A Story of Business Ownership:

The Why and How Behind Your Friendly Kreative

Hi there! I’m Kelly – the face, brain, and creative energy behind Your Friendly Kreative (YFK for short). I feel like the story of YFK and my coming into small business ownership hasn’t been the most traditional. Honestly, if you would have asked me a few years ago if I ever wanted to own my own business, I would have told you “NO” instantaneously. I can’t recall ever being driven in a “business-savvy” way, nor would I ever consider myself someone of entrepreneurial spirit.

By nature, I’m an introverted person geared towards the background. I would much rather be working and grinding behind the scenes. I don’t like to be singled out or have all eyes on me during a presentation or meeting. And even with a background in dance (fun fact, I’m also a teacher, choreographer, and sometimes professional dancer) that “spotlight” can often still feel uncomfortable, the light a little too bright to stand in.

But here we are, two years into the COVID Pandemic, and I find myself now standing as the owner of my own creative business. The Pandemic, which at first took away my marketing job has instead given me the opportunity to come out from behind my desk and stand on my own two feet for the first time (I say “given” lightly as it definitely felt forced). No longer do I have a team to rely on, nor do I have someone with a little more speaking confidence to give the big presentations. In the beginning, I was honestly terrified. We’ve all heard the stats: 50% of small businesses don’t make it past five years (gulp). 82% fail due to inconsistent cash flow (and in the world of freelance consistency is actually laughable). I sat, and sometimes still sit, in the feeling of “alone” – allowing myself to swim in the fear and anxiety that creeps in when you think you’re out of your league. When you doubt your own abilities and think you simply won’t succeed. I feel like those of you that have dealt with the monster of imposter syndrome can understand. There’s something quite paralyzing about feeling like you don’t ever/won’t ever measure up. Especially compounded when your livelihood depends on that “measuring”.

But Let’s Take a Step Back…

…like Homer Simpson in the bushes meme back

Before we get any further in this story, I realize this is a bit of a messy introduction of myself as a new small business owner. Not many people would lead with their biggest insecurities and vulnerabilities – heck, some in the corporate world might even call it *gasp* unprofessional. What business owner (who wants others to work with her and grow a business) shares how terrified they are, how they sometimes don’t think they measure up to others out there?

Even though I’ve been seeing a bit of progress, it feels like in today’s “grind” culture we’re still conditioned towards the image of the hustling “boss babe”. You know her, the one with the big energy and a bigger Instagram following, with millions of tips and tricks to live your best career life (that she probably shares on her podcast or eBook). The one sharing impossibly gorgeous, perfectly curated photos and seems to be constantly surrounded by a plethora of business besties, forever friends, and those wanting to be just like her. And while there is space for her in the business world (and let’s be clear, this is not a knock to her or anyone that identifies with her, there is space for EVERYONE in the business world), it’s just not a space that my introverted self prefers to share in. As much as I love a “perfect’ design detail, or think a piece of art can near perfection, life itself isn’t. It’s messy and uncomfortable, yet also completely organic and ever-evolving. It’s full of feeling, and that feeling, whether positive or negative, is beautiful. And it’s in that messy, beautiful space that I would rather be and create in. Not the perfectly curated, always on brand, Instagram feed (and yes, we’ll talk about the perceived hypocrisy that comes with being a brand developer in a later blog). I feel much more at home meeting people where they are, rather than where they desperately aspire or *think* they want to be.  Not all of us are meant to be boss b*tches or influencers – the rest of us can show up authentically as we are and still share in the pie of success.

My How: Part Friend, Part Therapeutic

When I decided I was finally ready to take YFK seriously in April of 2021, I took myself through the brand exploration process I take all my branding clients through. Without giving away all the secret ingredients, one of the things I strategize with clients is the tone of voice their brand conveys. Yes, you need to have your messaging clear and concise, but you must also think about how that message is translated. What kind of language are you using? Is it clinical and high-level? Is it more approachable with less jargon? Are you a friend? An expert that expects to be respected as such? How are you connecting? Are you even making a connection in the first place, or rather is your messaging falling on deaf ears?

I called this business Your Friendly Kreative as a slight nod to my married name (Friend) but also because that’s who I want to be in the business world – a friend. I want to bring friendship back to business relationships and humanity back to business. Businesses deal with real people with real struggles after all, and it feels like sometimes we forget that. My voice and approach are based on my real-life experience with mental illness, recovery, and the continual lessons I’m learning through therapy (hi again vulnerability). I know how life-changing it can be when you finally feel validated and affirmed. How much more ground you have to stand on when you feel like your boundaries are being respected. That when you’re in a judgment-free zone, you can show up freely and exactly as you are. My authenticity shows up through active listening and holding space for both honesty and encouragement – because you need both on the path of evolution. As I continue learning about, empowering myself, and seeing all the possibilities that can arise, I’ve found that’s what I want to help find for as many others as I can.

My Why: Small Business Can Change You for the Better

I started YFK out of necessity when I lost my small business marketing job. It was truly out of survival, as other than teaching dance (which was also greatly affected by the Pandemic), I now had no other form of income. In reflection, I can honestly say the decisions I had to make were made more out of fear than anything else. But through my own evolution journey and the friendships I’ve found and strengthened along the way, I can now say this business is powered solely through my passion to help others on this incredible path. While parts of small business ownership can feel grim (I can’t tell you the number of times I’ve felt and still feel way in over my head), it’s been one of the most rewarding experiences of my life thus far. I’ve had to prove to myself what I’m actually capable of – which is so much more than what I *thought*. I’ve had to evolve by facing and starting to heal from past traumas, which in turn has allowed me to show up as the most authentic and best version of myself. Another side effect of this healing has been learning and internalizing my own self-worth – something that’s crucial if you’re going to be in the small business space (especially if you don’t want to continually burn out). Of course, I still have so much to learn, discover, and improve upon, but I’m just so grateful and appreciative of where this journey has taken me - I know it’s only the beginning. And if all of this is happening for me, I can only imagine what can happen for others wanting to embark on a similar journey of finding one’s true purpose and stepping into their most authentic self.

Collaborative, Authentic Connection

When you have a cause you’re passionate about, you can’t help but want to share it. When you pair that passion with someone who validates and makes you feel understood – that’s where the magic truly starts to happen. This is why my process is always collaborative, open-minded, and why I take the foundation portion of any project just as seriously as the *fun* design parts. I truly think the best works arise when the designer and client are authentically connected. And that’s what I’m here to do – connect with you at your core to create something that can’t be replicated just as YOU can’t be replicated. I can’t describe the way my heart swells every time a client says, “You totally got my vision”, “Wait, this is ME – like the actual best and real me”, or “This is the way better version of what’s been in my head”. And honestly, what I think is even better, is the motivation and increased enthusiasm of the client for their business once the brand or project is complete.

To wrap up this long backstory, Your Friendly Kreative is here for you, you exactly as you are. Creativity isn’t put into any one box and I’m here to push those limits with you. You are the one with the passion, the one with the purpose to serve those you’re called to. I’m simply here to help guide you to your truest self and create a brand/design/art enhanced to reflect that. There are so many things that make you special, and I want to take them and put them in the spotlight to connect with those you want to serve. Yes, that spotlight from earlier that once felt (and sometimes to this day still feels) too bright – we’re going to stand in it together. Because everything is a little less scary when you don’t have to do it alone. You have big ideas – let’s visually and physically manifest them together!

Keep exploring and discovering.
Until next time friends.