Why I Won’t Work With Certain Brands (And How That’s Okay)
When you run a small business, you make tough decisions every day. From pricing your products and services to deciding who to work with, there’s a lot of thinking time. One of the most important factors you’ll need to consider is who you should work with.
I had the same problem once. I tried to do it all! I was working with agencies, small clients, tech companies, and guess what happened? I lost sight of who I am and what I’m all about.
As a freelance copywriter, one of the most important lessons I’ve learned is that you don’t have to work with everyone. In fact, you shouldn’t.
And here’s why.
The Power of Saying “No” in Business
Let’s face it; building a business is hard - whether you’re a freelancer, sole trader, or have a small team of employees. Life can feel like a constant cycle of feast and famine, where you can’t afford to miss out on every project that comes your way.
I know this mindset all too well. When I first started as a freelance writer, I accepted every project. I wrote about the history of tea, water pressure boost pumps, student life, online slot games - and guess what?
I felt unfulfilled and like my work had no real purpose.
Then something changed my entire outlook on work…
A woman's magazine offered me some freelance writing work, which was well paid. BUT, there was one glaring issue: This magazine focused on high-end fashion trends, including leather and fur.
As a passionate animal rights activist, the magazine was completely misaligned with my personal values - but they were offering a lot of money.
So what did I do? I made the right decision and said no.
Aside from helping small businesses grow and scale, animal rights is my passion. I don’t eat meat, I donate to charities, and I actively look for opportunities where I can support organisations that help animals.
Did I lose out on a lot of money by saying no? Of course. But I gained something more important: empowerment.
Saying “no” isn’t just about turning down work. It’s about creating space for the right opportunities
Whatever your core values, aligning them with your business can help you feel more fulfilled and confident in your personal brand. It also eliminates that dreaded imposter syndrome.
Just to be clear, I don’t expect every client to be an animal rights organisation, vegan brand, or provide products/services that benefit pets. I work with small businesses that want to grow within their market and look forward to a successful future.
However, by ruling out working with brands that harm animals, I align my work with my principles, making me more passionate today than ever before.
So, Why Does This Matter For Your Business?
You’re probably asking this question right now, and the answer is simple: your values matter.
They’re not “nice to have” or “optional extras”; they’re a core part of your personal identity, which carries over to your business.
Your values define your decisions and who you work with, but they also attract the customers and clients you want to connect with.
Here’s why your personal values have a big impact on your business.
Example: The Small Business Enthusiast
I used to do it all, and when people would ask me what makes me unique as a copywriter and digital marketer, I didn’t have a clue.
But then I thought about what I’m passionate about. Did I want to work with large faceless corporations? Or would I rather help small business owners like myself succeed?
I created Hannah O’Neill Marketing with one goal in mind: to provide affordable copywriting and digital marketing services for small businesses with limited budgets.
I want to give the Davids the tools they need to battle with the Goliaths, and I love seeing my clients achieve their goals.
Example: The Female Founder’s Champion
A colleague of mine had a horrible experience with a senior manager who made her doubt her abilities as an SEO strategist.
The imposter syndrome was very real, but she realised something: the challenges she faced were something that female founders everywhere went through.
So, instead of staying in a situation she hated, she decided to use her skills, knowledge, and passion to find a female-focused SEO consultancy that empowers female-owned businesses to take control of their future.
Today, she coaches clients, giving them the skills and confidence to thrive in competitive environments.
The Risks of Working Against Your Values
In an ideal world, you’d have endless opportunities to work with your ideal customers or clients.
However, when you actively choose products that work against your values, you expose yourself to the following risks:
Burnout
If you feel uncomfortable promoting a product or service, you’re more likely to experience burnout. Over time, the frustration can build, leading to resentment. Suddenly, your business feels more like a chore than something you enjoy working on and building.
Damage to Your Brand
As a small business owner, you are your brand. So, any inconsistencies can have a negative impact on how prospective clients and customers view you (Bynder).
So, when you’re inconsistent about what you stand for, you’ll struggle to attract high-quality leads and sales.
Missed Opportunities
When you tie yourself up with projects that don’t align with your values, you might miss out on the ones that do. So, keep it smart and think about your long-term goals. That way, you're always ready to take on your dream project.
Say No to Opportunities That Don’t Align With Your Values, But Accept Opportunities That Can Support Growth
In reality, there will always be times when you need to realign your expectations and accept that becoming an authority in your target market takes time.
For example, an animal care service might want to focus on providing high-quality accommodation for dogs, but their main enquiries come from clients looking for dog walking services.
Not accepting these clients would severely impact the company’s growth potential - but accepting them and continuing to market their accommodation means that they have every chance of attracting boarding clients in the future.
Gain The Confidence to Stand By Your Choices
Saying no can be uncomfortable initially - especially if you’re a people pleaser. However, once you get used to standing by your morals and saying no, you can look forward to setting yourself apart from competitors and working with clients that reflect your values.
By aligning my work with my values, I’ve been able to work with small businesses that:
Want marketing that feels authentic rather than pushy,
Care about making a difference in their communities,
Are eager to grow in ways that feel ethical and sustainable.
Not only does that make my work more fulfilling, but it also helps me deliver better results. Because when I believe in what I’m promoting, I can throw my full energy behind it.
