Brand is Leadership Made Visible
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.
email [email protected] or schedule a conversation here
This reflects the original structure of brand development work. Elements of this process remain relevant, but are now applied more selectively within broader strategic work.
Every client’s business and organisational challenges are different so the approach is always tailor-made to meet your specific needs. A core part of that includes the use of proprietary tools and processes such as the Persona Brand Leadership Framework and Leadership Friction Framework—because they get the right results.
In a nutshell these systems, amongst others, enable you to evaluate, diagnose, identify, map out and build each element within the framework, using highly effective methodologies. Each framework is a multipart modular system, so the relevant elements are used and activated depending on your specific needs.
This is a total immersion into all the keys facets of your business, where are the hidden gems, the overlooked opportunities for innovation and the harmful shortfalls.
How will you inspire and attract your ideal customers and command a premium? Building your brand with a complete roadmap from the ground up so it becomes your customer brand magnet with higher perceived value and your guiding light for all strategic decisions going forward. The is basis on which your brand is built and from which all your other components take their direction.
Using the outputs and direction from profiling your brand, it is now brought to life visually, linguistically with its own unique look, feel, character, narrative and style making it standout strongly so it appears relevantly compelling and irresistible to your ideal customer across all relevant touch points.
Developing and activating your brand launch and communications plan across all the platforms most relevant to your primary customer and sector so you get your message to market, engage your audience, create experiences, grow awareness, influence change and increase sales.
Training, developing, inspiring and engaging your broader team, brand champions and brand ambassadors internally and externally so you expand your reach and grow your business.
Successful brands grow, change and evolve which means they need to be constantly measured, managed and developed. So having established what success looks like, or means to your organisation, those KPI metrics are used and constantly evaluated to measure what’s worked best, what can be itterated and repeated and what needs changing to drive more growth.
Email [email protected] or schedule a conversation here
Want a DIY solution on how to build your brand?
Take a look at the Personality Profile Performer™ Programme here because it’s a step-by-step brand building process enabling you to build your brand yourself.
If any of the issues or patterns described here reflect what you are seeing or experiencing in your organisation, the next step is usually a focused conversation to understand how to move forward more effectively.
If that would be useful, you can start a diagnostic conversation by getting in touch here,
email [email protected] or
schedule a conversation when it suits you best here.
“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 2013. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Branding and Design.
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 and design.
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 branding and design.
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!”
“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 working with Lorraine and her team at Persona Branding & Design.”
“The Maguire & Paterson brand was established in 1882 and therefore the 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 revitalization and new range designs. We found their ability to steer us of significant benefit.
Persona Branding & Design 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 Persona Branding & Design and we would be very pleased to speak with any potential client(s).”
“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.
“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.”
“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.”
“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.”
“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.”
“Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”
“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.”
“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.”
“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.”
“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.”
“Persona Branding & Design has adroitly managed several of our most important brand design briefs over the past couple of years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with 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.”
“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 as a trainer, speaker in the area of branding, packaging and design as she is truly an expert.”
“Persona Design has worked with Wavin on the creation and development of the new branding 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.”
“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”
“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.”
“I have known of Lorraine’s high quality work for a number of years and in late 2008 I finally had the opportunity to work with her in developing a brand and marketing strategy for an upcoming awards ceremony.
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.”
“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.”
“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!”
Persona Design | Strategic Repositioning | Leadership Alignment | Brand Consultants
Contact: Lorraine Carter
T: +353 1 832 2724
Carra House
Howth, Co. Dublin, Ireland
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