Most decisions are made before a customer can explain why.

Brands come to me when their marketing is technically correct, but still doesn’t drive preference.

The brain operates as a prediction system. It looks for familiar patterns so it can act with little effort. When those patterns are unclear, people hesitate or move on. When they’re clear, recognition and trust form naturally. That predictability comes from clarity: a clear identity, clear meaning, and consistent signals over time.

I’m Paula, founder of SheGuides. I’m qualified in neuroscience and marketing, and I study how people interpret what they see, what they recognise, trust, or ignore.

I work from the inside out. I start where meaning is formed, then shape identity and messaging from there. Instead of adding tactics, I correct what’s misaligned so your brand becomes easy to recognise and easy to choose.