As a start-up, they needed to develop a brand strategy aligned to their authentic legacy narrative, something that could:

• Communicate their vision in a way that would attract investor interest.

• Launch a consumer-facing brand that resonated deeply with parents.

The challenge in Ireland was significant: schools have longstanding relationships with traditional uniform suppliers, and changing systems is not something they’re eager to do. The strategy needed to:

• Speak to parents in a way that would turn them into advocates willing to challenge the status quo.

• Address principals and school decision-makers directly, building trust and credibility.

The founders had an idea to run a trial, outfitting an entire class in their new uniforms. This presented an opportunity to create buzz and open doors.

Using my SwayTrue process (a structured, three-phase approach that integrates brand story, somatic insight, and strategic positioning) I developed a brand strategy designed to align the founders’ personal values with their business goals. This method ensures that every message connects authentically with its audience, building trust while creating a future-proofed market position.

From there, I created a Phase 1 launch plan and a Phase 2 post-launch strategy. The launch strategy leveraged the founders’ trial idea as an outreach tool:

• Parents could sign up for a chance to have their child’s class receive free uniforms, positioned almost like a competition.

• This generated excitement, advocacy, and awareness across Ireland even before launch.

• The campaign gathered advocacy from parent groups, which in turn applied pressure on schools to consider the switch.

Phase 2 focused on using the trial’s success and feedback as a tool for entering additional schools, supported by communication aimed at both parents and school leadership.

I also developed the brand communications, messaging that spoke directly to the pain points of both parents and principals, highlighting the unique mix of innovation, quality, and sustainability.

The strategy gave the brand a clear path to launch with confidence, build a community of early advocates, and position themselves as the forward-thinking alternative to traditional suppliers. By combining parent-driven advocacy with targeted school outreach, the brand was set up to generate both grassroots buzz and decision-maker interest. description