Vrouw Achter Het Merk: Manon de Boer

What do you get when you throw a creative mind, a former stylist with a keen eye for detail, and a hefty dose of entrepreneurial spirit into a blender? Well, Manon de Boer so. She is the brain behind Brand Whispers, the communication agency she launched in 2022. Together with her team, she helps brands grow by not only (re)discovering their core values but also effectively implementing them in their brand strategy and communication.

In this interview, Manon talks about the importance of being a little stubborn and why you should especially not listen to people in your environment who say that you ‘definitely need a good education first.’.

What does the former stylist herself wear on an ordinary day like today?

Manon laughs. “Well, I’m working from home today and the weather is nice, so I’m wearing a cool oversized jeans from Janice, a good tank top, lots of jewelry, and a comfortable shoe.” Easy, but definitely stylish – but hey, we wouldn’t expect anything less from a former stylist.

You founded Brand Whispers in 2022, a communication agency that helps companies grow with the right message. Quite a switch considering you once worked as a stylist. When did you know it was time for something else?

“I always follow my pleasure and curiosity. If something comes my way that I think: can I do this and do I enjoy it? And the answer is yes, then I go for it. I never labeled myself as ‘now I am a stylist’ or ‘now a consultant.’.

As a stylist, I often got asked if I could give a training or strategic session to entrepreneurs and their teams – I could put a lot of passion into that,” she says. “Thanks to various mentors, I developed further in that area and noticed that more and more consulting assignments came my way. Not only in the fashion industry but also in other sectors like automotive, lifestyle, and finance.

Ultimately, I wanted to break free from the styling image and saw the opportunity to start a new company that didn’t depend on me and could scale. But that didn’t happen overnight. Think of every service you offer as a ball in the air: one moment you do one thing more than the other, and so you gradually shift. That’s how I slowly and gradually ‘switched.’

What kind of education did you pursue?

“I actually wanted to go to AMFI, but I wasn’t accepted. Then I thought: I have a high school diploma, I’ll do a fashion vocational training. During that training, I hit the jackpot and ended up in the entertainment world. I got the chance to dress famous artists. Then I stopped the training – I could actually start working and start my first business at nineteen.

At twenty, I did start studying Communication Management in the evenings at a higher professional level. That was a mix of economics and marketing. Very tough, because I worked seven days a week. But I learned a lot from it, especially because there were entrepreneurs teaching. That’s how I actually developed myself.”

What does the team of Brand Whispers look like?

“Kiki is our project manager – she started as an intern and never left. Furthermore, we have a number of permanent people who design and write texts. In addition, we work with a flexible layer of web developers and online marketers. The team doesn’t meet every day and works from various locations both domestically and abroad. We deploy people per project. And that is also the team of the future, I think. If necessary, we come together, but everyone mainly works from their own place. I don’t believe in pushing people literally into office cubicles – then they become uninspired, and inspiration is our greatest fuel.”

What should brands do to be successful?

“Stay very close to themselves. If I can give one tip: get to know and implement your own core values, both in your internal and external communication. Some brands just don’t know what they stand for anymore and throw a message in the window that doesn’t feel authentic and therefore doesn’t yield commercial success. You can’t present yourself as a brand differently than you are if you want to be successful.”

”Whether you are a large or small company: know your core values and know what you stand for. When your message is the right one, you only need to whisper.”

How do you help companies find their core values?

“It always starts with a good conversation. We start with strategic sessions and ask people critical questions. Where do you want to grow to? What do you stand for? What message goes with that? And what’s behind it? People need to be involved and want to build their brand together. That fire in their eyes really needs to be there.”

Which company would you like to collaborate with again?

“Ooh…” she laughs. “I have a list on my phone, wait a minute,” she says. “Ajax is definitely at the top – I’m a football girl and we follow it closely at home. Gisou also seems really cool to me. Not necessarily that something can be improved, but it seems really great to guide them to the next phase.”

You were off the radar on Instagram for a while – you called it a social detox. Why did you feel that was necessary?

“Haha, yes, that just happens. I’m always busy with work. Everywhere I go, I see things, notice something, get ideas. And then it’s hard to also look at my own brand. I would like to be more visible, but my focus is precisely on the brands we work with and the difference we want to make. My socials don’t feel urgent because of that. If I really have something to say, it goes online. But then I want it to be good right away.”

Where do you find peace?

“I moved out of Amsterdam last year. I now live in the middle of the woods, but close to the city. That’s where I really find my peace. Enjoying a nice walk, being in nature – I love that. And yes, I still have appointments in the city, but that mix works perfectly for me.”

Do you earn a good living as an entrepreneur?

“As an entrepreneur, revenue is something different from your own salary, of course. But if you can’t make money with entrepreneurship, you shouldn’t start your own business. You’d be better off in paid employment. You have to work hard, build a good foundation, and always be ‘on.’ And yes, then you have a good living.”

What do you prefer to spend money on?

“On fun things. Not necessarily clothing, haha.” She laughs and thinks. “Enjoying lunch on the beach or a weekend getaway – I really enjoy that.”

Do you have tips for people who want to start their own business?

“Don’t ask too many opinions from your friends and family. They often give advice based on their own loving beliefs – and that can be limiting. Don’t let that hold you back. Don’t label yourself. Don’t think: I don’t have that education, so I can’t do it. Follow the joy. Find out what you need to be able to do something and ask for advice from mentors who come your way.

And if I may add something: don’t make yourself unnecessarily small. Don’t pretend to be someone you’re not, but do say what you stand for. And: be proud of what you do.”