How I work with brands

Part of my job is "influencing." Here is how I work with brands so my content stays authentic and I maintain your trust.

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I wear many hats in my job. I’m an author, the CEO of Whole30, and technically, an influencer. I’ve been working with brands doing sponsored content for many years, here and on social media.

As I’ve talked about before, sponsored content is tricky for me. If I do too much, I feel like I’VE become the product, which I despise. I can’t always take days off social media, because if I have sponsored content coming up, I need to maintain engagement. And sometimes it’s a challenge to share authentically and uphold the brand’s messaging or campaign goals.

On the flip side, I get to talk about brands I truly love and use every day. Some of my favorite messages from you say, “I tried it, I love it, thank you!” And yes, it’s an income stream—I won’t sugar-coat that.

Like all things, I had to figure out how to take on sponsored content in a way that didn’t feel gross, and continue that content in a way that feels sustainable. Here is a current behind-the-scenes of how I think about working with brands, sponsored content, and influencing.

There are a zillion different ways that influencers influence, and no one “right” way. It depends on you, your role, your niche, and the relationship you have with your audience. This is MY way, but certainly not the only way.

1. Preserve trust and loyalty above all else

I don’t care how much they offer—if it feels inauthentic, gross, or out of touch with the current environment, I say no. Period. This is non-negotiable, and my team knows and supports that.

It has taken YEARS to build trust with you, and I could throw that all away in one brand deal that feels forced, not 100% authentic, or not of interest to you. I will never. (And if there is doubt, I err on the side of saying no. Sorry _______, it’s not you, it’s me.)

There has been more than one campaign that I’ve paused for current events. It felt wrong to promote a product on a day when so many were suffering, or such devastating news was shared. And every single brand has said, “Of course, we understand, please share when you feel the time is right.” That is part of why I choose to work with them.

2. Long-term collaborations, not one-offs

If you want to work with me, I require two things:

1. The ability to test the product for at least one month before saying yes or no. (If it’s a bigger ticket item, I require longer.)

2. A longer-term commitment (at least 3 months, ideally 6-12) that allows me to build a relationship with the brand and show my community how I think about it, use it, and benefit from it.

Over the last several years, I've worked to stop doing one-off promotions because they don’t feel good. If I love the product that much, I’m going to want to talk about it more—and if I don’t, then I’m not going to waste my real estate or your time talking about it at all.

Best-case scenario, brands renew year after year, because I love them, you love them, and the brands love the way I show up. (Hey 👋 LMNT, WHOOP, and Kreatures of Habit; all ride-or-dies for the last 4+ years!)

The best brand collabs are when I’ve been organically using the brand for years, THEN they reach out to see if I’d want to work together! Or, when brands send me a product before it launches, so I can thoroughly test it AND be the first to share it with you. This is how I met Kreatures of Habit four years ago!

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3. Give me creative freedom

I once worked with a brand who met the above two requirements, but micromanaged what and how I shared. I couldn’t pair a certain product type with another, even though that’s how I personally wore them. I had to use specific hashtags prominently, even though they made the slides look cluttered and “ad-like.” I could only model this piece in this manner, which felt off for my usual style.

I loved the clothing. I still buy the brand to this day! But I stopped working with them, because the way they tried to control the content made it feel less and less authentic.

The brands I work with today will give me a direction or technical requirements (like disclaimers), but let me share in whatever way feels best and serves my community best. This is the only way I’ll do it! Ideally, you won’t notice much of a difference between my dog/gym/here’s what I’m cooking/church content and my sponsored content.

I will always clearly and prominently label content as sponsored. You never have to wonder. If it’s not sponsored, I will write, “This is not sponsored in any way. I bought this with my own money, and the brand does not know I exist.” See Point #1.

4. Use affiliate codes sparingly

Some publications, like Wirecutter from the NYT, will only recommend something if they have an affiliate code and can profit off that recommendation. Many publications and influencers work like that—no shade, make that money! But for me, it does question whether these are truly the “best” gifts for dads and grads, or just the best gifts you have an affiliate link for. See Point #1.

I will also never mine Amazon looking for things to share to make a commission. Amazon “hauls” feel gross, fast fashion is not my thing, and I’d love for you to patronize your local bookstore. If it’s effective and simplifying to share an affiliate link, I will, but that’s never my priority or goal.

I rarely work with brands who only pay affiliate commission. As a brand, I prefer you to invest in me the way I will invest in you. See my next point.

5. Be the authority

If I’m working with a brand, I go all-in. If WHOOP is coming out with a new product, I will know everything about the release, and write an extensive FAQ. When Kreatures of Habit launched their new website, I was on it that very morning, sending feedback and questions to their team later that day.

I’m not Vanna White, pointing and turning letters. When I work with a brand, I consider myself an ambassador for this product. If you have a question, ask me, and I will either know the answer or direct you to it. If you have a problem, write to me, and I’ll tell you what to do or who to talk to. No, this is not technically my job. Yes, sometimes I’m like, “IDK, let’s ask the brand.” But I immerse myself in the product and learn as much about it as I can so I can be a good representative.

This approach helps me do a better job presenting the brand and product, and providing service to you! I truly consider myself an extension of the brand—and if at any point I question whether or not I want to be seen like that, refer back to Point #1.

6. Listen to me (and you)

I don’t always have feedback for brands, but when I do, I pay attention to how they respond. Did you really consider my feedback? Did you respond to it thoughtfully? Will you answer these community questions? Do you care about my community too?

The most recent example of this is Kreatures of Habit. I was an early adopter, eating MEAL ONE high-protein oatmeal before they even started selling it. Within the first year, I had passed overwhelming feedback from y’all to the brand: “They don’t like the stevia. It makes it taste weird.” A few months after that, KOH invited me to their manufacturing facility to taste-test different versions of the oats without stevia. The new formulation launched a few months later, 100% stevia-free.

Over the years, I’d also shared an idea for a variety pack. “People want to be able to taste-test the flavors without committing to a whole box. I know it’s not cost-effective, but it would be awesome if you made a variety pack.” It took some time to figure out the logistics, but last month, Kreatures of Habit launched their new variety pack, with all 7 flavors.

Not every brand can (or is willing to) pivot like KOH—but I do want thoughtful answers to questions, prompt resolution of any customer issues, and over-delivery when doing so. Those are brands I keep working with.

Influence me

You’ve told me many times that you trust me not to steer you wrong. I do my best. And right now, time, money, and attention are so tight. I want you to feel good about the brands you are investing in—not just the quality of the products, but of the people behind them, and the values the company stands for. All of this is part of my “do I want to work with you?” evaluation.

Do you have a question about how I choose brands, work with brands, or show up on email or social media when it comes to sponsored content? The comments are open to all today.

XO, MU