Identity
for individuals
What do you stand for, uniquely, in one sentence?
Identity as a compass for people
in the age of AI
Authentic development, individual values and genuine identification
Achievements can be copied, personalities cannot. We harness the power of your personal identity. First, we find out what makes you unique. We get to the heart of your attitude – your values and what you are passionate about. We then translate your identity into concrete actions and train you to apply them in everyday life. In this way, your clear positioning becomes a compass for important future decisions. And on top of that, your individual identity is a helpful framework for the authentic use of your AI tools.
Give yourself and others direction with your identity development now – find your personal compass.
Identity development
We unearth your unique essence with our substantial ID analysis inindividual coaching or group workshops.
Getting to the heart of identity
We condense your unmistakable identity into a clear and trend-setting positioning – without any marketing jargon or buzzwords.
Making identity tangible
We enable you to live your identity in everyday life and make your identity tangible at all points of contact, both internally and externally.
The Spall method
for people
While personal branding is often understood as a guide to self-promotion and marketing or becoming famous, Spall Identity goes deeper. We uncover your individual natural talents, passions and achievements and condense them into your unique identity.
Your benefits:
- Authentic clarity: The Spall method gets to the heart of your individual strengths and values
- Long-term security: the identity-based methodology creates a reliable orientation framework for decisions and further development
- Positioning with depth: an unmistakable profile without standard phrases
- Professional interaction: A clear inner compass for credible communication in professional and private life
- Implementation power: Concrete ideas and impulses that strengthen your reputation and appreciation in the long term
- Creating and experiencing meaning: Fulfillment and motivation internally, added value and identification externally
The Spall method
for people
While personal branding is often understood as a guide to self-promotion and marketing or becoming famous, Spall Identity goes deeper. We uncover your individual natural talents, passions and achievements and condense them into your unique identity.
Your benefits:
- Authentic clarity: The Spall method gets to the heart of your individual strengths and values
- Long-term security: the identity-based methodology creates a reliable orientation framework for decisions and further development
- Positioning with depth: an unmistakable profile without standard phrases
- Professional interaction: A clear inner compass for credible communication in professional and private life
- Implementation power: Concrete ideas and impulses that strengthen your reputation and appreciation in the long term
- Creating and experiencing meaning: Fulfillment and motivation internally, added value and identification externally
Identity development
In individual coaching or group workshops, you develop your identity on the basis of a self-image you will have worked up in advance, as well as the image of you which others have.
Getting to the heart of identity
We condense the unmistakable identity of your employees into a clear and trend-setting positioning – without any marketing jargon or buzzwords.
Making identity tangible
We translate the identity of your employees into concrete ideas for the future that you can put into practice immediately.
When identity is helpful as a compass in transformation processes
The reasons why people come to us are as varied as the people themselves. However, in the course of our identity development projects with over 400 people, we have discovered that there are basically three types of good reasons: People want to make personal progress, develop their business or find a new direction.
Our uniquely substantive process for developing people’s identities provides them with clear self-knowledge as a strong foundation for self-confident and purposeful development. If you find yourself here and want to discover the power of your personality and use it for yourself, then it is worth looking inwards. Because those who know their inner compass make better decisions – in both professional and private transition phases.
In a structured development process that compares your view with a well-founded external image, we work together to determine what makes you unique. And we create the conditions to ensure that your identity is not just imagined, but lived.
Whether you are a manager, entrepreneur, development seeker or generally looking for a new direction, your identity is the lever for clarity, direction and effectiveness.
Selected references
„Christopher Spall not only managed to uncover my strength, but also to place it within such an authentic framework that my professional transformation has not only succeeded – it brings me great joy every single day. That is brand building at its best!“
Birte Karalus
Facilitator, Journalist,
Consensus Builder
"What separates success from failure always lies within the person. No AI can replicate this identity. Developing identity will become even more relevant than it already is."
Jan Roth
Founder & Managning Partner
LINTILIA LAW
"In the one-to-one coaching with Spall Identity, I was able to identify my own values in depth through both self- and external assessment. These values are now the cornerstones of my newly founded company."
Jan Franz
Expert in employee retention,
Founder & Managing Director
Retention First GmbH
"This is me – 100% Florence. I can now live my DNA with even greater focus and am certain about where my journey is heading. Many thanks."
Florence Schelling
Olympic and World Cup bronze medallist as Swiss national
ice hockey goalkeeper, Sports Official & Speaker
"On LinkedIn, I soon realised that my ‘identity’ was striking a chord with people."
Thorsten Logemann
Chief Executive Officer
intersoft consulting services AG
"Spall Identity provided me with a clear compass – strategic top-level consultancy that always keeps practice in view."
Alexander Penzkofer
Managing Partner
Penzkofer Bau GmbH
"Since then, I feel I have been far more intentional in bringing to life what defines me – and my craft of bespoke shoemaking."
Kirstin Hennemann
Partner
Bespoke shoemaking Hennemann & Braun
"This should be a must for anyone who cares about making clear what they stand for."
Joachim Butterweck
Senior Manager, Team Leader
Cofinpro AG
"The brand coaching was a major step towards my true self – something I sense every single day in my work."
Heiko Lemke
Head of Sales
Wütschner Fahrzeugteile GmbH
"By defining who I am and what I stand for, I can now see more clearly where my path is heading and how I want to walk it."
Tobias Ott
Manager Regional Sales Germany South
SKF Group
Our services for developing your identity
Identity development
Basic
Discover your own identity
- In-depth analysis to decode your self-image and how others perceive you
- 1 ID Coaching with an Identity Advisor (personal or digital)
- Coaching Session 1:
Developing identity - Session 2
- Session 3
- Session 4
- Session 5
- Coaching Session 1:
- 2 x Implementation sessions (online) Ã 120 minutes to develop an action plan to purposefully, sensibly and consistently live your identity in the future
- 12 months permanent availability of an Identity Advisor for exclusive sparring
Especially suitable for:
- People who are looking for more visibility
- People who want a clear stance
Identity development
Standard
Discover your own identity and make it usable
- In-depth analysis to decode your self-image and how others perceive you
- 3 ID coaching sessions with an Identity Advisor (in person or digital)
- Coaching Session 1:
Developing identity - Coaching Session 2:
Develop positioning and sharpen profile - Coaching Session 3:
Plan implementation strategy - Session 4
- Session 5
- Coaching Session 1:
- 2 x Implementation sessions (online) Ã 120 minutes to develop an action plan to purposefully, sensibly and consistently live your identity in the future
- 12 months permanent availability of an Identity Advisor for exclusive sparring
Especially suitable for:
- People in change processes
- Entrepreneurs & self-employed
- Consultants & Coaches
Identity development
Premium
Discover, harness and anchor your own identity
- In-depth analysis to decode your self-image and how others perceive you
- 5 ID coaching sessions with an Identity Advisor (in person or digital)
- Coaching Session 1:
Developing identity - Coaching Session 2:
Digging out your personal reason for existence - Coaching Session 3:
Develop positioning and sharpen profile - Coaching Session 4:
Plan implementation strategy - Coaching Session 5:
Situation training & link to your organization’s identity if applicable
- Coaching Session 1:
- 3 x Implementation sessions (online) Ã 120 minutes to develop an action plan to purposefully, sensibly and consistently live your identity in the future
- 12 months permanent availability of an Identity Advisor for exclusive sparring
Especially suitable for:
- C-Level manager
- Politicians
- Public figures
We make your identity
AI-ready
To ensure that your identity remains effective in digital communication, we systematically translate it into AI-compatible formats:
– into brand-appropriate prompts,
– into clear tonality guidelines,
– and into concrete instructions on how content should be formulated, designed and prioritized in line with the brand – across all use cases.
We train you to use AI tools such as ChatGPT, Copilot or Midjourney in an identity-oriented way – whether in marketing, customer service, HR or sales. This creates content that matches your identity instead of appearing generic.
On request, we can develop an internal guideline for the use of AI, tailored to your identity – for consistent, secure and identity-faithful applications across all areas.
What separates success from failure is always something that lies within the person. No AI can replicate this identity. Identity development is becoming even more relevant than it already is.
Interested in
clarity, orientation and relevance?
Let’s sharpen your identity together –
and develop your individual compass.
Identity development tailored for…
CEOs
Politicians
Develop-ment
seeker
Self-
employed
Start-up entre-preneurs
People are not chocolate bars
We don’t put labels on people. No human being fits on a supermarket shelf. That’s why we don’t treat you like a product. We are not looking for your USP (Unique Selling Proposition). Personality tests like DISC or Myers Briggs pigeonhole people. They put them in drawers with generic names or colour codes. We believe that pigeonholing people does not do them justice. We know that every person has something that makes them unique. That’s why we just skip the labels and go deeper.
Our substantial ID Analysis:
5 steps to identity
Step 1
The
self-image
We obtain the participant’s self-assessment via the structured in-depth survey using our “Identity Expedition” online questionnaire.
Step 2
The external image
With our anonymous online questionnaire “Identity Sonar”, we interview the five most important people from the participant’s professional and private environment.
Step 3
The evaluation
We process the more than
100 anonymous assessments from the participant’s environment and prepare the self-image and external image in a structured way.
Step 4
The joint adjustment
In 1:1 coaching, we compare the participant’s self-image with that of others – for maximum credibility and authenticity.
Step 5
The development
of identity
On the basis of a credible self-image and image of others, we develop the participant’s identity together – without pigeonholing.
References
Our identity development in practice
Matthias Steiner
“From Olympic champion to nutrition pioneer”
Florence Schelling
“From hockey star to focus finder”
Manfred Bender
“From professional soccer player to successful entrepreneur”
Kirstin Hennemann
“From Germany’s best to its most reputable shoemaker”
Birte Karalus
“From top presenter to consensus finder with a sense of depth”.
Thorsten Logemann
“From CEO to crisis expert for people and technology”
Jan Franz
“From HR executive to retention expert”.
Tobias Ott
“From employee to leader with an explicit compass”
CEO Branding
A CEO with an authentic profile and clear compass
Did you know that half of a company’s reputation is based on the reputation of its CEO? This means that the image of the head of the company is as important as all marketing activities combined. Only not at Tesla. CEO branding is much more important there. In most organisations, however, the power of personality is underestimated.
So if 50% of your organisation’s reputation depends on the CEO, permit us to ask the question: How do you influence this 50%? Do you take advantage of the opportunity to systematically develop a clear profile of your company’s CEO? If you do, you increase your attractiveness with employees, customers, applicants, owners and the public, and you allow them to identify with you and your company.
First ID, then PR
Business leaders are under scrutiny – constantly. Their reputation contributes significantly to the success of the company. But no CEO has become a brand with a LinkedIn profile and a little PR. It’s more about a clear stance and a clear message. And exactly this attitude is not made in the press department, but in the identity development.
So, let’s talk about the really exciting questions: What do you stand for as CEO? And what makes you a strong brand that employees identify with and that investors and customers trust? The answers to these questions are the cornerstone of attraction and identification. Once these questions are answered, we should definitely talk about your social media presence. Just not before.
The CEO as the company’s most important brand ambassador
Giving the corporate brand a face,
is an incredibly strong signal.
Clear compass for development seekers
The most exciting journey of discovery begins within you
We believe life is for living up to your own potential so you can make the greatest possible impact. To do so, we must decode and use our identity.
What is your inner drive? What is it that makes you tick at the core? How can you make your unique DNA usable and tangible for others?
We develop your identity as a compass for important future decisions and help you to spark the next stage of your development. It allows you to draw on your own essence to find meaning, strength and motivation for your distinctive life’s work.
From ice hockey idol to strong personal brand
That’s me. 100% Florence.
Now I can live my DNA in an even more focused way
and I’m sure where the journey is taking me. Thank you very much.
Politicians
Farewell chameleon: on to an authentic politician’s brand with a clear signature
The demand for politicians with a clear stance has never been greater. Personal trust in people is decisive in every election.
How do you get to the heart of your convictions so that you reach the people who count for you? What is your idea of tomorrow’s society, expressed in one sentence? How can you take a clear stance and be perceived as being auhentic at the same time?
Your personal brand provides the answers. Use it as a compass to build trust and as a valuable toolbox for all your appearances. Our identity development for politicians uses the tricks of the trade of the strongest politician brand of the 20th century: J. F. Kennedy.
Politicians with a clear edge
People don’t just want to see a
fancy train. They also want to know
which direction it is going in.
Otherwise they won’t get on.
From self-employed to a strong entrepreneurial brand
Use your distinctive personality as a compass for future decisions
For the vast majority of self-employed people, confidence in their personality determines their success. Personal branding has therefore become a mandatory discipline for entrepreneurs.
Are you already successful and viewing success not as your motivation, but as the result of your work? Good. We see it exactly the same way. We develop your identity and clear attitude as a compass for important future decisions and help you ito spark the next stage of your development. This allows you to draw on your own essence to find meaning, strength and motivation for your distinctive life’s work – as an entrepreneur and a human being.
From shoemaker to “shoe wish-fulfiller”
Since then, I have become much more aware of what defines me and my bespoke shoemaking.
Start-up entrepreneur
From founder to designer: your identity is your strongest asset
In the start-up phase, every decision counts. Capital, team, business model – everything depends on you. But the bigger your startup gets, the more it needs a clear compass: for your communication, your positioning and for your role as an entrepreneur.
What defines you at your core – beyond the business model? What drives you, even if the pitch goes wrong? What remains when the product changes?
Your personal identity provides the answers. We help you to make your entrepreneurial identity tangible. As a founder. As a leader. As a person. Your identity becomes a clear guiding star – for investors, customers and your team. And the key to growing your startup under your own steam.
Our method: a well-founded process with depth. We integrate your co-founders, key employees or investors in a targeted manner – because only when people identify themselves can a genuine identity be created.
From HR manager to employee retention expert
The coaching has made it clear to me that entrepreneurship is more in line with my personal values.
Personal Branding – The Book
Christopher Spall is co-author of the standard text on personal branding.
“Personal Branding – What turns people into strong brands” explains the laws of modern branding and adapts them to the needs and specifics of personal development.
The book illustrates how you can successfully build your own brand from the inside out. And how people get to the heart of what makes them special and convey it to others in an authentic and impressive way.
Our services
for individuals
Why the
Spall method?
Tailor-made
identity development
BrandPractice Blog
From CEO to crisis expert for people and technology: 3 questions for CEO Thorsten Logemann
The CEO of intersoft consulting services AG Thorsten Logemann summarizes the result of his identity development process as follows. “I have a clear compass for my content on LinkedIn. After a short time, I felt that my “identity” resonated with people.”
From employee to leader with a clear compass: 3 questions for Tobias Ott
The Starting Point Tobias Ott actually thought he knew himself well. But when he took on a new area of responsibility and a new team at work,...
From ice hockey idol to strong brand: 4 questions for Florence Schelling
Identity development after the end of a career provides answers to the questions: “What drives me, away from sport?” “What do I actually stand for?” and “What does my personal compass for the future look like?”