The kind of deeply personalised identity, positioning and storytelling work once reserved for the world's biggest organisations, now accessible to growing companies.
Combining human expertise, proprietary Identity Intelligence frameworks and AI-powered synthesis to help founders, leaders and teams understand who they are, what they bring and how their individual stories strengthen the company they're building.
Start with five people. Build something bigger.
In the early days, the founder often carries
the company's story. Everyone knows what
the business stands for because they're
close to the people who built it.
But as the organisation grows, something changes.
More people begin representing the company,
often without the clarity, confidence or
shared direction to do it effectively.
As the company grows, its reputation
increasingly depends on more than
the founder or CEO.
Leaders, specialists and emerging talent
become part of how the world experiences
the business.
Every organisation is full of
experience, expertise, perspective
and stories that rarely become visible.
Valuable intelligence already exists
inside the company, but much of it
remains untapped.
Growing businesses rarely have
the dedicated teams, budgets or
systems of global organisations.
They need a practical way to
develop individual identity
and connect it to the bigger
company story.
When people understand their own identity,
recognise the value of their experiences
and see how their individual perspectives
connect to a shared direction, something
powerful begins to happen.
Their growth strengthens the organisation.
And the organisation becomes a place
where their individual strengths
can become more visible.
The challenge has never been a lack
of stories, expertise or potential.
It's been finding a practical,
affordable way to unlock them
across the business.
For years, deeply personalised identity,
positioning and storytelling work was
difficult for growing businesses to access.
Not because they didn't need it.
But because the traditional consultancy
model made it expensive and difficult
to scale across multiple people.
We've built a different delivery model.
Bespoke strategy has traditionally required extensive human production time, making personalised programmes expensive to deliver across teams.
We've combined experienced human strategy, proprietary Identity Intelligence frameworks and AI-powered synthesis to make deeply personalised work more accessible.
The more personalised the work,
the harder it was to deliver
across an organisation.
Identity Compass brings the two
closer together by changing
how strategic intelligence is
captured, structured and activated.
Every participant works directly
with an experienced strategist
through a private two-hour
Identity Compass session.
Real conversations uncover
the patterns, experiences,
perspectives and opportunities
that generic assessments
cannot fully explore.
Our Identity Intelligence
methodology provides a
consistent strategic structure.
It connects identity,
lived experience, story,
reputation and opportunity
while allowing every
individual to remain
entirely themselves.
AI helps us organise,
synthesise and structure
the discovery and
conversation into a
personalised strategic
Blueprint.
This reduces production
overhead while keeping
strategic judgement,
interpretation and
quality control human-led.
Identity Compass isn't an
automated personal branding
exercise.
It's a human-led Identity
Intelligence experience,
supported by technology
that makes the resulting
strategic thinking easier
to deliver, use and scale.
The technology doesn't replace
the thinking. It makes the
thinking scalable.
Every company is at a different stage.
Some want to unlock the potential
of their people. Others need to
establish the bigger story those
people are helping to build.
Identity Compass works from either direction.
You already have a clear sense of where your company is going. Now you want to help the people building it understand their own identity, strengthen their positioning and recognise how they contribute to the bigger story.
Five stronger individual identities. Five distinctive voices. One clearer connection to the company they're helping to build.
Your company is growing, evolving or entering a new chapter. Before developing the wider team, you want to clarify the founder's story, the company's positioning and the narrative that connects where you've come from to where you're going.
A clearer company narrative. A shared strategic direction. And individuals equipped to contribute their own authentic perspectives.
Whichever way you begin,
the ambition is the same.
Help people understand who they are,
recognise the value of their
experiences and connect their
individual stories to the
organisation they're helping
to build.
The result is a growing body
of strategic identity and
storytelling intelligence
that can support people,
leadership, brand,
marketing and opportunity.
You don't need to transform
your entire organisation overnight.
Start where the need is greatest.
Build from there.
Every person brings different experiences,
strengths, perspectives and ambitions
to your company.
Identity Compass gives each of them
the space to understand what makes
them distinctive, what they want
to become known for and how their
individual story connects to
the organisation they're helping
to build.
Five people. Five individual journeys.
One consistent strategic framework.
A short founder or leadership questionnaire establishes the company's direction, desired reputation, priority audiences and strategic context.
Each participant completes a short personal questionnaire, helping us understand their background, experiences, aspirations and priorities before we meet.
A focused one-to-one conversation explores identity, lived experiences, strengths, beliefs, reputation and future direction.
Our Identity Intelligence frameworks and AI-powered synthesis help transform the discovery into a structured strategic Blueprint unique to each participant.
We identify where each person's authentic expertise, perspective and ambitions naturally intersect with the Company North Star, without forcing a corporate narrative.
The Blueprint becomes reusable context for the AI tools participants already use, helping them develop ideas, stories, positioning and opportunities over time.
Identity Compass isn't a
group workshop or an
automated personality test.
Every participant has
a private, structured
two-hour conversation
designed to uncover
the experiences,
patterns and perspectives
that have shaped them.
We explore not just
who they are today,
but who they want
to become.
Every participant receives
a personalised Identity
Compass Blueprint.
Built from their preparation,
the live conversation
and our Identity Intelligence
methodology, it brings
together the most important
insights into a practical
strategic asset they can
return to, develop and use.
The central direction and identity shift emerging from the work.
The experiences, patterns and motivations that have shaped the individual.
The narrative arc and Golden Thread connecting the key chapters.
Where value is being lost between identity, expression and reputation.
The reputation territory and themes the person can credibly own.
The beliefs, ideas and points of view they have earned through experience.
Who needs to know them and what stronger authority could create.
How their thinking should sound and what evidence should become visible.
A practical way to turn lived experience into meaningful authority over time.
Personalised context and prompts to make the Blueprint useful inside existing AI tools.
Each participant gains
greater clarity about
who they are, what
they bring and where
they want to go.
And where their
authentic expertise
connects with the
Company North Star,
the organisation gains
new opportunities
to strengthen its
reputation through
the people who
know it best.
Individual clarity.
Shared direction.
Greater opportunity.
Creator of TikTok’s Global Company Culture | Developed Meta’s Leadership & Learning Solutions | Best-Selling Author
Marc has been instrumental in my personal brand development and growth. Marc’s support extends beyond just strategy; he has been a trusted advisor, continuously helping me refine my narrative and impact both in my career and as an author.
Marc has been instrumental in my personal brand development and growth. Marc’s support extends beyond just strategy; he has been a trusted advisor, continuously helping me refine my narrative and impact both in my career and as an author. His unique insights and strategic guidance helped me transition smoothly from my role at Facebook to TikTok, where I continued to shape company culture and leadership and Marc also worked with my teams. As I evolved into a best-selling author, Marc’s expertise in personal branding was invaluable, providing me with a clear, authentic voice.
HSBC Head of Banking, UK & International
Marc’s deep understanding of storytelling and its impact on personal and corporate brands, combined with his passion and extensive experience, makes him a standout leader in the branding world.
Leadership and Talent Coach at Penguin Random House
Marc’s sense of the possible is infectious, and his open and honest communication is a breath of fresh air. He has a deep understanding of developing appealing brand propositions, and his amazing creativity means they are always spectacular.
Swipe to explore more testimonials
Managing Director, Client Management, The Blair Partnership
I have always enjoyed working with Marc enormously. He is full of ideas and passion for what he does and I know our author clients have greatly valued his personal brand development work.
Publicist at BBC Three
Marc is a warm, thoughtful leader who was a pleasure to work with. He’s open to new ideas and activations to broaden campaigns and reach new audiences and also advocates for creativity and collaboration in the workplace.
Head of Global Operations, Mercury 13
I have had the pleasure of working with Marc over the last several years, and I can confidently say that his extensive experience and expertise in brand strategy and development are truly remarkable. Marc consistently demonstrates a high level of integrity and trustworthiness, making him a reliable partner.
I have had the pleasure of working with Marc over the last several years, and I can confidently say that his extensive experience and expertise in brand strategy and development are truly remarkable. Marc consistently demonstrates a high level of integrity and trustworthiness, making him a reliable partner. His creative approach to problem-solving not only brings innovative solutions but also inspires those around him to think outside the box. Beyond his professional accomplishments, Marc is a genuinely kind and approachable individual who values collaboration and fosters a positive work environment. His passion for applying his experience and skills towards helping others reflects his commitment to making a difference, in his field, across communities and to individuals too.
Chair, Midas PR | Author
Marc is one of the most imaginative brand strategists I’ve worked with. We worked together on a project where the sky was the limit creatively, but there were tight deadlines to achieve success.
Marc is one of the most imaginative brand strategists I’ve worked with. We worked together on a project where the sky was the limit creatively, but there were tight deadlines to achieve success. I really appreciated Marc’s deep experience, creative mind, and ability to turn insights into plans and then action. Plus, and this matters, he’s not just smart and energetic, but a really nice guy with it.
General Counsel at Orgvue
Marc's knowledge and understanding of personal brand development are exceptional. He is a true professional who knows how to bring out the best in people, guiding them to realise their full potential.
Managing Director, Content Kings
Marc brings decades of experience to the table and has a rare, sharp and clear understanding of the importance of personal brand and how to achieve one. His skillset is sought after and his results speak for themselves.
Marc Maley
Founder, My Brand Academy
Creator of Identity Compass™
The story behind the system
For more than two decades, I have worked across entertainment, brands and leadership, helping shape stories for globally recognised franchises, organisations and people.
Again and again, I saw the same pattern.
The people with the greatest potential were not always the people who were most clearly understood.
They had experience, ability and ambition. What they often lacked was a way to interpret their story and express it with clarity.
That insight became the foundation of Identity Compass™.
Your Story Is Your Strategy.
I bring together 1:1 storytelling, personal branding, professional experience and research to help people understand who they are, so they can intentionally build who they become.
Connect with me on LinkedIn
Millions of people are using
increasingly sophisticated AI tools.
But those tools don't automatically
understand their experiences,
strengths, ambitions,
perspectives or voice.
Identity Compass gives people
something far more valuable
than another collection
of generic prompts.
It gives them meaningful
personal context they can
use to make AI more relevant
to who they are and what
they want to achieve.
Without meaningful personal context, AI often relies on generic assumptions, familiar language and broad recommendations.
"Help me write a LinkedIn post about leadership."
With relevant Identity Compass context, AI can work from the individual's real experiences, beliefs, strengths and ambitions.
"Using my Identity Compass, help me explore a leadership lesson from my own experience, in my natural voice."
Identity Compass helps people
turn what they've learned
about themselves into
structured context they
can use with tools such
as ChatGPT, Claude or Gemini.
Not to replace their
judgement or creativity,
but to give those tools
a more informed starting point.
The value extends beyond the individual, without compromising their individuality.
A clearer understanding
of who they are becomes
something they can use
in their everyday
professional development.
Their Identity Compass
provides a foundation
for more relevant
conversations with AI.
The organisation can begin
to understand the distinctive
expertise and perspectives
of the people helping
to build its future.
With appropriate permission,
relevant insights can
contribute to a richer
company narrative.
Marketing teams often
know their company has
interesting people,
but struggle to capture
their expertise and
turn it into meaningful
stories.
Agreed Identity Compass
insights can provide
better starting points.
Personal identity remains personal. Individual Blueprints are not automatically shared with the employer or uploaded into company AI systems. Any wider use of personal insights should be agreed with the participant and handled through appropriate privacy and security controls.
Identity Compass creates
a bridge between human
understanding and
technological capability.
It helps individuals
make better use of
the tools available
to them, while giving
organisations new
opportunities to recognise
and support the people
behind their success.
Human intelligence first.
Artificial intelligence
in service of it.
When people understand
their own value, they
can create more value
for the organisations
they're part of.
Identity Compass helps
individuals recognise
what makes them distinctive,
develop greater clarity
about their direction
and express their expertise
with confidence.
For growing companies,
that creates opportunities
far beyond personal branding.
Help people understand
the experiences, strengths
and perspectives that
make them distinctive.
Give them a clearer
sense of who they are,
what they bring and
where they want to go.
Greater self-awareness, confidence and professional direction.
Support leaders and
emerging leaders in
understanding their
personal identity,
reputation and
distinctive contribution.
Help them lead from
a clearer sense of
what they believe
and what they
want to represent.
More intentional leadership and stronger personal credibility.
Move beyond a company
story told exclusively
through the founder
or corporate brand.
Discover the real
experiences and
perspectives of the
people contributing
to the organisation.
A more human, distinctive and credible company narrative.
Help individuals
recognise the knowledge
and perspectives
they've earned
through experience.
Identify where their
expertise can contribute
meaningfully to
industry conversations
and professional communities.
More visible expertise and stronger professional reputation.
Give marketing and
communications teams
a clearer understanding
of the expertise,
stories and perspectives
available across
the organisation.
Create stronger
foundations for
authentic content,
communications
and thought leadership.
Better starting points for storytelling and more effective use of internal expertise.
Create reusable
Identity Intelligence
that individuals can
continue applying
to their development,
communication
and decision-making.
Build a foundation
that can grow as
more people take
part in the programme.
Lasting individual value and a scalable, permission-based foundation for organisational growth.
When individuals understand
their own stories and
perspectives, they are
better equipped to
communicate their value.
And when those perspectives
naturally connect to the
company's direction,
both the individual
and the organisation
have more opportunities
to grow.
The strongest company
narratives aren't
simply written
in boardrooms
or marketing departments.
They're shaped by
the experiences,
perspectives and
contributions of
the people building
the organisation
every day.
Identity Compass helps
you recognise that
potential, develop
it and connect
it to something bigger.
Stronger people.
A stronger company.
Your company doesn't need
five people telling
the same story.
It needs people who
understand their own
expertise, perspectives
and ambitions, and
recognise where those
strengths connect
to something bigger.
Alignment isn't about
making everyone sound alike.
It's about giving
distinctive voices
a shared sense of direction.
A common understanding
of where the company
is going, what it
stands for and
the reputation
it wants to build.
This creates the context
for individual Identity
Compasses, without
prescribing anyone's
personal story.
The experiences, convictions and decisions behind the company's ambition and direction. A distinctive perspective on where the industry is heading and why the business exists.
Vision, purpose, entrepreneurship and the future of the industry.
A perspective shaped by understanding how companies make decisions, allocate resources and create sustainable value. Their story may reveal a distinctive philosophy about responsible growth.
Commercial judgement, resilience, sustainable growth and decision-making.
A personal perspective on technology, innovation and solving difficult problems. Their experience may bring a more human understanding of how technology creates value.
Innovation, responsible AI, technology and problem-solving.
A perspective developed through understanding audiences, culture, storytelling and human behaviour. Their experiences may reveal distinctive ideas about how brands earn trust.
Brand building, customer understanding, storytelling and trust.
A perspective shaped by helping others develop, navigating change and creating environments where people can contribute. Their story may reveal a distinctive philosophy of human potential.
Talent development, meaningful careers, leadership and belonging.
Emerging leaders.
Specialists.
Rising stars.
Future executives.
The right people
aren't defined
by their job titles.
Each Identity Compass
is built around
the individual,
not a corporate script.
But when those
individual perspectives
naturally intersect
with the Company
North Star, something
more valuable
becomes possible.
A company can become
known not just
for what it says
about itself,
but for the
collective expertise
and perspectives
of its people.
You don't need
to involve your
entire organisation
from day one.
Begin with a
carefully selected
group of people
whose experiences,
expertise and
ambitions matter
to your company's
next chapter.
Give each person
their own Identity
Compass, connect
their authentic
strengths to
the bigger story
and create a
foundation that
can grow over time.
Every company is different. Here are some of the practical questions we often explore when discussing Identity Compass with growing businesses.
Identity Compass is designed for growing companies that recognise the importance of developing their people alongside their business.
It's particularly relevant when a company is moving beyond being represented primarily by its founder and wants to strengthen the identity, confidence, expertise and visibility of other people within the organisation.
That might include ambitious smaller businesses, scaling companies or more established organisations looking for a focused starting point.
Starting with 5–10 people gives a company a manageable way to introduce Identity Compass without committing to an organisation-wide programme.
Each participant receives their own personalised experience, while the shared Company North Star provides a consistent strategic foundation.
The programme can then expand to additional individuals or teams as the company sees value in doing so.
There is no prescribed list of job titles.
Participants might include founders, senior executives, functional leaders, specialists, emerging leaders or high-potential individuals.
The most useful starting group is often made up of people whose experience, expertise and ambitions are particularly relevant to the company's next stage of growth.
We can help you think through the right mix during an initial conversation.
Every Identity Compass is an individual experience.
Each participant completes their own preparation, takes part in a private two-hour strategic conversation and receives a personalised Identity Compass Blueprint.
The company-level component provides shared context and strategic alignment, but it doesn't replace the personal nature of the work.
Each participant completes a short questionnaire before their session, followed by a dedicated two-hour one-to-one conversation.
The strategic interpretation, synthesis and Blueprint development happen after the session.
Participants can then work with their Blueprint at their own pace, using it as a foundation for professional development, positioning, storytelling and AI.
The company receives a structured programme built around a shared Company North Star and the individual Identity Compass experiences of its participants.
Each individual receives their own personalised Blueprint, including the areas where their authentic identity and expertise connect to the company's direction.
Any additional company-wide reporting, shared intelligence assets or activation support can be discussed and scoped separately.
Personal insights are only shared beyond the individual with appropriate agreement and consent.
Identity Compass is designed around personal understanding, so trust and confidentiality are essential.
Individual conversations and Blueprints are treated as personal to the participant, rather than automatically becoming company-wide material.
Where individuals choose to contribute insights, stories or perspectives to wider company initiatives, the scope of that sharing should be agreed in advance.
Appropriate privacy, security and data-handling arrangements are established as part of the engagement.
No.
Identity Compass creates structured personal context that can help participants make better use of AI tools they already use, subject to their organisation's policies and appropriate data-handling settings.
The objective isn't to introduce another complicated technology platform.
It's to help people use existing tools with a better understanding of their own identity, experience and perspective.
Not necessarily.
There are two ways to begin.
People-first: If your company already has a reasonably clear direction, we can establish a focused Company North Star and begin with the individual Identity Compasses.
Story-first: If the founder or company narrative needs deeper strategic work, we can begin with a separate Brand Story engagement before extending that clarity into your people.
Both routes lead towards the same ambition: distinctive individual identities connected to a shared company direction.
Identity Compass for Companies is scoped around the number of participants, your chosen starting route and any additional strategic or activation support required.
We recommend beginning with a group of 5–10 people.
The first step is a conversation to understand your company, its current priorities and the people you might want to involve.
From there, we can recommend an appropriate starting point and provide a clear proposal outlining the scope and investment.
Every company has its own challenges, ambitions and starting point. If you're considering Identity Compass for your people, we'd be happy to explore what could make sense for your organisation.
Let's Talk
Every company is
at a different stage.
Some need to
unlock the potential
of their people.
Others need to
establish the
bigger story
those people
are helping
to build.
Wherever you're
starting, we'd
welcome a conversation
about what Identity
Compass could
look like
for your organisation.
Share a little about your business, your current priorities and what you're hoping to achieve.
We'll explore your starting point, the people you might involve and whether a people-first or story-first approach makes the most sense.
If there's a good fit, we'll outline a recommended approach, the proposed scope and the investment required.
If you still have any questions in regard to the Identity Compass Sessions before booking, or want to organise a 20-minute discovery call, please complete the form below and I’ll respond personally, usually within one to two business days.
