Building the brand around the man, not the TV moment

Andrew Jenkins is one of the most recognisable faces in Wales. A finalist on BBC One's The Traitors. Thirty years in banking, including years as a high-performance sales coach at Lloyds. A 1,200km walk across four nations for Headway, covered by BBC News, the Daily Mail, the Mirror and around thirty regional titles along the route. A speaker who gets booked by schools and corporates on the strength of a single conversation.

On the surface, nothing about Andrew looked like it needed help getting noticed.

But his bookings were coming in the wrong order. The low-paying work found him. The high-paying work, he had to chase. Schools booked him at £500 a day. Corporate talks worth four times that needed ten to twenty cold emails a week to land.

The problem wasn't profile. It was infrastructure.

Andrew's brand was split across two names, Strengthen You and Andrew Jenkins, with no single place to book him. His best footage — professionally filmed talks, a Legal & General podcast, a government-funded documentary — was scattered across Google Drives, phone folders and old YouTube uploads. His retreats sold on word of mouth because one post went out. And The Traitors, the thing everyone knew him for, was either the whole story or missing entirely, depending on where you looked.

To grow, Andrew didn't need more exposure. He needed everything people already knew about him in one place, built so the right buyers could find him, trust him and book him without a phone call.

The name was doing the work. The infrastructure wasn’t.

The insight was simple: people weren't searching for Strengthen You. They were searching for Andrew Jenkins.

Every enquiry, every school booking, every corporate lead started the same way. Someone saw him speak, or saw him on The Traitors, or heard about the walk, and typed his name into Google or Instagram. What they found was a split identity: a brand name he'd outgrown, an Instagram account he wasn't using, and no clear way to book him.

“Andrew's conversion rate was already ridiculous. Most people who contacted him had decided to book before they'd even picked up the phone. The problem was how few of the right people were getting that far. He was known, but he wasn't findable, and he definitely wasn't bookable.”Finn Hyett, founder of Proteus Digital

“You are the brand. Nobody's going to remember a company name when they've just watched you on BBC One. So we stopped fighting that and built everything around him.”

The second insight was about The Traitors. It was the thing everyone recognised, and the thing Andrew was most wary of leaning on. Corporate buyers might never have watched it, and he didn't want to look like he was clinging to a TV moment from 2024. So it became one chapter in the story rather than the headline.

The lead was thirty years in banking, a career coaching high-performance sales teams, and a man who walked 1,200km for a brain injury charity. The Traitors was proof he could hold a room under pressure, not the reason to book him.

And the order mattered. Before a single post went out, the booking links had to work, the accounts had to be cleaned up and connected, and the footage had to be in one place. Andrew's brand was built in the right order, so that when the content started, there was somewhere for the audience to go.