The Naming
A 1:1 intensive for the founder who has been showing up, and still feels invisible. Not because you're doing it wrong. Because you've been doing a smaller version of yourself.
£550 one-time investment
• 2+ years in and something still feels misaligned
• Your content is fine but it doesn't feel like you
• You've rewritten your bio twelve times and it still doesn't fit
• You know you're good, but you can't articulate why you're different
• You edit yourself before you post. Every single time.
• You've outgrown who you started as
The Gutsy CEO · The GUTSY Method™ · Business Coach of the Year · Solopreneur Awards 2025
You're not boring. You're editing. There's a difference.
The most interesting thing about you is almost always the thing you've decided isn't relevant. The thing you left out because you weren't sure the world was ready for it. And it's costing you - not just clients, but the energy that comes from finally being seen for who you actually are.
The problem isn't your strategy. It isn't your niche. It isn't even your content frequency. It's that your brand is lying about who you are. And the right people can feel the disconnect, even if they can't name it.
I was Amber Jay Coaching. Then I became The Gutsy CEO.
Everything changed.
Amber Jay Coaching
Fully booked in my first year. Making money. Doing the things. On paper: completely fine. But I had no identity. I was borrowing other people's language without realising. My own mentor emailed me to ask me to stop using a phrase she always said. I was looking over my shoulder at everyone else. I couldn't find my thing. I felt like I was blending in. A scrappy service provider trying to figure out where I fit. Not known for anything.
"Who did you have to be to get where you are now?"
The Gutsy CEO
I didn't have to think. Gutsy. That word wouldn't leave me alone. I had to be gutsy to leave teaching with no plan B. Gutsy to hustle into business with no marketing background. Gutsy to speak on stages months in. I became The Gutsy CEO. Built The GUTSY Method™. Stopped borrowing everyone else's language and started speaking in mine.
— Gutsy Mastermind - sold out with 100% retention rate from current clients
— 12.2k followers - from 2.5 → 9k in 90 days from two viral posts
— Business Coach of the Year 2025 (Solopreneur Awards)
— Co-founded Bold Brave & Weird, Brighton: the most talked about new marketing event of the year for female founders
This isn't a rebrand.
It's a homecoming.
Excavation
The identity you're looking for isn't something we build from scratch. It's already there, underneath the editing, the performing, the safe version. We find it.
Articulation
Once we find it, we name it. Your brand identity, your positioning, your language: articulated so clearly that you never have to guess again who you are or how to talk about yourself.
Activation
You leave with a written identity document that makes it real, permanent and yours. The thing you screenshot before a sales call. Refer back to when you write your next bio. Build everything from.
Three steps. One transformation.
01
Before the call: The Deep Dive Pre-Work
Not fluffy. Not surface level. A questionnaire designed to surface what's being hidden: who you are when you stop performing, what you've been editing out, what the people who know you best would say about you that you'd never put in your bio. By the time we get on the call, I already know things about you that you haven't fully said out loud yet.
02
The call · 90 minutes: The Naming Intensive
This is where it happens. You talk. I listen differently than anyone has ever listened to you: for what's underneath what you're saying, for the gap between who you're performing and who you actually are. By the end of this call you will have been seen, named and handed back to yourself.
03
Within 48 hours: Your Identity Document
Your truest brand identity articulated in full and delivered in writing. Your positioning statement, your core message, the language you should be using, the thing you should stop editing out and start leading with. Yours to keep, refer back to and build everything from.
The proof is in the naming.
Every single one of these women was doing a smaller, safer, more palatable version of themselves. Every single one had their biggest results the moment they stopped.
Was: Amber Jay Coaching
Became:
The Gutsy CEO
Business Coach of the Year. Gutsy Mastermind sold out twice. 12k+ followers. Co-founded the most talked-about in-person event of the year. The name preceded all of it.
Was: The Serene Strategist
Became:
The Savage Strategist
Rebranded, launched The Revenue Room, had her biggest ever launch. "The savage is fucking free baby."
Was: Wellbeing with Cathy
Became:
The Diet Culture Dropout
Zero clients to two paying clients, both said they booked because her message finally resonated. "I feel like I've found an identity."
Was: Little Dreamers Sleep
Became:
Soulful Sleep Maven
"I feel like I've crawled out of my beige cave."
Was: Elenourished
Became:
Messy But Menstruating
"Finally feel like all my experiences, fuck ups, knowledge and skills are coming together, like properly properly properly together."
Was: Nourished with Lucy
Became:
Neurospiced Nutrition
650 unaligned followers to over 11k perfectly aligned women. Posts going viral. A brand she's utterly obsessed with.
What happens when someone finally sees you.
"You're the fucking queen at naming people and pulling out exactly who they are, who they need to be, how they need to show up in order to get that kick ass growth and dominate their space."
Liv Doyle
The Savage Strategist
"I feel like I've found an identity. Before I was struggling to find my voice and getting distracted by what other people were doing. I've come back to myself and I feel so inspired again. I LOVE my new brand identity."
Cathy
The Diet Culture Dropout
"I feel like I've crawled out of my beige cave."
Katie Snell
Soulful Sleep Maven
"Finally feel like all my experiences, fuck ups, knowledge and skills are coming together - like properly properly properly together. Feels like a new era."
Elena
Messy But Menstruating
Honest answers only.
For you - YES
- You've been in business 2+ years and something still feels misaligned
- You're a service provider, coach or founder of any kind
- You know you've outgrown who you started as
- You're showing up but not being seen by the right people
- You're ready to stop editing yourself and start leading with the full version
- You want clarity that lasts - not another strategy you'll second-guess next month
Not for you - NO
You want a content plan or growth tactics
You're not ready to be told the truth about how you're showing up
You want someone to validate the version of yourself you've already shrunk down to
You're looking for a quick fix rather than a real identity shift
I can feel when someone's onto a winner. I've always been able to.
I'm not here to give you a content plan for the version of yourself you've already shrunk down to. I'm here to find the full version - the one you've been editing out - and hand her back to you.
I've been doing this work informally for years. With every client, in every call. The thing that lights me up isn't growth tactics or content calendars. It's the moment someone finally hears who they actually are said back to them - and realises that person is so much more magnetic than the one they've been performing. That moment? That's why I do this. And I can do it with my eyes closed.
ICF-Accredited Coach (ACC) · Business Coach of the Year, Solopreneur Awards 2025 · Founder of The GUTSY Method™ · Co-founder, Bold Brave & Weird
Ready to be named?
One call. One document. One version of you that finally tells the truth.
£550
→ Deep-dive pre-work questionnaire
→ 90-minute 1:1 Naming Intensive with Amber
→ Written identity document delivered within 48 hours
→ Your true brand identity, positioning statement and core message: articulated and yours forever
Rolling bookings · Limited spaces available each month
Ready to keep building?
Once you know who you are, the next step is building the business around it.
Option 1: 1:1 with Amber : You're identity is named. Now let's build the business around it (cohesive, high touch, done with you) 3 months: £3500
Option 2: Gutsy, the Mastermind: Community and ongoing support · 6 or 12 months: £4,000 / £7000
Let's get into it.
Who is this for?
Female founders and service providers who are 2+ years into their business, are showing up consistently, and know something is off with how they're presenting themselves, but can't see it from the inside. Coaches, consultants, strategists, practitioners. If you have a personal brand, this is for you.
Will you actually give me a new name for my brand?
Sometimes, yes. But The Naming isn't about me inventing something for you; it's about excavating what's already true. Sometimes that means a completely new brand name. Sometimes it means a repositioned identity, a new way of talking about yourself, or finally leading with the thing you've been editing out. What you walk away with is always yours, not my idea of who you should be, but the truest version of who you already are.
What if I don't need a new name — just more clarity?
Then that's exactly what you'll get. The written identity document covers your positioning, your core message, the language you should be using and the thing you should stop hiding. The name is one possible output; clarity is always the outcome.
How quickly will I see results?
The shift happens in the call. One of my clients had podcast invites, collaboration requests and 1.5k views on new content within seven days of her session. Another had two paying clients within months of rebranding — both citing her message as the reason they booked. Results vary, but when the identity is right, things move fast.
I'm not a coach — is this still for me?
Absolutely. This is for any female founder with a personal brand: coaches, consultants, strategists, creatives, practitioners. If your business is built around who you are, this is for you.
What happens after I book?
You'll receive your pre-work questionnaire straight away. Once that's complete, we'll schedule your 90-minute intensive. Within 48 hours of the call, your written identity document lands in your inbox.
Stop editing.
Start being seen.
The fully expressed version of you has been waiting long enough.