How one CEO 10X’d his business in 10 years
Star Insurance
Client: Nick, CEO of a specialised vehicle insurance company
Industry: Insurance (highly competitive)
Business Size: 15 staff, solid sales, operating in a niche market.
The Problem
When Nick first reached out, his business was at a crossroads. He had a good thing going—specialised insurance products for particular types of vehicles, a team of 15, and solid sales. He was savvy about his industry and knew he was onto something good.
But everything looked wrong:
- Disjointed brand architecture — Multiple products with no connection between them
- Unclear positioning — The company name didn’t communicate what they did
- Wrong audience targeting — Messaging wasn’t speaking to the right people
- Internal frustration — The team needed clarity and a solidified company culture
- No cohesion — Products looked like they belonged to different companies.
What was at stake?
Everything. Course correct or die.
Nick knew his brand and marketing needed serious work, but he didn’t know where to start. The business had potential, but without clarity and unity, they’d never realise it.
What Made The Difference?
From our first conversation, something clicked. Nick heard the types of questions I was asking and realised I understood business, strategy, copywriting, and design—not just one piece of the puzzle.
The key insight:
They needed to simplify everything and unify under one master brand with sub-brands that nodded to the master brand. They needed serious clarity.
But this wasn’t just about logos and taglines. Having met the entire team, I could see how many lives were impacted by each decision. Nick saw that I was fully invested in their success; not just as a vendor, but as a partner who genuinely cared.
As time went on, trust built. Nick gained confidence. He was willing to collaborate, trust the process, and invest in getting it right.
Why Nick was the perfect client:
- Good guy with strong family values
- Super-smart and business-focused
- Recognised his brand and marketing needed work
- Willing to invest in the process to fast-track success
- Trusted me to deliver.
We vibed together well. And that made all the difference.
The Solution
What We Did
Phase 1: Strategy Foundation
- Completed comprehensive strategy sessions
- Developed new company strategy
- Created complete brand strategy
- Built individual strategies for each product in their range.
Phase 2: Brand Architecture
- Unified everything under one master brand: Star Insurance
- Positioned them as “the niche insurance specialists”
- Created sub-brands that connected to the master brand
- Brought cohesion and simplicity to the entire brand family.
Phase 3: Messaging
- Wrote their complete brand story
- Developed website copy
- Created brochures and sales materials
- Wrote sales scripts
- Developed backend portal copy for brokers and partners.
Phase 4: Marketing
- Geo-location campaigns
- SEO campaigns
- Digital billboards
- Trade show content
- Quarterly magazine
- Digital and print ad campaigns
- Letters, speeches, authority articles and ongoing communications.
Phase 5: Internal Culture
- Discovered and formalised company culture through team workshops
- Wrote culture program and documentation
- Created engaging content that inspired the entire team
- Aligned everyone around a unified vision.
The Transformation
Business Growth:
Over 10 years, Nick’s business grew 10x .
Internal Impact:
Team more than doubled in size. Staff engagement surveys consistently measured above 90% —a direct result of the culture work and clarity we created together.
Brand Strength:
They went from a disjointed collection of products to a strong, unified brand with great market presence.
Market Position:
Established as insurance specialists, market innovators, and leaders in their niche.
Long-Term Partnership:
I worked with Nick for over 10 years. The relationship evolved from project to project because the results kept coming and the trust kept growing.
What Nick Said:
“Will created our successful brand strategy before working on our suite of insurance products along with developing and writing our corporate brand story that has formed a significant part in us creating and maintaining an engaging staff culture.
“He re-positioned our parent company brand, and brought cohesion and simplicity to our brand as we moved our individually branded products into a package of products with commonality and unity between them and linked to our parent company.
“Will helped us discover and formalise our company culture, then wrote our culture program and documentation. This involved team workshops where he was able to get the right information out of the team to then formulate engaging and memorable content that inspired us and we could all get behind.
“The results of this have seen us consistently measure above 90% for our staff engagement surveys.
“Our business has gone from strength to strength and we appreciate Will’s valuable input. We now have a strong, unified brand with a great market presence.”
The Lesson
This is what’s possible when a business leader recognises the need for change, trusts the strategic process, and commits to doing the work. Nick didn’t just get better copy. He got clarity, confidence, and a business that 10x’d.
Ready to Move from Friction to Flow?
Whether you need an overhaul of your messaging, a single landing page, or a complete brand strategy, book a 15-minute call and let’s see if we’re a good fit. No pressure. No sales pitch. Just a conversation about your business and whether I’m the right person to help you.
