The reputation studio for brands that actually give a damn. If you’re mission-led, every choice gets judged twice.
I help you set the guardrails for tone, trade-offs and response, so you don’t improvise in public.
Good brands mess up. Great brands own it.
Good brands mess up. Great brands own it.
You’re probably here because
“we’ll just handle it” isn’t a plan anymore
you don’t want your claims to outrun proof
you need a clean yes/no on speaking up
you’re rewriting drafts into nothing
you want a first-hour plan you can grab
or things aren’t on fire, but you can smell smoke
If any of that sounds familiar: pick your door below.
Three ways inPick your door.
Before it gets loud (6 weeks)
You want to stand for something. That means rules for tone, trade-offs, and when you do (and don’t) speak up.
Start small (90 minutes)
One decision that’s harder than it should be. One message you don’t want to regret. Pressure-test it before you send.
When it’s loud (first 24 hours+)
Something’s public. Or about to be. People are loud. Fast support so you don’t make it worse while trying to fix it.
How I work
No theatre. No vibe-polish. No “alignment workshops” where nothing gets decided.
We build the guardrails before you need them (tone, trade-offs, boundaries), pressure-test the moments you don’t want to regret (one decision, one message), and step in fast when things get loud (first response, next 24 hours).
Practical outputs. Short lines. Language your team can actually reuse.
Not for: greenwashing makeovers, purpose cosplay, or “make it look good without changing anything.”
What you’ll have when we’re done
A plan you can use tomorrow. Not a pretty document.
words you can actually send
language your team can reuse
decisions you won’t have to explain later
a clear next step (ship / adjust / set up / get support)
When you grow, your choices stop being internal.
Customers, team, press, “the comments”, everyone has an opinion.
The Reputation Setup gives you the rules for tone, trade-offs, and response, so you’re not inventing it in public when something gets sensitive.
Not a deck. A foundation your team can actually use.
The reputation setup
A 6-week setup for decisions you can defend.
About
I’m Jette. I work with mission-led startups, scale-ups and B Corps who prefer truth over optics, and behaviour over branding. I’ve been inside fast teams and on the receiving end of ‘the comments’. I build the stuff you wish you had before it got public.
I’m good at finding real voices, not polished ones. Sometimes that’s crisis prep. Sometimes it’s tone and boundaries. Often it’s helping a team stop improvising in public.
Learn at your own pace
If you like practical tools but not the noise that usually comes with them, the online courses are a good place to start. Short, direct, and built to help you write, communicate, and show up with more confidence without losing your voice.