Great question. I had lots of excellent business names (or so I initially thought). Brainstorming nouns associated with hexagon’s as it is a “strong shape that doesn’t leave any gaps”, much like my leadership consulting work. Filling the gaps. A few times I thought I had it nailed. Then my long term associate and friend, Lowen Partridge of Peartree Brand Strategy, politely proposed that what I needed was my own brand strategy process. Genius!

As the Peatree website explains, “Brand is just another word for reputation…”

I had worked with Lowen several times before, always resulting in clarity and an exceptionally strong brand document which provides a guiding compass for management decisions, personnel interviews & reviews and marketing activities. So over a long lunch drawing on those who knew my personality and career achievements well, we worked through the process.

It was really exciting to see the brand documentation a few weeks later. From the brand essence of “Transition Stabiliser” it was crystal clear. My core business offering is built on stabilising businesses during transition and identifying gaps or opportunities for improved efficiencies and profitability. Based on over 25 years of experience across a variety of sectors, I offer leadership guidance and support either as an embedded team member or as an external consultant.

As I then read through the Core Elements, Extended Elements, Value Proposition and the Brand Client Relationship it exposed that a maritime theme was evolving.

“I am the maritime pilot to a client vessel needing expert guidance in unfamiliar waterways”

And so after a few more days of name brainstorming, Even Keel was born.

Even Keel;

• (of a ship or aircraft) not listing or tilting to one side
• (of a person or situation) functioning normally after a period of difficulty

Even Keel expresses my personality as a calm, curious, creative and collaborative leader with deep lived experience. I am committed to keeping or steering businesses on their chartered course and do so with a balanced, pragmatic and stable approach.

My work within the family business sector drew me to reflect on my own family’s connection to a fishing village in Cornwall, UK and that my father and brother named their home and family building business after a family fishing boat, Internos, (meaning between you and me).

In fact, when I left a role in the printing industry which had provided much personal and career growth, the quote I shared in my departure speech was “A ship in the harbour is safe, but that is not what ships are built for” John A. Shedd.

And that photo above? That’s the earliest photo of me rocking a boat ride with my parents. It was all coming together and with Lowen’s help and excellent documentation, the choice was clear.

Next step, translating this into a visual brand for the website. It felt safe and reassuring to work with Argon through the process. Having worked with their exceptional team on several websites throughout my career, they understood what I needed and interpreted the brand documentation to provide logo concepts and visual brand elements that would express this visually.

After reviewing their concepts and seeking input from colleagues and business friends, this logo was selected and the brand rationale reinforced the decision:

The icon in this concept reflects the ripples in the ocean which represent expanding influence. impact, or connection of an action, idea or event, and also the transmission of energy or vibrations. 

The circle lines also create an infinity symbol, which with its continuous loop can represent the endless and balanced nature of life, energy and time. 

And there you have it! I would love to hear your thoughts on the end result and your own experiences developing your brand. Reach out here.