Bernadette’s Why: Partnerships
ICIC Programs: Goldman Sachs 10,000 Small Businesses (10KSB), three-time IC100 Award Winner
After losing her corporate job during the Great Recession, Bernadette Capulong harnessed her resilience and expertise to build BC Design Haus, a creative agency thriving under her leadership as CEO. She attributes her sharp business skills to the training from ICIC’s programs. Today, the agency is known for its impactful partnerships with clients and team members.
Thirteen years into her career, Bernadette Capulong found herself in an unexpected position. She was among the millions of Americans laid off at the height of the Great Recession. Initially, she was optimistic about her chances of identifying a new opportunity in the corporate world, but as the weeks stretched to months, she knew she’d need to explore other avenues to generate income. Fortunately, a solution was closer than she expected.
Relying on the skills that built her career and personal network, Bernadette secured contracts with 20 businesses. This grit and ingenuity marked the beginnings of her company BC Design Haus (BCDH), a woman- and Asian-owned full-service creative agency based in Pasadena, California. Today, BCDH is known for its deep understanding of the broad spectrum of marketing channels, including packaging, promotion, brand strategy, print and digital, social media, and web design. The company’s portfolio includes a diverse range of local and global brands like UNO and Pepsico Brand.
Partnerships That Matter
Bernadette is motivated by the idea of partnering with clients to add value to their companies. She says, “My ‘why’ is partnering with clients to solve their design and branding problems. I don’t just want to give them great work or exceed their expectations. I want to know that what my agency does has affected their business in a positive way. When our partnership has helped them reach their goals, then we’ve done our job by adding value to their business.”
“My ‘why’ is partnering with clients to solve their design and branding problems. I don’t just want to give them great work or exceed their expectations. I want to know that what my agency does has affected their business in a positive way. When our partnership has helped them reach their goals, then we’ve done our job by adding value to their business.”
Her motivation to partner in success extends not only to her clients but also to her team. When hiring, Bernadette looks for individuals who share the same passion to succeed as she does. “A great mentee has to want to grow and learn and be willing to be open to receiving and applying feedback,” she says. “As a leader, I can set expectations, I can give feedback, I can give you the tools that you need to succeed. But the other half of it is that person. They must want it and show that they want it by applying their skills.”
Five Keys to Entrepreneurial Success
Throughout her entrepreneurship journey, Bernadette learned five key lessons that can benefit small business owners: seek out a program like Goldman Sachs 10,000 Small Businesses (10KSB), understand that business ownership is a long game, seek advice from a mentor, hire the right people, and be good to your clients.
“The 10,000 Small Businesses program is invaluable. It solidified a lot of what I knew and gave me so much new knowledge. By going through the program, I became a better business owner and leader.”
Bernadette credits the development of her business finance and HR skills to participating in 10KSB. “The 10,000 Small Businesses program is invaluable,” she says. “It solidified a lot of what I knew and gave me so much new knowledge. By going through the program, I became a better business owner and leader.”
Ultimately, BCDH exists to serve its clients, which is why her final piece of advice may carry the most weight: “If you treat your clients and partners well, they will remember to recommend you whenever an opportunity comes. And that is a gift that keeps on giving.”
