Identity works the same way for people as it does for brands.

A brand that doesn't know who it is tends to:

• try to appeal to everyone

• struggle to make clear choices

• sound generic

• change direction every six months

• shout loudly while saying very little

People do exactly the same thing.

For years, I helped brands and organisations answer questions like:

• Who are we?

• What do we stand for?

• What makes us different?

• Which customers are actually right for us?

• What choices fit our identity?

Brand strategy. Positioning. Identity.

I still do that work today.

Just not full-time anymore.

These days, I mainly help people figure out who they are, where they want to go and what actually fits them.

But every now and then, entrepreneurs, founders and SMEs find their way back to me with exactly the same questions — only this time about their business instead of themselves.

Turns out identity questions are remarkably universal.

 

Who I work with

I work with:

• Entrepreneurs, starting and established

• Founders

• SMEs

• Organisations that have grown and lost clarity along the way

• Businesses that feel their story no longer matches who they are

 

I don't work with:

• companies that are mainly looking for a new logo (tip: identity doesn't start here!)

• businesses wanting twenty social media posts a month

• organisations looking for marketing tricks or hacks
   

There are plenty of people who are better at that than I am.

What I do help with

Brand identity

• Who are you really?

Positioning

• Why should customers choose you?

Brand story

• How do you explain what you do without sounding like every other company in your industry?

Strategic choices

• What should you say no to?

Because identity isn't just about who you are.

It's also about what you're not.

Why this fits so naturally with coaching

Different context. Same work.

Identity. Direction. Choices that fit.

That's the common thread running through my entire career.

 

First for brands.

Now mostly for people.

 

And occasionally still for businesses that are ready to stop sounding like everyone else and start becoming more themselves.

 

For people:

• Who am I?

• What do I want?

• What actually fits me?

 

For brands:

• Who are we?

• What value do we bring?

• What do we stand for?

• Which direction makes sense for us?

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