From Shoe Store to National Recognition: Wendy Coulter's Journey of Building Brands and Empowering Women

At a very young age, Wendy Coulter was selling shoes in her family's shoe store, where promotions and marketing meant going on the radio to play guitar or riding an elephant in the town parade. Those early lessons in authentic storytelling and community connection would become the foundation for a remarkable entrepreneurial journey that spans three decades.

In 1995, she founded Hummingbird with a desire to put her own ideas to work, creatively solving problems for growing businesses. What began as a freelance graphic design venture in her Cary condo has evolved into an award-winning brand strategy agency that helps build business value through clear communication of brand differentiation. Almost three decades later, Hummingbird Creative Group has helped thousands of brands take flight, thanks to a diverse and dedicated staff.

But Wendy's impact extends far beyond her own business success. In 2018, she founded the NC Women Business Owners Hall of Fame to honor North Carolina's most successful female entrepreneurs and advocates who have made significant and enduring contributions to impact women's entrepreneurial development in North Carolina. Her dedication to lifting up other women in business has earned her national recognition, including being a NAWBO National Woman Business Owner of the Year top 3 finalist in 2023 and receiving the 2020 Enterprising Women of the Year Award.

In this candid Q&A, Wendy shares how those grassroots marketing experiences shaped her approach to branding, her philosophy on building sustainable businesses that transcend their founders, and why she's passionate about creating platforms that celebrate and amplify the stories of women entrepreneurs who are driving economic impact across North Carolina and beyond.

Question 1: From Family Shoe Store to Award-Winning Agency

Your entrepreneurial journey began in your family's shoe store, where marketing meant "going on the radio to play guitar or riding an elephant in the town parade." How did those early experiences shape your understanding of branding and storytelling? What made you decide to found Hummingbird Creative Group in 1995, and how has the agency evolved from that boutique graphic design studio in your Cary condo to a national award-winning firm?

My early experiences taught me that effective branding and marketing is about creating memorable experiences and forging genuine connections. This hands-on approach to marketing, where understanding the power of connections really defined the brand, demonstrated that branding is about a unique narrative and personality a business presents to its community. Community really drives everything I do and has been a cornerstone of my success.

In 1995, while on a job hunt and using freelance graphic design work to survive, I founded Hummingbird really by accident. I walked into a Cary Chamber of Commerce expo at the NC State Fairgrounds looking for job opportunities, and picked up my first 3 clients there. I was focused on designing tshirts, ads, logos and other projects for small businesses at first. As time went by, the agency has since blossomed into a national award-winning branding firm. Over the past 30 years, I’ve truly had to adapt to an ever-changing industry, moving beyond design to offer comprehensive branding services in the areas of brand strategy, brand identity, brand awareness, brand loyalty, and branded environments. Our success today is rooted in our ability to tell compelling stories that resonate with modern audiences, a direct legacy of those grassroots marketing lessons I was exposed to as a child. We also keep a laser focus on building business value through branding, which enables our clients to see our work in a more holistic way, impacting all the different aspects of their businesses to improve valuations at the time of an acquisition or merger, or when seeking investment capital.

Question 2: Creating the NC Women Business Owners Hall of Fame

Beyond building your successful agency, you founded the NC Women Business Owners Hall of Fame in 2018. What inspired you to create this platform to honor female entrepreneurs? How do you balance running Hummingbird while championing women's entrepreneurial development, and what impact have you seen from highlighting these success stories?

Inspired by a desire to honor the often-overlooked achievements of women in business who I met early on as a founder, I founded the NC Women Business Owners Hall of Fame in 2018 to amplify their stories and shine a light on the impact they make on economic development in our state. I saw a need to create a platform that celebrates and spotlights the resilience, innovation, and leadership of female entrepreneurs, providing them with the recognition they deserve and highlighting their stories to inspire the next generation. This initiative directly complements my professional work, showcasing that brand building extends beyond a single company to uplift an entire community.

Balancing the demands of running Hummingbird Creative Group with my advocacy for women's entrepreneurial development comes natural! I view both roles as intertwined, with my work at Hummingbird providing the expertise to help other businesses grow, and the Hall of Fame offering a public stage to highlight success. The impact has been significant, with the Hall of Fame shining a light on countless women who have built successful businesses, created jobs, and become leaders in their fields, thereby creating a powerful network of mentors and role models.

Question 3: From NAWBO National Finalist to Industry Leader

You've received incredible recognition, including being a NAWBO National Woman Business Owner of the Year top 3 finalist in 2023 and the 2020 Enterprising Women of the Year Award. What's your philosophy on "shifting brand equity from the business owner to the business entity"? How do you help other entrepreneurs build sustainable brands while maintaining your own leadership presence in the industry?

My philosophy on "shifting brand equity from the business owner to the business entity" is a cornerstone of my work and guidance to other entrepreneurs. I believe that while an entrepreneur's personal brand is crucial for early success, true sustainability requires the business itself to become a strong, independent brand. This involves codifying the company's mission, core values, and unique selling proposition into a cohesive brand that can thrive beyond the founder's direct, day-to-day involvement.

This isn't a simple handoff, but rather a strategic process. My team at Hummingbird helps clients define their brand's purpose, articulate their values, and build systems that maintain brand consistency. For my own leadership, I maintain a presence in the industry through speaking engagements, publications, and my work with the NC Women Business Owners Hall of Fame, positioning myself not just as the face of Hummingbird, but as a thought leader and advocate for the broader entrepreneurial community, and a champion for women business owners, which is all at the heart of many of the awards. This dual focus allows me to build a sustainable business while simultaneously being a servant leader in my local, state, and broader communities and living my own core values.

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