Make better connections

I'm Will Roffé, a Brand Strategist & Copywriter helping purpose-driven entrepreneurs make better connections with the people they care about.

A fearless brand is not limited by fear of failure or societal norms. It takes risks, embraces change, challenges the status quo and voices its opinions to attract and connect with its real audience. It stands up for what it believes in and fearlessly pursues its goals and vision to make a lasting impact on its audience and industry.

“We have worked with Will Roffé for the past 10 years. He created our successful brand strategy & strategies for our large suite of insurance products. He also developed & wrote our internal culture, corporate brand story, website, ad campaigns & more. He understands people and how to connect with them using the right strategies, ideas, language, and tone.”

Nicholas Baker

CEO – Star Insurance

How I can help you

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Brand Strategy

Commit to a new or upgraded Brand Strategy that will improve people’s experiences with you.

Go-To-Market Strategy

Align your Marketing Strategy with your Brand Strategy and Content Strategy to ensure your hard work pays off.


Copywriting & Ideation

Let’s make better connections with your audience using the power of ideas and strategically-aligned words.

Why choose us

Why Choose Fearless?

My team and I have been winning hearts and minds for over 22 years

Our clients choose us because they want help building a fearless brand from an equally ambitious partner who knows what works. So far, we’ve helped our clients generate over £1b in sales.

“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.”

Jeremy Snowsill

CEO – Long White Cloud

Engage your audience in ways they’ll understand

Positive transformation begins with your business & brand strategy. We first understand your company’s goals & challenges, and customers, as well as your unique DNA, positioning, messaging, design & more.

We can start with a clean slate or make upgrades where necessary. Once everything is aligned, your marketing, advertising & online properties will make better connections with the right audience. You’ll then build real momentum, leading to brand recognition, authority, trust & loyalty.


Your users aren’t just numbers, they’re real people


Followers is a nice vanity number but pointless without real connection.


Sales for our clients by making better connections with the right people.


Average time our clients spend working with us. (Okay, that’s a vanity number.)

Making Insurance Happiness Happen

Star Insurance has become the undisputed leader in niche vehicle insurance. They always rate highly in Trust Scores, and their team, book value of the vehicles they insure, and year-on-year revenue have all grown significantly since working with us.

Some fans of our work

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