• For Agency Partners — Senior Leadership Alignment Support

For Agency Partners—Senior Leadership Alignment Support

Lorraine Carter

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Complementary senior support for brand, strategy and design agencies where complex client mandates need leadership alignment, decision ownership and internal coherence.

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Some brand, strategy and design mandates do not stall because the strategy is weak.

They stall because the leadership system around the strategy is not yet fully aligned to own it, decide on it, and activate it coherently.

That is where my work may be useful.

I collaborate selectively with brand, strategy, design and transformation agencies where a client mandate needs an additional senior layer around leadership alignment, decision ownership, strategic narrative clarity or internal coherence.

The role is complementary.

I do not replace the agency’s strategy, design, creative, communications, digital or client-relationship role.

I support the leadership ownership layer around complex work so the strategy has stronger momentum moving through the organisation without losing coherence or clarity.

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For English-first, international, cross-market or governance-sensitive client situations where leadership alignment is part of the challenge.

Trusted By

★★★★★

 
 
Brand Strategy
Brand Strategy Leadership Programme
 
 
Brand Identity

Why This Page Exits

Brand and positioning work increasingly sits closer to leadership work

When organisations are growing, repositioning, integrating, responding to AI acceleration or navigating stakeholder pressure, the visible brand question is often connected to deeper leadership questions:

  • What are we choosing to become?
  • What must we stop doing?
  • Who owns the decisions that follow?
  • What remains central and non-negotiable?
  • Where should teams have autonomy?
  • What must remain human-owned?
  • How do we keep market meaning coherent as the organisation changes?

These questions often sit around the agency’s work.

They influence whether a strategy is understood, owned, trusted and implemented.

My work focuses on that leadership layer.

Where I Complement Agency Teams

1. Leadership alignment around brand strategy

I support senior client teams when brand strategy, repositioning or strategic narrative work requires clearer leadership ownership.

This may include helping CEOs, founders, boards or executive teams align around the trade-offs, priorities and decision rights that sit behind the external brand direction.

2. Decision ownership and governance boundaries

Complex client organisations often struggle less with ideas than with decision ownership.

I help clarify who owns which decisions, what should remain central, where autonomy is appropriate, and where governance or reputational sensitivity requires explicit executive judgement.

3. Strategic narrative clarity

I support the translation of strategic intent into a clearer leadership narrative, particularly when the organisation needs to explain change internally and externally without creating confusion, overclaim or fragmentation.

4. Repositioning without destabilising coherence

Repositioning can create internal uncertainty before it creates external advantage.

I help leadership teams work through the internal clarity, ownership and behavioural implications of repositioning so the agency’s strategy has stronger conditions for adoption and activation.

5. Internal coherence before external activation

Agencies often develop strong strategy, identity, messaging and activation systems.

Where helpful, I support the client-side leadership work needed to make those systems easier to own, explain and implement across teams, functions, regions or stakeholder groups.

Clarity

Judgement

Trust

What I Support

I may be useful where a client mandate includes one or more of the following:

  • Strategic repositioning
  • Leadership alignment around brand or market direction
  • Decision ownership clarification
  • C-suite or board-level facilitation
  • Strategic narrative development
  • Cross-market or multi-stakeholder coherence
  • Governance-sensitive transformation
  • M&A, integration or organisational identity alignment
  • Executive visibility and personal-corporate brand alignment
  • AI acceleration and judgement-boundary clarification
  • Internal activation of brand strategy
  • Senior leadership working sessions before or after agency strategy work

Read ‘Brand Performance Reflects Leadership’

Brand is Leadership Made Visible

Where I Do NOT Compete

This is important.

I am not looking to replace the agency’s role in:

  • Brand strategy ownership
  • Client relationship management
  • Design or visual identity
  • Creative development
  • Digital delivery
  • Campaign planning
  • Communications execution
  • Production or implementation management
  • Account leadership

My work is designed to sit alongside agency capability where the client situation also requires senior leadership alignment, decision clarity or internal coherence.

In some situations, that may mean working visibly with the client.

In others, it may mean working quietly as a confidential senior collaborator, associate advisor or workshop partner under the agency’s client relationship.

Typical Collaboration Use Cases

1. Pre-strategy leadership alignment

Useful when the agency is about to begin a brand, positioning or transformation mandate and the client leadership team needs to clarify the real strategic issue before the work begins.

This can help reduce false starts, misread briefs and late-stage leadership disagreement.

2. C-suite or board-level facilitation during repositioning

Useful when repositioning requires senior leaders to make difficult choices about market meaning, audience focus, strategic priorities, stakeholder risk or internal behaviour.

3. Decision ownership workshops

Useful when a client keeps revisiting the same strategic questions because decision ownership is unclear, too widely shared, or not explicitly connected to implementation.

4. Strategic narrative and leadership coherence review

Useful when the agency has developed a direction, but the client needs help stress-testing whether the leadership story is coherent, credible and owned.

5. Post-strategy activation support

Useful after brand strategy, positioning or identity work has been completed, but the organisation needs support translating it into leadership priorities, decision rules, behaviours and implementation rhythm.

6. Governance-sensitive or stakeholder-complex mandates

Useful where the client is operating in a regulated, public, healthcare, institutional, multi-market or reputationally sensitive environment.

7. AI-era judgement and ownership clarification

Useful where AI acceleration is increasing output, but leadership still needs to define what should be automated, delegated, reviewed or kept explicitly human-owned.

  • Brand Performance Reflects Leadership

How This May Help Agency Partners

The purpose is practical.

A senior leadership-alignment layer can help agency partners:

  • Improve the quality of the client brief
  • Surface hidden leadership disagreement earlier
  • Reduce late-stage approval friction
  • Clarify decision rights
  • Strengthen senior stakeholder buy-in
  • Make strategic trade-offs more explicit
  • Protect coherence between internal leadership behaviour and external brand expression
  • Create better conditions for implementation
  • Support more complex C-suite and board-level mandates
  • Extend advisory value without adding permanent senior headcount

This is not about adding more process.

It is about helping the client leadership team make the decisions the strategy depends on.

Agency Partners Complementary Work with Lorraine Carter

For Agency Partners | Til Bureaupartnere

For Agency Partners

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Complementary senior support for brand, strategy and design agencies where complex client mandates need leadership alignment, decision ownership and internal coherence.

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For more than two decades, my work in Brand Leadership has shown me the same pattern.

Brand strategy does not succeed through expression alone.

It has to be understood, owned and acted on by leadership.

That is where many complex mandates become more difficult.

The strategy may be strong. The design may be strong. The communication may be clear.

But if decision ownership is blurred, if priorities are competing, or if the leadership team has not fully aligned around the trade-offs, the work can lose coherence as it moves through the organisation.

My role with agency partners is complementary.

I support the senior leadership-alignment layer around complex brand, repositioning and transformation work — helping client teams clarify what must be owned, decided and made coherent.

Not to replace the agency’s role.

But to help the strategy land with stronger leadership conditions around it.

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Til Bureaupartnere

Komplementær seniorstøtte til brand-, strategi- og designbureauer, hvor komplekse kundemandater kræver ledelsesalignment, tydeligt beslutningsejerskab og intern sammenhængskraft.
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I mere end to årtier har mit arbejde med Brand Leadership vist mig det samme mønster.

Brandstrategi lykkes ikke gennem udtryk alene.

Den skal forstås, ejes og omsættes til handling af ledelsen.

Det er dér, mange komplekse mandater bliver vanskeligere.

Strategien kan være stærk. Designet kan være stærkt. Kommunikationen kan være klar.

Men hvis beslutningsejerskabet er uklart, hvis prioriteterne konkurrerer, eller hvis ledergruppen ikke er fuldt alignet omkring de nødvendige afvejninger, kan arbejdet miste sammenhængskraft, efterhånden som det bevæger sig gennem organisationen.

Min rolle med bureaupartnere er komplementær.

Jeg understøtter det seniorlag af ledelsesalignment, der ligger omkring komplekst brand-, repositionerings- og transformationsarbejde — og hjælper kundeteams med at afklare, hvad der skal ejes, besluttes og gøres sammenhængende.

Ikke for at erstatte bureauets rolle.

Men for at hjælpe strategien med at lande under stærkere ledelsesmæssige forudsætninger.

The Bridge Between Brand Leadership & Leadership Friction

Brand Leadership
External meaning, differentiation, trust, positioning, market coherence

↓

Leadership Decisions
Priorities, trade-offs, ownership, judgement, behaviour

↓

Leadership Friction
Where clarity weakens, decisions slow, ownership blurs and coherence thins

↓

Agency Collaboration Value
Helping client leadership own and activate the strategy more coherently

From Brand Leadership to Leadership Friction

Brand Leadership explains how organisations create meaning externally.

Leadership Friction explains why clarity, ownership and coherence can weaken internally.

This collaboration layer helps connect the two so agency strategy has stronger leadership conditions around it.

Leadership Friction identifies where strategy begins to slow inside the organisation—through weakened clarity, blurred ownership, interpretation drift and thinning coherence.

The Leadership Friction Framework did not emerge separately from the earlier Brand Leadership work. It grew from the same repeated pattern: brand performance often reflects leadership decisions before leadership teams fully recognise their effects.

This visual shows how that earlier work developed into a broader framework for diagnosing where strategy slows from the inside.

How Leadership Friction Builds

Clear Strategy

↓

Unclear Decision Ownership

↓

Leadership Friction

↓

Interpretation Drift

↓

Avoided Trade-Offs

↓

Slower Execution & Inconsistent Signals

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Leadership friction does not start in the market.

It starts at the point where:

  1. Decisions are not clearly owned
  2. Priorities are interpreted differently
  3. Leadership judgement is not explicit

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This is why the The Leadership Friction Framework is built around Decision Ownership.

From Brand Leadership to Leadership Friction

Persona Brand Leadership Framework evolving into the Leadership Friction Framework

Framework showing how Brand Leadership connects to Leadership Friction and agency collaboration support

It helps improve:

  1. Strategic Priorities
  2. Decision Ownership
  3. Leadership Alignment
  4. Judgement Boundaries
  5. Reduced Friction
  6. Decisive Execution
  7. Differentiation Protected
  8. Risks Mitigated
  9. Governance Coherence
  10. Strategic Momentum

Persona Brand Leadership Framework

Persona Brand Leadership Framework

It helps achieve:

Brand Leadership

★ The Brand of 1st Choice

★ Different, Trusted, Wanted

★ Premium Pricing Status

★ Attract & Retain Top Talent

★ Higher Sales & Profits

Building Sustainable Leadership

The Leadership Friction Framework evolved from the same underlying insight as the Persona Brand Leadership Framework: external performance often reflects internal leadership architecture.

Where Collaboration Usually Fits Around Agency Work

The leadership-alignment layer around agency strategy

Agency Workstream
Insight → Strategy → Positioning → Identity / Experience → Activation

Leadership-Alignment Layer
Strategic Clarity → Trade-Offs → Decision Ownership → Internal Coherence → Leadership-Owned Action

The agency owns the strategy, design, communication and activation work.

My role, where useful, is to support the client-side leadership alignment that helps the work move through the organisation with less friction.

Relevant Background of Lorraine Carter

I bring more than two decades of experience in Brand Leadership, strategic positioning, brand strategy, leadership alignment, facilitation and advisory work.

My work has included international, public-sector, EU, healthcare, education, technology, professional services, FMCG and multi-stakeholder environments.

The common thread is not design alone, communication alone or execution alone.

It is helping leaders clarify what the organisation means, what it must now choose, and how that meaning is owned in decisions, behaviour and market expression.

→ View Executive Case Notes

Selected Proof Points

Examples of strategic repositioning, commercial differentiation, market clarity and leadership alignment pressures can be seen across a select number of organisations I’ve worked with including:

→ Multinational Healthcare Group

Leadership cohesion across multi-market jurisdictions

Supported leadership alignment and communications strategy across multi-country networks to improve brand and strategic integration.

Focus areas included cross-market diagnostic, facilitated communications alignment across jurisdictions and supporting frameworks

Result: Strengthened cross-market coherence, executive and team consistency across national and EMEA markets.

→ EU Institution

EU multi-stakeholder governance environment

Led an organisational brand and communications audit within an EU tripartite agency context involving member states and social partners.

Focus areas included institutional positioning, stakeholder alignment and strategic narrative coherence.

Result: improved coherence across a complex governance environment.

→ National State Education & Training Agency

National public-sector strategy execution

Supported a national state education, learning and development agency where strategy was clear at national level, but its application across regional and frontline teams required stronger alignment.

Focus areas included leadership messaging, stakeholder engagement and structured evaluation.

Result: improved credibility, stronger private-sector relations and improved delivery against government targets.

→ Established Professional Learning & Development Enterprise (20+ years)

Multi-jurisdiction professional services business

Repositioned an organisation experiencing commercial stagnation.

Focus areas included strategic focus, value proposition clarity, service portfolio rationalisation and commercial narrative.

Result: renewed strategic focus and improved sales performance.

→ International Technology SME

Leadership re-alignment and friction reduction

Facilitated leadership consensus during an international growth phase.

Focus areas included strategic focus, brand direction and reduced internal priority fragmentation.

Result: clearer priorities and improved leadership cohesion.

→ View Executive Case Notes

These examples reflect the mandate patterns also set out in the Mandate Fit Appendix: growth outpacing clarity, weakening differentiation, leadership misalignment, cross-market dilution, governance sensitivity, executive visibility risk and AI-speed-related decision boundaries.

  • Executive Briefings, Advisory Leadership Alignment and Brand Leadership with Lorraine Carter

Ways to Collaborate

1. Confidential senior collaborator

Supporting the agency team behind the scenes on client diagnosis, workshop structure, leadership alignment questions or strategic narrative framing.

2. Associate advisor

Joining selected client engagements as an additional senior advisor where the agency wants visible specialist support around leadership alignment, decision ownership or internal coherence.

3. Workshop facilitator

Designing and facilitating focused C-suite, board or leadership working sessions around strategic clarity, repositioning, decision ownership or activation readiness.

4. Executive briefing partner

Providing a short briefing or discussion session for agency clients or internal strategy teams on Brand Leadership, Leadership Friction, AI-era judgement or strategic coherence.

5. Post-strategy activation support

Helping client leadership teams translate brand strategy, positioning or strategic narrative into owned priorities, behaviours and decision rules.

Collaboration Principles

1. Complementary by design

The agency’s strategy, design, creative, communication and client relationship remain central.

2. Clear boundaries

Role, visibility, authority, confidentiality and client contact are agreed in advance.

3. Low-ego contribution

The purpose is to strengthen the work, not complicate the team dynamic.

4. Practical outputs

Engagements should produce useful clarity: better questions, clearer decisions, stronger ownership, sharper priorities and more coherent activation.

5. Respect for the client relationship

I can work visibly or quietly in the background depending on what best protects the agency’s role and the client’s needs.

6. How introductions work

If client involvement is appropriate, and what you want, the introduction can be handled in whichever way best protects the agency relationship: as a named specialist, associate advisor, workshop facilitator or behind-the-scenes senior collaborator.

Good-Fit Client Situations

This support is most relevant where the client is navigating:

  • Growth or scale complexity
  • Strategic repositioning
  • International expansion
  • M&A or integration
  • Portfolio or brand architecture complexity
  • Weakening differentiation
  • Leadership misalignment
  • Unclear decision ownership
  • Governance or stakeholder sensitivity
  • Public, regulated or reputationally sensitive contexts
  • AI acceleration and human judgement questions
  • Cross-market inconsistency
  • Strategy that is agreed in principle but not moving coherently in practice

Less Suitable Situations

This is unlikely to be the right fit where the need is:

  • Purely visual identity development
  • Campaign execution only
  • Social, PR or content production only
  • Technical digital delivery only
  • A narrow operational turnaround
  • A short-term resource gap with no leadership-alignment requirement
  • A client who does not want senior-level strategic discussion

A Practical First Conversation

The first step is usually a short conversation to understand whether there is genuine fit.

Useful questions include:

  • What kind of client situations are becoming more difficult to move through?
  • Where do strong strategies tend to stall?
  • Where does senior client alignment become fragile?
  • Are there mandates where an additional leadership-alignment layer would help?
  • Would support need to be visible, confidential or behind the scenes?
  • What would make collaboration useful without creating overlap?

If that would be useful, you can start a conversation by getting in touch here,

email [email protected] or

schedule a conversation when it suits you best here.

A short conversation is usually enough to assess whether there is any useful overlap.

    • strategic repositioning without destabilising performance

    Frequently Asked Questions

    1. Do you replace the agency’s strategy role?

    No.

    This work is designed to complement agency strategy, design, creative, communication and activation capability. The focus is the client-side leadership alignment, decision ownership and internal coherence that often sits around the work.

    2. Can you work confidentially behind the scenes?

    Yes.

    Depending on the mandate, I can work as a confidential senior collaborator, associate advisor, workshop partner or visible client-facing specialist.

    3. Do you work under the agency’s client relationship?

    Yes, where that is the right arrangement.

    Role, visibility, communication routes and boundaries should be agreed clearly before any client involvement.

    4. What kind of clients are most relevant?

    The strongest fit is usually English-first, international, cross-market, regulated, governance-sensitive or complex B2B / professional / healthcare / technology / institutional client situations.

    5. Is this only about brand strategy?

    No.

    The work sits at the intersection of Brand Leadership, strategic repositioning, leadership alignment, decision ownership and organisational coherence.

    Brand, in this context, means structured organisational meaning and strategic intent — not visual identity or communications alone.

    6. Can this support a pitch?

    Possibly, but only where the leadership-alignment layer is genuinely relevant and the role is clearly defined.

    The best use is usually not “extra pitch theatre,” but better diagnosis, sharper senior questions or a more credible implementation pathway.

    7. Can you deliver an internal agency briefing first?

    Yes.

    An internal briefing can be a useful low-risk first step for strategy, client leadership or new-business teams who want to explore where Brand Leadership and Leadership Friction may be relevant to client work.

    • AI and brand trust

    Related Thinking

    The following pieces give a clearer sense of the thinking behind this work.

    To read, watch or listen to some of the thinking more relevant to your preferences:

    Elevate Leadership

    Optimise Performance

    Consistent Growth

    Increase Success

    “Thank you, Lorraine! The passion you put into every detail at the Straumann Group EMEA DSO Leadership Summit truly stood out and brought the conversation around branding to life in such an authentic way.

    It was a pleasure having you with us!”

    Marina ChituDSO Key Account Manager

    About Lorraine Carter

    Lorraine Carter is a brand leadership and leadership alignment practitioner, advisor, speaker and portfolio or fractional executive whose work sits at the intersection of strategy, strategic repositioning, leadership alignment and commercial performance.

    With more than two decades of hands-on experience in Brand Leadership, Lorraine’s Leadership Alignment work has evolved directly from what she has repeatedly observed across organisations in multiple jurisdictions: markets often reflect leadership decisions before leadership teams fully recognise their effects.

    Those insights have shaped a body of work that connects external brand performance with the internal leadership dynamics that influence clarity, judgement, momentum, execution, trust and commercial results. Performance in both brand and leadership contexts ripples through the whole organisation internally, along with stakeholders and external markets, so both are intrinsically tied together because Brand is Leadership Made Visible.

    Lorraine works with leaders at strategic inflection points—such as strategy change, repositioning, growth complexity or leadership misalignment—where acceleration has outpaced clarity and relevance, judgement, trust and leadership authority are under pressure. The focus is often to identify where strategy is slowing from the inside, where judgement and ownership are weakening, and where organisational friction is beginning to affect performance. Her work bridges brand leadership, strategic clarity and leadership-system diagnosis, giving organisations a more precise way to understand why capable teams can still lose coherence and speed.

    A multiple award winner, Lorraine combines real-world practice, framework development and leadership-level insight working with organisations/brands like Straumann Group, Chadwick Group, Aramark, Version1, University of Greenwich, Nestlé, Solas — Ireland’s state agency tasked with building a world-class further education and training sector to sustain Ireland’s future, IDA Ireland — Ireland’s state agency responsible for all foreign direct investment, Kerry Foods, Eurofound — the largest EU agency, a tripartite body responsible for providing direction for EU social and work related policies, Law Society of Ireland, Enterprise Ireland, Radisson Blu, Tesco, Castle Brands, Aldi, Wavin, Abberley Luxury Yachts, Massey Bros., Crafting Minds, Dunnes Stores, Saba Restaurant Group and MGI Learning UK.

    Her work with major international brands, multinational organisations, EU institutions and government agencies has informed both the Persona Brand Leadership Framework and the Leadership Friction Framework, creating a distinctive perspective on how leadership decisions shape both market outcomes and internal organisational performance to drive successful growth.

    For selective collaboration, associate advisory or agency-partner conversations

    email [email protected] or schedule a conversation here

    Featured In

    ★★★★★

     
     
     

    Strategy does not usually fail at execution first.

    It fails where leadership friction accumulates.

    “An exceptionally talented individual, Lorraine Carter has a wonderful ability to ‘horizon scan’ for any business and then bring them on a journey that delivers value to their Balance Sheet.”

     

    Dave FeenanDirector Digital Technology Skills Ltd | Director Technology Ireland ICT Skillnet | Inaugural Chair Blockchain Ireland

    Brand Strategy“Lorraine Carter has been the catalyst and an inspiration for MGI Learning to clearly define our brand.

    Working with Lorraine has been both enlightening and enjoyable. Her blueprint for defining a brand is extremely comprehensive and challenged us to think very deeply about what we offer to our customers and really understand what underpins our success.

    Lorraine is extremely knowledgeable, very focused and supportive and leads you through the process and ensured we got maximum benefits from the investment we made.”

    Shona Scott CooperCEO

    Watch Lorraine Carter Speaking

    “Loved the practical advice and worksheets you shared with the audience”

    Dr. Shruti Singla

    Brand-Sectors

    Want to have a conversation with Lorraine?

    email [email protected] or schedule a conversation here

    “Thank you for your valuable contribution to our Annual Conference. Your session, ‘The Power of You,’ was highly appreciated by the attendees based on feedback received. Many found your insights on personal and professional development to be interesting and thought provoking. Additionally, bringing printouts to the session was a great touch to keep the group engaged.”

     

    Frank Scott-LennonOrganisational Development Manager | IDA Ireland

    “Thank you for an excellent presentation at our AMCIS Annual Conference. It is never easy being the last speaker of an event but your presentation was spot on with content and energy throughout.”

     

    Tory GillinghamCEO | AMCIS - Admissions, Marketing & Communications in Independent Schools

    Lorraine’s Media Interviews & Podcast Interviewee Guest Clips

    Listen to Lorraine’s media interviews and podcast contributions in full here 🎙️

    Compare Notes?

    Want to have an initial conversation with Lorraine Carter?

    If that would be useful, you can start a conversation by getting in touch here,

    email [email protected] or

    schedule a conversation when it suits you best here.

    A short conversation is usually enough to assess whether there is any useful overlap.

      “I really appreciate Lorraine’s energy and passion. Although good branding includes so many facets, Lorraine is able to simplify the process and make it so much more tangible for any company to put into practice.”

       

      Lisa Kettman-KervinenMarketing Communication Specialist

      “Lorraine Carter successfully applied her extensive branding experience from B2C consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”

       

      Michael O’DonohueCountry Director | Wavin

      “I have had the benefit of working alongside Lorraine Carter and will happily do so again. Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients, the people she works with and the details that matter.

      Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to working with Lorraine again.”

       

      Dave Gribben MSc (Mgmt) QFADirector, Founder, Investor | Enable Better Business, Below The Line, Ascend

      Want to have a initial conversation with Lorraine to compare notes?

      If that would be useful, you can start an initial conversation by getting in touch here,

      email [email protected] or

      schedule a conversation when it suits you best here.

      A short conversation is usually enough to assess whether there is any useful overlap.

        “Lorraine Carter is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”

        Kelley SpillaneSenior Vice President | Castle Brands, Pernod Ricard

        The Fractional Frontier Podcast

        Hosted by Lorraine Carter & Charles McLachlan

        Listen to The Fractional Frontier Podcast here 🎙️

        “Loved the practical advice and worksheets you shared with the audience”

        Dr. Shruti Singla

        brand strategy“For decision maker who leads a well established business, I would totally recommend working with Lorraine Carter because it will provide them with a new perspective on how to think of their brand. You see in different markets and industries that are overly competitive, what makes the difference is knowing what exactly your business is all about and why people would choose you instead of any other competitor.

        What makes you different from all the other service or product providers in the market because that’s what’s going to make your business be the No.1 choice in the range of those specific products or services that you’re providing. Also, that’s what’s going to make your brand stand out and have a long-lasting life and thrive in the context of where you’re operating and delivering value. So totally go for it!

        This Persona Brand Leadership Framework provides you with a lot of insight and more than that, with a systematic process that’s easy for you to understand, easy for you to grasp, easy for you to work with, so you finally nail what makes you different in your business, and what you are about and what those key points are that resonate with your audience.”

         

        Camelia PăduraruFounder | Director

        “Lorraine’s depth of knowledge in branding is immense. I have attended some of her talks and courses and also seen first hand the benefits she can bring to a business. I am always happy to recommend Lorraine.”

         

        Ruaidhri PrendergastDirector, Co-Founder, Investor, Author | Pinpoint Local

        “An excellent programme that provides an informative guide on how to structure your brand’s development whether you are launching a new brand, refreshing an existing one and/or conducting a review of your brand to ascertain possible weaknesses.”

         

        Ciarán BarryDirector | Broadview Ventures

        Lorraine’s Executive Briefings & Advisory Support for Agency Partners & Their Clients

        These sessions are designed for leadership teams working under pressure: where decisions are slowing, ownership is becoming unclear, alignment is weakening, or strategic pace is beginning to outrun the leadership system itself.

        Formats range from keynotes to executive briefings to diagnostic sessions, advisory and practical working sessions with leadership teams.

        Each session can also be developed into a focused diagnostic, executive team intervention, or ongoing advisory engagement depending on the context or where focus is most needed.

        Start an initial conversation

        Email [email protected] or schedule a conversation here

        “I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.

        Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.

        Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing work with Lorraine and her team.”

        Dave Gribben Enable Better Business

        “Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”

        Michael O’DonohueCountry Director | Wavin Ireland Ltd

        “The Maguire & Paterson brand was established in 1882 and therefore the strategy, rebranding and new packaging had to be managed in a very sensitive and caring manner.

        Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalisation and new range designs. We found their ability to steer us of significant benefit.

        Lorraine Carter also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.

        We would have no hesitation in recommending Lorraine and we would be very pleased to speak with any potential client(s).”

        Neil ScaifeHead of Commercial Control | SHS Sales & Marketing Ltd

        “Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”

        Kelley SpillaneSenior Vice President | Castle Brands, Pernod Ricard

        “I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.

        They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.

        The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”

        Tony Doyle Commercial Director | Country Crest

        “I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.

        Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship.  Their work philosophy is the best contract a client can hope to receive.”

        Gavin DivillyManaging Director | Cater Hire Ireland Ltd

        “I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in the current climate. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Brand Strategy.

        More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding.

        Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective brand strategy.

        I’d recommend Lorraine as a speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”

        Sharon Cahir | Author Solicitor Lawyers and Leaders Coach and Trainer

        “Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise.  She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.

        Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.

        Emmet SavageFounder and CEO | MyWallSt

        “Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”

        Rita AhernManaging Director | Food Matters

        “Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”

        Andy MulloyManaging Director | Connemara Seafoods Ltd

        “Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self.  Lorraine provided great tips, many of them thought-provoking from her vast experience in developing brands, as an individual, for customers and the importance of building relationships. 

        I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”

        Joan ByrneSaaS Portfolio Manager EMEA | Dell Inc

        “Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.

        Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”

        Donal KavanaghSales & Marketing Director | Zed Candy Ltd

        “Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.

        In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”

        Mark Andrews IIIChairman of the Board | Castle Brands Inc

        “Persona Branding & Design has adroitly managed several of our most important brand briefs over the years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with branding, packaging and print suppliers that was vital for the completion of the successful end product.

        Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”

        Gerry MurphyMarketing Director | Robert Roberts Ltd

        “I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.

        She is passionate in her message and delivers it with conviction. I strongly recommend her in the area of branding, packaging and design as she is truly an expert.”

        Margaret Hoctor Personal Coach | Trainer | Mentor and Facilitator

        “Persona Design has worked with Wavin on the creation and development of the branding strategy and marketing collateral for the launch of a new range of premium products.

        They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”

        Brendan MurphyCommercial Director Wavin UK & Ireland | Wavin UK Ltd

        “Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.

        Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”

        Paul C DwyerGlobal Cyber Security Expert

        “Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”

        Ruaidhri PrendergastTechnology Sales Engine | Tech Marketing | Sofware | SaaS | FinTech | Hardware | 10x Return on Investment | Co-Founder | Ingenuity

        “I have known of Lorraine’s high quality work for a number of years and when I finally had the opportunity to work with her in developing a brand and marketing strategy she exceeded expectations.

        Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!

        Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”

        Ian Lawlor Managing Director | Lotus Investment Group

        “I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”

        Tim HealyMercator Marketing Research

        “Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”

        Alayne RooneyMarketing Consultant
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