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Hey Bootstrapper,

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A few weeks ago, I found myself in an unexpected situation that made my heart race a little. I spotted a post from someone in my network – a fellow ethical marketer – discussing how messaging about "getting money into women's hands" excludes non-binary and gender-fluid people.

As someone whose brand is built around empowering women entrepreneurs, I felt that oh-so-familiar tightness in my chest. You know the one – when you feel called out about something you care deeply about. My first instinct (as a highly sensitive girly) was to get defensive or angry.

Instead, I took a breath and reached out directly with a message explaining my perspective – that I use "women" inclusively and that specific messaging helps with both SEO and connecting with my ideal clients.

What followed was actually a really thoughtful conversation. She acknowledged the practical challenges, sharing that it truly feels so much easier to say "women", and mentioned how we often use "women" to mean "not men." She suggested alternative phrasing like "getting more money into the hands of people doing good work."

This exchange got me thinking about how we navigate criticism or feedback about our brand messaging – something every business owner faces at some point. The truth is that building a brand that stands for something means you'll occasionally face scrutiny. It's part of taking up space and having a distinct voice in your industry.

What matters isn't avoiding all criticism – it's how we respond when it does come our way. Do we dismiss it outright? Get defensive? Or can we use it as an opportunity for growth while staying true to our core values?

Here's what I took away from this recent experience...

1. Pause before reacting

When someone challenges your brand messaging, take a moment before responding. That initial emotional reaction rarely leads to your best thinking. Give yourself time to process your emotions!

2. Look for the valuable feedback

Even when criticism feels personal, ask yourself: "Is there something here I should consider?" Not all feedback requires action, but it does deserve reflection.

3. Respond with curiosity

Instead of defending, try engaging. My conversation opened up because I approached it with genuine curiosity rather than defensiveness.

4. Make intentional changes (if warranted)

After reflection, I decided to add this line to my website footer: "While we focus on women entrepreneurs, everyone is welcome here. We're committed to a safe space that celebrates diversity, regardless of gender identity or sexual orientation."

This small addition didn't require overhauling my core messaging, but it explicitly communicates my values of inclusion.

5. Remember your brand foundation

Your brand can't (and shouldn't) please everyone. Standing for something specific means that some people won't resonate with it – and that's okay. The key is ensuring your messaging aligns with your authentic values.

And, if someone directly criticizes your brand online, remember to pause, assess if the feedback is actually coming from your target audience (I totally block and delete any harassing comments from trolls and misogynists), and engage privately when possible (direct messages are more productive than public comments).

Being open to improvement builds trust, but don't compromise your core brand just to appease critics!

The strongest brands aren't the ones that never face criticism – they're the ones that respond to it with integrity, authenticity, and a willingness to grow.

What about you? Have you ever faced criticism about your brand messaging? How did you handle it? I'd love to hear your stories!

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