Brand Identity Performance.
A four-stage framework that turns the question “who are we, really?” into a measurable performance advantage, for a person, a team, or an entire organisation. Built from 40 years of real client work, and named, for the first time, after the actual process Richard has always used: Discovery, Strategy, Identity, Launch.
The BIP Model is the system behind 40 years and 200+ brands, now made explicit, and named after the real process behind that work. It works on one evidence-backed idea: you cannot build a powerful brand, for yourself or your organisation, until you know exactly who you are. Identity first. Everything else follows.
It moves through four stages, Discovery, Strategy, Identity, Launch, taking you from raw self-knowledge all the way to a brand that’s actually lived, not just declared. It is the backbone of every keynote, every workshop, and the scored assessment below.
One set of words your whole team can repeat, what you stand for, and why it matters.
Not a one-off workshop high. The same process behind QBE, IQumulate and Sunnyfield, a model you keep using long after Richard leaves the room.
A diagnostic that turns “identity” from a soft idea into a number you can move.
Each stage answers one question and hands you one thing. Skip a stage and the next one wobbles.
Real, one-on-one conversations, what Richard calls his red wine, midnight conversations. For an organisation: structured interviews across leadership, sometimes six people, sometimes closer to forty. For an individual: a blank pad, real questions, and listening closely to the language someone uses about themselves. Either way, it ends in something written down.
A straw man, pressure-tested with the key stakeholder, then opened to the full leadership team in the Brand Day Out, a consensus workshop that surfaces what everyone privately disagrees on, and resolves it in the room. For an individual, the same process becomes a written personal plan.
The blueprint becomes the creative brief, a designer brought in, usually three directions to react to, and guidelines that keep it consistent at scale. For an individual, it’s less about a logo and more about how you actually show up.
Brand on the Inside (a staff workshop, behaviours, personal commitments) and Brand on the Outside (positioning activated through marketing, comms, sales) at the same time. Then a scheduled check-in at 90 days and six months, not a report that goes in a drawer.
Rate how true each statement is for you or your organisation right now. Get an instant BIP score across all four stages.
Your score just told you where the gap is. Richard can tell you what to do about it.
What comes next? A short conversation with Richard about your score, and what the real opportunity is to create an impactful brand.
Free, no obligation. Richard looks at your score himself before the conversation, so it’s not a generic sales call.
This conversation starts with you, not your marketing team. Richard works directly with the person who’ll actually decide whether anything changes, the same Discovery conversation he’d have with any CEO: where the business really stands, and what’s actually getting in the way.
Teams and cultures where brand strategy and people strategy become the same thing. The same four stages, run at scale: Discovery across leadership, Strategy built and owned in a Brand Day Out, Identity made tangible for the whole organisation, Launch activated inside and outside, then checked again at 90 days and six months.
Yes, in full. The four-question assessment is free. The conversation with Richard that follows it is also free, it exists to work out whether there’s a real opportunity to help, not to sell you anything on the spot. The only thing that costs money is the actual Brand Consulting engagement itself, and that’s a separate decision you’d make afterwards, with a clear scope in front of you.
They’re used to calculate your score and to give Richard real context before your conversation, so it isn’t generic. Your details aren’t shared or sold, they go on the same list Richard uses for his own twice-monthly notes, nothing else.
No. The same four-stage model works for a solo leader or a multinational. The questions work either way; only the conversation that follows changes.
That’s the most useful result you can get. It means there’s a specific, nameable place to start, not just a vague feeling that something’s off.
More than the assessment and the conversation combined, both of which are free. Doing nothing about a brand that’s drifted from what it claims to be has a real cost: confused positioning, a culture that quietly stops believing its own story, and competitors who do this work while you don’t. The assessment exists to make that gap visible before it gets more expensive to fix.
It starts the same way the assessment did, a real conversation, just with your actual people instead of four checkbox statements.
Looking for a speaker instead? See the keynotes →
Ranked 14 consecutive years.
Best score of the event.
Aquent #digitalks audience feedback.
A third in progress.
Following a period of organisational renewal, Sunnyfield's focus shifted from systems and structures to culture and behaviour.
Behind one of Australia's most recognised charities sat eight independent state and territory organisations, each with its own leadership, strategy and values.
QBE had grown rapidly into one of the world's largest insurers, with more than 16,000 employees operating across 60 offices in over 50 countries.
Australia's national science agency had a strong reputation for scientific excellence, but science itself was losing relevance and influence in public life.
“Using his methodology, he quickly cut right through to the heart of who we are and what we do, and delivered a Brand Blueprint for QBE across the globe that totally redefined how we saw insurance.”
“Richard's personal meld of creativity and integrity will have your whole company jiving to whatever messages you want.”
“Richard isn't just the brand guy. He's a brand guru.”
“Richard has a rare ability to simplify complex ideas, making them both clear and compelling.”
