Your story is the source code for everything‍ ‍you’re trying to build. 

And probably also your most underused asset. 

work with me

You have the expertise. The ideas. The work to back it all up.

But somehow your pitch doesn't do your idea justice. Your career no longer fits the way you introduce yourself. Or your brand is struggling to stand out, despite having a product people love.

The problem isn't your work.
It's the story you tell about it.

Hi, I'm Joana, brand strategist, storytelling expert, and TEDx coach.

My magic trick is finding the story in the mess.

I turn complex people, brands, and half-formed ideas into a narrative that makes people care and connect. And then want to fund, join, or rally behind them.

I've spent 15 years working at the intersection of brand strategy, communications, and high-stakes storytelling between New York and Berlin. From global brands and corporate leadership teams to experts preparing for the room that matters.

Then three things happened: children, Covid, and Costa Rica.

And a much bigger question emerged for me: what happens when the person who’s spent years helping brands tell their story, suddenly has to figure out her own?

MEET JOANA

What do you need your story to do?

MAKE YOUR NEXT PRESENTATION LAND

Turn your pitch, keynote, or board presentation into a compelling argument people understand, remember and want to get behind.

MAKE SENSE OF YOUR NEXT CHAPTER

Connect the dots between your experience, your strengths, and your ambitions. Build a professional story that makes your value clear and makes you the obvious choice.

BUILD A BRAND PEOPLE LOVE

Find the positioning and narrative that make your brand recognizable and impossible to copy, and give it a stronger foundation to grow.

Let's find your starting point

What we might work on together

BRAND & PERSONAL BRAND

  • identity

  • positioning

  • narrative architecture

  • messaging clarity

  • visibility strategy

PRESENTATION & SPEAKER COACHING

  • storylining

  • TEDx best practices

  • flow

  • slide structure

  • delivery & confidence

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Before we struggled to talk about ourselves as the two people behind the brand. We weren't sure what that story really was. Joana helped us find the story that feels authentic and we're proud of.

Client testimonials

I know what I'm offering, why, how, and for whom. I gained clarity! Everything has changed.
For decades I've told the world's biggest stories. Now, I'm telling my own. It was shaped by the valuable expertise of brand storytelling strategist Joana Koehl.
Reaching out to you was the best idea. Our presentation has completely transformed after working with you. We are incredibly happy with the result.
You have a keen ability to bring so much to light in a short period of time. You are a gem!
Thank you again so much for the wonderful coaching and for our great and successful collaboration! I learned a lot of new things from you and our time working together was truly enjoyable.
Working with Joana has been transformational for our brand. Her expertise in storytelling helped us articular our Why and build a solid foundation for the next phase.
We understood each other quickly and you really hit the nail on the head!
Joana found the talk in things I didn't think were interesting
you didn't just listen you reflected back what I hadn't been able to put into words
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You’re too close to your own story to see what makes it extraordinary.

I bet you’re sitting you’re sitting on gold and can’t see it.

Let's find the thread that connects what you've done, what you believe, and what you're building next.

Tell me what you're working on, what's not quite clicking, and what you'd like to make happen. And we'll figure out if I'm the right person to help.

let's talk about your story
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