Brand Satellite





Introducing a new rapid approach to generating and iterating a new brand for your business completely from scratch – or refining your existing brand – to powerfully resonate with your target audience.

By working as part of a small group with other purpose-driven, service-based small business owners, 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 me, Giles Etherington, with over 30 years of expertise in successful brand creation – with both major multi-national brands and local start-ups.

This programme is designed for business owners who would prefer to ‘do’ the brand creation process yourself, rather than have the brand creation process ‘done for you’.


1. How to unlock the unique DNA of your business

It’s about truly understanding the DNA of your business by ascertaining who you are, what you do, how you do it and, most importantly, why you do it – your brand!

Why your customers care about you.

2. How to leverage your brand purpose with your target audience

It’s about really understanding who your ideal clients are and what makes them tick. Give your brand a powerfully clear purpose that resonates with your target audience – one that immediately differentiates you from your competition.

Why your customers think about you first.

3. How a brand is more than just your logo

You will learn how to effectively connect everything your business does and says with the needs and emotions of your customers. To loyalty – turning them into brand advocates for your business.

Why your customers keep coming back for more.  


Best Innovation in Business Award

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.


1. You’ll be entering a uniquely structured programme of brand creation with a small group who will provide you with valuable feedback

Getting invaluable external perspectives from the wider group dynamic means your ideas can get rapid support and feedback, allowing you to iterate and grow very quickly.

This is the only group brand creation of its kind in the UK.

2. I’ll deliver weekly 1:1 time and expertise to support turning your ideas and research into a solid brand strategy

Once you have had your background work and research stress-tested by the group, I will help you take the results and refine them into all the elements of a working brand strategy that is robust, unique and that clearly and powerfully communicates the benefits of your business over your competition.

3. You’ll get a FREE GC Index profile to identify where you can make the biggest impact on your brand

The GC Index is the world’s first people assessment tool that measures your ‘energy for impact’ rather than your personality.

It means you can create a brand that complements your energies, and a brand you will have the energy to maintain.

Brand Satellite is currently the only brand consultancy in the world that uses The GC Index.



“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 see my business being more streamlined and me being able to get the type of clients that I’m really seeking because now I know who they are, a bit more about what they’re looking for, and how I can show them what I can do 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.”

“Giles helped me in finding my way in terms of how to put forward my brand. I have a more clear idea about what my brand is and I am more confident.”

“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.”


Being a small business owner myself, I compltetly 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.”


Giles Etherington | 28-Day Brand Launchpad

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 15 years working 1to1 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!

When you are inside the jar you can't read the label

This is probably my favourite quote and I use it all the time.

It sums up pretty much every small business owner. As small business owners, we get so busy with the ‘doing’ in a business, that we don’t find the time to do the ‘thinking’.

And even if we do get the chance, our brains are so hard-wired to our existing thinking, that it is difficult to see the business from a different angle. That is where the external perspectives of this group programme come in.

The 28-Day Brand Launchpad is like having a small group of other business owners, plus me as a brand creation expert, commenting and making suggestions as you write the perfect label for your jar.

A label that resonates with your ideal target audience.

When you are inside the jar you can't read the label

How much time do I need over the 28 days?

I appreciate you are busy running your business, but you’ll need to commit to around an hour a day over the 28 days to complete the process. 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.

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.

I am aware that the 28-Day Brand Launchpad is a new concept not seen anywhere before, and this will make a lot of people nervous. So, I am discounting the programme to attract the innovators and early adopters out there, who will get the ball rolling. The next programme is available at 30% OFF. This price is only going to increase in the future, so grab it now!

There are three attractive options, so there will be one that suits you:

Option 1:
£2,800 £1,960 + VAT paid upfront.

Option 2:
£1,600 £1,120 + VAT paid upfront, plus £1,600 £1,120 + VAT paid when the new business starts to come in (anytime within 9 months of completing the programme).

Option 3:
£1,000 £700 + VAT paid upfront, 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 my research while developing this programmme, I 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, his 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, I have limited this programme to 5-8 business owners, plus me.

This programme is not about making as much money as possible. It is about helping people as much as possible.

I am looking for 5-8 purpose-driven, service-based small business owners to join the next 28-Day Brand Launchpad.

As far as I am aware, 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 have just finished one 28-Day Brand Launchpad. I am looking to recruit 5-8 purpose-driven business owners for the next programme, which will start on Tuesday 28th May.

Who is the 28-Day Brand Launchpad for?

The other businesses owners you will be working with to help you develop your brand are likely to be:

  • Sole traders, micro or small business owners
  • Purpose-driven
  • Service-based
  • In business for around 3-6 years (this programme works for a business at any stage, but I think this is the sweet spot)
  • Aware they have something special to offer the right people
  • Struggling to attract enough of their ideal clients
  • Struggling to charge the true value they are worth
  • Struggling to fulfill the untapped potential of their business
  • Feeling that their passion for what they do is being tested


I understand you will probably want to know more about me and the programme before committing to this kind of investment.

If you like the sound of this programme, but would like to know a bit more, book a no-obligation ‘Prepare For Launch’ Call and we can discuss where you are now, and what challenges you are facing, and we can decide if the 28-Day Brand Launchpad fits your needs.


1. Clarity

Creating your brand will give you (and your team) clarity.

Clarity about your target audiences. During the 28-Day Brand Launchpad, we will identify and analyse your key target audiences. Understanding who they are, and why they should be interested in what you have to offer, is an extremely valuable exercise.

Clarity about the right messages that will connect with your ideal customers – writing copy for your website; producing marketing materials; creating social media posts, initial conversations with potential clients; writing proposals, turning leads into clients.

2. Confidence

Clarifying your brand will give you and your target audiences confidence.

It will give you the confidence that you a saying the right things to the right people. So, new business meetings, elevator pitches at networking meetings and posts on social media will be delivered with confidence and consistency.

Confidence is infectious. If you have more confidence in your business’ brand, your target audiences will have more confidence in your brand too.

Confident customers are more likely to trust you, more likely to buy from you, more likely to come back and buy from you again and again, and more likely to pay more for what you are offering. And, best of all, confident, loyal customers are more likely to become advocates for your brand. Doing the hard work of selling your business and your brand to new customers for you.

3. Courage

The 28-Day Brand Launchpad will give you the courage to take on the world again!

You will understand your purpose and what, how and why you are different from your competitors.

You will have the courage to say ‘no’ to the wrong type of work that isn’t profitable, takes up too much of your valuable time, and saps your energy.

You will appreciate your true value and have the courage to charge properly for your services.

4. A Brand DNA Blueprint

If you are anything like me, after most programmes you are left with a bunch of notes that get filed away and you end up doing nothing with.

That won’t happen with the 28-Day Brand Launchpad.

The Brand DNA Blueprint you will produce during the programme will equip you with the starting blocks to launch and communicate your brand. This will be a ‘live’ document that you can evolve as the business grows.

One of my clients recently described this: “I get it now. This is the lynchpin for everything we do!”.

Brand statement