The Unfiltered Tea with Evie: Building a Brand That Lasts

I've been doing this for ten years.

Ten years of building brands, launching websites, and watching founders go from "I don't know why nobody's booking me" to "I had to turn down three clients this month."

And somewhere along the way, I stopped saying certain things publicly. Not because they weren't true. Because I wasn't sure people were ready to hear them.

Then I sat down with Evie Tavares on The Unfiltered Tea and just... said them anyway.

The stat I've been sitting on

Here's the one that surprises people most:

90% of my clients never come back for a rebrand after working with me.

Not because they stopped growing. Because they didn't need to.

What we build together the first time is timeless enough to grow with them. They come back for expansion — new offers, new chapters, bigger stages. The foundation stays. Everything else evolves on top of it.

I've known this for years. But saying it out loud, to another person, while being recorded — it landed differently. Even for me.

The thing I said that I didn't plan to say

Evie asked me about balance at some point, and I just... told her the truth.

I don't believe in it.

Not work-life balance. Not mom-life balance. Not the colour-coded calendar version where everything gets equal time and nobody falls apart in the school pickup line.

What I believe in is harmony.

Some seasons your business needs everything you've got. Some seasons your family does. Harmony means you stop punishing yourself for whichever one is louder right now — and you trust that it evens out over time.

That came out so naturally I almost missed that I'd said something worth keeping.

The stuff I don't usually talk about

We also went here:

Running a business through IVF during a pandemic. Keeping it professional on Zoom while your body and your heart are doing something completely different behind the scenes.

Dropping a profitable service because it was slowly taking something from me I couldn't name — until I named it. Energy. Vision. The reason I started this in the first place.

Slow seasons that felt like failure until I understood what they were actually for.

Every single "what am I doing, who do I think I am" moment — and why I'd walk through all of it again without changing a thing.

Who this is really for

If you're a founder who's quietly in a hard season and wondering if everyone else has it more together than you do — this episode is yours.

They don't. Nobody does.

We're all just figuring it out with slightly better branding than we started with. 💗

Grab your tea. Go listen.

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