PROTECT YOUR FLOOR, RAISE YOUR CEILING: LESSONS IN CREATIVE NEGOTIATION

Buckle up!

A brand recently decided not to move forward with me because of my rate. And while part of me was disappointed, another part of me felt proud. Because I approached the opportunity fairly and with equity in mind. Yet I stood on what I know my value is and that says a lot especially in this climate that we're in.

Here’s the thing: these moments are part of the creative business. You negotiate, you advocate, and sometimes, you walk away.

But what matters most is how you navigate that process, with clarity, confidence, and a reminder that saying “no” is also a business decision.

Here’s what I learned and what I hope helps you the next time you’re about to negotiate:

When you quote a rate, it’s not just for “making something pretty.” You’re charging for concept development, revisions, creative direction, and the intellectual property that comes with your work. You’re also charging for your name, your audience, and your years of experience. That’s all part of the value you bring.

In 2025, most creatives are operating like a creative agency.

From strategy, ideating to capturing and editing content.

Most brands know that if they were to hire an agency for the same campaign, they would be paying a hefty dollar. In my opinion?

That shouldn't change because they're hiring you, an award-winning team of one.

One of the biggest areas creatives overlook is usage. 

And let me state for the record, NO BRAND should perpetually own your work. No reason for a brand to own what you've created until the day you die.

Look out for these terms and call them out! If a brand wants to use your work on their website, socials, or campaigns, that has value and should be priced accordingly. The more places your work appears, and the longer it lives there, the higher your rate should be.

It’s easy to feel rejected when a deal falls through, but here’s the truth: if they walked away because you charged fairly, they weren’t your client. You’re building a career, not chasing crumbs. Every time you protect your floor, you raise your ceiling.

You don’t owe anyone an essay about why you charge what you do unless a line item sheet is requested. If a brand pushes back, offer structure, not apologies.

For example, the following language keeps the conversation professional and positions you as a peer:

“That rate reflects my standard licensing terms and the scope of work involved. I’d be happy to discuss adjustments to the deliverables or usage to align with your budget.”

To dive a little deeper, negotiation isn’t always about walking away, sometimes it’s about reshaping the deal so it works for both sides. Here are a few ways creatives can structure agreements without lowering their value:

• Exclusive vs. Non-Exclusive Licenses: You don’t always have to give a brand full ownership of your work. Offering an exclusive license for a limited time or a non-exclusive license lets them use your work while keeping your long-term rights intact.
  

• Trademark Considerations: If your work involves your name, brand, or a signature style, knowing your trademark rights gives you leverage. You can license usage without giving up control over how your brand or art is represented.
  

• Usage Rights & Platforms: Specify exactly where your work can appear: social media, campaigns, physical products, etc. Expanding usage usually means a higher rate; limiting it can make a project affordable for the brand without undervaluing your work.
  

• Deliverables & Scope Adjustments: If the budget doesn’t meet your rate, you can negotiate what you’ll deliver rather than how much you’re paid. Fewer pieces, fewer revisions, or shorter timelines can make a project viable for both sides.
  

• Royalties or performance-based compensation: In some cases, you can structure deals to include royalties, profit-sharing, or bonuses for sales or reach. This keeps your upfront rate fair while giving both you and the brand upside if the project succeeds.
  

The key is to treat negotiations as a conversation, not a battle. There’s almost always a way to meet the brand’s needs and protect your value. It just takes knowing your terms, knowing your worth, and being confident enough to ask for both.

Even if the brand seems friendly or casual, put everything in writing especially around rights, revisions, payment schedules,

and credit. It protects both sides and keeps emotions out of it.

The mere fact that I know fair pay and equitable terms exist makes me more eager to seek those possibilities with clients who truly see your value. Clients who won’t ask you to shrink to fit their budget, they’ll expand to meet your worth.

So if you’re in that space right now: negotiating, doubting, second-guessing ...take a breath. Stand firm. Ask for what you deserve.

You know why? Because you can’t claim equity in the industry if you’re afraid to claim it for yourself first.