Be Business Fit: a leadership rebrand built around behaviour, not strategy

Be Business Fit is the leadership consultancy founded by Sam Heighway, a behaviour specialist and executive coach with thirty years across corporate HR, global leadership and workplace investigations. We ran the brand workshop that shaped the rebrand: five personas, identity system, website, ongoing support.

"You don't just create a great culture. You shape it through leadership behaviour, day in, day out."
Sam Heighway, Founder, Be Business Fit

The outcome

A full rebrand for Be Business Fit, anchored on a single brand idea (behaviour shapes culture) and rolled out across the surfaces Sam actually uses to win and deliver work.

Delivered:

• A full-day brand workshop that produced the strategic foundation, five buyer personas and the line that defines the brand
• A complete visual identity: triangular icon, four-colour system, typography pairing
• A tone-of-voice framework that runs from proposals to keynotes
• A purpose-built website structured around the five core audience types, with the Leadership Strength Quiz lead-gen tool built into the architecture
• Content writing across every key site section, with future campaign seeding for the Behaviour Matters positioning
• Ongoing brand support across decks, workshops and public speaking

Since launch, Be Business Fit has gained meaningful traction with legal and executive clients. The brand now travels with Sam into every keynote, proposal and workshop, and the website behaves as a sales-supporting asset rather than a digital placeholder.

The challenge

Be Business Fit had a strong reputation built on three decades of real-world experience. The brand didn't reflect that strength. Messaging lacked focus, the visuals felt flat, and the website wasn't doing enough with the audiences that mattered most: CEOs, HR leaders and employment law firms.

The brief came in three parts:

• Build a distinctive identity that balances professionalism with warmth
• Craft messaging that speaks clearly to five distinct audiences without splintering the brand
• Design a website that earns engagement without slipping into corporate-cold

Sam wasn't interested in a surface refresh. She wanted a brand that could carry the weight of her work and support what comes next: thought leadership, the Behaviour Matters movement, a Leadership Strength Quiz, more keynote work.

Our approach

The work started with a full-day brand strategy workshop. The point wasn't to invent the brand. It was to surface what already existed inside thirty years of consulting practice and structure it into something repeatable.

The workshop produced five buyer personas, each with their own language patterns, decision moments and what-good-looks-like:

• The Strategic People Leader (HR Director)
• The Visionary Business Leader (CEO / MD)
• The Workplace Legal Expert (Employment Solicitor)
• The Scaling Entrepreneur (Growing Business)
• The Culture Champion (Values-Driven Organisation)

It also produced the line that became the brand's centre of gravity: "You don't just create a great culture. You shape it through leadership behaviour, day in, day out." Everything that followed referenced that line.

Key creative decisions:

• A triangular icon for structure, transformation and leadership. Used as a standalone mark and a repeating pattern, it carries the brand from LinkedIn banners to workshop PDFs.
• A four-colour system with intent in the names. Executive Navy for confidence and steadiness. Balance White for openness. Engage Orange for action. Clarity Sky for momentum. The palette names ship with the guidelines so the team uses them correctly.
• Typography that does both jobs. Ivy Mode for headings (bold, refined, expressive), Manrope for body (modern, readable). Polished but human, matching the register Sam actually speaks in.
• A tone-of-voice system grounded in four oppositions. Confident not arrogant. Professional not formal. Empowering not fluffy. Straight-talking, never blunt.
• A website built around the five personas, not the service catalogue. "Who We Help" speaks directly to each audience type. "How We Work" structures the Strength Model. The Leadership Strength Quiz sits at the centre as a future lead-generation tool.

What it does for Be Business Fit

Be Business Fit has shifted from a trusted consultancy to a positioned, values-led leadership brand. Sam is now publishing more thought leadership, holding her own at the strategic table with legal and executive buyers, and using a website that earns the meeting rather than apologising for the work. One workshop set the direction. Everything that followed kept faith with it.

Credits

• Client: Be Business Fit · Sam Heighway, Founder
• Studio: Alchemy