It started with a conversation. About something else entirely - a simple audit of a standalone, investor presentation deck.

Our founder began from a place of knowing what he wanted to say, but couldn’t quite find the right way to say it. An age-old problem with so many founders, where our vision is clear to us, but in the effort to articulate it, we reach for the words, the images that, frustratingly, evaporates into fog.

The observations of the initial deck, subsequent conversations and coaching exercises, clarified Stefano’s vision for him and his partner and wife, Crystal. He finally had the words for his vision, words that had been stuck in his throat - just there, but not quite right before. Now crystal clear.

No pun intended.

These coaching conversations continued regularly throughout the project’s engagement.

The journey for Kapuhala became clear once we were able to articulate its founders’ values and the ethos that translate it into a daily practice in their business.

Kapuhala is not hotels or residences. It was a physical manifestation of how its founders lived, wanted to live. Built from the success of an earlier venture that burnt them out, Stefano understood that he wanted a create for him and his family a life of community and health. Old habits die hard, as the saying goes. And he found himself, once again (not helped by Covid), doing first, thinking later — the trait that marks so many founders.

That can absolutely work for a small venture. But on this scale - two massive properties, with a third on the way - it was not sustainable; like using a map missing key updated route information.

From the first coaching conversations and exercises, we were able to better define their purpose: to return to what sustains life - belonging and resilience - so to build a a lifelong practice of living deeply. What would that look like? By creating the space and the opportunity for people to eat well, move well, live well.

Stefano is an Italian, a competitive iron-man and marathon competitor. Crystal is from Hong Kong, a chef. Together, food and the communal table are strong, consistent practices in their lives. Stefano developed a strong passion in all things related to building the body and mind - practices that led to his longevity protocol. The couple were passionate vegans.

It was from this foundational brick that we were able to identify the resources they were going to need on this journey to fulfil their vision of a kinder, more resilient and connected communities.

Many would refer to this part of the process as “brand development”. I would too, in many cases, because it’s easily understandable to others. But it is so much more than that, and one could say, not that at all.

At the risk of oversimplification, a brand is not how something looks — it is how something makes you feel, again and again. It can’t wholly be created because it emanates from a purpose, someone’s purpose. The most successful brands and businesses are the articulation of a founder’s value system, and their conviction.

Think of it this way: a person who will never lie, cheat or cut corners, will build a brand that people trust, because they will run their business that way. The alternative would be unimaginable to them, antithetical to their belief system. A person whose ethics are more flexible, is unlikely to ever create a brand that, long term, holds the trust of his customers.

Kapuhala’s purpose and vision are the lived experience of its founders. It who they are, it is what is important to them, it is how they have, and continue to, live. My job was to turn this ingredient into resources that would help them communicate this practice to their guests and residents, and codify the practice so that these values can consistently inform their business practice and choices.

At the end of the day, it is a business, a livelihood. How do we build a commercially successful business that does not extract from their very people it claims to serve?

Brand Foundation: Containing Vision & Values, Position & Narrative, Naming Conventions, Messaging Framework, Brand Dialogue, Brand Aesthetic, Objectives & Metrics, Next Steps.

A series of playbooks were developed that identified business opportunities and revenue channels that were aligned with their brand values. Others functioned as methodologies and SOPs. Codifying a practice gives the ones tasked with delivering on the brand promise daily a consistent map to follow.

The Playbooks:
The Business Opportunities
The Guest Experience
The Resilience Protocol

Each of these detailed every step for how to deliver on the brand promise in every area of the business, current and future.