Young Women in Business Toronto (YWiB) aims to provide our diverse community of young, self-identified women with genuine career advice, encouragement, and examples of local role models. That's why, for the next few months, we’ll be interviewing both career professionals and entrepreneurs our community can be inspired by and learn from.

Christine Lieu, on Branding with Values

Hi Christine! Tell us a little bit about yourself and your career path.

I’m Christine Lieu, graphic designer and Founder of CL Designs and the Brand Party Podcast. I use my podcast to share fun, honest advice for entrepreneurs to implement, via short, value-packed episodes ranging from 5 to 30 minutes long. I'm really excited to say we’ve had over 3,000 downloads worldwide!

With CL Designs, I work closely with social impact businesses to develop strong, meaningful brands. I’ve worked with brands of all sizes, nonprofits, as well as e-commerce brands, mental health initiatives, sustainability-focused brands, and more.

I also used to have an apparel brand, and through that journey I learned firsthand the challenges startups can encounter as well as why a solid brand is so important.

Another part of my career path was leaving my job in 2018 to travel the world while freelancing. I came back to Toronto after an eight-month adventure and settled down with a new perspective, feeling grounded and ready to start my own business. Honestly, I am so grateful for that trip, what I learned about myself and the world, and frankly that I took that step when I did, especially now that we’re living through a pandemic.

How do you stay true to yourself and your values while operating your business? Can you give some examples?

My “WHY” is rooted in having health scares growing up and losing some important people. I lost my grandfather to cancer, and a few friends and family when I was in my twenties, which is obviously a time of important life transitions on its own. These painful experiences have made me value and celebrate the big and small moments. I’ve also learned that sometimes you need to let go and other times it's about pushing through fear. You need to be able to listen to yourself to know the difference and make the right decisions.

As an entrepreneur, you are literally the life blood of business, so I’ve learned how crucial it is to practice self-care. Life is so short, there is so much injustice, and the pandemic has hit people hard. I really am intentional about offering value and truly hope my work will help others.

Read: YWiB Role Model Interviews: Quest Atkinson offers sweet advice for entrepreneurship and mental health

How do my values show up in my business? In the branding process, I tell clients that branding is much more than logo and colours - it’s about their values and how they reflect them to the world. There’s a lot going on right now, how do they want to respond? How do they want to show up for clients and in client interactions?

Transparency is also so important to me, so I am really open up-front about my pricing, delivery time, and expectations. I know this can be hard for some of us women entrepreneurs, but you really need to be firm on your pricing. I’m always straight forward and don’t like to beat around the bush about money. I clearly demonstrate how I provide value and what we can create together, so it’s either a client fit or it isn’t. I recommend this article that influenced my pricing philosophy: Your 'Happy Price' vs. Your 'Sad Price': How To Charge An Amount That Motivates You.

In your experience, what has been the most rewarding and most challenging thing about entrepreneurship?

The confidence clients feel after we work together is honestly the most rewarding thing! I love being a part of their brand launches and helping them create bold impact in their sectors.

One of my friends has a saying “new level, new devil.” Essentially whatever stage you are at is the most challenging at the time, but that’s where growth is. I invest time and energy into breaking through any feelings of imposter syndrome, guilt, shame, all while building my own self-confidence. Not only do I educate my clients about these types of choices but I ensure to invest financially and put money where my mouth is to lead by example to hire experts, outsource accordingly to free up my time as the Visionary in my business and to create a strong brand.

Another challenge I want to mention is learning how to filter opinions and advice, especially early on in your business. There will always be lots of opinions but they don’t pay the bills. You need to figure out who the appropriate people are for advice - those that care about you - and ask them how they've gone through similar situations and listen to empathy instead of sympathy. Entrepreneurship as a whole can be challenging, you don’t necessarily learn everything you need to in school, it all comes from advice from those with hindsight, experience, and experimentation.

All to say, taking this leap into entrepreneurship was the best decision I’ve ever made.

You've built such a vibrant brand, Christine... literally... it’s so colourful! What advice would you have for other young women-identified entrepreneurs who are starting out and in brand development?

Let me start by saying this; you don’t need to look like everyone else in your industry. There is a time and place for pale pink palettes, for example. You don’t need to be a ‘girl boss’ or enjoy the ‘hustle, just because you identify as a woman in business.

Just because everyone in your industry seems to use similar branding and colours, it doesn’t mean you should because you want to stand out but also be authentic to your values and personality. Choose colours, fonts, etc. that present you. For example, colour wheels for brands are useful, but there are also different cultural associations with colours... so be open and pursue what you’re drawn to.

If you are struggling, look for guidance and support from a brand strategist, graphic designer, or other professionals. It’s important to invest in a brand you’re proud of, that reflects your intentions and values.

In terms of your career, who has been the most influential woman in your life?

It may sound cheesy perhaps, but definitely my mom. Well, both my parents. They left everything to come to Canada and start over in their late teens, early twenties. They met in Canada, learned English here, and accomplished so many things. I am inspired by their work ethic and resilience.

They started a new life on their own terms and I want to do the same. Sure, the world looks different now than it did back then but their example has shown me what is possible, what you achieve with determination and hard work.

My grandparents have also really influenced me. They ran a restaurant in Kingston, Ontario, where I am originally from. They also worked hard to maintain a great business and keep smiles on their customers’ faces.

My family’s story as newcomers motivates me on a daily basis. I try to reflect back to it when I experience challenges and pressures. I know I can make them proud at the end of day, especially if I give the same kind of love and care to each of my own clients.

Final thoughts: What message do you want to share with other young women in the YWiB community?

Always, always choose courage over fear and doubt. Bet on yourself, and create a bold legacy. Celebrate all your wins, big and small.

Always, always choose courage over fear and doubt. Bet on yourself, and create a bold legacy. Celebrate all your wins, big and small.

Connect with Christine: Instagram Pinterest Website Brand Party Podcast

Christine Lieu is the expert behind CL Designs and the Brand Party Podcast. She's a graphic designer who's traded in climbing the corporate ladder for mountains around the world. She helps social impact businesses create cohesive branding and design collateral to increase their top line and funding opportunities. Having earned her stripes in the fast-paced media world, and learned first-hand the challenges faced by startups through my own journey (sometimes the hard way!) she wanted to provide lean and efficient design and branding services that would free businesses to push on with what they’re best at.

Christine Lieu on branding with values