Goode Coaching
Brand strategist and organisational psychologist helping organisations explain what they do, why it matters and why someone should choose them.
I’m a brand strategist with 30 years’ experience in advertising and marketing across the UK, Europe and North America.
I mostly work with professional-services firms, consultancies and other organisations built on specialist expertise. They know their subject inside out, but that can make it surprisingly difficult to explain clearly what they do, why it matters and why someone should choose them.
I help them answer those questions by clarifying their positioning, value proposition and messaging, how their services fit together and the tone of voice they use. My work often includes writing the language that brings the thinking together, from the central story and messaging framework to websites and other key communications.
Alongside my brand work, I’m a practising organisational psychologist and coach specialising in leadership development. There’s a natural crossover between the two: leaders shape an organisation’s culture as well as its direction, and both have a bearing on the brand. What an organisation says about itself needs to be reflected in how it's led and what it's like to work there.
I’m based just outside Cambridge. If any of this sounds relevant, please do get in touch for a conversation about how I might be able to help.
"She makes it feel like an adventure rather than a problem to be solved... Lucy is frank and forthright whilst also being incredibly kind. It’s a very different style to the other coaches I’ve worked with. I worried that I’d be “performing” a bit, but that hasn’t been the case at all. The time is always uplifting and fizzy. And I’ve felt safe to be vulnerable and open."
Products and services
Consulting services
Particular strength in bringing brands to life internally: I combine my experience as a brand and comms strategist with my training as a business psychologist to bridge the gap between 'brand' and 'culture', working closely with teams to identify problems, build solutions that are more likely to work, and develop a plan to implement them.
Leadership & Executive Coaching
I act as thought partner to senior leaders as they negotiate everyday organizational life, and support new leaders as they establish themselves in their new roles.
My particular interest is leader identity: understanding what ‘leadership’ means to you, and what kind of leader you are (or want to be). In practice, this involves digging into values, strengths, beliefs, and assumptions to better understand what drives you, and what might be holding you back. The ultimate aim is to enable you to lead in a way that’s true to you, while developing the self-awareness and skills that will benefit the organisations, teams and cultures you work with.
Career Coaching
Helping senior people at a crossroads (a cliché, but a useful one) to work out what they actually want to do all day, with practical support on how to get there. I encourage equal parts reflection and action: self-knowledge matters, but you learn by doing - and you’ll feel better for having started.