Focus your time and money on things that make a difference.

Your Brand Plan is six module program designed to help you take a holistic view of your brand and create an action plan for making all of your brand experiences positive and compelling.

You’re on a mission to make people’s lives better. But first those people need to know you exist.

And so instead of focusing on the ‘thing’ you set out to do, you spend far too much time wrangling with websites, messing with marketing apps, and fiddling with Facebook ads. You’ve taken course after course to try and Do It Yourself. And then thrown your hands up in despair and hired professionals.

But no matter how much time or money you throw at the problem, it never seems to make a difference.


What would life be like if you had absolute clarity about who you are best placed to help and how you can best serve them?


What might be possible if those people turned up already emotionally and financially invested in your vision?


How much easier would it be to have people around you who understand - and even love - what you are about?

A great brand does the heavy lifting so you can focus on what you do best.

Every branding and marketing activity should bring you closer to your goals. But for far too many entrepreneur’s that is simply not the case.

That’s hardly surprising given that on any single day, a typical entrepreneur in a small business or organisation can be pulled in all directions…. marketing, design, sales, customer service. That’s why it’s even more important to have a clear brand, that helps you take purposeful action – no matter what else has been going on in your day, week, month or life.

A well planned and executed brand attracts attention, compels action and inspires loyalty.

“Within a month of launching my new brand, I was featured in the press and on TV. Having a strong and clear brand behind me has given me the confidence to share my story and voice with the world.”
Coaching for survivors of rape and sexual abuse

It’s time to stop spinning your wheels fruitlessly, and make a plan for your brand.

The Brand Plan is six module program designed to help you take a holistic view of your brand – or the way you want people to feel about you – and create an action plan for making all of your brand experiences positive and compelling. And when you have a plan outlining the big picture, it’s much easier to stay on track. Investing in the right stuff at the right time to achieve the right outcome.

The overall goal: A brand that actively works to engage and convert customers, and increase your social impact.

A great brand starts with a plan. 

This stuff isn’t rocket-science. But when you aren’t just the person that thinks up the ideas, but who executes them as well, it can be hard to keep your eye on the bigger picture. What you need is a clear plan that outlines what your brand is and how it shows up in the world. A plan which will stop you spinning your wheels, and ensure that every branding or communicating activity you undertake pushes your business in the right direction.

A plan which you and your team can come back to time and time again.

A great plan starts with you.

Your brand is not something that you can hand over to someone else. Your business is you. Your brand is you. You need to set the vision. You need to be in control. That can feel overwhelming. But the truth is that you have all the skills, experience and creativity you need to create a powerful brand. All you need is a framework. All you need is someone to ask you the right questions, and help you find the right words and visuals to communicate your vision to the world.

All you need is a guide and mentor who’s done this stuff time and time again.

Hi, I’m Cat.

Both the brains and the brawn behind The Good Alliance – a socially motivated enterprise dedicated to helping people who are doing good make an even bigger impact.

I’ve worked with top agencies and global brands. But after a decade helping the big guys connect with their customers and make even more money, I founded The Good Alliance with one simple objective – to do work I can feelgood about.

Now I help entrepreneurs with big hearts and bigger visions, grow their businesses through the power of a strong and focused brand.

Cat Townsend


I developed the Brand Plan to help changemakers like you:


Feel a renewed connection and commitment to your vision.


Clearly and confidently articulate that vision to others.


Outline the over-arching brand story that will connect with and compel your ideal customers into action.


Plan for how you want to communicate your brand verbally, visually and through experiences.


Understand what creative work you might need to commission, and how to make the most out of that investment.


Feel confident about commissioning and collaborating with a creative.


Be prepared and able to start marketing purposefully, efficiently and effectively.


Stop wasting time and money on things that don't make a difference.

… and ultimately help you make a bigger social impact. 

So what’s involved?

Over the course of six modules you’ll analyse, brainstorm, plan and create a brand strategy for your business that you can come back to time and time again.


An overview of the modules…

Module 1. Lay solid foundations

We like to say that a great brand will do the heavy lifting so you can focus on what you do best. But it can only do the heavy lifting if you start with solid foundations.

My biggest frustration in over a decade of working with businesses big and small, is that that so many brands have been built on shaky foundations. Few have any underlying plan to keep team members aligned on where it is they are going and what they need to do to get there. Instead many businesses ‘fly by the seat of their pants’, investing in whatever latest flashing gizmo comes along. And rarely coming back to who they are, who they are serving, and what those people actually need.

There’s a lot to be said for getting stuff done and shipping quickly. And a plan – even this one! – should never hold you up so much that you never execute it. However, if you start undertaking branding activities – building websites, creating marketing campaigns, spending money on advertising – without being crystal clear on who you are and who you are connecting with, it’s a recipe for disaster.

The result is creative work that misses the mark. Advertising that fails to attract any attention. Marketing that doesn’t really resonate with anyone. Websites that fail to convert visitors into customers. Money gets lost. Time is wasted. And people on every side of the bargain leave disillusioned and disheartened.

In this module you will: 

  • Get clear on why you are doing this
  • Discover your brand superpowers
  • Take a holistic view of your current brand
  • Start to develop your own brand plan.
Module 2. Define the difference you want to make

Every business or enterprise is set up to meet a need, solve a problem or fulfill a desire. Or in other words, make a ‘positive difference’ in people’s lives.

The communication of that ‘positive difference’ is what separates a struggling brand from a thriving one. For anyone to invest in your products and services, they need to be aware of, understand, believe and value the difference it will make in their life.

And if you can’t clearly articulate that difference, your customer is never going to understand it.

At the end of this module you will:

  • Have clearly defined the difference you are best placed to make.
  • Have a set of clear long and short term goals that your brand plan will help you achieve.
  • Be able to confidently articulate your brand’s vision, mission and values.
  • Feel confident about the positive difference you can make for you, your customers and the world at large.
Module 3. Decide how you'll make that difference

We now have a vision for the difference you want to make in the world. But that vision doesn’t count for much unless your products and services work to deliver it.

In this module we are going to map out the products and services that will further your vision; align with your values; and which your ideal customers will value and buy.

At the end of this module you will: 

  • have purposefully decided who you are going to help;
  • understand what the playing field is like in terms of getting in front of those people;
  • be clear on your niche;
  • understand what differentiates you from your competition;
  • have mapped out a product offering that both aligns with your vision, mission and values; and provides space for your business to grow.
Module 4. Craft the story that will communicate that difference

So we know who we want to help, the positive difference we want to make in their lives, and the products and services that will make that difference.

The next step is to work out how we’re going to communicate your difference to those people, so they’ll actually buy what you are offering.

By the end of this module you will:

  • have defined the overarching brand story, that will become the backbone of all your communications moving forward;
  • defined a verbal style that authentically represents you, and resonates with your target audience;
  • created a list of potential names, straplines and headlines for use across your communications;
  • worked out what content you need to create in order to communicate your difference and offering;
  • have created an effective brief for development of that content;
  • feel confident about commissioning a copywriter to develop any of that content.
Module 5. Explore how you will visually communicate that difference

So your brand has substance. You know what difference you are making in the world, you’ve got products that work, and a story that is compelling.

In an ideal world that would be enough. But we don’t live in an idea world. We live in a world where looks matter.

Whether in person, or online, people make instant judgements based on your visual appearance.

So if you want your ideal audience to listen to what you have to say, then you need to consider how the visual aspect of your brand makes people feel.

By the end of this module you will: 

  • understand how brands use visual elements (such as colour, imagery, layout and type) to communicate their personality and uniqueness;
  • have created a moodboard that captures the ‘feel’ your visual brand should have;
  • identified the visual elements you will need to develop in order to communicate your difference and offering;
  • have created an effective brief for the development of those elements;
  • feel confident about commissioning a designer, photographer, illustrator etc to develop those elements.
Module 6. Plan how you will bring all this to life

By this stage you are crystal clear on the positive difference you make; the way you make that difference; and how you are going to communicate that verbally and visually.

But it’s one thing to define your brand. It’s another thing altogether to bring it to life!

The last piece that will take your brand from great to outstanding, is to map out exactly how your brand is going to be brought to life across every part of your customer experience.

Or as we said way back in the intro… wer’e going to make sure that all the interactions someone has with your brand, feelgood!

By the end of this module you will:

  • have mapped out your entire customer journey;
  • have identified any areas or experiences that may not live up to expectations;
  • have identified some areas or experiences where you can make your customers completely fall in love with you;
  • feel confident that you have a contingency plan for saving the day if everything goes pear shaped;
  • developed a plan for systematically improving experiences along your customer journey.
“I really like their style – very straightforward, no fluff, hype or bullshit.”
Get fit. Have fun. Do aerial yoga.

What’s the investment?

How much is it costing you not to have a plan? How much time are you throwing into trying to figure out what to do next? How much money have you spent on things that don’t really make a difference? How much energy do you waste feeling alone and misunderstood? How many opportunities have you missed because your messaging is unclear?

You could keep going as you are. Feeling busy, overwhelmed and frustrated that you are not making a bigger difference. Or you could take the time now to invest in your future, and the future of the people you are trying to help.



Small Group

Between 5-10 people
Online members area
Downloadable worksheets
Brand Plan template




Everything that is included in the Small Group Program, plus 6 x 45 min personal strategy call with one of our brand consultants to get feedback and advice specific to your brand. 



You’ve got questions. We’ve got answers. 

How much time will I need to spend on this programme?

Like anything in life, you get out what you put in. And there will be a lot of thinking involved. But the beauty of this format is that you can fit it around your life. Some people can sit down and complete the program in a week. Others might work through it over the course of six months.

How is this programme any different to the other ones I've tried?

This program isn’t just about throwing more information at you. You have enough of that already!

This program will help you create a real and tangible plan, that you can immediately start implementing. And that you can use to communicate both the big picture and the small details to your team, so they are all on the same wavelength.

But all I need is a ( logo / website / brochure ) ...

Yep. Agreed. You do need those things. And every client I have ever worked with has come to me because they needed those things. What we discover along the way though, is that they also need something bigger to hold it all together.

The only thing worse than not having a logo / website / brochure, is having the wrong logo / website / brochure. So before you go and invest time and money into having those things created, lets make sure that you:

a. are clear on the outcome you want to achieve through a logo / website / brochure;

b. have the knowledge and confidence to commision those things in a way that ensures you don’t just get a logo / website / brochure, but actually achieve your outcome.

Will I get a ( logo / website / brochure ) out of this programme?

No. But you will:

a. get clear on the outcome you want to achieve through a logo / website / brochure;
b. have the knowledge and confidence to commission those things in a way that ensures you don’t just get a logo / website / brochure, but actually achieve your outcome.

And once you have a clear plan, then you’ll be in a much better position to invest in our creative services or go out and commission a creative yourself.

I don't have any money. Could you help me for free?

Um, we’ve tried this. Many times. But there are two reasons we don’t do this any more.

a. It’s a surefire way to burnout for us. (Seriously, we’ve tried it!)

b. No matter how well intentioned you might be, time and time again it’s been proven that we only value – and act – on things we invest in.

Most of those ideas we helped people out with for free, are still sitting their years later as ideas. The ones where people have dug in and invested out of their own pocket, have seen much more growth and impact.

What we give you in this program is valuable, and has the power to make a huge impact for you, and the people you want to help. But in many ways the incentive to get a return on your investment, is even more powerful force than than anything we can give you.

Can I really afford this?
It’s a good question. And I never want to see you in a position where you can’t afford to feed your kids or pay for the roof over your head.

But if things are that tight, in your business, my quesion is… can you afford not to do this?

What is it costing you not to be able to communicate what you are about? What has it cost you in the past to build a website that DOESN’T communicate what you are about, or make people want to buy from you.

I designed this program specifically for people

“Working with The Good Alliance is easily one of the best decisions I ever made in my business.”
Helping women love the skin they are in

Still have questions?
Let’s chat.

Use the form below to tell us a bit about yourself, and we’ll send you a link to our calendar so you can book a call at a time that suits you.



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