If you’re creating content just to get brand deals, read this first
Recently I’ve been seeing more stories of creators having to go back to traditional jobs after years of making money online, mostly through brand deals.
I can imagine how frustrating that would feel. Many of us pursue careers through creative entrepreneurship for the freedom it gives us, but when the foundation of your business is built on something you don’t own, that freedom can become very unstable.
Most creators start out thinking that brand deals are the ultimate goal, and in many ways, they are. The recognition, the big checks, and the opportunity to partner with companies you love are things most creators aspire to experience.
But while brand deals are exciting, they shouldn’t be the income source you build on. Let’s talk about the smarter way to go about working with brands as a creator.
Here’s what most creators don’t realize:
Brand budgets are inconsistent.
Most brand deals are valued under $1,000, especially if you’re in the early stages of monetization. And even if you do work your way up to bigger deals, when their budget fluctuates (which they do), so does your income.
You’re building their business, not yours.
Every piece of content promoting someone else is energy invested in their brand. There’s nothing wrong with that, but it’s only sustainable when it’s not your only stream of income.
So what’s the better play?
Build a business that brand deals can plug into, not the other way around.
In simple terms: instead of relying on brand deals to serve as your main business strategy, focus on building something solid with your own products or services. When you do that, brand deals become an added bonus that will naturally align with what you've already created.
Here’s how to make that happen:
Your brand comes first. Build a strong name, a loyal audience, and credibility in your industry. Become known for what you do best, and let that authority attract brand deals rather than chasing them.
Create income streams that are yours. Focus on digital products, services, community-building, courses, coaching, templates, or whatever your primary offer is. Build your business around your value, not the offers of other brands.
Prioritize ownership. Collabs and platform payouts are great, but they’re not income streams you control. Consider them a bonus to the solid foundation you’ve built. Your business should be based on assets that you own, control, and can rely on for consistent growth.
Brand partnerships can still happen, and when they do, they’ll amplify what you’ve already built. They’re the cherry on top, not the foundation.
You’re not here just to create content, you’re here to be an influential creator who provides real value. And when your business reflects that, the brand deals will still come without you having to chase them.
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