This tool is a gift to those who know there is more to business than just business – leaders who see how their actions can positively impact their employees, customers and all stakeholders. 

As business leaders, we have a great gift and responsibility to care for, inspire and sometimes even demand positive change in our world, and that can be realised through our organizations. We hope this tool helps you to understand the principles of conscious branding and how you can apply it to your organization to grow trust and ultimately, your positive impact.

It’s our desire that this tool will be a sherpa on your journey to building a purpose-led, conscious business and brand.

The Team

Our team consists of purpose, sustainability and brand practitioners who teach from their experience in the field. They have dynamic communication skills, skills in participatory facilitation, and plenty of personal stories about building conscious brands and embedding purpose.

Nikki Wright

I’ve always been interested in human behaviour, understanding how our thoughts and self-concepts influence our actions, and the principles of positive psychology. I’m on a journey to understand what underlies true empathy, how it can be harnessed to change lives and business, and how it can be trained. I believe empathy is the foundation of conscious leaders, brands and businesses that lead positive change in people and society.

I uncover authentic purpose and build conscious strategy for companies that want to connect, serve and add real value to peoples lives. I’ve spent the past few years researching and developing the Conscious Brand process, which delivers an operable framework for brand building that nurtures purpose, meaningful connection, values-led leadership and positive culture. It focusses on empowerment strategies rather than fear based or extrinsic strategies for brands and communications.

Rob Sinclair

Rob Sinclair believes in T. Harv Eker’s maxim that “how you do anything is how you do everything.” This is a guiding principle in his life. Rob’s passion for business has found him at the pioneering phase of many new and exciting industries, including the Internet and IT industry in Calgary, self-producing a traveling, internet-based vegan cooking show, and becoming president and owner of an organic food manufacturing company called Friendly Foods. He now uses that experience to help businesses grow and thrive by showing them the inherent value of taking their economic, human and natural capital into account, and working with all of those resources. He believes that there can’t be sustainability without collaboration, and there can’t be culture without community.

Luke Burrell

Ignorant to impossibilities, future focussed, full potential seeking and it’s been said I’m a bit perfectionist with an unconventional mindset. Over the past decade I’ve inspired and implemented many initiatives to solve business and social issues for clients and self-initiated projects. With an unusual ability to know the way forward without a compass, seeing potential and throwing my whole self into in everything I put my hand to.

I believe in order to create and to be extraordinary; pursue your passions with ignorance (you don’t need to know if it is or isn’t possible if you’re truly passionate about it), work hard (and don’t stop till it’s done), set your mind and hands to pursue excellence (in every part of life), do more with less, make the most of what you have and above all, have fun doing it!