BRAND SATELLITE
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Introducing the 28-Day Brand Launchpad
The 28-Day Brand Launchpad is a guided, small-group, brand creation experience for independent coaches and consultants who want clarity, confidence and momentum, without losing authenticity.
By working as part of a small group with other purpose-driven independent consultants and coaches, the 28-Day Brand Launchpad ensures your new brand is peer-reviewed and stress-tested to quickly prove its worth in the marketplace.
All run by Giles Etherington, with over 35 years of expertise – with both major multi-national brands and local start-ups.
You are at the centre of the process. Giles, along with the rest of the cohort, act as your experienced guides.
The programme gives you the structure, the space and the feedback needed for your brand to take shape.
If you’re an independent coach or consultant, there’s a good chance this feels familiar:
- You know you add real value, but explaining it simply feels harder than it should
- Your marketing feels inconsistent, forced or slightly off
- You rely heavily on referrals and word of mouth
- You hesitate when it comes to pricing, positioning or visibility
- You’re busy, committed and capable, yet something isn’t quite clicking
None of this means you’re doing anything wrong.
It usually means you’re too close to your own business to see it clearly.
“When you are inside the jar, you can’t read the label.”
That’s the challenge the 28‑Day Brand Launchpad is designed to solve.
The 28-Day Brand Launchpad was a recent Finalist in the ‘Best Innovation in Business’ Award at the Midlothian & East Lothian Chamber of Commerce Business Awards.
Why clarity is so hard to create on your own
Most coaches and consultants are thoughtful, experienced and highly capable.
What makes creating a brand so difficult is seeing your business from another perspective – your clients’.
When you work alone:
- Blind spots are hard to spot
- Ideas stay in your head rather than becoming decisions
- The wrong ideas become the norm
- Confidence wobbles because nothing has been properly tested
- Progress feels like hard work
For your brand to take shape, you need to be asked the right questions, be challenged on your ideas and you need to receive outside‑in feedback. That process works best when it’s done with other people helping you.
A shared process
You’ll focus on one clear brand‑building daily activity, supported by:
- Short, focused guidance
- Practical worksheets
- Time to think strategically about your business
- Thoughtful peer and expert feedback
You complete the work, share it with the group, receive perspectives, refine your thinking, and move forward with confidence.
What you’ll develop through the 28-Day Brand Launchpad
Clarity
You’ll gain clarity on:
- Who you’re really here to serve
- What problems you solve best
- How to position your consultancy clearly and credibly
Your message starts to feel coherent, to you and to others.
Confidence
As your thinking sharpens, confidence grows:
- Positioning feels easier
- Marketing and sales conversations feel more natural
- Pricing feels grounded rather than uncomfortable
Confidence emerges because your brand makes sense.
Courage
With clarity and confidence in place, you’ll feel able to:
- Show up more visibly
- Say no to misaligned work
- Charge in line with your value
You’ll have the courage to build a business that fits your energy and values.
Your Brand DNA Blueprint
By the end of the programme, you’ll have a clear and practical Brand DNA Blueprint, a living document that anchors:
- Positioning
- Messaging
- Marketing decisions
- Future growth
It becomes a consistent reference point as your business evolves.
Ongoing accountability beyond the launchpad
Brand clarity isn’t a one‑off moment. It’s something that strengthens through use.
That’s why Giles’ help extends into 12 months of ongoing brand accountability.
This continued support helps you:
- Stay aligned as your business grows
- Sense‑check decisions as new opportunities arise
- Maintain clarity and consistency over time
Giles will support you well beyond the initial programme, so you are not left to navigate your new brand alone.
“In 28 days, the transformation and how I understand my business and the confidence it has given me to go forward is phenomenal.”
“The real value to me is oh, now I know what I’m about. I do this, this and this. And I mean I kind of knew it before but it wasn’t clear in my mind. So it’s like how do you measure confidence?”
“It’s given me a lot of confidence that I can move my business forward and have client engaging conversations that are more likely to result in a sale because I really understand the challenges the customer has and how I can solve them effectively for them.”
“I feel like the possibilities are endless now, and I feel like there’s a possibility to make sure that my business is sustainable, and I can build a business that I’m really proud of and that has a really positive impact on those that I work with, and the world.”
“We’ll describe ourselves in a way that wins hearts and minds, and our brand will make people want to engage with us.”
“I now feel that moving forward, I have got a lot more clarity of where my brand is heading and the type of clients I want to work with.”
The role of the cohort
Working alongside other independent coaches and consultants brings perspectives you can’t create alone.
Through regular feedback and shared reflection, you’ll:
- See your business through fresh eyes
- Clarify your thinking by explaining it to others
- Learn from different perspectives and experiences
- Build momentum through accountability
The group dynamic helps your ideas develop, so they land.
Being a an idependent consultant myself, I completely understand the pressures running your own business can have on your family and loved ones.
In this video, we hear from Cara Chambers the wife of Tom Chambers (one of the 28-Day Brand Launch participants from the testimonials above).
Cara, a senior marketeer herself, talks about her experience of Tom going through the programme.
“For somebody who’s a non-marketeer to now have a real deep understanding of brand positioning and how to put your brand across, especially when it’s yourself, in a way where he felt really clear and confident to do that, I think that is fantastic.”
“So, 12 months after completing the programme, there was one thing that came to mind when I was looking at who I now work with since, and that is that I’d say 80 to 90% of the clients that I work with now are what I would consider my ideal client. And that was a really important part of the course, was identifying who it is you want to work with and the type of business you do want to work with.“
It is one thing getting great testimonials, straight after the programme has finished. Everyone is buzzing after creating their new brand.
But, what does having a new brand mean to your business? Well, if you live by it, then it can mean amazing things! Not only for your business, but your life.
Watch this video of Sam, an SEO consultant, 12 months after completing the 28-Day Brand Launchpad. Sam is a great example of taking the brand he developed on the programme, and really running with it.
About Giles Etherington
Hi, I’m Giles Etherington, and I come from a background of providing brand, marketing and advertising solutions for some of the world’s most popular brands including BT, Kellogg’s, Heineken, Andrex and Volvo, to name a few.
I’ve spent the last two decades working 1-2-1 with start-ups, entrepreneurs and small business owners, to help them understand their unique challenges in how to successfully launch and scale their brands in highly competitive markets.
My work has been recognised as making a positive impact on the bottom line of many businesses.
Now it’s your turn.
In 2020, I was profiled by The GC Index as a Strategist/Game Changer.
As a Strategist, I am at my best when I am able to see, and clearly articulate direction, change, and action within a strategic context that takes account of organisational, operational, and people needs. This capability reflects my ability to see and analyse patterns and trends in relevant data.
My Game Changer score suggests I am very open to new ideas and have the imagination to ‘see’ what is possible in ways that others often don’t.
My Implementer profile suggests that I will bring energy to getting things done.
My Play Maker score suggests that I can take on the role of facilitator and orchestrator in teams, although my Strategist profile suggests that I am most likely to lead with a need to shape purpose and direction.
If you want someone to help you create your brand, you want them to be a Strategist/Game Changer!
Who the 28-Day Brand Launchpad is for
The 28‑Day Brand Launchpad is designed for independent coaches and consultants who:
- Know they do meaningful, valuable work
- Want to articulate that value more clearly
- Appreciate structure, reflection and shared thinking
- Are ready to invest in their brand with intention
What happens over the 28 days
The 28-Day Brand Launchpad is structured around four focused weeks, each building on the last. The pace is deliberate: with enough momentum to keep things moving, and with enough time to think properly and apply what you’re learning.
Each week follows a consistent rhythm:
- You’re introduced to a clear theme and daily activities
- You complete short, practical worksheets with each activity
- You share your thinking with the group
- You receive thoughtful peer and expert feedback
- You refine your thinking and move forward with clarity
- You’ll be part of a weekly group-feedback call
- You’ll take part in weekly feedback days
- You’ll enjoy weekly 1-2-1 calls with Giles, expert time focused on your business
Over the 28 days, you’ll work through:
Brand Foundations
You step back and look at your business from the outside in. This is about understanding who you are, who you’re here to serve and what really matters.
Focus & Positioning
You explore where you fit in your market, what makes you distinctive, and how to position your services in a way that feels credible and authentic rather than forced or generic.
Messaging & Meaning
You shape the story behind your work – your journey, values, and the problems you solve best – and begin turning that into clear, human messaging that others can understand and relate to.
Direction & Momentum
You bring everything together into your Brand DNA Blueprint and outline clear next steps, so your brand isn’t just clearer, but usable in your day‑to‑day business.
By the end of the 28 days, you’re not just thinking differently about your brand, you’re equipped to act on it with confidence.
How much time you will need over the 28 days
Giles appreciates you are busy running your business, but creating a brand takes some thinking about. You’ll need to commit to around an hour and a half a day over the weekdays of the 28 days, to complete the process. Obviously, the more time you spend, the better outcomes will be for you. There will also be a weekly 2-hour group call and a weekly 1-hour 1-2-1 session you need to commit to.
What is the investment?
“Your brand is the single most important investment you can make in your business.” ~ Steve Forbes, Editor-in-Chief of Forbes Magazine.
“If you always do what you’ve always done, you’ll always get what you’ve always got.” ~ Henry Ford.
This is a unique opportunity for you to invest in yourself, and take your business to the next level.
There are four attractive options, so there will be one that suits you:
OPTION 1
Pay in full up front
£1,995 + VAT
OPTION 2
Pay in 3
£745 + VAT per month for 3 months
OPTION 3
Pay over 12 months
£215 + VAT per month for 12 months
OPTION 4
Pay from profits
£995 + VAT paid up front
plus 10% of any increased turnover
over the next 12 months
This is an investment in your business that will repay itself many times over.
Become part of the perfect sized group
During his research while developing this programmme, Giles read Scrum: The Art of Doing Twice the Work in Half the Time by Jeff Sutherland.
Scrum is the revolutionary approach to project management and team building that has helped to transform everything from software companies to the US military to healthcare in major hospitals.
In the book, Jeff’s extensive research concluded that the ideal size for a development team is between 3 and 9 people. Any smaller and the team couldn’t accomplish enough each sprint. Any larger and communication becomes complex and cumbersome. So, Giles has limited this programme to a minimum of 5 and a maximum of 8 business owners, plus him.
We are looking for 8 purpose-driven, service-based consultants and coaches to join the next 28-Day Brand Launchpad.
This is the only group brand creation programme of its kind in the UK. Be part of something special!
When will the programme be taking place?
I am currently gauging interest for running a programme. Once I have enough people for the next group, a commencement date will be agreed. If you would like to be considered for the next programme, register your interest today.
A considered next step
Giles completely understands you will probably want to know more about him and the programme before committing to this kind of investment.
Book a no-obligation ‘Prepare For Launch’ Call and you can discuss where you are now, and what challenges you are facing, and you can decide if the 28-Day Brand Launchpad fits your needs.
If you’ve been carrying these questions on your own for a while, the 28-Day Brand Launchpad offers a different way forward – one built on clarity, collaboration and momentum.
You don’t need to decide anything immediately.
Register your interest or book a ‘Prepare For Launch’ Call, and we can explore whether the programme feels like the right fit for where you are now.
Joining the 28-Day Brand Launchpad starts with a conversation.
The ‘Prepare For Launch’ Call isn’t a sales call, and there’s no pressure to sign up on the spot. It’s simply a chance for us to talk through:
- Where you are in your business right now
- What’s feeling unclear or frustrating
- What you’d like to be different after the programme
- Whether the programme feels like the right fit for you
The 28-Day Brand Launchpad works best when people are genuinely ready to engage with the process and the group. This conversation helps both of us decide whether it’s the right next step.
If it is, we’ll talk through the practical details and what to expect.
If it isn’t, you’ll still leave the call with greater clarity about your brand and your next move.
Either way, it’s a useful place to start.
