Contact Master Your Business Podcast
The Cyber Brand Story Builder
Built Beyond You  ยท  Free Tool

The Cyber
Brand Story Builder.

4 questions. 10 minutes. One story your team can use on LinkedIn, proposals, your website and sales calls without you in the room.

Your credibility travels when you're there. When you're not, the team describes the work. The client gets the competence without the story, and the trust gap stays open.

A founder story closes that gap. Not a bio. Not a CV summary. A specific, usable paragraph that explains who you help, why you're the right firm, and what changes when clients work with you.

Answer 4 questions about your own consultancy. Walk away with a story your team can copy, paste and use today.

Where this story works
LinkedIn About
The first thing a warm referral reads before they decide to reach out.
Proposal cover
The paragraph that tells the client why this consultancy, not just what it does.
Website About
The section that converts a visitor who already trusts you into a buyer.
Sales call opener
The 60-second version your team uses before they explain the offer.
4 questions. Write in plain language, not marketing language.
1
The moment
What specific experience made you start this consultancy?

The moment you saw a gap only you could fill, or the situation that made you stop doing it someone else's way. Be specific. Name the thing that happened.

"I was a CISO at a financial services firm and watched two clients get hit by incidents that a proper assessment would have caught. Nobody was building that capability for mid-market firms. So I did."
"After 15 years inside a big consultancy, I kept watching smaller businesses get generic compliance frameworks that didn't fit how they actually operated. I left to build something that did."
2
The buyer
Who do you do your best work for, and what situation are they in when they come to you?

The specific kind of business, the specific problem they have, and where they are when they find you. A real person should read this and think: that's us.

"Financial services firms with 50 to 500 staff that have grown fast and never had a proper security function. They know they're exposed. They don't know where to start."
"Manufacturing businesses going through digital transformation who suddenly have OT/IT convergence risk they weren't built to manage."
3
The difference
What do you do that other consultancies don't, or won't?

The specific thing you do differently: your starting point, your method, your refusal to do it the standard way. Skip "we're more experienced" or "we really care." Those aren't differentiators.

"We don't just deliver the assessment. We stay in to build the internal capability so the client can manage it themselves after we leave."
"We only take on clients where the senior team is genuinely bought in. If security is still a tick-box for the board, we're the wrong firm."
4
The result
What's measurably or visibly different for the client after working with you?

Name something concrete. A number, a change in how they operate, a decision they can now make, a risk they've closed. Not a feeling. Something a client could point to.

"Three clients passed supplier assurance audits they'd failed twice before. One used the process to win a contract they'd been blocked from for 18 months."
"The security function went from reactive and firefighting to board-ready. The CISO had a language the executive team could act on."
Your brand story. Pick the format you need.
LinkedIn About section. First person, written as a human. Ends with a CTA that opens a conversation.
Proposal cover page. Third person, tight. Client problem first, then firm context, then proof. Replace "This consultancy" with your firm name before sending.
Website About section. Opens with empathy. Leads with the feeling your client has before they find you, then earns the founder story.
60-second verbal opener. Written for the team, not the founder. Short sentences, designed to be spoken. Ends with an open question.
The handover framework. So the team can use it without you.
The team can say
  • The founding moment in their own words
  • Who the consultancy is for and why
  • What makes the approach different
  • What a client looks like after working with you
  • The 60-second sales call version
Keep for the founder
  • Bespoke questions about specific past clients
  • Pricing conversations without a decision rule
  • Technical credibility questions needing deep expertise
  • Anything requiring real-time risk judgement
Sharpen it further. Use this prompt.

Paste this into ChatGPT or Claude to refine each version further.

Reply with what you built.

Share the paragraph you ended up with. I'll tell you whether it's ready to hand over, or what I'd tighten first.

Message Deirdre on LinkedIn โ†’
deirdremartin.ie  ยท  The Built Beyond You System