The reputation studio for mission-led brands.
Believable on normal days. Steady when it gets loud.
Some people think reputation is optics.
It’s not. It’s behaviour, decisions, and how you show up when expectations shift.
Especially for mission-led companies, where choices don’t stay abstract for long.
Choose your door.
Start small
One decision that’s harder than it should be. One message you don’t want to regret. One draft you keep rewriting. I pressure-test it before you hit send.
Most teams start here
Before it gets loud
You want to stand for something. That means you need rules for decisions, tone, and trade-offs. So you stay believable when growth, money, and opinions show up.
When it’s loud
Something’s public. Or about to be. Screenshots exist. People are loud.
Fast support so you don’t make it worse while trying to fix it.
This is the work.
Reputation isn’t a communications problem.
It’s a behaviour and decision problem that becomes a comms problem once it’s visible.
I work with mission-led startups, scale-ups and B Corps who want to stand for something, without turning into a hypocrisy case study the first time pressure shows up.
Not for: greenwashing makeovers, vibe-polishing, or “make it look good without changing anything.”
You’re probably here because:
things aren’t on fire, but the stakes are up
you’re scaling and “we’ll just handle it” isn’t working anymore
you’re mission-led, which means every choice gets judged twice
you’re making claims and you don’t want to overpromise by accident
you’re making trade-offs and you need a way to explain them
you want a tone your team can stick to (even when stressed)
you want a first-hour plan you’ll never have to invent live
or things are already on fire, and you need a first response that doesn’t make it worse
Door: Before it gets loudThe Reputation Setup.
A 6-week reputation setup for decisions you can defend..
Most teams have values, a story, and good intentions. Almost none have guardrails for what happens when trade-offs show up, someone’s offended, or a decision goes public.
This fixes that while you still have choices.
You don’t get a deck. You get a usable setup your team can run on: decision lines, tone, boundaries, and first-hour basics.
What it takes from you
one kick-off
2–4 focused sessions
one decision-maker in the room
quick input in writing in between
Ready to set this up?
What you walk away with
reputation principles (do / don’t, in plain language)
trade-off rules (values under pressure, without wobbling)
misread map (where you’re likely to be misunderstood)
first-hour kit (statement structure + Q&A skeleton + roles)
tone under pressure (short guide your team will actually use)
practice run (so you’ve done it once before it counts)
Pricing
Setup Core: €6.500*
Smaller team, simpler landscape.
Setup Plus: €9.500*
More public, more stakeholders, higher sensitivity.
*Core or Plus isn’t about status. It’s about how loud your context is.
After a quick intake, I’ll confirm the exact price before we start. No surprises.
Optional add-on (Door: Before it gets loud)Proof Point Inventory (10 days).
Turn your biggest claims into a proof pack: what you can say, what to soften, and what needs evidence.
Standalone: €1.250
Add-on to The Reputation Setup: €950
You get
claims list + proof map
safer wording you can stand behind
“don’t say this” list
By request (Door: Before it gets loud)Stance + Response Kit (2-3 weeks)
For brands who speak up (or want to) and need rules for when to take a stand, how to say it, and what to do when the comments hit.
This is the “speaking up” version. The Reputation Setup is the full foundation.
You walk away with
speak / don’t-speak rules (what’s yours, what isn’t, how you decide fast)
stance language you can reuse (short, defensible, not over-explainey)
response rules + reply templates (incl. moderation + escalation)
backlash first-hour basics (so you’re not inventing it live)
Pricing: from €3.500 (scoped after intake)
Door: Start smallThe Pressure Test.
One decision. One message. One plan.
One decision that’s harder than it should be. One message you don’t want to regret. One draft you keep rewriting. I pressure-test it before you hit send.
How it works
you send the draft/decision + context (intake)
I review beforehand
we do a 90-minute call (max 2 people: you + one other decision maker)
you get Pressure Notes within 24 hours (the line, the posture, what not to say)
What you walk away with
the cleanest version of what you should say (and what to leave out)
the real risk (and what’s just noise)
who needs what, when (so you don’t create a new problem)
a simple next step (ship / adjust / Setup / loud support)
Pricing
Pressure Test (standard): €650
Pre-review + 90 minutes + Pressure Notes within 24h.
Add rewrite: +€250
One polished draft (one channel, up to ~600 words) within 24h, plus one small revision pass.
Door: When it's loudThe Crisis Kit.
Fast support for loud, sensitive moments.
Something’s public. Or about to be. Screenshots exist. People are loud.
You don’t need a long process. You need a first response that doesn’t make it worse.
How it works
you send what’s happening (links/screenshots/drafts)
I confirm fast if I can jump in
we lock the posture, the first message, and the next 24 hours
What you walk away with
a usable first response (holding statement or internal update)
a Q&A skeleton (the questions you’ll get, and how to answer)
stakeholder notes (who needs what, when)
a simple 24-hour plan (so your team stops improvising)
Pricing
€1.250 (all-in)
If it's bigger than a kitCrisis Sprint (3-10 days).
For situations that don’t fit neatly into two hours.
Multiple stakeholders, legal sensitivity, press attention, or a story that keeps evolving.
We set the posture, control the message, and keep your team from improvising in public.
What you walk away with
daily comms steering (what to say, what not to say, what to ignore)
updated holding statements + Q&A as the story shifts
stakeholder messaging (team, customers, partners, investors)
spokesperson prep if needed
a simple plan for the next 72 hours (and then the next)
Pricing: from €3.500 (depends on loudness + timeline)
Not sure if this is a Kit or a Sprint? Send me the situation + deadline. I’ll tell you in one line.
Want coverage after this? I offer limited on-call support. Ask me.By requestAlso.
This is a reputation studio. So the work doesn’t come in one shape.
I’m not selling random deliverables. I’m selling fewer regrettable decisions and fewer sentences you have to explain later.
If you already have the basics (or you need one thing sharpened), these are available by request.
Founder Voice Setup (2 week)
Show up like you know what you’re doing (because you do).
Your presence shapes how people trust your brand. This turns your role, topics and point of view into language you can repeat, without putting on a “personal brand” costume.
You get
your founder role (and what you’re not here to do)
topics + angles you can own without reaching
a recognisable tone + reusable phrasing
a simple plan + 3–5 sample posts to get moving
€2.750
Brand Story Intensive (1 week)
A story your team can repeat. And defend.
For teams with values and ideas, but no clean way to explain them without sounding vague, corporate, or accidentally overpromisy.
You get
story + positioning in plain language
proof points (what you can safely claim, what to soften)
tone cues + a short “say / don’t say” list
a version your team can actually reuse (marketing, sales, hiring, investor updates)
€2.250
Workshops & team training (90 min)
Get sharper, faster. No six-week programme.
A practical session for teams who need shared rules for tone and decisions, especially when things get sensitive or public.
You get
a clear framework your team can reuse
live pressure-testing of your real examples
a simple “do / don’t” list for your context
a one-page recap you can actually use after
From €950
Frequently Asked Questions
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I help mission-led teams make decisions they can defend — and write the words that won’t backfire later.
Most work fits into three lanes: The Reputation Setup (foundation), The Pressure Test (one decision/message), and the Crisis Kit (when it’s loud). Anything else is a variation of those. -
Yes. Pressure Test. If it’s bigger, Setup. If it’s loud, Crisis Kit.
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No. I do the decisions + messaging that make PR less risky. If you have PR, I’ll make it sharper.
Want to work together?
Tell me what’s going on, what’s at stake, and your deadline.
I’ll tell you what fits (and what you don’t need).