Brand clarity
for growing companies.
It’s all about brand.
Not the logo, colour palette or font. A true brand is a compass: steady, guiding choices, holding your story in place. It’s what keeps teams aligned, freelancers consistent, and even your AI sounding like you – so nothing gets lost as you grow.
The compounding cost of confusion
Without a clear brand, direction blurs. Decks contradict sites. Teams second-guess. Hours vanish in rewriting.
And the cracks don’t stay inside. Customers lose confidence. Investors hesitate. Partners look elsewhere.
Every contradiction slows momentum and chips away at trust. And growth doesn’t fix it – it magnifies it.
System1, the consumer research company, tracked brands for five years and found that consistent stories nearly doubled profit growth compared to brands that kept switching.
When the story holds steady, decisions speed up, investors engage, and your team moves with confidence.
Why founders work with me
I’ve built my career in contexts where words carry weight – shaping corporate messages, working in peacebuilding between states, and convening serious voices in The Hague’s development sector.
Each showed me the same truth: when the story is clear inside, trust follows outside.
That’s what I bring to companies. Not just sharper words, but that compass – strategy, systems and writing that hold steady whether it’s your voice, your co-founder’s, or your computer’s.
How we do this together
Gather: Put everything onto the table – decks, sites, emails, AI drafts – to see where the story holds and where it drifts.
Shape: We cut it down to the essentials – a clear story, positioning, and voice everyone can follow.
Share: We put it into words, playbooks, training and tools so your team stay aligned without second-guessing.
So, clarity or confusion?
Pick one.
About Will.
Words decide outcomes. I’ve seen it in financial and corporate PR, where a single phrase can move markets. I’ve seen it in peacebuilding between states, where fragile trust rests on how stories are told. And I’ve seen it managing a network in The Hague of peacebuilders, academics, NGO leaders, and business figures – where the right words kept people aligned.
I’m captivated by the power of language and stories – how they shape identity, trust, connection, and behaviour. I went deep into this in political science, completing an MSc on how political narratives entrench identity and prolong conflict. Empires, countries and companies all flourish or fail on the stories they decide to tell.
In the Netherlands, where I live, speaking Dutch opened doors that English never could. And it’s remarkable to see how Ukrainians light up when I address them in their language – my latest linguistic pursuit. Even a few words, spoken with authenticity, can alter an interaction entirely.
Among fast-growing teams, misalignment is the hidden tax on your biggest opportunities. My obsession: making sure your words compound your growth, not chip away at it.
