SIMON GIBSON
PODCAST BY SIMON GIBSON
How do you strengthen the personal brand of a high-performing CEO and transform a well-liked podcast into a strategic channel for influence?
By refining the message, defining the audience and creating ideas that position Simon Gibson as the go-to voice for ambitious legal leaders navigating modern leadership.
WHO
Simon Gibson approached us to refresh, strengthen and unify his personal brand, podcast identity and wider content presence. A respected lawyer turned CEO, Simon had built a remarkable career and an equally engaged audience, but needed messaging and direction that reflected his true authority and spoke directly to the leaders he wanted to influence.
Our role was to bring coherence, clarity and strategy to his personal brand, aligning his platforms under one compelling narrative and creating ideas that supported growth across digital, podcast and professional channels.
WHAT
Audience persona development · Messaging refinement · Tone of voice development · Creative ideation · Tagline concepts · Podcast renaming · Narrative shaping · Website copy direction · Content strategy thinking
WHY
Despite having a strong platform and a successful podcast, Simon’s previous brand expression lacked focus. His audience was broad, his messaging didn’t fully reflect his unique leadership perspective and his digital channels weren’t clearly aligned to the senior leaders he aimed to reach.
Our work helped define exactly who Simon should be speaking to and why they would care. By repositioning him as a lawyer-leader, we anchored his brand in credibility, experience and relatability, setting the foundation for a more intentional and targeted strategy across all channels.
HOW
We began by conducting a deep immersion into Simon’s career, audience and ambitions. Through research and persona exploration, we identified six potential target audiences before honing in on one core group: leaders who want to become better leaders. This shift reframed Simon’s brand with precision, clarity and purpose.
From here, we developed messaging frameworks, a refined tone of voice and a creative concept built around the repetition of “ON” in his name, symbolising Simon’s always-on approach to learning, leadership and conversation.
This became a modular messaging device:
Simon Gibson ON Culture. ON Growth. ON Talent. ON Leadership. A simple yet powerful system that unified the brand across platforms.
The work extended to renaming and repositioning the podcast. “Success Won’t Come Calling” evolved into “From the Courtroom to the Boardroom,” a sharper expression of Simon’s own trajectory and the value the podcast brings to high-performing legal leaders. We refined the blurb, strengthened the messaging and delivered a verbal identity that matched the authority of the content.
Alongside these developments, we shaped website copy direction, content ideas, newsletter strategy and ongoing campaign thinking to support long-term growth, ensuring every channel worked together to elevate Simon’s position and visibility in the legal leadership space.
POINTING NORTH
Our work with Simon Gibson brought focus, structure and creative clarity to a complex personal brand. By refining the messaging, defining the audience and building ideas that cut through, we helped Simon show up with more authority, consistency and impact, across his podcast, his digital channels and his broader leadership presence.
“Great leaders don’t just share experience, they shape conversations. Strong messaging makes that possible.”