PwG Communication

Terms and conditions might protect a business from liability, but they cannot protect a brand from disappointment ...

Recently, we went to an outdoor concert in Buda Castle (4 women from my family), so I pre-booked a taxi about half a day in advance. 🚕 The point was obvious: I wanted certainty that we would have a car and arrive on time.

About 30 minutes before the scheduled pickup, I still hadn't received any information about the car, so I called . (Because I had had a negative experience with them beforehand, so I wanted to make sure, they would send the taxi.)

✔️They confirmed that they could see the booking, asked again about the details, and told me they were looking for a car and that I would receive the information shortly.

❌ Then, 3 minutes (!) before the scheduled pickup time, I received a notification saying that no car would be coming because none was available.

I was sooo frustrated. I called again the customer service.
❌ No real apology.
❌ No attempt to help us find a solution.
❌ No compensation.
❌ No visible ownership of the situation.

The explanation was short: their terms and conditions do NOT guarantee that a pre-booked taxi will actually arrive.

What❓ There is a service which promises and should provide this pre-ordering benefit and they can say legally that it is not guaranteed?

It doesn't make sense - at least from perspective.

We had trusted the service enough to organize our evening around that booking. This was broken - for the 2nd time (!) - and this time it put us in a very uncertain situation. So I immediately removed the company's app from my phone, I called another one, and I will never call this one again, and probably neither will my 3 other family members.

💡 A mistake doesn't necessarily damage a . But the way you handle a mistake or a problem says much more about your brand than the way you operate when everything goes according to plan.

p.s.1: This is the 2nd story in my post series, one more (finally a positive) example coming 🔜 To exemplify that brand building is much more than online comms and posts. It should cover the whole .

p.s.2: We finally made it to the concert, which was a fantastic experience and made up for everything that had happened before. And on the way home, a reliable taxi company came to pick us up.

How can one human interaction weaken a carefully built premium ?

Recently, I visited the boutique of a well-known premium coffee brand in Budapest to buy some coffee capsules. ☕️

💬 I asked a few very ordinary customer questions: What does this one taste like? How would you recommend drinking it? What promotions are currently available?

🔴 The salesperson answered, but throughout the whole conversation he seemed visibly bored and uninterested. (And his colleague didn't come to us to replace him.)

💬Then I asked whether I could perhaps taste one of the coffees.

🔴 Again, the answer was yes, but delivered in a way that made me feel as if I was creating extra work simply by asking...

And this is where my perspective switched on.

✨ This is a premium brand. It invests heavily in premium locations, celebrity ambassadors and a whole coffee experience. The boutique itself invites you to come in, discover, taste and experience the brand.

❌ But ultimately, the person representing the brand at that particular touchpoint became the brand for me in that moment.

💡 That is why cannot stop at advertising, visual identity or online communication.

Your brand promise has to represen along the customer journey.
▪️ A beautiful campaign can create expectations
▪️ A premium environment can reinforce them
▪️ But one human interaction can either validate the whole promise, or or create dissonance within minutes

Later I received the brand's survey and shared my feedback ... No response followed ... Which brings me to another important part of brand experience: what happens after something goes wrong ...

This was my first visit to this brand's store, and my first personal offline impression ... Well, I'm not keen on going back...

And this is the 1st story in my brand experience post series, two more (both negative and positive) examples coming 🔜 To exemplify that brand building is much more than online comms and posts. It should cover the whole .

What are the key cards in your brand’s deck - and do you know when to play each one? 🃏

Last week, I joined a business breakfast where I had 30 seconds to introduce myself.

30 seconds is

✅ enough to grab attention, briefly explain who you help, how you help them, and what makes you different,

❎ but not enough to communicate everything that might make your brand relevant and convincing to a particular person or target group.

And you don’t need to.

💡I often think about as cards in a brand’s deck. You don’t have to put every card on the table at once. You need to know which cards you have - and which one is worth playing in a particular situation.

Defining your key messages is an important step, as well as understanding when, where and for whom each of them becomes relevant.

This applies both to a and a .

An event introduction, a sales meeting, a LinkedIn post, a newsletter or a one-to-one conversation might require different messages from the same brand.

And your key cards are not necessarily product or service features.

▪️ Your way of thinking
▪️ Your approach
▪️ Your methodology
▪️ Your professional background
▪️ Your complementary experience
▪️ etc

Messaging points that can reinforce your positioning in the right situation, with the right audience.

Even seemingly small details that can become exactly the reason why someone pays attention, relates to you, remembers you or starts trusting you.

Some examples of messaging cards I play in the right situation: strong business approach in brand building, international corporate background, public speaking experience in Toastmasters, coaching as a complementary tool to consulting, ultra-running mindset ...

What I recommend:

1️⃣ collect your strengths
2️⃣ categorize them: mindset, methods, experience, product/service features etc.
3️⃣ labels them as points of parity, points of difference, credibility points

𝐖𝐡𝐚𝐭 𝐡𝐚𝐩𝐩𝐞𝐧𝐬 𝐰𝐡𝐞𝐧 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐭𝐨 𝐟𝐨𝐥𝐥𝐨𝐰 𝐲𝐨𝐮𝐫 𝐨𝐰𝐧 𝐚𝐝𝐯𝐢𝐜𝐞?

On Wednesday I launched a new video series on Instagram called "Brand Builder's Diary."

Over the coming weeks in August, I'll be sharing one short video every day.
📱 No editing.
🎙️ No post-production.
💬 No subtitles.

Just me, my thoughts, and whatever I'm currently experiencing, learning, or working on. I had been planning this challenge for a while, and now .

❌ Ironically, recording the very first episode didn't go quite as planned. I spent almost an hour trying to record a one-minute video.
Not because I didn't know what I wanted to say, but because I was trying to squeeze something into one minute that, in my opinion, simply needed more context.

By the end, I was genuinely frustrated.

💡Then I had a realization: I had fallen into exactly the same trap I so often help my clients avoid. When it comes to brand building, I always start from strengths rather than weaknesses.

☑️ Whether I'm working on a or a , we first identify what already works well. What strengths, skills, resources and competencies are already there. Those become the foundation, and only then we gradually expanding the comfort zone and start developing the areas that need improvement.

🆚Now, however, I tried to do the opposite. Instead of building on what naturally fits me, I tried to force myself into a format that simply isn't my strength (yet).

So I made a decision.
▪️ The videos will stay around 2–3 minutes for now.
▪️ Maybe they'll become shorter over time. Maybe they won't.
▪️ But I'd much rather create content that delivers real value than fit into a self-imposed one-minute limit.

❓ Where could you apply this comfort zone leaving approach in your brand building?

Injection mold manufacturing. Waste management. Construction solutions.

Not exactly the topics that would first come to mind when thinking about a female brand building consultant. 🙂

Last Wednesday, before leaving, I looked into the mirror and wearing the outfit you can see in the photo, this was exactly what came to my mind. 👗👠👜

Approx. half an hour earlier, I had just finished a consultation with a client operating in sustainable waste management and I was on my way to another client organization. I smiled to myself because this is definitely not the classic “skirt” or “high-heel” topic. 🙃

Then I reflected on the past 6+ years.
▪️ I have had clients from the injection mold manufacturing industry.
▪️ I have worked with companies providing construction solutions.
▪️ And with many other businesses that, at first glance, would not be considered particularly “female” industries.

So why do I take on these projects?

💡Because I believe that in certain situations, we are not talking about a female or a male professional. We are simply talking about a professional.

Furthermore, every new industry brings a new way of thinking with it. What I learn in one field, I can often transfer to another:
🆕️ a new perspective,
🆕️ a new approach,
🆕️ or a question that I have already answered elsewhere.

🤝So, in the end, it is not only my clients who benefit from my cross-industry experience, but me, too. Because every single project is an opportunity to look at brand building, business building and growth from a new angle.

And honestly, that is exactly why my work is always exciting, even if most of the time I cannot fully capture it in photos. 😊

Yesterday's Business Fest felt a bit like a reunion.

Throughout the day, I met former clients, current clients, former colleagues who became clients, former clients who became partners, and former clients who became friends. And I might miss some other combinations. 🙂


Many of these people I usually meet virtually.
However, every time we meet in person, the connection feels exactly the same: the same openness, the same trust, the same vibes, and the same conversations that continue where we left them.


Relationships are one of the most valuable assets we build in business.

❌️Not because they lead directly to the next project.
✔️But because over time, they create something much more meaningful: trust, mutual support, shared experiences, and genuine human connections.


💡And remember, behind every business, brand and title, there are people first.


As in-person catch-ups are still the best, I tried to capture some of these moments, but unfortunately with some people we missed it. 📸


Katalin Fehervari and Rita Hekeli Hungary, Viktoria Kiss, Gabriella Peuker, Tamara Szabo Co-Create Development , Zoltan Vardy's 'The Launch Code', Seres Era - Khepera Coaching & Learning, Anita Polgar-Zsilak, Peter Hajdu, Gergely Szel, it was so great to meet and catch-up with you yesterday. See you again soon somehow, somewhere.

𝐇𝐨𝐠𝐲𝐚𝐧 𝐞́𝐩𝐢́𝐭𝐡𝐞𝐭𝐨̋ 𝐟𝐞𝐥 𝐞𝐠𝐲 𝐨𝐥𝐲𝐚𝐧 𝐧𝐞𝐦𝐳𝐞𝐭𝐤𝐨̈𝐳𝐢 𝐬𝐳𝐞𝐦𝐥𝐞́𝐥𝐞𝐭𝐮̋ 𝐤𝐨̈𝐳𝐨̈𝐬𝐬𝐞́𝐠, 𝐚𝐦𝐞𝐥𝐲 𝐚 𝐥𝐚́𝐭𝐡𝐚𝐭𝐨́𝐬𝐚́𝐠𝐨𝐭 𝐞́𝐬 𝐚 𝐯𝐚𝐥𝐨́𝐝𝐢 𝐤𝐚𝐩𝐜𝐬𝐨𝐥𝐨́𝐝𝐚́𝐬𝐨𝐤𝐚𝐭 𝐭𝐚́𝐦𝐨𝐠𝐚𝐭𝐣𝐚?

🎙Érdemes megnézni a Strategy & Soul Branding Podcast legújabb, hatodik adását, amiben Zsidai Zsuzsannával, interkulturális szakértővel, a Womazing.eu alapítójával beszélgettem többek között erről.


💡 Miről beszélgetünk még az epizódban?

▪️𝐖𝐨𝐦𝐚𝐳𝐢𝐧𝐠 𝐮́𝐭𝐣𝐚: Honnan jött az ötlet egy olyan platformhoz, amely hazai és nemzetközi láthatóságot, valamint kapcsolatokat hoz be a magyar vállalkozónők életébe?

▪️𝐊𝐚𝐩𝐜𝐬𝐨𝐥𝐨́𝐝𝐚́𝐬 𝐞𝐫𝐞𝐣𝐞: Hogyan ad inspirációt és löketet, ha mentorokkal, együttműködő partnerekkel kollaborálunk - akár itthon, akár nemzetközi programokban?

▪️𝐓𝐚́𝐦𝐨𝐠𝐚𝐭𝐨́ 𝐤𝐨̈𝐳𝐞𝐠: Miért ad akkora erőt, ha tudod, hogy van egy hely, ahol merhetsz kérdezni, és ahol a többiek nem versenytársat, hanem nőtársat látnak benned?


Ha érdekelnek a részletek, nézd meg az adást YouTube-on. ▶️
Link az első kommentben. 👇

Group coach training program at Co-Create Development was accomplished 2 weeks ago, so now I have already an internationally accredited certification for group coaching formats as well. 👥️📃👩‍🎓

Following the Level2 coach training program there was no question in my mind what to expect: I knew that 100% practical training days were waiting for me with pro trainers and a good community.

Many thanks, Tamara Szabo and Csaba Csetneki, you were a great trainer duo, your experience and personalities complement each other very well. 🔝

For those, who are wondering:

❌️ No, still I'm not changing my PwG Communication brand building consultancy into business or life coaching.

BUT. 🙂


✅️I often use coaching (and NLP) as a 'free-style' tool in my consulting work and workshops.

👉Because this way I can much more easily help my clients BLOOM:) by shifting limiting beliefs, overcoming blocks that stop them from leveling up, and by reflecting in a more conscious and authentic way.

✅️From time to time I also provide 'pure' business coaching processes (integrating NLP as well) for my clients and for company (future) leaders.

👉Because it’s amazing to see how much personal development and multiplying impact can come from 60 minutes of dedicated attention to someone’s inner world (resources, driving forces, etc.).