Stage 1: Building Your Company Identity

Step 1: Building your company identity

Every business needs a strong identity. It’s more than just a logo-it’s the foundation that guides how your business presents itself to the world. In this stage, we focus on the deeper layers of your business: your values, your positioning, and how you communicate with the people you're here to serve.

Whether you're starting from scratch or looking to rebrand, this is where clarity begins when you start building your company identity. It also gives you the tools to communicate clearly with external teams from designers and social media managers to marketing agencies and collaborators, so everyone working on your brand is aligned from the start. If you're planning for the future and want to be flexible with your time, this stage also supports you in delegating confidently.

By having a clear brand framework in place, you can pass on tasks to managers or team leads knowing that your message, tone and direction will be carried through accurately.

Why company identity matters

Without a clear identity, it’s easy to lose direction. This stage gives you the structure to define your message, sharpen your offering, and make confident decisions as your business grows.

Whether you're running a small business, freelancing, planning a new venture or pivoting your current services, your brand identity helps you build trust, stand out in your space, and stay consistent across everything you do.

Who it’s for

This stage is ideal for start-ups, freelancers, and growing businesses looking to build or refresh their brand. Whether you're offering bookable services, downloadable content, online programs, membership areas, or events and workshops, this process gives you the clarity and structure to grow sustainably while also helping you streamline your offerings.

How I help

We’ll work through a series of six interactive sessions to unpack and rebuild your brand from the inside out.

Here's what we cover:

• workshop 01 – core values, mission & vision

  We start with why. What drives you? What matters to you? And what change are you trying to create? This is the foundation for everything else.

  
  

• workshops 02 & 03 – target audience, positioning, UVPs & USPs

  We dig into who you’re here for, where you sit in the market, and what makes your offer worth someone’s time and money.

  
  

• workshop 04 – MVP offerings & buyer persona

  We define your Minimum Viable Products and build clear, real-world personas to shape your messaging and service structure. This is also where we plan how your services might flow—whether that’s events, programs, or bookings that sync with your calendar and help customers return again and again.

  
  

• workshop 05 – tone of voice & press kit

  You’ll get to know the personality of your brand and how to speak consistently across platforms. We’ll look at your brand archetype, key messages, tone of voice, taglines, and develop both short and long-form descriptions. You'll also walk away with a one-liner, boilerplate, and founder bio to use across your site, socials and emails.

  
  

• workshop 06 – company handbook handover

  Once we’ve finished the identity stage, I’ll package up all your brand thinking and decisions into a clean, usable Company Handbook. This becomes your brand reference for writing copy, briefing others, training your team, and developing anything from socials to automations. You’ll now be in a great position to delegate tasks to internal and external teams, and to move confidently into Stage 2 if you’re planning to develop your brand visuals and guidelines next.

Streamlining without losing personality

Many of the people I work with are looking for more ease in their business. More automation, clearer systems, and offers that don’t rely on being present 24/7. That’s important, and we make space for that here. But none of this is about making your business less personal.

The goal is to streamline without diluting the heart of what you do. We build from the ground up so your systems reflect your values and still feel like you, whether you're offering services face-to-face or building scalable digital products.

Example in practice

A sound therapist originally came to me looking for funding advice. But when we started unpacking her idea, it became clear that we needed to go right back to basics. She had a brilliant offer, but the business model had a few gaps, and the story behind the brand wasn’t yet fully formed.

Through the identity stage, we built a clear narrative, refined her offer, and defined who her service was really for. What started as 1-to-1 sound therapy has now evolved into a powerful on-demand platform with over 68 therapeutic soundtracks. Categorised by need and available anytime, it offers real value without losing her personality in the process.

You can now find her business online at www.humforyourlife.com.

Now, her brand is not only clear, it's scalable.

The result

By the end of this stage, you’ll have a brand identity that gives you clarity, confidence, and direction. You’ll know what you stand for, who you’re speaking to, and how to shape your services to match. And you'll be ready for the next stage: creating your brand visuals and guidelines in Stage 2, and then developing your digital presence with a fully structured website in Stage 3. With a clear identity in place, your messaging, tone and structure are aligned from the start, making the next steps in your brand journey far smoother.

---

If you're ready to explore what this could look like for your business, you can book a free 30-minute discovery call with me. We'll talk about where you're at, where you'd like to go, and whether this process is the right fit for you.

BOOK A CALL