“I realized I didn’t want to stay stuck in the system forever. I thrived when I pitched to clients and led creative teams, and I thought, if I can do this for an agency, why not for myself? That was the spark.”
Bert Lee never saw himself as an entrepreneur. Like many creative professionals, he had mapped out a traditional career path: start as an intern, work his way up to designer, then art director, maybe even creative director someday. He studied graphic design with this ladder in mind, and for six years, he climbed it successfully. When he finally reached that dream job as an art director, everything should have felt perfect.
Instead, something felt off.
“I never thought I’d run my own business,” Bert reflects. But there he was, thriving in client presentations and leading creative teams, when a simple question changed everything: if he could do this work for an agency, why couldn’t he do it for himself?
That question became the foundation for Beyond Logos, Bert’s brand-building program that now serves entrepreneurs across the country. What started as a moment of professional restlessness has grown into a business that helps service-based entrepreneurs create authentic brand stories and turn them into compelling visual identities.
The Courage to Bet on Yourself
The spark was there, but turning it into action required something more substantial than wishful thinking. Bert knew he needed structure, guidance, and most importantly, the confidence to step outside his comfort zone.
“I started studying, analyzing agencies, and eventually invested $18,000 in a business coach,” he explains. For someone still working a traditional job, that investment represented a significant leap of faith. “It was scary, but it gave me the framework and confidence to keep going.”
The return on that investment didn’t come immediately in dollars. “I didn’t make my money back right away, but I gained something more valuable: time, knowledge, and momentum.”
What truly inspired Bert’s transition was seeing proof that his path was possible. His sister had taken entrepreneurial risks. Mentors around him demonstrated alternative ways to build careers. Even podcasts showed him examples of people who had successfully stepped outside the traditional employment model. “Once that clicked, I knew I had to bet on myself.”
This decision reflects something deeper about how to build a brand for a service business. It starts with believing in your own value and having the courage to present that value directly to the people who need it most.
Speaking Truth to Doubt
When Bert left his corporate position, he made an unexpected choice. Instead of diving straight into design work, he jumped into speaking. This decision brought unique challenges that tested his resolve in ways he hadn’t anticipated.
“One of the biggest challenges I faced early on was selling my story,” Bert recalls. “With products or services, people can see results, they can test them out. But when you’re selling yourself and your story, people question it. They wonder, why should I hire you? Can your story really inspire my audience?”
That external doubt fed directly into his own imposter syndrome. Who was he to stand in front of audiences and share his experiences? What made his journey worth their time and attention?
The answer came through action, not contemplation. “I overcame it by putting in the reps. I spoke for free at schools and colleges until I landed my first paid keynote for $900.” That first paid opportunity provided more than income. It gave him video content that opened doors to larger opportunities, including work with Genesys Works, who eventually brought him back multiple times and paid $15,000 for his presentations.
Meanwhile, on the design side, Bert faced the challenge of building something entirely new. “My challenge was building a program from scratch. I filmed courses, built frameworks, and turned my ad-world knowledge into something small business owners could actually use.”
The work was demanding, but it established the foundation for everything that followed. Those early frameworks became the backbone of the cohorts and community he runs today through Beyond Logos.
When Rejection Becomes Fuel
Success stories often gloss over the moments when giving up seems like the most reasonable option. Bert’s journey included plenty of those moments.
“Yes, many times,” he admits when asked about wanting to quit. “I’d send out dozens of emails and get zero replies. It made me question if my story or my services were even worth it.”
What kept him moving forward was a combination of persistence and proof. He drew on the same determination that had driven him during college when he chased internships. He reminded himself that rejection was simply part of the process, not a reflection of his worth or potential.
The persistence paid off in measurable ways. “$2,000 keynotes, $5,000 rebrands, $7,000 coaching packages,” he lists. But the numbers only tell part of the story. “More than the numbers, it’s the ‘aha’ moments I see in students and entrepreneurs that keep me pushing forward. That’s when I know I’m exactly where I need to be, and that’s why I never gave up.”
These breakthrough moments with clients reminded him that his work created real value. When entrepreneurs finally understood how to communicate their brand message clearly, or when they gained confidence in their visual identity, Bert saw the impact that made all the rejection worthwhile.
Building Structure from Success
A pivotal moment came when Bert stopped guessing and started building actual structure into his branding business. Early on, he experimented with different approaches, trying to figure out the most effective way to help his clients.
“I tried recording 30 videos and hosting them on Kajabi, then worked with my first client for six months. They loved having the videos to guide them while also getting my one-on-one coaching. That’s when it clicked: I could build a hybrid model.”
This realization transformed Beyond Logos from a traditional service business into something more comprehensive and scalable. “Now I run cohorts where clients learn through my videos but also get live sessions with me. I also offer one-on-one coaching for those who want direct support, and a community where people subscribe monthly for ongoing access and resources.”
This hybrid approach solved a common problem in service-based businesses: how to provide personalized attention while still reaching more people. By combining courses, coaching, and community, Bert created multiple ways for entrepreneurs to work with him based on their needs and budgets.
The model also demonstrates an important principle about how to build a brand for a service business. Instead of trying to be everything to everyone, Bert identified his core expertise and then created different delivery methods that served various client preferences and investment levels.
Recognition and Reputation
The structured approach began generating recognition beyond just client satisfaction. Bert has been awarded as one of the 32 brightest young minds in Minnesota’s advertising industry. Organizations invite him to lead workshops. Business cohorts ask him to mentor their participants.
“For me, the most rewarding part is seeing the impact and knowing my work is helping others grow,” he explains. The recognition matters not because of ego or status, but because it represents proof that his work creates lasting value.
This recognition also opened doors within his own family. “My niece asked me to mentor her when she launched her salon. My sister leans on me for connections. My nephew is learning e-commerce from me.” His success became a catalyst for others in his family to pursue their own entrepreneurial dreams.
“They see me building this in real time, and now they reach out for guidance because they know it’s possible for them too. That’s probably the most rewarding part, not just building my business, but opening doors for my family.”
The Power of Cultural Identity in Business
Being Hmong has shaped Bert’s business approach in ways that created both advantages and challenges. Within the Hmong entrepreneurial community, he identified a specific gap that his background prepared him to fill.
“In our community, there aren’t many people teaching branding. We hear a lot about marketing, sales, and ads, but not storytelling, copywriting, or visuals. That gave me an advantage. I was able to fill that gap and educate business owners on how branding can move their businesses forward.”
His cultural background also influenced how he structured his business relationships. “Coming from a family-centered culture also helped me lead with empathy. It’s one of the reasons I built my Beyond Logos community. I wanted to create a space where entrepreneurs felt like they belonged, could ask questions without judgment, and had support while learning something as intimidating as branding.”
This approach to community building reflects traditional Hmong values of mutual support and collective success. Rather than treating clients as transactions, Bert created an environment where learning and growth happen through relationships and ongoing support.
However, his identity also presented challenges. “As a Hmong man in this space, I’ve sometimes felt underestimated compared to others.” Instead of letting this discourage him, Bert reframed it as an opportunity. “But I’ve also realized it makes me stand out. My identity inspires other Hmong entrepreneurs who see me and think, ‘If he can do it, I can too.'”
Redefining Success Through Experience
Bert’s definition of success has evolved significantly since he started his business. Initially, success was purely transactional. “When I first started, success was all about numbers. If I said I wanted five bookings and only got three, I felt like a failure. If I didn’t hit a revenue goal, I thought I wasn’t good enough.”
This numbers-focused approach created unnecessary stress and missed the bigger picture of what he was building. “It was very transactional, and honestly, it burned me out.”
Over time, his perspective shifted to embrace progress and consistency. “Now I see success in the small wins. Posting one video a week is success. Booking a single coaching call is success. Even if a call doesn’t go perfectly, the fact that I have clients to coach reminds me how far I’ve come. I used to have zero. Today I’ve coached dozens.”
This evolution reflects a more sustainable approach to entrepreneurship. Instead of measuring success only through external metrics, Bert learned to recognize the value of consistent effort and gradual improvement. “For me now, success is progress, consistency, and impact, not just numbers on a screen.”
When asked what he’s most proud of in his entrepreneurial journey, his answer reflects this matured perspective. “I’m proud that I’m still here. Running two businesses isn’t easy, and there were many times I could’ve given up, but I didn’t.”
The Business That Builds Brands
Beyond Logos represents more than just another branding service. Bert built it specifically to address the gap he identified between logo design and authentic brand building.
“I run Beyond Logos, a brand-building program where I help service-based entrepreneurs and small business owners create a clear brand story and then turn it into visuals like logos, social media templates, and brand assets. It’s not just about a logo, it’s about building a brand that feels authentic and consistent.”
The program emerged from Bert’s freelancing experience, where he noticed a pattern among clients. “I realized many clients didn’t know how to use their logos, and without a strong message behind it, the design didn’t move their business forward. That’s why I built Beyond Logos to focus on brand story first, visuals second.”
This approach addresses a fundamental challenge in how to build a brand for a service business. Many entrepreneurs focus immediately on visual elements like logos and colors, but without a clear brand story and consistent message, those visual elements lack purpose and impact.
The flexibility of Bert’s business model serves entrepreneurs at different stages and with varying needs. “What sets me apart is that I offer three ways to work with me: a monthly subscription community, a three-month cohort, or one-on-one coaching. This gives people flexibility while still following a proven process.”
Looking Forward: Dreams Still Taking Shape
Bert’s business has given him something that his corporate career never could: control over his time and the freedom to choose his projects and clients. “My business has given me control of my time and freedom to choose who I work with. It also changed how people see me. I never imagined I’d be recognized as a branding expert or hired to design full campaigns for nonprofits, but that’s the space I’m in now.”
The ripple effects extend beyond his own professional satisfaction. His success has become a catalyst for entrepreneurship within his family and community. When family members see what’s possible, they begin to envision their own possibilities.
Looking ahead, Bert continues to build on the foundation he’s created while staying open to new opportunities and growth. His focus remains on the impact he can create for other entrepreneurs who are trying to build authentic, sustainable brands for their service businesses.
A Message for the Next Generation
For aspiring Hmong entrepreneurs, Bert’s advice comes from lived experience rather than theoretical knowledge. His message emphasizes continuous learning and the importance of seeking support.
“The biggest lesson I want to leave is this: always be a student and never be afraid to ask for help. You don’t have to do everything on your own. In the beginning, you might wear every hat, but over time, learn to delegate. Hire a designer, a bookkeeper, a coach, or someone to manage your socials.”
This advice challenges the common entrepreneurial myth that success requires doing everything yourself. Bert learned that strategic investment in other people’s expertise isn’t just about spending money. “Investing in others isn’t just about spending money, it’s about buying back your time and time is more valuable than money.”
His own education in business came through relationships and practical experience rather than formal coursework. “I didn’t learn business through a degree, I learned it by raising my hand, finding mentors, joining workshops, and listening to other people’s stories. That’s where the real growth happens.”
The path forward requires both persistence and openness. “So keep learning, keep building relationships, and keep showing up. The more you stay open as a student, the more doors will open for you.”
Why This Story Matters
The Hmong Network chose to feature Bert Lee’s story because it exemplifies our mission of celebrating, connecting, and uplifting Hmong business owners through authentic storytelling. His journey demonstrates how cultural identity can become a business advantage while also showing the practical steps required to build a successful service-based business.
Bert’s willingness to invest in his own learning, his persistence through rejection, and his eventual success in creating multiple revenue streams provide a roadmap for other entrepreneurs. His story proves that traditional career paths aren’t the only way to build professional success and financial independence.
More importantly, his focus on community building and mentorship shows how individual success can create opportunities for others. Through his work with Beyond Logos and his role as a speaker and mentor, Bert is not just building his own business. He’s creating pathways for other entrepreneurs to follow.
His story informs other business owners about practical strategies for brand building and client development. It inspires through his persistence and willingness to bet on himself. And it empowers by demonstrating that success is achievable through consistent effort, strategic learning, and authentic relationship building.
For the next generation of Hmong entrepreneurs, Bert’s story offers both inspiration and instruction. Take his advice seriously: stay curious, seek mentorship, and remember that asking for help is a sign of wisdom, not weakness. Your dreams are not just possible, they’re waiting for you to take the first step.
In sharing Bert’s journey, we hope to encourage more entrepreneurs to pursue their vision with confidence, knowing that success comes not from perfection, but from persistence, authenticity, and the courage to keep learning along the way.
A Final Reflection
What strikes me most about Bert Lee is his remarkable combination of humility and determination. He didn’t start his entrepreneurial journey with grand proclamations or unrealistic expectations. Instead, he approached it with the methodical mindset of someone who understood that real success requires both vision and practical execution.
His willingness to invest $18,000 in business coaching when he was still employed shows the kind of strategic thinking that separates successful entrepreneurs from those who merely dream about success. But what’s even more impressive is how he measured that investment not just in immediate financial returns, but in knowledge, momentum, and long-term capability.
Bert’s evolution from someone who “never thought I’d run my own business” to a recognized branding expert and mentor demonstrates the power of consistent action over perfect planning. His story proves that you don’t need to have everything figured out before you begin. You just need to be willing to learn, adapt, and persist through the inevitable challenges.
What I admire most is how he’s used his success to create opportunities for others, particularly within his family and the Hmong community. That generosity of spirit, combined with his practical business acumen, makes him exactly the kind of entrepreneur our community needs more of.
