Marketing is not a department—it's the story of how you create difference for your customers.

Why is it that as soon as we put a logo on something we lose the ability to tell a story about it? When we were sixteen, we had no problem telling a great story to our parents—the time we just had to have those shoes, to wear to that party. What happened to us when we grew up and started doing business? We forgot about empathy and the importance of appealing to one person at a time and began to think, and talk in tactics.

I’m Bernadette Jiwa and I'm here to help you change that. I want to show you how to touch people and make them fall in love with your idea (or maybe just a little bit more in love with themselves, because your idea exists). Whether you make chocolate bars, or sell consulting services, are a tech startup, or a non-profit—you've got a story to tell. My job is to work with you and your company to unlock the value in your story. I won't write the story for you, or tell you why you're different. Together we'll go one better. I'll help you to understand the difference you create and show you how to shine a light on that.

Brand storytelling comes down to this.

Product - Meaning = Commodity

Product + Meaning = Brand

Good marketing tells the story. Great marketing is the story.
You get to choose the story you want to tell.
I work with people who have ideas that matter to them and show them how to make those ideas matter to their customers.
If you are a purpose driven entrepreneur, passionate company or visionary business leader I can help you to make your brand more than just a replaceable commodity.
Together we're going to give your customers a reason to care and a story to tell.

I am a freelance brand story strategist and the author of #1 Amazon Bestsellers Difference,
The Fortune Cookie Principle and Make Your Idea Matter.

My blog was voted Best Australian Business Blog: 2012.
Smart Company named it one of Australia's 20 Best Business Blogs: 2014.

I created the new marketing model for the 21st century complete with the Difference Map—the one-page method that will help you to reimagine your business and reinvent your marketing.
I spoke about the secret to spreading ideas at TEDxPerth.

I've been named as one of
The Top 100 Branding Experts To Follow On Twitter

I’ve worked with "the world's greatest marketer" and bestselling author Seth Godin on the 'Big Book' that was one of the rewards in Seth's Kickstarter campaign.

I consult with companies, entrepreneurs and business leaders from around the world to build their brands and business visions around a story centric marketing strategy, one that gives your customers something to talk about. I've created brand names, communication strategies and brand stories to launch and evolve amazing, bold ideas; from a medical journal to a movement, businesses to blogs, books to Kickstarter projects, non-profits and more.

I believe that great businesses are founded on the truth and that marketing is the art of telling a story that moves people to act. Marketing is no longer a tactic used to sell stuff. It's about finding ways to create meaning and making people feel something, rather than making them do what you want them to do in the short term.

You could spend your time working out how to make people act in the moment. Or you could think about how you would like to make them feel about your brand in the long run.

My fascination with brand storytelling and marketing began at the age of 10 in my little brother's Action Man days, when we figured out that the collectible stars on the packaging, were just as valuable as the khaki outfits and grenades inside.

I grew up in Dublin, the storytelling capital of the world, a place where nobody needs an excuse to start telling a story. It's in the blood. Now I live in one of the world’s most isolated cities (and best-kept secrets) Perth, Australia, surrounded by men (three boys, one good man). If I need inspiration I can take off to a near deserted beach at a moments notice and dip my toes in the Indian ocean – not something I take for granted.

How did I get to do the work I do? I trained myself to be the best in the world at learning how to see.

How we can work together

If you are launching a new idea, growing your business or need to connect the dots that enable you to communicate the best of you and your brand story to your audience get in touch.
Here are some of the ways we can work together.

  • COACHING & CONSULTING~ Launch, evolve and differentiate your brand. Connect your idea to a business strategy, generate momentum & see results with 1 on 1 sessions.
  • BRAND NAMING ~ You've got 9 seconds to convince them. Elevate your brand with an unforgettable business name and brand story.
  • BRAND STORY ~ Don't be the brand that people buy. Be the one they 'buy in' to. Change how people feel and differentiate your brand with a unique position and a compelling story.


I write here for you and am a guest author on other mar­ket­ing, busi­ness and branding blogs.
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Don't just take my word for it....

"We weren’t exactly sure what our brand needed, but we knew that we were missing something. So we started working with Bernadette, in hopes of learning how to brand ourselves better. By the end of our consultations, we had created a 60-second, crystal-clear elevator pitch, crafted a written manifesto, and boosted our confidence in our message. Bernadette gave us the perspective and insight we needed to tell our story — and be the best version of our brand we believe to be possible."

— Shannon Whitehead & Kristen Glenn, Founders of {r}evolution apparel

"Bernadette has the ability to help you filter through all the noise… all the things you think you ‘should’ put in a brand story. She helps you find your true and authentic message underneath, it all that makes you realise you do have something unique to offer. In a very noisy world with information being thrown at us 24/7, it is invaluable to get to the bottom of ‘you’ when communicating the essence of your brand."

— Alexx Stuart, Founder, Luxury Tastings

“Bernadette sees the clever and memorable in every idea. She hones in on words & visuals that not only help you tell your story to others, but to yourself. Oh, and did I mention that “clever” comes with a healthy dose of strategy? Bernadette isn’t smoke & mirrors — her words, ideas, and strategy are incredibly concrete and valuable."

— Tara Gentile, The You Economist & Author of The Art of Earning

"Bernadette is astonishingly talented at distilling the finest essence of a message. The British Paraorchestra - the world's first large pan-disabled ensemble - is a many splendored-thing; it has multiple contours and dimensions. Bernadette managed, in the shortest imaginable time, to express the beating heart of the thing with brilliant, succinct eloquence. This focus was the first step in a journey which led to the British Paraorchestra playing a vital role in the Closing Ceremony of the London 2012 Paralympic Games, in front of a global audience of hundreds of millions. We shall forever be grateful."

— Charles Hazelwood, Founder British Paraorchestra

"To be brutally honest, most of us lawyers are generally skeptical about "creative types" and "marketing gurus". But Bernadette? She blew me away. She gave shape and form to nebulous concepts with discipline, rigour and professionalism. No fluff, to the point, worth every penny."

— Melissa Kirby, Lawyer & Strategist, Sharpe & Abel

"Bernadette changed the way I saw my business. She helped me to identify what it was and what it wasn't, and gave me fresh eyes with which to approach it. With her help, I developed a greater understanding of exactly what I was trying to achieve and why, and that has helped me to market my product - and sell it! - far more effectively than I had been. Her offering is a no holds barred assessment of business strengths and weaknesses, and her knowledge and enthusiasm is evident throughout the process. I can't thank her enough for her wisdom and insight!"

— Anna Spargo-Ryan, Founder & Editor of Bide Magazine

“I doubled my income while working less hours. I appreciate your presence in my life this year. It has been transformative!"

— Heather Spriggs, Gatherings Magazine

"When I discovered that I'd been selected to audition for TED 2013, I knew I was going to need help. I had a story to tell, but no idea how to craft it in a way that would be engaging and interesting - especially when I only had 5 minutes to speak! I sent my notes to Bernadette and in just 24 hours she came back with a brilliant opening lines - AND she had crafted my notes into an engaging story that I couldn't wait to share. On the day of my TED audition, I was given a standing ovation and I have no doubt that it was because Bernadette took my ideas and made them into something inspirational and understandable."

— Chantelle Baxter, Co-Founder of One Girl and The Launch Pad Project

"Thanks for all the advice and clarity you offered during our session. The way you phrased some of your questions helped flick a switch in my brain. Suddenly, I was able to join the dots and there were light bulbs going off all around the place. The clarity and focus I feel makes me excited and I know this is what I’ve been waiting for. Thank you, thank you, thank you."

— Deborah Holland, Co-Founder of Smith Holland UK

"When I first heard about Bernadette, I was looking for someone to view my business through unbiased eyes and to give me feedback about the message I was projecting. She quickly brought to light that the "message we were projecting" was far from the story we needed to tell. I knew something was missing, and after my consultation with Bernadette, I came to realize that something was me. I grew up in a corporate culture of the 80's and 90's where you needed to separate yourself from your business. In order to be successful you had to speak the corporate jargon. After my engaging conversation with Bernadette, I felt like I was given permission to be myself within my business. She helped reconnect me to the business I started 11 years ago."

— Laura Kelly, CEO of The Handwork Studio

"Only one session with Bernadette and I can say that there is a before and an after in the way I see my business and myself as a business woman. I have left this one single session with two different types of outcomes, one tangible and one intangible. The tangible is a well structured action plan, with clear steps that will allow me to double my profits in the next couple months. The intangible is the new perception about the value of what I have to offer the world and rock solid confidence about it. In an area where I felt there was clutter and self-doubt, Bernadette has been like a flashlight pointing out to the direction I had to follow, a direction that resonates deep inside. I am now able to communicate my mission clearly, boldly and meaningfully and this is bringing new business opportunities every week. It feels like magic. Thank you!"

— Hana Kanjaa, Founder MiMamaMe

"Bernadette is a sparkler of dreams. You come to her when you need a strategist and wonderful human being who can see value and offerings in you that you aren't able to see for yourself. She gives you permission, and motivation, to stretch more, to dare to dream about what your work would look like if you did the thing you both love and do best. I can't express my gratitude for her insights enough. The way I look at my work, talents and business has shifted in significant part because of Bernadette's wise, intuitive, and strategic guidance. As I look back upon the shifts I've made in the past year, her influence stands out as one of the major motivating factors in helping me grow and be happier in my work."

— Reese Spykerman, Design by Reese

"I wasn't sure what to expect when we started, but I got what I needed and then some. Working with you was worth every penny, and it was an investment I know is going to return back to me in spades. It is rare when someone exceeds your service expectations, so thank you!"

— Julie Hedlund, Author and Founder of The 12x12 Author Challenge

“It was an absolute delight working with Bernadette on the naming of my brand. She was very quick to get to the crux of my passions and business idea, and proposed solutions that were astute, inspiring and spot on. Her enthusiasm, commitment and sense of fun shine through in a suitably professional manner. So if you’re looking for a good dose of inspiration for your idea I can absolutely recommend working with Bernadette.“

— Samantha Tyers, Founder Really Savvy

“Bernadette’s approach is dif­fer­ent and unique. She can look at a busi­ness from a com­pletely new angle and recre­ate what her clients are pas­sion­ate about and what their cus­tomers are des­per­ately search­ing for."

— Paula Anderson, Tel­stra Busi­ness Woman of the Year Final­ist 2010

“To be totally honest, I can’t express just how elated I am to have been able to work with you. Your contribution to the foundations of the business is beyond words! Thank you, thank you, thank you!”

— Julia Moses, Director of One Twenty Eighty

“Do your­self a favor and read at least five posts from Bernadette Jiwa. You’ll swear you're read­ing posts from Seth Godin. She’s that good.”

— Stanford Smith, VP of Mar­ket­ing at Flu­ency Media


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