Welcome to Whoops. – the reputation studio for brands that actually give a damn.
If you’re here, you probably care about trust, tone, and saying things you can stand behind.
Especially when your choices, behaviour and public stance matter as much as your product. Smart.
Good brands mess up. Great brands own it.
Good brands mess up. Great brands own it.
Own the mess.
This is where we help founders, teams and impact brands stay believable, especially on the days that feel noisy, fast or slightly out of your control. No spin and no corporate drama. Just practical communication support and guidance for moments when choices, values and public expectations don’t neatly align anymore.
You might be building something meaningful, shaping your story, preparing for moments you hope never happen, or simply trying not to set your own narrative on fire. Either way, you’ll find tools and support that help you stay steady and act with intention.
The reputation setup
A 6-week foundation for brands that want to stand for something and act like it.
Strong brands don’t just sell products. They sell a story, a point of view, and a set of beliefs people want to buy into.
That emotional layer builds trust and loyalty. But if it stays abstract, it’s also where tension starts when choices get harder, trade-offs appear, or things turn public.
The Reputation Setup helps you turn what you stand for into something real: clear choices, consistent behaviour and communication that feels authentic and holds up when expectations shift or pressure rises.
Not a branding exercise.
Not a crisis protocol.
A practical reputation foundation your brand can actually use.
What I do.
I help leaders, teams and brands communicate in a way that feels steady, clear and grounded, even when things get busy, public or a little messy.
From narrative and tone to founder presence and crisis support, the work is always about making communication practical, usable and aligned with who you are.
-
Not just when something goes wrong, but when being outspoken comes with expectations, scrutiny and pushback.
Reputation building
What you stand for + what you say + how you act = one story.Reputation readiness
Roles, tone, decisions, “what do we do first?” – clear and human.
No binders. No theatre.Crisis communication
Clarity, calm, clean facts, no founder meltdowns.
Messaging that doesn’t create crisis number two.Trust repair
If something dented your credibility, we fix behaviour, tone, and message.
No panic-polish. Just grown-up accountability
-
Your ideas, your principles, your tone, but sharper, human, and easier to read. Perfect if you want to show up like someone who knows what they’re doing (because you do), without shouting, posturing or falling into generic “thought leader” mode.
What this includes:
Ghostwriting
Articles, op-eds, speeches, decks, threads, manifestos, books.
Your voice, just easier for others to grasp.Founder & CEO visibility
Show up like someone who knows what they’re doing, no cringe, no fluff, no TED-Talk cosplay.Personal branding
For freelancers & creatives who want a story that feels like them, not a content persona.AI-assisted writing
How to use AI without losing your tone, your ideas and your voice.
-
Fast, useful, no-nonsense sessions you can put to work the same day, without corporate theatre, generic frameworks, or boring 100-slide decks that steal your will to live.
What this includes:
Workshops & team training
Practical, human sessions on tone, crisis basics, decisions, and “how not to accidentally set the internet on fire.”Digital courses
Short, direct. Everything you need to learn on your own pace and in your own space, without jargon, overwhelm, or fluff.AI writing & creativity Sessions
Not about generating generic texts. I teach you how to use AI without losing your voice, your ideas, or your tone, just making it easier to get them onto the page.
Fixed-price systems
Clear scope. Clear outcomes. Built for busy teams.
Not every situation needs the full Reputation Setup. These three packages cover the most common things teams ask for; defined, practical, and easy to start without the usual back-and-forth.
Brand story intensive
€ 1.500 - 3.000
1 week. A sharper brand that actually sounds like you.
Most brands have a story. They just can’t explain it without sounding vague, corporate, or like they’re auditioning for a purpose award.
This intensive takes the ideas, values and proof-points you already have and turns them into a narrative your whole team can repeat, in marketing, hiring, sales, investor updates, and everywhere your brand shows up.
You get:
a clear brand story built from what you actually stand for
positioning that works outside a deck
a tone guide your whole team can use
AI-ready tools that make communication faster (optional)
A good story isn’t “nice to have.” It’s the layer people buy into; your customers, your hires, your investors. This gives you the words for it.
AI-enhanced comms system
€ 2.500 – 7.500
Your real tone of voice. But then easier and faster.
Most teams like the idea of using AI. They just don’t know how to get good copy out of it without losing their voice, sounding generic, or rewriting everything by hand.
This system shows you how to use AI the right way: so it writes in your tone, with your style, based on your thinking, and saves hours without flattening your voice.
You get:
a custom prompt library that actually sounds like you
reusable templates for the messages you send most
simple rules for when and how to use AI (and when not to)
30 days of support while your team gets used to it
AI doesn’t replace your voice. It helps you get to the right words faster, if you know how to use it. This gives you the “how.”
Founder voice setup
€ 1.500 – 3.500
How you show up shapes how people trust your brand.
This setup defines your role, the topics you should own, and the narrative you want to stand for, and turns it into clear language you can actually use. It still feels like you and not like you’re forcing a “personal brand.”
For founders who want to show up like someone who knows what they’re doing (because you do) — without the cringe.
You get:
clarity on your founder role and relationship to the brand
the topics and angles you can own without forcing it
a recognisable tone-of-voice + reusable phrasing
a practical content plan (posts, long-form, platforms) + 3–5 sample posts
A strong founder presence isn’t about posting more. It’s about being consistent, clear and believable — in a way that still feels like you.
Optional: monthly support for ongoing posts and checks.
Who I work with.
Companies who treat reputation as part of the product, not a side dish or a “we’ll deal with that later” problem.
Teams who know what they stand for, act like it, and aren’t scared of honest communication, even when it gets uncomfortable.
Usually that means fast-moving startups, scale-ups, B Corps, or impact-driven brands with a bit of self-awareness. People who prefer truth over optics, and behaviour over branding.
If you believe your values, culture, and communication should tell one story – not three competing ones – we’ll work well together. If you’re after surface-level shine or quick optics, I’m probably not the right fit.
How I work.
I work the same way my clients do: fast, honest, and without unnecessary detours.
I’m at my best in teams where the lines are short, the ambitions big, and the time always too short.
So my approach is practical: quick understanding, quick thinking, and communication you can actually use.
I jump in when things are unclear, busy, or a bit chaotic, help you sharpen your story, make decisions, and keep your voice consistent with who you are and what you stand for.
Whether that’s building your reputation, shaping your tone, preparing for “what if” moments, or helping you show up as a founder without the cringe.
No jargon, no inflated decks, no old-school communication theatre.
Just clear steps, straight answers, and someone who knows how fast-growing companies actually work, because I’ve been inside the same kind of teams myself.
Get to
know me
I’m Jette. I’ve spent my career somewhere between journalism, brand communication and all the messy space in-between.
I help founders, teams and creatives figure out who they are, what they stand for, and how to say it in a way that feels believable, without shouting, performing or pretending to be someone louder.
I’m good at finding voices; the real ones, not the polished versions.
Sometimes that means preparing for a crisis, sometimes it’s shaping your tone or building a personal brand that actually fits your personality instead of swallowing it.
No spin. No performance. Just communication you can stand behind, on calm days, busy days, and “whoops” days.
Already in a crisis?
If something broke publicly, journalists are emailing, or your founder just posted something they shouldn’t have, pause.
Then click below.
I’ll help you steady the room, get the facts straight, and make sure your next move earns trust instead of setting off crisis number two.
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 in the process.
Follow us on social
Contact me.
If you care about trust, tone, and staying believable, let’s talk.