The branding industry has been feeding you the same tired advice for years
Pick a brand archetype (so you can sound like everyone else)
Use colour psychology (because obviously, blue = trustworthy and beige = luxury 🙄)
Niche down (so you can shrink your opportunities before you've even begun)
Build a Pinterest-worthy aesthetic (why would you wanna look like everyone else?)
Yeah, we’re not doing that.
Branding isn’t about slapping a pretty logo on your business and calling it a day. It’s about differentiation.
Without these three things, you have a brand that’s all surface, no substance. A mannequin in a shop window, dressed up, but lifeless. WITH these three things? That’s a brand people can’t ignore. It’s magnetic, memorable, and built to sell without the gimmicks. It's time to let go of brands that just exist and create brands that move people.
Your brand should have a pulse.
Because if it doesn’t make people feel something, they’ll forget about you.
Your brand should have a backbone.
Because 'StAnDiNg OuT' isn’t about being loud, it’s about owning your space.
Your brand should be embodied.
Because selling is easier when your brand feels like a second skin, not a costume.
It’s about turning your brand into a living, breathing thing that naturally attracts the right people (and filters out the wrong ones). Here's what I believe:
12 things I bet you didn't know
By the beach in Cornwall, England. Bonus points for a cute penthouse in St Ives, overlooking the ocean.
Falling down a full flight of stairs at the Echo Arena in Liverpool in front of 11,000 people. (Capacity is 11,000, so let’s assume they all saw me.)
Binge watching sitcoms (US Office for the millionth time probs), eating out, or getting thrashed by my family at Uno No Mercy.
Hamilton. Specifically, how insane it is that Lafayette raps so many words in one breath. Ofc I like to pretend I’d smash it on stage just as effortlessly (spoiler: I wouldn’t).
Lean heavy into your personality. Don’t water yourself down to fit the dry, drab minimal branding everyone pushes you toward.
Ruby by Kaiser Chiefs for when I want the crowd to join in or Uninvited by Alanis Morissette for a dramatic solo moment.
Being the calmest one in a crisis, but my kryptonite is trying to fold fitted sheets. There are no rules, and I refuse to believe otherwise.
I was born in Malta. I have the thick brunette hair to prove it but it takes about 35045 hours to form a base tan and I've got zero accent.
Running a gallery filled with quirky, vibrant abstract art. Bonus points if there’s a café next door serving cinnamon buns.
Living in the Philippines by myself for a month. Just me, my suitcase, and an open tab at the Shangri La, Makati.
Alphabetising my bookshelf. Then re-doing it by colour. Then second-guessing myself and starting again.
Packing. People call me the Tetris queen. Give me a car boot and a mountain of luggage, and tell me it won’t fit, I dare you.
With so many other experts out there, why pick me
I’ve spent years helping founders stop playing safe and start showing up as the brand their business actually needs.
Unlike the branding gurus preaching from the sidelines, I’m in the water with you, fighting off the waves of bad advice and making sure your brand actually works for you.
