My Brand Commandments: The Non-Negotiables
This is the last of my series about my entrepreneurial journey. I truly hope that you enjoyed the last 5 blogs and that it provided you with some incite and value.
Last doesn’t mean least, and in this case, this is perhaps the most important blog of the series. Every brand has big ideas, but what matters most are the non-negotiables that comprise of the values and standards I refuse to bend, no matter the challenge or the client. For me, these brand commandments aren’t just aspirational. They are the guardrails that keep my work honest, my team focused, and my clients confident that what we promise, we deliver. I’ve simplified them to 10 must dos…and here they are:
1. Always Lead With Clarity
Confusion is the enemy of progress. Whether in strategy, creative, or communication, I refuse to settle for muddled thinking. I dig until the message is clear and the plan is actionable, each and every time.
2. Be Bold, But Never Reckless
Bravery is baked into every brand we assist. Encouraging risk-taking, original thinking, and pushing the boundaries of what’s expected, is simply my go-to. But every bold move is backed by insight, not impulse, and that is key.
3. Listen First, Advise Second
Real understanding starts with listening. Invest the time to hear clients’ concerns, ambitions, and blind spots before jumping to solutions. My advice is always rooted in empathy and context.
4. Respect the Process, But Be Prepared to Question Everything
Knowing what works helps, but it’s key that you face each and every mandate like it’s the first time you’ve seen or heard of the challenge facing the brand. Never let habit replace curiosity. There’s nothing fron with following proven steps, yet I’m never afraid to ask, “Is there a better way?” That’s how progress happens.
5. Simply Show Up.Fully. And Be Ready To Play.
Partnership means presence. I bring my full self to every meeting, every brief, and every challenge. I don’t dial it in. I dig in, and I expect that same from my team.
6. Always Overdeliver
Honesty is non-negotiable. I won’t sell quick fixes or magic solutions. I won’t take on a mandate or timeline that is unrealistic and will set the brand up for failure. When timelines are not realistic, or budgets not sufficient to deliver on KPIs, I say so, right at the get go. Don’t get me wrong, I’ll work relentlessly to exceed expectations, every chance me and my team get. But the mandate or the challenge needs to be realistic. Off topic, I’m pretty proud of the fact that my team feels the same way.
7. Own Mistakes and Share Wins
Accountability is at the core of trust. When things go right, I celebrate with the team. And we are a team…which I lead. Showing up everyday to lead means responsibility and building trust. So when things go wrong, I take responsibility and course-correct fast.
8. Stay Human
No brand is built by algorithms alone. And, couple that with AI…. staying human is and will become more on trend than we think. I believe in face-to-face conversations, hand-written notes, and a sense of humour. People do business with people, and building relationships with people… Make sure your brand remains authentic. It’s essential to remember, logos do not make brands.
9. Keep Learning, Keep Growing. Keep Open.
What works today might not work tomorrow. Just like what didn’t work yesterday, may work tomorrow. It’s essential to look at situations with a fresh eye and not be tarnished about the past failures. Keep a fresh perspective.It’s equally important to never stop learning from clients, peers, and yes, competitors. Growth is a lifelong pursuit…and has no end date.
10. Protect the Why
When the work gets hectic or the market shifts, I remind myself and my clients: our purpose is the anchor. We don’t chase trends at the expense of what matters most. It’s not important to jump in on the band wagon, especially if it doesn’t resonate with the brands’s persona.
These brand commandments aren’t just words on a page. They’re the backbone of my brand, the measure of my partnerships, and the reason clients trust me when the stakes are high.
If you’re building a brand, or simply want to show up more boldly, hope these brand commandments inspire you to set your own non-negotiables. Don’t forget and never minimize the importance of understanding what you stand for. Ultimately, it is what will make you and your brand stand out.