Reflection Hub
A place to explore the questions that shape organizations.
Organizational identity connects every part of an organization. It gives people a shared sense of direction, helps organizations become meaningfully distinctive and guides leaders in the decisions they make.
These three conversations explore organizational identity through each of these perspectives.
Who are we as an organization?
What changes once an organization truly understands who it is?
Every decision shapes the experience people have inside an organization. When employees share a clear understanding of the organizational identity, decisions become more coherent, communication more consistent and engagement stronger.
How do all employees of an organization achieve a shared understanding?
How can leaders make organizational identity explicit across the organization?
And why does organizational identity influence the way organizations perform?
▶️ Watch the Full Conversation with cases EN (33 min)
🎧 Listen to the Executive Summary EN (9’)
Who are you behind your business?
How intertwined is your leadership and your organization’s identity?
Every organization carries the fingerprint of its leaders. Through everyday decisions and behaviours, leadership gradually becomes culture. As organizations evolve, new leaders inherit that identity, shape it and pass it on to the next generation of leaders.
How do your beliefs and behaviours shape your organization's culture?
What part of your leadership do people experience every day?
What deserves to be preserved as your organization enters its next chapter?
▶️ Watch the Full Conversation with cases EN (45 min)
🎧 Listen to the Executive Summary EN (7’)
What are the roots of meaningful differentiation?
What makes your organization stand out?
Clients rarely remember organizations simply because of their products or services. What they don’t forget is how an organization behaves and consistently shows up over time.
As products, services and content become easier to copy, what signifies that an organization is authentic and distinctive?
Do we still recognize what made our identity unique in the first place?
And why is a clear and honest identity is becoming even more valuable in the age of AI?
▶️ Watch the Full Conversation with cases EN (38 min)
🎧 Listen to the Executive Summary EN (9’)
Every new chapter brings new identity questions.
Organizations naturally evolve. Creation, growth, mergers, leadership transitions and successions all create pivotal moments to rediscover and clarify organizational identity
Which chapter best describes your organization today?
Connect with us
Jasper Donker van Heel
Organizational identity strategist | co-founder of Soulcatcher.eu | Castle restorer I am an experienced strategist with a specialization in corporate culture and organizational identity. I help companies address the many challenges they face by accompanying them on an introspective journey and helping them reconnect with their core identity.
Modeling organizational excellence and bringing to the foreground elements of the organizational unconscious, empowers leadership teams to change perspective on how they reflect on and operate their business. It enables efficient problem solving and the exploration of new perspectives of evolution by providing a more insightful and all-encompassing understanding of how to durably address the challenges they face.
Fabian Pepe
Organizational identity strategist | co-founder of Soulcatcher.eu | Brand Orchestrator | Cover band singerI work at the intersection of organizational identity, brand strategy, and transformation, helping leaders, teams, and professionals reconnect with who they truly are before deciding how they want to evolve, communicate, or position themselves.
As co-founder of Soulcatcher.eu, I bring experience across brand strategy, strategic communication, employer and personal branding.
Through identity modeling and systemic listening, I help organizations and leaders create clarity, differentiation, and alignment during pivotal moments of growth, transformation, and repositioning.
Allison Meekins
Alignment Coach | Founder of Coaching with Allison & Amma Knitwear | Entrepreneur & Social WorkerI help people strengthen alignment between how they think, communicate, lead, and collaborate. My work focuses on making patterns more visible in the way people position themselves, build relationships, and navigate team dynamics. Building bridges between different worlds, I help people recognize connections and patterns that create new ways of thinking, communicating, and operating.
My perspective is shaped by experience across entrepreneurship, social impact, coaching, and community development. Since 2016, I have coached individuals and teams, including professionals from organizations such as Microsoft, Accenture, and Philips, and am an internationally certified coach and Neuro-Linguistic Programming (NLP) Master Practitioner.
