Get a Clear Market Position and Grow Your Sales.
First, we help you find your best market fit. Then we use the STORI™ Framework to create brand trust and grow your business.
Sound Familiar?
Got a great service, positive reviews, but struggling with sales?
Have you been creating campaigns that look great, but that haven't translated into enough sales? (Even though you've been hiring agencies, copy experts or using AI?)
You've been asking yourself...
Why can’t I describe my offer clearly?
Why does my copy look fine but still flop?
What am I not seeing in my messaging?
Am I the only struggling with marketing?
- Do I need to add new services?
- Should I pivot—or pull the plug entirely?
- What if I can't fix this and let people down?
- What can I do to get sales coming in?
Why Growth Stalls?
Businesses hit an inflection point: As you mature, a clear market match is how to position for influence and get sales growing.
Outgrowing your early market is a sign of progress—not failure. True2Brand™ helps you claim your next market and use STORI™ to build credibility, trust, and traction.
What is True2Brand?
A methodology that uses psychographic insights to match you to your best market fit.
And, What is STORI™?
A framework that ensures your marketing messages build trust and grow your business.
Positioning that Drives Profits
With the right market fit and the STORI™ Framework, marketing gets easier, and sales grow.
Three Steps in True2Brand™
Discover Your Core Point Of View
Locate Buyers Who Share Your Values
Use STORI™ to Create Copy That's True
When your current marketing efforts aren’t generating the growth you expect, it’s time to align your market fit and brand messaging to drive sales. That’s exactly what the True2Brand™ Method and STORI™ Framework are built to deliver. With flexible delivery options, you can activate growth at the pace and depth that fits your goals and priorities.
One Methodology.
Multiple Formats.
We offer service formats to fit your timelines and goals.
Explore positioning days, our Accelerator, Speaking, Tayo (our True2Brand-powered AI coach) and custom AI solutions, all designed to grow your business.
Positioning Day
A personalized strategy day—online or in-person—to get clarity on your product, message, and market—so your campaigns connect and convert.
Accelerator
A focused business program that delivers your brand, sales tools, and go-to-market plan so founders can stand out, sell smarter, and scale with clarity.
Speaking
Talks and workshops on the risks of unclear messaging, how to position for influence, and the power of backstory psychology in campaigns that convert.
Tayo
An AI marketing coach that helps identify your market, position for influence, and create authentic messaging to grow your business with confidence.
Custom AI
We develop proprietary AI tools to help companies integrate AI safely and strategically—so that you control your voice and IP across marketing and operations.
You've built something great. Let's ensure the world sees its value.
When Growth Demands New Positioning
What do you do when you’ve outgrown your start and you're ready for what’s next? Brian found the answer.
A Business Transformation for Fitek Gear
“This is 10x more valuable than anything I’ve done in other business programs.” —Brian Saunders, Founder of Fitek Gear
THE CHALLENGE
Brian Saunders started out with a strong product—an ergonomic harness for tablets used by field crews. It solved a real pain. Users loved it. He even landed global distribution under the name TabletEX Gear. But as time wore on, sales softened.
A problem-solver at heart, Brian spotted another need: drone pilots struggling with neck strain and unstable controllers. He developed a second product—a drone harness. The opportunity was exciting. But now, with two products and no clear message, the business hit a wall. What was the company really about? Who was it for? The more he built, the more confusing it became.
This is exactly what the inflection point looks like in real life: Brian had multiple products, a brand identity he'd outgrown, and no clear way to explain the value to new buyers.
“I’ve felt adrift for six years,” Brian told us. “I had something great—but no clear path to growth.”
What Changed
In our AI-powered True2Brand Accelerator, Brian worked with us to develop a Positioning for Influence strategy. We created a new brand—Fitek Gear—to unify both products and focus on the audience who needed both: industrial construction and related trades. The core message shifted from “it’s durable” (which is true) to something that actually converts: Safety and comfort, no compromise.
With strategy in hand—from a high-level three-year vision to detailed tactical checklists—we used our STORI Method to rebuild every part of the messaging. Website, sales materials, outreach, video—every piece aligned.
“I now have a roadmap that's both a high-level strategy and very tactical. I really like how clearly the actions are articulated in the Sales Playbook, and I can treat it like a checklist.”
At First, Brian Resisted Using AI
At first, Brian was skeptical about using our trained AI mentors. But that changed quickly. After one of our market-matching AI led activities, he said:
“If I didn’t have this AI tool, it would've taken a team of people weeks to do all this. Instead, I did it solo in a matter of hours—and honestly, the quality was better than what I’d get from a team.”
What started as doubt turned into confidence. Brian finished the True2Brand Accelerator with a focused strategic plan, a dialed-in market match, messaging that resonates, and an implementation roadmap he could execute with confidence.
Moving Forward with STORI
By the end of the work, Brian had more than a new market position—he had language that reflected the business he’s built, and a clear direction for where it’s going.
To ensure that clarity endures, we captured it through the STORI Framework. It’s how we translate strategy into story—so that every message, every decision, and every touchpoint moving forward stays aligned with what matters most.
And after it all came together, Brian put it simply:
“This is 10x more valuable than anything I’ve done in other business programs.”
The STORI Workshop Experience
True2Brand’s Signature Workshop on Strategic Messaging: Where Strategy Turns Into STORI
Most messaging frameworks reduce buyers to a single persona with a single pain point. That might work in theory—but in practice, it ignores the layered realities of how people think, decide, and align behind change.
STORI was developed by True2Brand to solve for that complexity. It’s a structured, decision-based tool that helps teams map messaging to real buyer behavior—across user, technical, and financial stakeholders. It clarifies what needs to be said, and what needs to be believed, at every stage.
In this hands-on workshop, participants apply the STORI Map to live challenges—pressure-testing positioning, identifying resistance, and shaping campaigns that drive alignment and momentum across the entire decision process.
Here’s what participants are saying:
“Amazing clarity of thinking around setting and building a character!”
Nazmul Chowdhury, Marketing Consultant
“Even the “crash course” provided inspiring and practical ideas and tools!”
Warren Woytuck
TC2 Director, Consultant
“Thank you. A great framework to think through the story!”
Abbie Morris
Hive & Thrive Consultant
Behind True2Brand
Strategy, Product, and Research Experience—From Growth Startups to Global Brands
Jill McAbe
Jill brings over two decades of experience in strategy, operational efficiency and leadership development to True2Brand. A bestselling author and executive educator, she has taught more than 25,000 leaders worldwide through her online programs and at institutions including Schulich, Western, and UC San Diego. Jill has delivered talks across stages ranging from co-working spaces to MIT and national conferences, speaking on marketing with integrity, high performance, and values-aligned AI. A believer in integrative thinking over false dichotomies, she now calls Vancouver Island home—where ocean and mountains coexist just fine.
Joel Baum
An organizational behavior researcher and co-author of Epinets, Joel Baum brings decades of insight into competition, collaboration, and trust networks to True2Brand. A business professor at Rotman and former Associate Dean, Joel was also an early adopter of AI—supporting its use in business schools and contributing to the development of Tayo. He’s spoken at business schools worldwide; current topics include epistemic trust, culture change, and social enterprise. When he’s not building AI tools, you’ll likely find him on a hike—his favorite place for quiet clarity.
Margarita Angelatos
Margarita Angelatos brings over two decades of expertise in brand strategy, product design, and as an energy alignment coach to True2Brand—infusing positive energy and clarity into every message. She has guided entrepreneurs to align their message with meaning, offering deep insight into what to say with authenticity and intention. A strategic partner to Jill McAbe, she’s helped shape language across speeches, programs, and marketing. Margarita plays a key role in developing values-aligned AI at True2Brand. She loves to travel, create, and often finds herself rescuing animals along the way.
Sean Higgins
As former Co-Founder and CTO of Herjavec Group, Sean Higgins brings decades of cybersecurity expertise to True2Brand, ensuring the reliability and security of our Custom AI services. A sought-after speaker on proactive security, Sean has presented to leading organizations and universities across North America—including Purdue, Schulich, Case Western, and Fortune 500 companies. Since the sale of Herjavec Group, he splits his time between keeping systems secure—and honing his skills on the pickleball court.
Speaking & Seminars
Trusted by Forward Looking Brands and Organizations
Frequently Asked Questions
About True2Brand
True2Brand is a product line operated by Create beyond limits that helps service-based businesses grow by sharpening their market positioning, refining their messaging, and building a stronger brand foundation. We help businesses attract better-fit clients, stand out more clearly in their market, and convert more sales with greater confidence and ease.
True2Brand is best suited for mission-driven businesses ready to refine their messaging, sharpen their positioning, and strengthen their brand presence to drive growth. We help founders, entrepreneurs, consultants, agencies, social enterprises, and professional service providers build the clarity, trust, and market distinction they need to succeed.
We work with clients around the world. Our founders have supported businesses ranging from startup teams to SMEs with thousands of employees.
Our clients include consultants, creative agencies, professional service firms, and product-based businesses. What they all share is a mission to improve the lives of those they serve—and a need for clear, compelling communication to build trust and drive growth.
If your business is purpose-driven and your success depends on strong messaging and market alignment, we’re built for you.
About Our Services
We offer multiple ways to engage—each designed to meet different needs, timelines, and budgets:
Positioning Day – A focused, one-on-one strategy session to clarify your market fit, message, and brand narrative.
The Accelerator – A cohort-based program that combines our STORI™ Framework, Tayo AI Coach, and brand advisor guidance to help you fully align your messaging and positioning. Offered 1–2 times per year.
Workshops – Hands-on learning experiences where individuals or teams apply the STORI™ Framework to their brand in real time.
Tayo, Your AI Coach – Our proprietary True2Brand-powered AI coach that guides you through strategic brand messaging at your own pace.
Each path is grounded in the True2Brand™ Method and STORI™ Framework—so whether you need personalized strategy, collaborative learning, or AI-guided execution, you can move forward with clarity and confidence.
Effective brand positioning builds trust with the right audience by clearly communicating your value and differentiation. It deepens emotional connection, improves lead quality, and increases conversion rates.
Great visuals alone aren’t enough. If the underlying message doesn’t resonate with your audience’s needs and desires, conversions suffer. We specialize in identifying and fixing the gaps between your message, your offer, and your market. In professional brand development, visuals come after your market fit and message (STORI).
Yes. Naming is one of our specialties. We create strategic, audience-aligned names for courses, books, programs, products, and offers — helping you choose words that feel authentic, are easy to remember, and strengthen your overall brand positioning
You don’t always need a full rebrand. If your visuals are strong but your messaging feels off, we can focus exclusively on refining your language and positioning to sharpen your brand and drive results.
About Working Together
We offer two primary options, depending on the depth of support and timeline you need:
Positioning Day – A focused one-day intensive (or two half days online) to clarify your market fit, followed by a second session to build your customized STORI™ Framework. Ideal for businesses ready to move quickly with guided, actionable strategy.
True2Brand Accelerator – A three-month program for deeper strategic alignment. It integrates comprehensive research, message refinement, and tactical planning to fully align your offer, audience, and market position—guided by our Tayo AI Coach and True2Brand advisors.
Whether you need a fast, focused breakthrough or an immersive repositioning experience, both paths are built to deliver clarity, alignment, and sales-ready messaging.
Absolutely. True2Brand frequently partners with businesses that already have marketing and creative teams in place. Our brand strategy services are designed to integrate seamlessly with your existing design, content, and marketing efforts—ensuring your messaging, positioning, and visual identity work together with clarity and consistency.
Whether you're refining your offer, preparing for a launch, or strengthening your brand foundation, we provide the strategic alignment behind the scenes so your creative partners can produce assets that resonate, convert, and elevate your brand.
And for teams looking to simplify on-brand collaboration, our Custom AI tools are designed to embed your strategy into internal workflows—so everyone stays consistent, confident, and aligned as you grow.
Our Results and ROI
Clients report clearer messaging, stronger alignment with ideal clients, easier launches, and more confident brand presentations. Many also experience measurable increases in qualified leads, higher sales conversions, and faster decision-making from prospects.
The first step is to select the service you’re interested in and click "Apply Now." After you apply, we’ll follow up to learn more about your business goals, explore your brand challenges, and determine whether we’re the right strategic partner to help you move forward with clarity and confidence.
Additional FAQ
The True2Brand™ Accelerator is a three-month, done-together program that combines the power of Tayo—our AI brand coach—with live, expert support from our strategy team. It’s designed for founders, marketers, and advisors who are ready to lock in their positioning and messaging within a single quarter, but want more than a self-guided experience.
Tayo gets you 90% of the way there. The Accelerator delivers the rest: personalized insight, strategic refinement, accountability—and something uniquely True2Brand: energetic alignment coaching that grounds your market fit and strategy in the deeper truth of who you are and how your business is meant to grow.
It’s the right fit for those who prefer a structured pace, dedicated checkpoints, and strategic partnership as they bring their brand strategy into alignment.
Our Positioning Days are focused, one-day intensive for businesses that are close to clarity and ready to move fast. It helps you lock in your market fit and brand message through a strategic working session, followed by an optional second day where we build your customized STORI™ Framework to guide implementation.
The difference between Positioning Day and our Accelerator isn’t what you receive—it’s the pace you want to move and the level of support you need. The Accelerator unfolds over three months and includes additional research, marketing strategy, and advisor support. Positioning Day is a focused, collaborative sprint. And if you want to go faster or deeper, you can add additional days to cover everything offered in the Accelerator on a condensed timeline.
As for visuals—yes, we help with logos, websites, and design—but not before the strategy is in place.
A full rebrand ends with visual expression, but sadly, that’s where many start. With True2Brand™, we begin with your market match and STORI™ foundation. Think of visuals as the packaging; our work ensures what’s inside is crystal clear, authentic to you and built to convert.
Tayo is a guided DIY marketing coach developed by True2Brand™ to help entrepreneurs, marketers, and business advisors build stronger, more aligned brands—without the need for full-service consulting.
Unlike generic AI tools, Tayo is trained on the strategic best practices and deep psychographic principles behind the True2Brand™ Method and STORI™ Framework. It walks you through structured, expert-designed activities to help you clarify your market match, craft clear messaging, and write brand-aligned marketing copy—all at your own pace.
It’s the marketing coach your team can’t live without—always ready to guide, align, and simplify your next move.
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