We help ambitious people shape who they are - and build brand worlds that grow in alignment with that truth.

✺ OUR ORIGIN STORY

The Identity Consultants is a boutique brand and communications studio building identity systems for founders and brand-led businesses.

This studio began as an independent consultancy, founded by Jack Goodson, a creative strategist who built his method the long way:

From writing $8 poems on Upwork, to brand copy, to creative direction, to CMO, to strategic advisor for CEOs, VCs, and public-facing founders.
One trench at a time.

Across it all, one truth became impossible to ignore:
Most brands don’t lack ideas.
They lack identity.

Not a logo. Not a persona. Not a polished pitch deck.
But a living, evolving identity — shaped by the values, psychology, and vision of its founder.
That’s where it all begins.

✺ THE STUDIO

What started as one-to-one identity consulting for world-changing leaders became a full studio:

A family-led practice expanding Jack’s frameworks into brand systems that scale.

Co-founded with Jade Goodson, Head of Brand Partnerships — who spent 6+ years behind the scenes shaping consumer and entertainment brands through The Goodson Group — The Identity Consultants now brings founder-rooted clarity to brands, content, and communications across the board.

✺ Our Belief

Identity is not a fixed thing. It’s something you build.

When you get clear on who you are and what you stand for, you gain the power to shape how the world sees you.

We help you turn that clarity into a system.

One that scales across strategy, storytelling, comms, and culture.

Because identity isn’t just where a brand begins.

It’s how it endures.

Our Approach ➤

✺ Our Services

Every breakthrough brand starts with a clear founder identity. Not personal branding for its own sake — but founder communications as the strategic center of how you position, pitch, and grow.

⦿ STRATEGIC IDENTITY

Clarify who you are, what you stand for — and how you grow.

Go to Strategy

⦿⦿ BRAND WORLD EXECUTION

Bring your strategy to life across content, campaigns, and creative.

Go to Brand Execution

⦿⦿⦿ ONGOING VISIBILITY

Keep showing up with purpose. Stay relevant. Build ongoing traction.

Go to Founder Communications

Our Services ➤

✺ Who we help

Founders

Your identity is your strategy. We help founders shape it - and scale it - across capital, comms, and culture.

Brand & Marketing Teams

When the founder’s voice aligns with the brand, everything flows. We help you build that bridge.

What Clients Say

  • "I have worked with a couple of others before, and they are the best ones by a long shot. They listen so well that you truly feel like they know you – they get you."

    Nathalie Ramirez

    — Chief Growth Officer at Maker Lab —

  • "It's been such a pleasure working together, and I've been name dropping them wherever I can."

    Piper Presley

    — Entrepreneur and Content Creator —

  • "They are branding experts and excellent communicators - I wouldn’t hesitate to recommend them”

    Pawla Ghaleb

    — CEO of PBG Consulting —

  • “I spent 4 hours on their deck yesterday. This work is the best thing I've been involved with for five years. They are indescribably amazing.”

    Mark Adams
    — CEO of Honey Ventures —

  • "THEIR DEDICATION TO DELIVERING HIGH QUALITY WORK WAS UNWAVERING, CONSISTENTLY EXCEEDING EXPECTATIONS AND SEEKING FEEDBACK TO ENSURE EXCELLENCE."

    Harry Evans

    — Co-Founder of TwelveTwentyFive —

  • "Their writing is beautiful. They're careful to thoughtfully research in advance and they stay in close communication throughout."

    Jimmy McWhinney

    — Founder of The Renewal Center —

  • "They simply nailed our communication. They took our very tech-heavy content and rebuilt it in an easy, fluent, and understandable way."

    Jackie Frandsen Palsgreen

    — Head of Marketing at Kaunt —

AWARDS

Awards earned by our clients - with us behind the scenes.

✺ FAQs

  • Not a logo. Not a tagline.

    Identity is the strategic spine of how you grow — rooted in your values, psychology, positioning, and purpose.

    It guides what you say, how you show up, and how others experience your brand.

    Learn more about our approach here.

  • No - but personal branding is one layer of the system.

    We help founders and executives shape public presence with precision, but the goal isn’t vanity metrics.

    It’s building founder-led clarity that drives real traction - across the company, culture, and category.

  • We don’t work with “early-stage” or “enterprise” as blanket categories.
    We work with people at inflection points - when clarity matters more than ever.

    Here’s who we’re best for:

    ONE
    VC-Backed Startup Founders (Seed to Series B)

    Building fast, raising soon, growing a team — but messaging hasn’t caught up.

    We help founders sharpen their narrative, clarify their GTM comms, and lead with identity.

    TWO
    Growth-Stage Founder-Led Brands

    The business is growing - but the brand feels behind.

    The founder voice isn’t showing up consistently, and the team is building around a void.

    We help realign identity across founder, team, and brand.

    THREE
    CMOs, Brand Leads, & Comms Execs at Founder-Led Companies

    CMOs, Brand Directors, and Comms Leads who need the founder to show up clearly - so the team can build with it, not around it.

    We give you the founder language, vision, and positioning that aligns the whole brand.

    FOUR
    Executives and Incoming CEOs Stepping into Public Thought Leadership

    Please note, this is offered by Jack who has limited 1:1 advisory slots for executive and CEOs. Visit www.jbgoodson.com and message him directly.

  • Great. We’re not here to start from scratch.

    We’re here to sharpen what’s true and evolve what’s no longer serving your growth.

    Sometimes that means refining your positioning.

    Sometimes that means reimagining your narrative.

    Sometimes that means activating the founder’s voice in ways that clarify everything else.

  • Even better.

    We thrive in the ambiguity — helping you shape the idea, language, and system before it solidifies.
    The earlier we can build clarity, the easier everything else becomes.

  • This depends on the engagement, but typical deliverables include:

    • Strategic Identity Systems (positioning, messaging, POV)

    • Brand Worlds (narrative structure, visual creative, content direction)

    • Founder/Executive Comms Playbooks

    • Campaign or GTM Messaging Strategy

    • Naming, taglines, frameworks, and narrative assets

    • Long-term strategic advisory

    Visit our Services page for more information.

  • If the founder’s not involved, we need a strong creative lead who gets the vision and can move decisively.

    We’re flexible - but alignment matters.

    We don’t do brand work by committee.

  • Yes.

    Many clients retain us for ongoing founder comms, brand growth consulting, or advisory on evolving strategy and visibility.

    We also support brand teams with messaging and execution over time.

  • Our studio pricing is designed for funded founders, scaling businesses, and strategic brand reinvention.

    Projects begin around £6K–£10K+, with advisory and larger brand builds scoped individually.

    We’re happy to share options on a discovery call.

  • Fill out a Contact form.

    Alternatively, send Jade an email directly at: jade@theidentityconsultants.co.uk