Emily Lauren Dick on Building a Business That Actually Reflects Her Values

For much of her life, Emily Lauren Dick didn’t quite understand why she didn’t fit in. 

But a diagnosis she received as an adult reframed everything, changing the way she saw herself, her creativity, and her entrepreneurial journey. What once seemed like “too much”—big ideas, deep empathy, constant curiosity, and an unconventional way of thinking—ultimately became the foundation of her work as the founder of Unbuttoned Brands.

Today, Emily helps entrepreneurs build brands rooted in authenticity rather than trends, empowering them to embrace the very qualities that make them stand out. Through her signature philosophy, Being Yourself is the Strategy™, she encourages founders to stop shrinking themselves into polished versions of who they think they should be—and instead build businesses that genuinely reflect who they are and what they value.

In this conversation, Emily opens up about entrepreneurship as an evolving journey, the courage it took to realign her business with her values, the personal experiences that shaped her mission, and why she believes our so-called “differences” are often our greatest strengths.

Have you ever felt like you’re “different”? If yes, in what ways has this contributed to your journey as an entrepreneur?

I always felt different, but until recently, I didn't have the words to explain it. Honestly, my late AuDHD (autism and ADHD) diagnosis explained everything.

Growing up, I was the kid dyeing her hair pink at 15. My mind was always racing, I had bold ideas, I wanted to try everything. I care deeply about people and feel things loudly. From the outside, it sometimes seemed like I couldn't commit, but now I know I'm wired to just dive in headfirst and feel it all.

Branding is the perfect fit for my brain. I get the thrill of a brand new project every time, anchored by the systems I've built around my work. The empathy that once felt like "too much" is exactly what lets me truly understand my clients—and it's why I trademarked Being Yourself is the Strategy™. I spent a long time thinking my differences were problems to fix. Now, I get to help other entrepreneurs see that what makes them "weird" is exactly what makes their brand magnetic!

What’s been the hardest and most rewarding part of your professional journey?

For me, the hardest and most rewarding part is that you are always evolving, but that growth can feel a lot like starting over.

Entrepreneurship is a path less traveled, and sometimes you're not just walking it, but paving that road as you go. This can be lonely and scary! There's no sturdy cushion of a full-time job, no clocking out, no one handing you a structure. You have to build all of that yourself. That takes real courage, especially when you're constantly growing as a person.

But that's also the gift of it. I get to build the life I actually want. I'm available for my kids. I can sprinkle self care into my day, go to Pilates, and take care of my health in a way that a traditional job never really allowed for. I'm in charge of me, and for someone wired the way I am, that really matters!

Can you delve deeper into the evolution of your company's mission and values over time?

The truth is that Unbuttoned Brands didn't start as Unbuttoned Brands. I was running my business under the name Bootstrapped Woman and my main differentiator was that my branding work helped women get seen and paid well so they could put that money to good use.

And then I came across a post about how language like this can unintentionally leave out non-binary and gender expansive people. I tried to make some subtle changes to ensure my messaging reflected my core beliefs around inclusivity, but it wasn't enough. There was a gap between my values and what people were actually seeing. I had to make a bigger change. I decided to rename my business Unbuttoned Brands to reflect the work I do, but also the values I hold. This was one of the best decisions I've ever made, even though it was scary and a lot of work! 

I want the entrepreneurs I work with to make real money doing work they love, and then put that money back into the things that matter to them: their families, their communities, and the causes they care about. We get there through branding that actually feels like them; not what's trending, not what their competitor is doing, not the safe beige version of themselves they think they're supposed to put out there. When your brand is built around who you genuinely are and what you genuinely stand for, showing up gets so much easier—and the right people find you so much faster.

We dare you to brag: What achievements are you most proud of?

Getting a traditional publishing deal without some impressive resume or industry connections. I didn't have those things. What I had was a literary agent willing to take the time to tell me that I needed an online platform if I wanted to get published. And I was determined to do just that!

I learned how to show up, how to get seen, and how to build a personal brand that got me noticed for the right reasons. It worked because I was bold enough to put myself out there in a way that felt genuinely like me, even when it was scary and even when I had no idea what I was doing.

That experience is honestly why I do this work now. I know what it feels like to be chosen because of how you showed up, and I want that for every single person I work with. Their work deserves to be seen, too!

How do you celebrate successes along the way?

I'm still working on this. My brain is always excited about the next thing, the next project, or the next idea—and I don't naturally stop to look back at how far I've come. 

I think we're so conditioned to measure success in revenue and metrics that we forget to celebrate the things that actually matter more. The person you've become through building your business. The clients whose work you've genuinely changed. The days where you feel like you're exactly where you're supposed to be, doing exactly what you're supposed to be doing. Those things deserve just as much celebration as hitting a money milestone—and maybe more.

I won't pretend I'm great at bragging about myself, but I am getting better at taking it in. This is exactly the work that a lot of us values-driven entrepreneurs need to do! We got into these businesses to make a difference, and we should let ourselves feel good about it when we do.

What’s next for you and your company?

I'm really excited about the direction things are heading, and a big part of that is my Brand Intensive offer. A full rebrand is a big investment—financially and energetically—and I know that not everyone is ready for that, even if they really need support with their brand. The Brand Intensive lets me work with more people at a stage where they can actually use the help, without the full commitment of a rebrand. It's a deep dive into your online presence that highlights what's working and what isn't, and it leaves you with actual clarity about what to do next, as well as support to implement it. I love it because the impact feels immediate and the connection with clients is so much fun!

This fits so well with how I want to run my business. I care a lot about honoring my own capacity and sustainability. I want to actually live that, too, and the Intensive lets me do meaningful, creative work with more people without burning myself out trying to do it all. More connection, more people helped, and more impact!