Why I Called My Consultancy “Port Flyer”
- Port Flyer
- Oct 15
- 2 min read
And Why Brand Names Should Start With Why!
In a world full of clever names and curated logos, calling my consultancy Port Flyer might seem like an odd move. It’s not trendy or abstract. It’s not about keywords or catchy alliteration. It does something more important:
It tells a story. My story. And it starts with my why.
I wanted a brand that captured how I work – with strategy, guts, timing, and a strong sense of purpose. So I called it Port Flyer. If you know sailing, you’ll know the term. If not, here’s the story, and why it sums up exactly how I help brands cut through the noise and get out ahead.
The Name with a Story
Simon Sinek famously said:
“People don’t buy what you do; they buy why you do it.”
I didn’t choose Port Flyer because it sounded cool or tested well in a naming workshop. I chose it because it reflects why I do what I do. It tells the story of who I am, how I think, and what I believe in. And I believe that great brands, whether they’re global icons or independent consultancies, should always start from that place.
It Started on the Water
Before brand strategy, board meetings, and business growth plans, my career started on the water. I raced competitively at national and international levels - offshore campaigns like the Fastnet, match racing on the Women’s World Tour, an Olympic Yngling campaign, and helming all-female teams to podium finishes. It was fast, it was high-stakes, and it taught me a lot about leadership, timing, and trusting your plan.
I now bring that same mindset to marketing. So what does sailing have to do with branding?
What Is A Port Flyer?
In sailing, a “Port Flyer” is a high-stakes move. At the start of a race, competitors will traditionally line up on starboard tack (the one with right-of-way). A Port Flyer starts on the opposite port tack – technically at a disadvantage. From the outside, it can look risky – or lucky. But in truth, it’s the product of planning, preparation, and precision. When it works, it’s game-changing and means you can cross ahead of the entire fleet.
It’s strategy, timing, and nerve.
It’s planning, preparation, and execution in perfect harmony.
It’s bold, but not reckless. Daring, but deliberate.
When it came time to name my consultancy, I didn’t want something slick and generic. I wanted something that felt true. Something that says:
This is how I work.
This is who I am.
This is what I believe.
Why It Matters
The name Port Flyer is more than a nod to my sailing roots. It’s a metaphor for the way I work; with clarity, courage, and creative energy. I help businesses find their angle, make a plan, and move decisively – so they can lead, not follow. Because in brand and marketing, success doesn’t come from playing it safe. It comes from knowing the field, trusting your instincts, and making bold, well-timed moves – backed by sharp insight and confident execution.
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