* So much handcrafted beauty. For example, this beautiful hat from @easylivinghats. I have been wanting one of her hats forever and finally got not one but two! And her team, seen here, is so sweet and helped me find the right fit. Support local, shop small, be happy in the process. 📸@ithacafarmersmarket. 

#fingerlakes #myflx #farmersmarket #shoplocal #shopsmall
Hey, wanna come to a cool event in one of the cool Hey, wanna come to a cool event in one of the coolest places I know in Ithaca? (Read on!)

Today I took a stroll into the pavilion of the @ithacafarmersmarket. There was no market today, and though still a lovely space when empty, nothing compares when the market is buzzing with food purveyors and food-lovers! It is exciting and a favorite pastime of ours. Even more fun is when there is a special event happening!

And with that, I want to let you all know about the upcoming @tasteoftheflx taking place on Tuesday, June 14, 2022, at the Ithaca Farmers Market and offer you a discount code for your ticket! Use BRAVE20 for $20 off of either ticket tier.

The event will feature 50 + vendors, music in 3 acts, and a full evening of celebration! Taste of the Finger Lakes serves the dual purposes of showcasing the dynamic Finger Lakes food and beverage industry while raising funds for 3 non-profits doing the important work of improving access to healthy food across the region. Local, good food for a good cause...the best combination!

If you already have your ticket or plan to take advantage of this discount code to purchase it, let me know! I hope to see you there!

#fingerlakes #tasteofthefingerlakes #flxfood #flxeats #farmersmarket #ithacany
Cheers and Happy Pride to this beautiful, inspirin Cheers and Happy Pride
to this beautiful, inspiring, proud community full of people that I love so much.

To my LGTBQIA+ family and friends, know I adore you, would fight for, and support you always. You make my life and the world a more beautiful place. I celebrate you today, this month, and always. 

Thank you for being you. 🌈

#pridemonth #loveislove
What a stunning day to be on the lake with my fam. What a stunning day to be on the lake with my fam. We missed spending time with each other and it was time for us to slow down and bond. Even the surly teens eventually gave in to the fun and smiled a few times. Have I told y’all how much I love our new life here?

#lifeintheflx #fingerlakes #lifeinthecountry #soflx #thisissoflx #Lakelike #myflx #keukalife #winecountry

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