Identity Strategy Consultancy for Founders and Leadership Teams.
Most founders can explain their business. The real question is whether that explanation does justice to what they've actually built, and whether it travels through the team, the marketing, and every conversation it needs to reach. Story Of Me helps leadership teams find that clarity, shape it into language and strategy they can use, and build from there.
Trusted by organisations growing with clarity
You already know something needs attention.
It usually shows up in the explanation. The one that runs a little longer than it should, covers more ground than necessary, and still doesn't quite capture what the business actually is.
It's not that the work isn't strong. It's that the clarity underneath hasn't been fully shaped yet. And that gap quietly makes everything harder. The marketing, the team conversations, the strategic decisions, the pitches that don't land the way the conversation did.
Most leadership teams know this matters. It just rarely gets addressed. Not because it isn't a priority, but because there's always something more pressing. A hire to make, a product to ship, or client to serve.
Story Of Me exists for exactly that moment.
When later finally becomes now.
When the clarity is there,
everything moves differently.
Not in an abstract way. In a way the team feels immediately.
Conversations that used to go in circles start reaching conclusions. Work that needed three rounds of revisions gets signed off first time. The leadership team stops second-guessing the message and starts moving with it.
There's more confidence in the room. More unity. And often, more genuine enthusiasm for the work, because everyone finally understands what they're building towards and why it matters.
That's what clarity does when it's properly in place. It doesn't just make communication cleaner. It makes the whole organisation feel like it's moving in the same direction.
What this looks like in practice
Qflow is a construction technology platform with far more to offer than the category it was being placed in. Described as a waste management tool, the depth and breadth of what the platform does wasn't visible enough in the market.
We worked together on positioning, strategy, and narrative. The result was a team moving in the same direction, with a shared, confident way to explain what Qflow actually is and who it serves, so the platform could finally be seen for everything it is, not just one part of it.
“Working with Thelma doesn’t feel like ‘brand work’. It’s like having a thinking partner who turns everything in our heads into something simple and clear we can actually use.”
Matt Ryan, Director of Growth, Qflow
Clarity is where the work begins. Alignment is how it lasts.
Clarity doesn't start with messaging. It starts earlier, with what's already there, and making sure it shapes everything the organisation says, decides, and builds from.
That's The Alignment Arc. Four phases that move an organisation from fragmented to focused, each one building on the last.
01
90 minutes
The starting point. We surface what's true, name where things have drifted, and identify the most important thing to address first. Most leadership teams leave with more clarity than they've had in years.
02
3 months
We shape what's true into something the whole organisation can work from. Not a report that sits in a drawer. A live tool that guides communication, decisions, and growth.
03
3 months
Identity on paper is one thing. Identity lived across a leadership team, a marketing function, a sales conversation, is another. This is where it becomes real across the whole organisation.
04
Ongoing
As the organisation grows, the questions get harder. The Partnership keeps identity, communication, and strategy aligned through all of it. Not just at launch, but as a constant.
Built around one belief.
I started Story Of Me because I kept seeing the same thing. Founders and leadership teams who knew their business deeply but couldn't explain it in a way that did it justice.
The thinking was there. The clarity underneath hadn't been shaped yet.
That gap is what I work on.
I work alongside founders and leadership teams, invest time in understanding what's true, and stay until the work holds.
When that clarity finally shows up in everything an organisation says and does, the right people find it. The team believes in it. And growth stops feeling like a performance.
