One of the hardest things in any work is to do something that you don’t like. It seems like time is going much slower and the task never ends. When your brand keeps leaning away from its values, everyone on the team feels the same way. Oftentimes, such leaning away is caused by clients who want your brand to adjust to their needs, but it’s important to learn to say no to them.

I met Caitlin Strempel, the Marketing Strategist and CEO of Raising Rangs Digital in The Advance network. Only a few years back Caitlin thought that she needed to work a 12-hour day, skip weekends and holidays, and be completely surrounded by the corporate world. She knew that there’s something more that she wanted to do, but only after a scary event she decided to make a change in her life. A few months after the birth of her son, the doctors found that he was born with a minor heart defect. When doctors did the surgery, some complications followed, and Caitlin spent all of the time near her baby, sleeping on the hospital floors. Her husband didn’t have a chance to take longer paternity leave, so he had to travel a lot for work, and, although Caitlin was on maternity leave, all of the organizational moments of making sure that everything is well in the hospital fell on her shoulders.

After everything settled down, Caitlin understood that she doesn’t want to go back to those 12-hour working days and spend her time on something that she doesn’t truly want. So slowly but surely she started her own business. As her business grew, she started working late hours again, and this caused her to go back and reassess why she created this business – to be able to spend time with her family. She started outsourcing things she didn’t like doing, simplifying tasks, and making her business more sustainable. Some of the clients that were coming to her were burning her team out, and some were mean to the team, so with time, Caitlin learned how to assess, which types of clients aligned with her and her team’s values, and what types didn’t, and started creating boundaries. What became important to Caitlin is the well-being of her team and not only the mere production of results. And that’s when the alignment with the values of the brand starts.

Catlin emphasizes that in order to get to the point of aligning your brand with your values, you first and foremost need to learn a lot about resilience and self-trust. If you create a brand, there’s a reason why it appeared, and you have to stick to those values. 


Align the business with you, your beliefs, and your goals. Don’t be afraid to book time off for yourself and your team in the calendar, email clients that you will get back to them a bit later, and when the team gets back together, the result of your brand will be much better. Support your team members if they need a break by asking them, how you can help them, or what tasks can you take off their shoulders in order for them not to burn out, and this will rapidly increase the sustainability of your brand. 


Be transparent with everything you are doing. Both clients and the team want to know what’s happening. So send emails to clients that you received their request, let them know that you need a few days to process it, and keep them up to date. Then your clients will have trust in your brand and that you are getting stuff done for them. This includes valuing self-improvement, making sure that there’s always a sense of evolving, and that your team has access to all of the resources for growth they need.

Listen to yourself, keep in mind why you are doing what you are doing and be respectful of the needs of the other people you are working with, and you are ensured to have a sustainable brand.

If you are interested in learning more about aligning your personal values to the brand that you’re building and syncing with your clients, listen to the whole episode of Genius Leadership Podcast here.

Stay tuned and be genius!

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