CONNECTED GROWTH™
Wachstum durch Verbindung.
Building a brand designed to grow beyond its founder
It all started with Kristina’s story — her experiences with change, her perspective on human connection, and the vision of contributing to a workplace where people feel joy and meaning.
Through the TrueSelf Method™, we first crafted Kristina's personal brand story and explored her core within the Personal Identity Journey. In the Personal Brand Architecture process, those foundations were translated into a complete brand built from the inside out. Kristina’s vision became the driving force behind everything that followed.
What originally began as Kristina’s idea of self-employment — offering coaching and training around change and transformation — evolved into CONNECTED GROWTH™: a scientifically grounded organizational development methodology where the well-being of people is the key to future-ready organizations, and a brand intentionally built to grow from a founder-led personal brand into an umbrella brand with the potential to evolve into a broader movement over time.
This is what was developed throughout the Personal Brand Architecture process:
Identity
Purpose
Vision
Mission
Strengths
Values
Unique selling proposition
Working with The Inner Critic with Growth Mindset Coaching (in addition)
Direction
Primary target group
Target group strategy
Positioning statement
Value proposition
Sales strategy
Growth path and
Future potential
Framework
Brand framework
Brand experience
Key Messaging System
Design system (in addition)
Visual Translation of
CONNECTED GROWTH™ and Kristina Klaassen into Brand Imagery (in addition)
Development of the CONNECTED GROWTH™ Methodology
As the future direction and growth potential of CONNECTED GROWTH™ became clearer throughout the process, the methodology itself was further developed and defined in greater depth.
This included:
Method definition
Scientific foundation of the methodology
Method logic
Impact chain
Method structure and modules
Practical application in organizations
Derivation of the methodology
Selected excerpts from the brand system
The following excerpts offer insight into selected parts of the CONNECTED GROWTH™ brand system — showing what can evolve for you and your brand through a Personal Brand Architecture process.
Brand Identity: the heart of the brand
Kristina Klaassen ist Expertin für Verbindung in Organisationen und Gründerin der wissenschaftlich fundierten Methode CONNECTED GROWTH™.
CONNECTED GROWTH™ basiert auf einer klaren Erkenntnis:
Das Wohlbefinden der Menschen entscheidet über die Zukunftsfähigkeit von Organisationen – und Verbindung ist der Hebel, über den dieses Wohlbefinden gezielt gestärkt wird.
Die Methode verbindet drei Ebenen systematisch:
Verbindung zu sich selbst, Verbindung im Team und einen psychologisch sicheren Rahmen, in dem Vertrauen entsteht und über Zeit wächst. Aus diesem Zusammenspiel entstehen Selbstwirksamkeit und Vertrauen – die Grundlage für hohes Wohlbefinden.
Wo Menschen sich wirksam erleben und einander vertrauen, entstehen Engagement, Verantwortung und nachhaltige Leistungsfähigkeit. So wachsen Organisationen von innen heraus.
Brand Direction: the strategy of the brand
Brand Framework: the structure of the brand
Brand Experience: the atmosphere of the brand
The Methodology of CONNECTED GROWTH™
From Initial Vision to
CONNECTED GROWTH™
Every brand begins with something that already exists beneath the surface — a vision, a belief, or a direction that has not yet fully taken shape.
Kristina entered the process with a deep vision around change, human connection, and meaningful work. Throughout the journey, she gained the clarity, structure, and confidence to fully step into that vision and shape it into something much bigger than originally imagined.
What evolved was CONNECTED GROWTH™: a scientifically grounded organizational development methodology and a strategically developed brand built from Kristina’s true self — designed to grow from a founder-led personal brand into an umbrella brand with long-term growth potential.
At the beginning
A Personal Brand Story explaining why change and connection are central themes of her life
Strong expertise in consulting and coaching that still felt separate and strong interest in transformation and working with teams
Vision to contribute to a workplace where people experience meaning and joy
Uncertainty about whether self-employment was truly the right path while wishing to make a real difference on a larger scale
Questions around target audience, direction and future scale
At the end of the process
A fully developed brand rooted in her true self, her beliefs, values and vision strategically designed to evolve into something bigger over time
A unified positioning connecting both fields into one coherent identity
A scientifically grounded organizational development methodology that has the potential to shape the future of work
Greater confidence and clarity in her business direction and decision to build her own brand
A clear strategic positioning, defined target group, and long-term growth architecture for the future development of the brand
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The co-creation process
Collaboration format:
Strategic development sessions:
Collaborative development time:
Timeline:
Initial scope:
Additional strategic developments:
Prior Work:
Fully remote
Miro • Microsoft Teams
10
39 hours
11/2025-04/2026
Personal Brand Architecture including:
Brand Identity • Brand Direction • Brand Framework
Dual Brand Strategy
Development of the CONNECTED GROWTH™ Methodology
Growth Mindset Coaching
Dual Design System
Dual Visual Translation of
CONNECTED GROWTH™ and Kristina Klaassen into Brand Imagery
Personal Brand Story — Veränderung
Personal Identity Journey including
Signature Strengths • Personal Values • Meaning in Life
Vision Work
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45 minutes (free of cost)