Saying no with love.
This is something I am learning from my incredible coach, Emma. And I love noticing it in my day-to-day work life more and more. She calls it discernment. Basically, it’s all about honoring yourself and your boundaries. I know, this is about branding. But hear me out. It applies to your brand just as much as to other parts of your life. It’s a matter of respecting yourself and the people you work with, respecting your audience and your employees.
I just sent an email to the founder of a company I admire deeply. It’s a fellow certified B-Corp, that creates products that are not only good for the planet, but also good for the people that buy them, and produced in a way that’s equally good for everyone working there, so yay all around. This founder asked in a B-Corp community forum for brand designer recommendations and we connected. As it turns out, a lot of other people connected too, which is understandable, knowing what a high-integrity company this is. Now, out of sheer overwhelm (I assume) they have sent an RFP (request for proposal, for the lucky ones that do not know this term) to the people interested, and asked for a brand audit to be a part of the submission. And while I would be thrilled to work with this brand and help them leap to the next level of possibility, I do not believe in free labor. And I do not believe in half-assing such a process.
A brand audit, if done well, is a time-consuming and important piece of a rebrand and should be done in collaboration with the key stakeholders, to achieve the most potent outcome. So much of this is a learning from past experiences, and leaning into why we all do what we do, and how we can improve it for your audience and team. Strategy (not included in this RFP) also plays a huge role in the success of a rebrand and can help bring a brand to the next level, in a way, a simple design refresh never could. We believe that how we make people feel is the most important part of the puzzle. Such a strategic foundation will then allow a designer to create a visual identity that is uniquely and authentically yours and evokes the desired emotional resonance with your audience when done well.
So, this is what I put in my email. But not from a place of resentment and anger. But from a place of love. I truly hope this founder connects with one of the many applicants. I wish they would do it in a different way, but I understand how difficult this process can be. So my no, wasn’t a wall. Instead, it was a hand, reaching out, and giving them comfort, while making our standpoint very clear. What a gift, no?
Wouldn’t you prefer that everyone you work, or not work with, would act from their truth and embodied values in this way? I sure would!
And the confirmation for this isn’t a response from said founder, but the feeling I got when sending my email. Like I stood up for myself and others, who have endured clients’ demands and pitch expectations for far too long. It felt like a loving protest and I hope it landed that way. I made it clear that we wish them the very best and are cheering them on from a distance. And yet, I was clear, that I wouldn't compromise what we believe in.
I suggest you try this out for yourself. Maybe before you hire someone, or when you run your next marketing campaign. Does this feel like a full and clear Yes or are you uncertain? If so, I imagine it should be a No and needs changing. This requires a lot of trust. In yourself and in others. And I believe if we all cultivated more of this, the world might be a better place.
Much love,
Lisa & Tim
Ps: I will happily rant about other things I refuse to do, even though they often tend to be expected in choosing a new agency.
