Brand Guidelines
How we represent PoweredBy. Our voice, our tone, our approach to challenging and transforming organisations.
Brand Pillars
These four pillars define how we show up in every interaction. They're non-negotiable.
Challenger
We don't accept the status quo. We push boundaries, ask uncomfortable questions, and drive real change.
Expert
We bring deep expertise and evidence-based approaches. We know what works because we've done it.
Partner
We're invested in your success. We work alongside you, not above you, to solve your challenges.
Results-Driven
We measure what matters. Every engagement is designed to deliver measurable, lasting impact.
Skills deliver.
Voice Principles
Our voice is confident, direct, and challenging, but never arrogant. We speak with authority because we've earned it.
Be direct and confident
Be arrogant or dismissive
"We've seen this challenge before. Here's what works."
Challenge assumptions constructively
Criticise without offering solutions
"Have you considered that the real issue might be...?"
Focus on outcomes and impact
Get lost in process or methodology
"This will reduce time-to-competency by 35%."
Speak to the pain point first
Lead with capabilities or services
"Leaders struggling to have difficult conversations? We can help."
Use evidence and examples
Make vague promises
"In our work with [Client], we achieved..."
Tone by Context
Our core voice stays consistent, but we adapt our tone to the situation. Here's how to calibrate.
Initial Client Engagement
Ask probing questions. Show genuine interest in their challenges. Demonstrate expertise without lecturing.
Proposals & Presentations
Lead with the problem you're solving. Be specific about outcomes. Use case studies as proof points.
Delivery & Workshops
Push participants out of comfort zones. Create psychological safety. Celebrate progress.
Written Communications
Get to the point quickly. Avoid jargon. Write like you speak, with more polish.
Talent matters.
Messaging Framework
Use these building blocks to craft consistent, on-brand messaging across all touchpoints.
Tagline
Welcome to Better
Hero headlines, email signatures, closing statements
Elevator Pitch
We're a consultancy that challenges organisations to think differently about their people challenges. We build capability, change behaviour, and drive performance. We're not afraid to tell you what you need to hear, not just what you want to hear.
Introductions, LinkedIn summary, about sections
Value Proposition
We combine insider experience from the world's largest organisations with evidence-based consulting approaches to solve your most pressing capability and performance challenges.
Proposals, website copy, capability statements
Proof Points
25+ years combined experience • 50+ global organisations • Measurable outcomes on every engagement
Supporting claims, credibility builders
Visual Identity
Bold, high-contrast, unapologetic. Our visual identity reflects our challenger mindset.
Colour Palette
Primary Black
#000000 • Authority, Sophistication
Primary White
#FFFFFF • Clarity, Space
Supporting Grey
50% opacity • Hierarchy, Depth
We use a stark black and white palette exclusively. No accent colours. This reinforces our direct, no-nonsense approach.
Typography
OSWALD
Headlines & Titles • Bold, Condensed, Direct
Inter
Body Copy • Clean, Readable, Modern
Playfair Display
Quotes & Numbers • Elegant, Editorial
People make it possible.
Client Engagement Principles
Every client interaction should reflect these principles. This is how we build trust and deliver impact.
Start with the Pain
Always lead by understanding and articulating the client's challenge. Show you understand their world before proposing solutions.
Challenge Respectfully
Push back on assumptions and surface uncomfortable truths, but always with respect and a path forward.
Be the Expert
Clients hire us for our expertise. Share it confidently. Make recommendations. Take a position.
Measure What Matters
Every engagement should have clear success metrics. If we can't measure impact, we need to rethink the approach.
Build Capability, Not Dependency
Our goal is to make clients better, not to make them need us. Transfer knowledge. Build internal capability.
Deliver on Promises
Under-promise, over-deliver. Every time. Our reputation is built on results, not rhetoric.
Presentations & Documents
When creating proposals, presentations, or client materials, follow these principles.
Less is More
Use whitespace generously. One idea per slide. Let the content breathe. Resist the urge to fill every space.
Bold Headlines
Lead with a strong, clear headline that captures the key message. Supporting detail comes second.
Data Tells Stories
Use data and evidence to support claims. Make numbers large and impactful. Always include context.
Black & White First
Start with our core palette. Only introduce client colours if specifically requested, and sparingly.
Case Study Proof
Include relevant case studies and examples. Real results from real clients build credibility.
Clear Next Steps
Every presentation should end with clear, actionable next steps. Never leave clients wondering what's next.
Remember
"We're not here to tell clients what they want to hear. We're here to help them get better."
POWEREDBY - WELCOME TO BETTER