Founder’s Friday featuring Lidia Varesco Racoma @ Lidia Varesco Design

Lidia Varesco Racoma Sq Tkphotography

Please provide a brief description about your company.
Lidia Varesco Racoma of Lidia Varesco Design in Chicago empowers organizations and entrepreneurs to make a change through strategic branding and marketing design. With over two decades of experience, Lidia is known not only for her ability to express a client’s mission but also for her friendly, approachable working style. She is a blogger and speaker and leads branding and creative marketing workshops for nonprofits and small businesses all over the world. Lidia is active in the creative and nonprofit communities, currently serving on the board of directors for the Association of Consultants to Nonprofits (ACN) as Liaison to the Marketing & Communications Committee, as well as on committees for Association Forum and the American Marketing Association (AMA). Lidia Varesco Design celebrated 20 years in business in November 2020 and is WBE-certified.

Two hashtags that best describe you 
#BizMama #bookgeek

What do you consider your greatest achievement?
Being a biz mama for going on 10+ years. Running a business and managing a family hasn’t been easy, especially given all the additional challenges the pandemic brought, such as social isolation and remote learning. I’m proud of the fact that I kept my business going despite it all.

What are your top tips for balancing work and life?
Don’t ever try to balance—you’ll never feel like you’re rocking both at the same time. Celebrate the small wins!

What is something new that you learned about running a business this year?
My word for the year in 2021 was collaboration. Since I don’t have full-time staff, focusing on collaboration has made a big difference in growing my business.

What is your motto?
Be kind whenever possible. It is always possible. (Dalai Lama)

When running your business, what do you struggle with most?
Sharing responsibility—I feel like I have to do it all. Once I started outsourcing some of my business and marketing tasks, I realized I should have done it years ago.

What advice would you give to yourself at 25 years old?
Don’t rush—you’ll get there!