Tellingpoint™ Foundations
Brand Positioning Assessment
Free Business Brand & Position Check
Twelve years of working inside businesses taught me that the strongest brands are rarely shaped alone. Tellingpoint™ grew from understanding the thinking that has come first.
Take The Free 15 min Assessment
Take the free Brand & Position Check and get a clear read on where your business stands today — and what to focus on next.
The Work
The Work That Comes Before the Brand
Over 12 years, strategy and design have naturally become inseparable in the way I work. Tellingpoint™ is the evolution of that experience.
After more than 12 years in business, I have had the privilege of seeing what happens to brands over time. I built a strong reputation, photography became another important part of my work along the way. I built a strong reputation, staying close to my clients and taking the time to understand the businesses behind the brands I was creating.
Strategy has always been part of that process. I have never been particularly interested in designing simply because it looks good. I need to understand why it exists, who it needs to connect with, and what the business is trying to achieve or where it's going.
What has changed over 12 years is the depth of that thinking. Experience gives you evidence. You begin to recognise patterns more quickly, ask better questions, and see the relationship between decisions that might otherwise appear separate.
A client might come to me for a new identity, website, photography, or a broader rebrand. Those things may absolutely be needed, but the work behind them often reaches much further into the business — where it's heading, how the market understands it, what customers genuinely value, where opportunities are being missed and whether the brand still reflects the capability that now exists behind it.
Over time, that strategic layer has naturally become deeper and more defined within my work.
What Changes
Twelve years changes the way you see things
The longer I have worked with businesses, the more I have understood that strategy is not a stage you complete once and leave behind. For me, the two have become increasingly difficult to separate.
I can go deeply into the business, establish the strategic direction and then carry that thinking through into the creative work. Businesses move. Founders change. Teams grow. Capabilities deepen. Customers change. Markets shift. New opportunities appear and old ones stop making sense.
I have had the advantage of seeing this happen in real time. I have worked with businesses over many years and watched brands I helped create need to evolve because the company behind them had evolved too. I have seen businesses become significantly more capable than the way they were presenting themselves to the market. I have also seen how easy it is for decisions made gradually over several years to pull a brand away from its position, even when nothing was intentionally wrong.
And I have seen what happens when we go back into the business, question what's still relevant, what has changed and bring everything back into alignment. That experience has taught me a good amount of proof and long time — that's probably understood intuitively for a long time.
Strong branding is not just about what to create. It is about knowing how to think about the business behind it. That thinking is what has gradually become Tellingpoint™.
The Gap
There was another part of this I couldn't ignore
As the strategic depth of my client work grew, I started thinking more about awareness at the beginning of the journey. There are things I know after 12 years that every business owner had greater awareness of from the start.
Not how to design their own logo. Not a formula for writing the perfect tagline. How to look at the business from the outside as well as from within. How to understand the difference between what you sell and what people actually buy.
How to recognise when your position is changing, when your language is no longer keeping pace, and when the brand needs to evolve alongside the business. I don't believe that awareness should belong only to strategists.
And I certainly don't believe it should be something a founder considers once during a branding project and never returns to again. A business is living. It will continue to evolve for as long as the people behind it continue to build it. The founder who understands the foundations of their brand has something to return to as that happens.
That is why I created the Tellingpoint™ Companion.
Not a One-Off
This isn't something you complete and forget
The Companion has been created particularly for founders and newer businesses because there is enormous value in developing this awareness while the foundations are still being formed. But it is not designed as a one-off branding exercise.
I want the founder to stay with this. I want a founder three years from now to recognise that their audience has shifted and know what they need to reconsider. I want them to have the strategic awareness to question whether a new opportunity strengthens the direction of the business, or quietly pulls it away from it. I want them to notice when a position no longer fits before too much time has passed, and the gap becomes much harder to close.
And eventually, I want them to recognise when the business has reached a level of maturity or complexity where doing this alone is no longer the best use of their time.
The Companion isn't designed to turn somebody into a brand strategist. It is designed to teach them to think more strategically about their brand for the life of their business. There is a big difference.
For Everyone
Before the Companion, I wanted to create something for everyone
While developing Tellingpoint™, one question kept repeating: how do you know where your business actually stands right now?
Because not everyone discovering this work will be at the same stage. Some businesses are forming for the first time. Some have been founded for years with strong, capable foundations, but ones that were never quite built for where the company would grow. Some are simply unaware of the gap between where the brand stands in the market and what it now needs.
So before I release the Companion, I created something everyone can use: the Tellingpoint™ Brand & Position Check.
It is a 24-statement assessment designed to give you a snapshot of where your business currently stands as a brand, and how ready it is. It isn't there to tell you your business is good or bad — it gives you an opportunity to stop and see something clearly before you engage further.
Depending on where you land, what you need next may be very different. For a newer founder, that may mean building the foundations and finding the language for what your brand truly stands for. For an established business, the result may reveal something you've already been feeling — that the business has evolved, but the way it's positioned hasn't fully evolved with it.
At that stage, Tellingpoint™ Foundations becomes far more valuable. The founder or leadership team usually doesn't need another generic branding exercise — they need someone experienced enough to come into the business, understand the current picture, challenge what's become familiar, and see what can be very difficult to see when you're inside it every day.
Why Now
Why now?
There's a personal reason this work is arriving now too.
When I started my business, my youngest child was five. I'm a mother of two, and I made a conscious decision to build my business at a sustainable, intentional pace while raising them. I wanted a career shaped around family life, rather than a family life sacrificed for a career.
That decision shaped the way I think about business more than I probably realised at the time. It didn't mean I lacked ambition — it meant I became very deliberate about what growth needed to look like for me.
Since 2019, revenue has doubled, but it hasn't come from a constant upward line. I've navigated a correction, COVID, and a major renovation of how the business runs — while staying responsible for the strategy and consistency behind it. I remained independent while investing heavily in the depth of my own capabilities, because sustainable, organic growth requires patience.
That experience has taught me that sustainable growth is not the absence of ambition. Sometimes it requires more discipline, because you have to become very clear about your time, your capacity, and what you're actually building toward.
I don't measure the success of my business against anyone else's revenue or pace of growth. I measure it against what I set out to build — a career that gives me the freedom to be present for my family, that continues to challenge me, and that leaves space to look after myself too.
My health and wellbeing matter to the quality of my work. I want to protect the mind I rely on for creativity, intuition, and strategic thinking — and I know that keeping my body strong and well plays a real part in keeping that mind sharp. I don't want to exhaust myself to prove that I'm successful.
My youngest is now turning 18. As she begins to find her own path, something is shifting for me too. I have more capacity ahead of me, but more importantly, I have more clarity than experience behind me. I know my strengths better. I trust my intuition more. My strategic thinking is deeper, and my technical skills have matured.
Now I need somewhere for that to live — inside real businesses, not just my own. Tellingpoint™ is the natural evolution of all of that. It isn't a departure from the work I've been doing. It's the point where I've found the language to formalise what more than 12 years of doing has already taught me.
What's Next
The work I believe lasts
The Tellingpoint™ Brand & Position Check is the first place I'm releasing this. The Tellingpoint™ Companion comes next.
That is the work I believe lasts.
Take the free Brand & Position Check
Take the free Brand & Position Check and get a clear read on where your business stands today — and what to focus on next.