Dark Branding

Why what you think you need is not what you actually need

You’re brilliant, ambitious and sharp as a nail.

You’ve left corporate, or are about to do so, and you’re hell-bent on building your own massive vision and you’re ready to do whatever it takes in order to build your dream business.

But …

… you can’t launch the rocket and you DON’T KNOW WHY.

Welcome to the paradox of the powerful executive woman who has decided to become an entrepreneur.


When you’ve been exceptionally successful at some point in your life (track star, school prefect, CEO, member of boards), it’s painful to leave the establishment in the hunt with hunger for true independence … and then realise that you’ve rammed up against some invisible wall where you simply are unable to recreate that past success.

Days tick past. You wake at 3am with a vague sense of dread and frantically search the corners of your brain for the answer.

But nothing changes.

In a fog of ever-growing panic and analysis paralysis, your conventional fix for being unable to recreate your past conventional successes is to scrabble and grab at conventional solutions – another degree, a new website, a marketing campaign or funnel, a rebrand, a new hairstyle, a new wardrobe…

And yet… nothing changes.

Because, what you think you need is not what you actually need.

YOU THINK it’s the mechanics that you need.

I KNOW that what you actually need is to unleash your weirdness.


The real reason you’re flailing and missing the mark is that you’re refusing to truly own your unleashed power (which YOU know manifests inside you as a dark, weird streak of genius – that untapped energy and essence of a dark warrior). It’s not because you’re not prepared to go all the way – HELL, NO; you’re prepared to risk it all (why come so far to only go so far?) – but you’re in that hellish limbo because you simply don’t know what this unleashed version of you truly looks like. What it sounds like. What it ACTS like.

Take it from me. You cannot forge an unconventional path by resorting to conventional thoughts, behaviours and actions. You need to burn your old brand and release your weirdness and your darkness, and unleash it on an unsuspecting world in a way that raises such merry hell that NO-ONE will know what hit them. Least of all you.

Your hungry supporters, clients and lovers that are waiting just for you will not follow someone who is still in their own boring, conventional paradigm. Only when you are fully in your new paradigm – the one your supporters, clients and lovers desire to be in; the one where politeness dies on the altar of genius – will you be able to convert them and transform them to your dark ways so they, in turn, can unleash themselves.

AND – you need to see that it is not only easy to access your genius weirdness, it’s the key to EVERYTHING. You need to see that what always happens when your inner and outer ‘brands’ are out of alignment – illness, divorce, anger, anxiety, stress, addiction – doesn’t have to be your fate. You need to see that it’s okay to trust that being fully you will be okay.

As a powerful executive women who ‘has a lot to lose’ if you come out of the closet, and an immense fear of losing your hard-won reputation – and believe me, it’s a truly unique struggle – it’s imperative that you understand that not only will you NOT lose your reputation (not in the way you think, anyway), but what you’ll build in its place will provide just as much wealth and prestige, as well as freedom from anxiety and stress, and immense peace of mind, and that you will find a world you don’t have to hide from and people who really get you. The sooner you understand and act on this, the sooner you will enter the upper realms of success.

This knowledge is why I coined the term Dark Branding and why I am so compelled to talk about the absolute fucking imperative for some women to ‘burn your brand’ – because it’s my experience, it’s my success, it’s my genius, and it’s how my clients experience success. I live and teach and live the integral components of the dark goddess energy: death in the service of rebirth.

And the practical, ‘superficial’ result of this unleashing? You become incomparable, unignorable and uncontrollable. It’s freaking branding genius. It’s a motherfucking epic way to project and present and package your image.

And the deeper result, of course, is that you can be you. You no longer have to be afraid of BEING you, or be afraid OF you. Let me tell you, from personal experience, that THAT is one unfuckwithable result.

And once I understood this – that the only option left was to fully be my weird self; to always speak my unfiltered truth, no matter the risk or the consequences – these are the results I got; peace of mind and success on a level light years beyond what I imagined possible. It’s also the result my clients get, once they understand what needs to be done, and take action on this.

And of course, if you also want these results, this is why you must come out in your own life completely and totally and RIGHT NOW.

Otherwise you will simply not be able to step through the threshold that you have to step through.

#dangerouswoman #dangeroustruth

Why a subtle dash of darkness = success

A dark female personal brand can be overtly dark – or it can be overtly subtle.

The subtle ones are the most sophisticated.

A sophisticated dark brand is created through frisson and mystery – not overt darkness – and it only takes a dash of contradiction, of the unexpected to create that sense of tension in the human brain… the hallmark of a successful subtle dark brand.


  • a dark velvet rose amongst a sea of red roses
  • an intellectual blonde behind a desk with a raven on her shoulder
  • elegant damask wallpaper with a hidden gremlin

I love to work with women who are in a very conventional, contracted, constricted picture of success, showing them how to weave a frond of darkness through their personal band – their private identity and their public image – because it electrifies them and galvanises others… yet those others will have no idea why they are being so affected.

This woman, with her otherwise respectable presence, will be crackling with an energy that is palpable, yet intangible. She will walk the halls of her corporate job, and people will feel the crackle as she passes. It gives her power, it give her presence.

In a physical manifestation of this subtle yet powerful dark energy, imagine her wearing black lace lingerie under her tailored suit.

She knows where her darkness lies, even if others do not.

To find your own frond of darkness, look at where there are contradictions in your identity. What is unexpected about you? Weave a little of this through your external image.

If you want to have an expert create this for you, we need to talk.




How do you turn on your Erotic ID?

Your Erotic ID™ is the key to becoming a magnet for what you want.

Understand and OWN your Erotic ID – that mysterious, magical mix of your unique identity and your image; your true creative nature that you were born with – and you will make yourself magnetic to:

… the ultimate client, lover, employee, employer…

… money, as it naturally wants to come to you…

… a business, career or empire that’s an expression of your purpose…

… a lifestyle that fulfils your wildest dreams…

… an iconic personal brand and style unlike any other.

And that’s just the start.

Your Erotic ID is the secret weapon that you can employ in all areas of your life to magnetise what you want. And it is yours, and yours alone.

Because of this, there is no prescriptive recipe – but there is a sequence. And it starts with turning on your Erotic ID.

Here’s the key to turning on your Erotic ID…

  • ONE… Write down every descriptive word of how you want to feel in this life – single words only (ie loved, sexy, creative, fiery, smart, wealthy, clever, generous, expansive, admired)
  • TWO… Strike out every one of those words that relies on someone else ‘giving’ you that feeling (ie loved, admired)
  • THREE… Of the remaining list, cut it down to just ONE that makes you tingle

That final word turns the key in the door to your Erotic ID wonderland.

The unlocking of the door is just the start.

From there, you must walk into your Erotic ID wonderland – step into it, envision it, make it expansive and compelling, and put tangible flesh on the bones of this extraordinary personal and professional tool – and see the magic that starts to ripple out across your life.


Once you have your word, we need to talk. 




How do you turn on your dark brand?

There are no shortcuts when it comes to creating a dark personal brand (aka – a mysterious, magnetic, moody, Machiavellian, mystical, magical experience for your audience).
If you’re not turned on by your personal brand – which is what happens when you try to be something you’re not, or when you copy others – your audience will be turned off.
Your audience knows a real – or manufactured – dark brand when they see one.
So, don’t take shortcuts.
Instead, nail these 3 steps – IN THIS ORDER:
1. Your Identity (the internal brand) – who you are and what you want
2. Your Image (the external brand) – how you communicate your identity
3. Your Income (the strategic brand) – what business model respects your identity
Not sure if you’re a dark personal brand?
Trust your instincts.
There is no formula – just the hallmarks of a dark personal brand: PRIMAL, PROVOCATIVE, POWERFUL. You will instinctively be drawn to these concepts, and they will be an undercurrent through your whole life – if you choose to look. Darkness leaves clues.
Been ignoring those clues?
Feel like you’re play-acting, pretending, procrastinating?
Want to turn yourself on again?
Don’t edit or second-guess your answer; let the symbols come directly and strongly from your subconscious – and they will tell you what you’re made of, and whether you’re a dark brand… or not.
(*A profound answer, from an extraordinary female adventurer and author who later went on to trek solo across Australia’s outback: ‘Desert, purity, fire, air, hot wind, space, sun, desert desert desert.’)

How do you create a dark personal brand?

I specialise in personal branding and Dark Branding – for women, and for the female audience.

Clients come to me for advice on creating a dark personal brand.

Do you want a dark personal brand?

You need to start at the beginning.

So, let’s break it down.

A personal brand is:

An experience.

You create an experience for your audience with 3 things, IN THIS ORDER:

  1. a lead character (your internal Identity)
  2. a storyline (your external Image)
  3. a way to interact (your Income Strategy & Source)

A personal brand is not:

A logo, tagline, website, or any other copy or visual device.

(The test: remove those things from your current brand… and see if anything remains.)


A dark brand is:

An experience… that is primal, provocative and powerful.

You can personalise these concepts by asking yourself 3 things:

  • What’s my Desire (the primal)? – ie: what do you want to be/do/have?
  • What’s my Dissent (the provocative)? – ie: what makes you different?
  • What’s my Dynamite (the powerful)? – ie: what’s your one-of-a-kind zone of genius?

A dark brand is not:

A cheap marketing stunt that uses sex, death, fear, depression, hate etc for shock value.

(The test: again – remove those things from your current brand… and see if anything remains.)

The above is a simplified blueprint of a professional process that requires time, courage, honesty and implementation. There are no shortcuts, and it’s not for everyone.

But the rewards are great if you are one of the ones.