Why We Turn Down Clients. And Why You Might Want to, Too. 🚩
Hey Brand fan,
I've been self-employed for over 13 years now. And during that time, I've naturally learned a lot—both about entrepreneurship and about branding and building a brand.
One of them: Yes, we turn down clients. Sounds crazy for a studio that depends on commissions, right? Maybe. But that’s also the backbone of our work.
Real Talk: In the beginning, I ignored exactly the things I'm writing about today. And those were usually the clients who caused me the most headaches. Lesson learned.
My Red Flags During the Initial Interview
🚩 Decision-making takes forever. Anyone who takes forever to get started on a project, has 20 follow-up questions, and needs to discuss things internally eight times won't be good at making decisions during the project either.
🚩 The budget is too small. If we can’t delve deep enough into the brand, it won’t benefit anyone in the end. It’ll just look pretty… and that’s it. And we want things to sell, after all.
🚩 “All we need is a logo.” A logo without a font or colors—one that doesn’t take the brand into account—makes no sense to us. Because, in the long run, it doesn’t make sense for the client either. So we don’t do that.
🚩 How someone treats their people. For me, this is the most important thing. I pay close attention to how people treat their own employees or talk about others. You can offer criticism without being condescending. If someone can’t do that, I won’t let them join my team. And if someone is rude, they won’t become our customer either. Period.
Who makes it really fun
With companies that have been in the market for some time. Companies that know themselves and their market really well, challenge themselves, and realize: Our brand image is no longer in line with who we are today. The market has changed. We’ve changed. Something isn’t quite right. Whether it’s B2B or e-commerce, it doesn’t matter to us.
I don't want to speak ill of startups. But in the very early stages, many of them can hardly ever make a decision because they don't know their own company well enough yet. And decisions are often made based on emotion rather than business sense. That's rarely good for a brand.
And what if it's not a good fit? I'll be honest about it when we talk. And if I know someone who's a better fit, I'll recommend them. But only if it's a 100 percent match and both parties benefit from it.
It would never even occur to me to recommend someone just to pocket a commission. Here’s a tip for anyone who’s new to the business world: Your credibility is more important than making an extra 5 euros.
What this has to do with your branding
Every client you take on becomes part of your brand. They end up in your portfolio, they shape how people talk about you, and—when in doubt—they attract even more of the same kind.
My 2 cents:
Strong brands know exactly who they're for. And they know even more precisely who they're not for.
Your Exercise: The “Not for You” List
Take 10 minutes and write down three sentences that begin like this:
👉 “We’re not the right fit for you if…”
For example:
- ✅ “…you’re just looking for the lowest price.”
- ✅ “…you have trouble making decisions.”
- ✅ “…you treat your team differently than you treat your customers.”
And then post it on your website, your services page, or use it to set up your next initial consultation. The right people will feel understood, and the wrong ones will figure it out very quickly.
You don't have to turn down every other job right now. But if your gut tells you "no," listen to it.
Stay bullish 🔥
Chantalle
P.S. Send me your three sentences—just reply to this email.
✉️ chantalle@boredbrands.studio I’ll give you honest feedback. And if you realize that your brand image no longer reflects who you are today: boredbrands.studio
