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Where mission & method meet to create something incredible.

Where mission & method meet to create something incredible.

Smarter acquisition, retention, & expansion strategy for your training business – so you can serve at scale without compromising on the things that matter most.

our clients are loved by:

our clients are loved by:


Good Intentions  ≠ Good Outcomes.

At its core, education is simple:

  1. Meet people where they are.
  2. Impart knowledge that leaves them better equipped than they were before.
  3. Create change, one person at a time.

It’s a noble calling. But it’s getting harder and harder with every passing day.

    • Employees are changing roles, companies, and industries at the drop of a hat. Some head for the hills – others just head for greener pastures. Both are bad for business.
    • Employers are downsizing, shying away from hiring, leveraging tech & automation where they can, and holding back from investing in their people. Because when their people are leaning out, why should they lean in?
    • Competitors can spring up from anywhere, anytime, for any reason. The boundaries that protected your industry are eroding faster than sandcastles at high tide.
    • Markets are constantly in flux. Whether belts tighten through fear of an impending recession or people simply start to value things differently, the landscape is changing. And not necessarily for the better.

    These are troubled times. Ask 100 people where they think we’ll be in 10, 20, or 50 years, and you’ll probably get 100 different answers.

    But even if the path ahead is uncertain, there’s something you can work on that will enable you to handle whatever comes your way…

    An asset that’s fully within your control to craft, build, and build on with every passing year…

    One that compounds over time to become both a key competitive advantage and a moat that keeps competitors out:

    Your brand. 

    Customers can come and go. Your team can shrink or expand. Technology can disrupt or assist you.

    But throughout it all, your brand endures.

    Here’s the key:

    Your brand is not your logo.

    Your brand is not your business card.

    Your brand is not your website.

    These are pieces of the puzzle – but they’re not the whole picture.

    Ultimately, your brand is the total of these pieces that enables you to attain the only thing that matters…

    Better relationships with the people you serve.

    Great businesses are built on rock-solid relationships. Ones that start off on the right foot, deliver value to both parties, and deepen over time as both parties grow together.

    Every interaction you have with your customers shapes your relationship with them.

    From the first moment they see your name to the moment you part ways, each brand touchpoint adds up to create the overall context…

    One that either supports connection, or degrades it.

    But as varied as these interactions are, there are only three truly critical areas you need to focus on:




    Start things off on the wrong foot, fail to deliver what’s expected, or let the bond stagnate over time: these things kill connection. When connection dies, friction will rise.

    That causes churn, struggle, and keeps you stuck mending fences when you should be building a legacy.

    You deserve better. But simply deserving better isn’t enough.

    It’s only by developing your brand – every part of it, from top to bottom – that you’ll get what you deserve. 

    The stronger your brand, the deeper the bonds you build with everyone you touch…

    And the easier you’ll be to handle anything that comes your way. 

    That brings us to the critical question:

    How well-developed is your brand today?  

    To Get Where You’re Going…

    You need to know where you’re starting from.

    If you’re feeling lost, don’t worry. That’s about to change.

    Book your free Brand Development Audit today and you’ll get a personalised report outlining: 

    • Your business’ biggest strengths and weaknesses
    • Your Top 3 Priorities (focus on these first to get unstuck)
    • 50+ action items you can put to work immediately

    Aisling and the team listened to our ideas and concerns and distilled them into clear and concise solutions that exceeded our expectations. We appreciated the care and attention to detail they put into every aspect of the brand sprint. We were particularly impressed with the prototype that was conducted, which revealed some interesting insights and challenged some of our assumptions about our business.

    The outcome was an articulate and actionable roadmap that is a valuable asset for us as we think about how we want to continue to elevate our business.

    We would highly recommend Aisling to anyone looking for a knowledgeable, experienced, and creative brand strategist.”

    Tomas Saveros & Vidya Ljungqvist
    Founder & CEO, Savtec

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    About Us

    Soul & Compass is a hybrid brand development studio based in the west of Ireland. We help enterprise training businesses build connections that last a lifetime by taking a sustainable approach to acquisition, retention, and expansion strategy.

    Aisling O’Rourke

    Brand Strategist & Creative Director


    John Clancy

    Connection Strategist & Managing Director


    “John is a rare breed of content strategist & writer, where he can simultaneously deliver highly technical AND engaging content in a way that readers connect with, learn from – and remember.

    It’s a pleasure to work with him, and if you get the chance – you’d be a fool to hire anyone else.”
    Chris Rempel
    Serial Entrepreneur & Founder @ Big Pixure

    The journey of a thousand miles begins with a single click. 

    Start your quest off right by getting clear on the path ahead.