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Strategy, experience and innovation agency for challenger brands.

We create a better human experience of brands, spaces & technology by applying psychology. We win your customers’ minds and hearts for you.

How did it all begin?

I loved the power of psychology, yet was surprised that businesses are not using it to become better and create more opportunities for themselves as well as creating a better human experience in the process. So, I decided to do it, starting first with fashion industry and then working with a wider retail and other consumer brands over the years. That was over 16 years ago and the rest is history.

What sets your business apart?

You can’t see what you don’t know. Our behavioural expertise allows us to spot opportunities that others would miss. We know how human brain works, how to create behaviour change, how to design brands, spaces and digital environments in a way that speaks directly to your consumers’ brains. This gives you a unique competitive advantage.

What is the concept behind your business or the problem you’re solving?

Making your brand stand out in consumers’ minds. Because we know how the mind works, we can create a unique brand differentiation, enhance your brand equity and improve customer experience across all channels. Ultimate optimisation of everything to do with your brand, design and CX thanks to behavioural science.

Where to next/What is your brand vision?

Better is a foundation of all we do and our approach to our business too.

Improving constantly our offering for brands, working on meaningful projects and also looking into scaling with technology.

Simply… Better!

Kate Nightingale

Founder of

Humanising Brands Ltd

What do you feel passionate about/what drives you?

Humans – I believe we can all have better experience of the world. I know the science behind how to make it better, I have made it better with so many amazing brands like Swarovski, Klarna, various department stores, and many incredible category defining start-ups. I know it is possible and I want every human to have a truly beautiful, inspiring and empowering experience every time they interact with any brand and I am here to make it happen.

Share an example of early life that has shaped you?

As a 7 year old I came to my Mum and older sister and asked why people lie. Children at that age usually don’t understand such abstract concepts. Yet, I observed people’s conversations and just knew that if they were only honest in their communication, their relationships will be better. This is where my passion for psychology was born.

Highlights of your business journey so far?

– Working with Swarovski on their global retail store concept.

– Campaign with Klarna where we identified 5 holiday personalities globally.

– A personalisation, metaverse and 3D design proof of concept innovation project with a luxury marketplace.

– Numerous keynote talks and conference chairing including Retail Week Masterclass, Global Female Leaders, eTail, IRX, Campaign Brand Forum.

– Being a lecturer and inspiring future leaders every day.

– Being the expert that journalists from Retail Week, The Business of Fashion, Vogue Business, BBC and many other media titles often call to get comments.

Key lessons you have learned along the way?

1. Be Yourself. You are one of a kind, so never bend to anyone’s view of you.

2. Keep healthy boundaries, value yourself and say ‘no’ when you’re not feeling fairly treated.

3. You always come first. If you are not ok, no one else can benefit from your brilliance. Taking care of your health, mental health and personal development always comes first.

Best piece of advice you have received?

Take care of yourself first.

Advice to an aspiring entrepreneur or woman just starting her career?

Owning your business is a mission, a purpose, a legacy. It is certainly not going to be easy, but we don’t value things that are easy. Build your resilience. Focus as much on your personal development as on your business. If you are not feeling great, powerful, inspired, you won’t do a good work. So, start with your wellbeing, your mindset and create daily rituals that set you in the right frame of mind. This daily practice can be more powerful than anything else you do.

What funding route have you chosen for your business and why?

Bootstrapping as I wanted to have all control over my business and decision making.

Some of the challenges you have faced and how you overcame them?

Many! One that we have all probably experienced and I did too a few times is when a client changes their mind last minute. You think you have the project in hand and then suddenly the idea has changed, the business want to take a different route etc.

This moment can be really heart shattering, especially in the quieter times, but this is precisely the times when I needed to master up more courage, boldness and fire in the belly to continue. And it works every time!
Challenges are a brilliant teacher.

Why is it important to support women-led business?

Female brains are wired to take care of the whole communities, societies and humanity. When women run businesses or work on senior leadership positions, not only businesses prosper, employees are happier, but the business has considerably wider positive social, environmental or ethical impact on people and planet.

That care, compassion and kindness embedded in female nature is what can make this world a better place.

60

Seconds

with

Kate Nightingale

My inspiration is...

Science.

My greatest fear is...

Not being good enough.

The most courageous thing I’ve ever done is...

Starting my own business.

Guilty pleasure?

Is a good glass of red wine.

Mantra you live by?

ME first. I can’t be useful to anyone if I am no ok myself.

Female role model?

Too many to choose; all the females I work with, all the founders.

Women-led brand you love?

Dowsing & Reynolds, Bluebella, Tallow & Ash, Hanx, Naydaya, Deliciously Ella (I could keep going).

Top productivity tool?

Meditation, Great Music, Empowering Myself.

Humanising Brands Ltd has created a SPECIAL OFFER exclusively for Women's Chapter Members

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