About Us | Being Frank

The truth of the matter...

A Brand can’t thrive in isolation; as a separate entity that has no real influence or impact.

Traditional business functions can create inconsistencies that erode brands.

So what's missing? A shared intent that connects everything together.

Being Frank focuses on guiding organisations towards aligned intent, then implement with a clear direction, making Brand the decision filter. When intent is clear, brand becomes more than a positioning statement, it becomes the lens through which decisions get made. Should we enter this market? Launch this product? Partner with them? A strong brand framework answers these questions quickly, reducing analysis paralysis and political debate. It makes the process less painful because everyone is working from the same criteria, and more targeted because choices naturally align with where you're trying to go.

Beautiful frameworks tend to gather dust. We translate intent into decision drivers, tools, and processes that people can actually use.

Most organisations have a brand strategy and a culture strategy, but they rarely talk to each other. We bridge this gap, ensuring your brand promise is embedded in how your organisation operates. The result? A culture that lives your brand, and a brand that reflects your culture.

Brand-Culture Alignment

We work with leadership teams to define and implement shared intent across your organisation. This isn't just another values exercise, it's the strategic foundation that connects brand positioning, cultural priorities, and customer experience.

Shared Intent Structure

Experience Ecosystem Design

Your employee experience and customer experience aren't separate, they are two sides of the same coin. We design the connections between internal operations and external touchpoints, ensuring consistency in what your people experience and what your customers receive.

What can you expect?

Everyone knows why you exist and what you promise, not just leadership, because your team genuinely understand the impact they are here to make.
Your brand shows up the same way everywhere, not differently in every department. No mixed messages, no departmental silos creating confusion. Your brand isn't just owned by marketing; it's lived consistently across every team and touchpoint. What you promise externally matches what actually happens internally, so clients never experience whiplash between what they were sold and what gets delivered.
Your people not only talk about your promise, they actively deliver it daily. The promise isn't a marketing message sitting on your website; it's the lived experience clients get consistently across every touchpoint. Your people own it, act on it, and use it to guide how they work, which means clients experience the same value no matter who they interact with.
Your growth strategy strengthens your brand instead of diluting it. You expand deliberately in ways that reinforce what makes you valuable rather than chasing revenue that undermines your reputation. New clients, services, and markets amplify your expertise and market position instead of spreading you thin or confusing what you stand for. Growth builds momentum that attracts better opportunities.
You catch drift early and correct course before it becomes crisis, shifting your teams from reactive to strategic problem-solving. What could become budget blowouts or damaged client relationships instead become minor course corrections handled before trust erodes. Your leadership spends time on growth instead of firefighting, and clients see you as the provider who solves problems they didn't even know were coming.

Who's behind being frank?

Jennifer Mackinder integrates strategy, experience and behaviour to help organisations reduce silos and execute with clarity.

Working across brand, communications and adoption, she uses brand as operational decision-making, translating complex initiatives into practical systems that people understand, trust and use.

With 14+ years spanning external brand strategy and internal employee experience, plus 12 years in Human Resources, Jennifer adds value in fragmented, evolving environments where cross-functional alignment is critical. She has led transformation projects, delivered significant increases in employee engagement, and built substantial digital communities.

Based in Sydney, Jennifer combines strategic thinking with hands-on execution to move intent into action.

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Sydney, NSW