SERVICES | Mysite

What I do

Steps towards your power brand

Strategy

Research & analysis

To gather valuable insights, I combine research with interviews, speaking to employees, clients, and other key stakeholders. I use a structured question set, tailored to your specific goals and context. These insights form a solid foundation for the brand strategy and the workshops that follow.

Workshops

Through collaborative workshops, we get to the heart of your brand. We clarify your brand purpose, promise, personality, and values and define your Why, How, and What. Together, we explore how your promise translates into meaningful customer benefits, and how your brand can be made tangible in experience and communication.

Brand fundamentals

Your brand story is at the core of who you are and inspires a creative direction. In addition to your story, we bring all other brand fundamentals together in a brand book that’s both foundational to your business, beautiful and practical.

Design direction & Management

We create a visual direction that captures your brand personality and reflects the spirit of your purpose. Whether working with in-house designers or creative partners, I guide the creative process to ensure the output is consistent, distinctive and on-brand across every touchpoint.

Internal Activation

Your people are your first brand ambassadors. I help turn strategy into tools, rituals, and campaigns that make employees feel the brand — so they deliver it naturally to customers.

Optional: make your customer experience fully branded

Branded Customer Experience
From brand promise to business impact.

Branded CX brings your strategy to life in every moment of the journey, driving loyalty and growth.

My approach – in 5 steps

1. Experience scan & brand audit

We review key journeys and service moments to identify where the brand is showing up, where it fades, and where the experience feels off-brand or too functional.

2. Insights & alignment

Through interviews, mapping and team sessions, we uncover where the brand promise is (or isn’t) being felt — and identify the moments that matter most emotionally and strategically.

3. CX principles & experience themes

I define branded CX principles that translate your strategy into decisions on tone, interaction and behaviour — clear, practical and tailored to your brand’s personality.

4. Strategic experience design

We zoom in on your most important journeys or moments of truth — shaping how the brand promise can be made tangible in ways people feel, not just see.

5. Activation & embedding

I help bring it to life with your teams — embedding the brand in flows, tools and day-to-day decisions across UX, content, service and product.

Curious to know more? Contact me

A branded customer experience at ING

For the Dutch ING market, I developed a strategic vision for a branded customer experience, aimed at creating a customer journey that goes beyond meeting expectations, and instead becomes brand-driven and emotionally distinctive.

The reason? A brand challenge. While ING’s experience principles — easy, personal, relevant & instant — provide a solid foundation, research showed they are not differentiating. Other banks often outperform on these basics.

To truly stand out, ING needed to connect its brand positioning — the freedom domain of do your thing — to key moments in the journey. Not by creating mere frictionless experiences, but by creating emotional impact where it matters most. Giving customers the feeling they can take action with confidence and live their life freely, supported by a brand that truly empowers, encourages and takes obstacles away.

The branded CX vision demonstrated tangible business value, with projections of a 15% revenue increase.

*Due to business confidentiality I cannot share the full experience vision.

Curious to know more? Contact me