Make better connections

Fearless is expert brand strategist and copywriter, Will Roffé, and a select group of highly talented friends. We upgrade brand strategies, messaging, websites and ads to help ambitious CEOs and entrepreneurs make better connections with the people they care about. 

For over 21 years, our approach has won countless hearts and minds and created over £1 billion in sales. Partner with us to build a fearless brand.

Fearless Kiwi Uses A Potent Mix Of Strategy, Creativity And Writing To Grow Good Businesses.

Haigh Lyon Lawyers

NTT Data

TWOA Poster

Te Wananga o Aotearoa (Tertiary Education)

Star Insurance Specialists website

Star Insurance

Noel Jessop Architecture

Monier visualiser tool

Monier Bricks & Roofing

Youmans billboard

Youmans Capsules


Positive transformation begins with your strategy and brand strategy. So we start there. We first understand your company's goals and challenges, as well as your unique DNA, positioning, messaging, design and more.

We make upgrades where necessary and once everything is aligned, your marketing, advertising and online properties will make better connections with the right audience. You'll then build real momentum, leading to brand recognition, authority, trust and loyalty. 

We're glad you found us. Keep exploring...


"Everything should be made as simple as possible, but not simpler." - Albert Einstein

  • People
  • Strategy
  • Execution
  • Cash.


Brand Strategy is where meaningful journeys begin.

  • Brand Differentiation (Why us?)
  • Brand Mission
  • Brand Vision
  • Brand Objectives
  • Brand Values
  • Target Audience(s)
  • Competitors
  • Brand X-Factor
  • Brand Promise
  • Brand Themes
  • Brand Positioning Statement
  • Brand Attributes
  • Brand Provenance
  • Brand Personality
  • Brand Story
  • Key Brand Messages
  • Key Brand Messages Extended
  • Secondary Brand Messages
  • Messaging by Target Sector
  • Messaging by Customer Sector Avatar
  • Your Perfect Offers
  • Customer Journeys 
  • Tone of Voice
  • Brand Culture 
  • Brand Identity
  • Brand Guidelines
  • Writing Framework. 


Ideas help bring strategies to life. Get ideas for:

  • Future-proofing a business
  • New products and services
  • Marketing and advertising campaigns
  • Anything you're stuck on.


  • Brand and Product Naming
  • Brand Messaging
  • Perfect Offers
  • Tone of Voice
  • Marketing Copy
  • Advertising Campaigns and Copy
  • Website Copywriting
  • Landing Page Copy
  • Blog Writing
  • Social Media
  • Authority Articles
  • Email Marketing
  • Newsletters
  • Customer Onboarding
  • Autoresponder Campaigns
  • Culture Campaigns.


  • Brand Identity
  • Brand Guidelines
  • Websites
  • Advertising Campaigns
  • Packaging
  • Landing Pages 
  • Social Media
  • Newsletters
  • Culture Campaigns.

Will just ‘gets it’. Period.

With such a tremendously creative and strategic mind, but also an astute business sensibility, Will is someone you can go to with supreme confidence, to deliver incredible results - time and time again. His professional integrity and unwavering commitment to impeccable customer service are truly second-to-none.

JEREMY SNOWSILL  //  Director, Long White Cloud, Australia

Marketing and Advertising are the surface-level impressions of your business. Like a first date, they have to instantly appeal to the right audience because their subconscious minds judge you in milliseconds. Will they unwrap what you're offering or move on? 

Brand Strategy creates your brand's foundation, and shapes the experience people have with you. It includes strategy, research, positioning, persona development, core messages, storytelling, and more. All before imagery is even considered. It underpins marketing and advertising to ensure a great first impression. Then it goes much deeper to impress people with your substance. 

These disciplines have a symbiotic relationship, like your body and soul. When they're aligned, you'll make better connections...and more sales.

Building a fearless brand - one that has solid foundations to weather any storm - takes work. But the rewards are huge when you do it the right way. Be fearless. Get in touch now. 

Some brands we've helped grow

SIS client

Will is an expert brand strategist, copywriter & ideas generator.

We have worked with Will Roffé for the past 10-years. He is an expert brand strategist, strategic copywriter and ideas generator. He created our successful brand strategy before working on our suite of insurance products along with developing and writing our corporate brand story, website, ad campaigns and more.

If you need strategy, ideas, and/or the written word, Will should be your go-to person. He understands people and how to connect with them using the right strategies, language, tone and ideas.

NICHOLAS BAKER  //  CEO, Star Insure, New Zealand

Build a fearless brand

Find out how we can help you build a great brand that sustains all your stakeholders.