BRAND AND MESSAGING FOR FOUNDERS + FREELANCERS WHO GIVE A SHIt
the founding protocol
find the message that makes you the obvious choice
A high-touch, small group brand and messaging program that guides you through finding and expressing your undeniable brand message so you can make more money than ever loving what you do and how you do it.
NEXT COHORT STARTS OCTOBER 12th.
15 SPOTS ONLY.
You know your work is good.
That’s never been the problem.
The problem is the four minutes it takes you to explain it, and the fact that they still walk away thinking you do something you don’t.
It's the website you'd rather people didn't visit. The one you send with "ignore the copy, it's being updated" attached. If you send it at all.
It's the bio you've rewritten four times this year and none of them stuck.
It's the offer you outgrew eighteen months ago that you're still quietly selling, because the new one doesn't have words yet.
It's watching someone with half your experience explain their business in one sentence, and feeling something that isn't admiration.
And it's the low hum underneath all of it. Your business has grown up and your brand hasn't, and everyone can tell.
SPOTS ARE LIMITED TO ENSURE PERSONALISED FEEDBACK.
“Right after the program I pitched and landed a $20k offer.”
I wasn't clear on my messaging, particularly for my new high ticket offer, and I was really struggling to articulate what it was that I needed.
AI can only get you so far, I knew I needed expert guidance.
Now, I feel more clear on who I am speaking to and the language around that my positioning of offers and how to articulate that through my messaging.
If you’re not really feeling confident in your messaging or if you're unsure of what you want to say or how to say it, and then what that looks like in terms of your brand identity - then this is such a valuable programme to help you map all that out with access to an expert in this field for the whole time that the protocol is on which is just invaluable.
Brooke Wright
Founder, Wright Mode
The templates. The courses. The coaching.
The Sunday you fed your entire business into ChatGPT and got back something that sounded… soulless.
But it’s not your fault. Because nobody told you that AT ITS BEST, a message becomes a decision making tool.
It tells you why this sentence lands and that one doesn't. It tells you why this partnership is right for you and that one isn't.
That's why none of it worked.
Templates give you sentences. Coaches give you tactics. Nobody can sell you your deeply true, authentic-down-to-your-bones, north-star-in-a-dark-night message.
But I can help you find it.
you’ve already tried to fix this
You're not missing the words.
You're missing the message.
FOUR WEEKS TO UNDENIABLE
THE FOUNDING PROTOCOL
An intimate, guided program that takes you through finding and expressing your undeniable message.
By the end you'll know exactly who you are and what you stand for, and how to run that through every part of your brand so everything else gets easy. Content, marketing, offers, pricing, partnerships, all of it.
Four weeks. A small group. Live workshops, live coaching, and feedback on your actual business. Not a course that you watch at 1.5x speed while your to-do list grows eternally longer.
In other words, you’ll be so clear on your undeniable brand message that those people you’ve been dying to work with will be literally losing sleep dreaming about how to give you money.
What you walk out holding
- Your core values, excavated properly Not five words off the top of your head. The actual ones, arrived at through a psychology-led process, described in your own language.
- A pricing logic that isn't tied to your self-worth You'll price from your values and what the work delivers, so the number stops depending on what kind of week you're having.
- A client process built around how you actually work Not the one you inherited from someone else's business.
- Your brand voice, documented Voice pillars you can hand to a designer, a VA or an AI tool without getting a stranger's writing back.
- Conversion-optimised messaging for your hero offer Core message, supporting messages, value proposition. Ready for your website, pitch decks, proposals and socials.
- Criteria you keep forever So the next time your business evolves, you're not starting from scratch.
Week 01
Excavate
Workshop: October 12
Uncover your deepest core values. You're not asked to name your top five off the top of your head and left there. You're guided through a psychology-led process to find the ones you actually build from, described properly, in your language.
Warning: this is deep work and many people are surprised by what comes back. There may be tears. Veronica from Cohort 2 quit her job after we went through this process.
Week 02
Install
Workshop: October 19
Take those values and run them through the real machinery of your business. Your prices, your processes, your packages. This is the week that shows you how to build a business you fucking love running, because it's built around what you like, what you want, and what you care about.
Week 03
Activate
Workshop: November 2
Step into a voice that's both authentic and strategic. One that's easy to use and pulls your people in. Then apply it to your bios, headlines and sample content, so you and your audience can hear the difference immediately.
Week 04
Deploy
Workshop: November 9
Build conversion-psychology optimised messaging for your hero offer. Core message, supporting messages, value proposition. Then send it out to do a job, everywhere you sell.
how the protocol works
operational details
Live workshops
- 4 x 90 minute live workshops, Mondays. We do the work in the room. You leave each one with tangible progress, not endless homework.
- Evergreen access to every recording, template, resource and workbook. Your business will evolve again. You'll have the process to run it through when it does.
- One week off in the middle. Because the first half is deep work that needs time to settle before you apply your discoveries. The last cohort told me weeks two and three back to back were too much.
Personal feedback
- 4 x 60 minute coaching and feedback calls, Fridays. Eyes on your actual work, not general advice you have to translate.
- A private Discord channel for your cohort, and access to me through the week, so you're not sitting on a question until Friday.
- Strictly capped at 15. Small enough that I know your business by week two, and you're not competing for airtime.
Bonus
A 1:1 brand interrogation session with me, yours to use any time in the six months after you finish. Most people save it for the moment they're about to launch something.
We do things differently in this Dept.
A message built on what your market wants has to be rebuilt every time your market moves. A message built on what you actually stand for holds.
Templates hand you a sentence for today. Criteria let you write your own for the next decade.
Charging your worth means your price moves with your self-esteem. One member called it a prison. Your values don't wobble on a bad Tuesday.
Find out why 100% of Protocol participants said they'd recommend it
Signed an $8,500 package and had her first $10k day, after rebuilding her website and content around her new positioning.
Pitched a $20k high ticket offer while still inside the program, then ran a $40k launch.
Her stress dropped so much her doctor thanked her.
Rebuilt her entire client process around how her ADHD brain actually works, and started leading with strategy instead of the thing she'd outgrown.
Quit her day job and went from blank page to fully fleshed out offers that align with her uniquely varied skillset.
Reshaped her pricing and offers so she could fully live up to her core values of generosity and creativity.
"This isn't just a messaging program, it's an identity upgrade."
"This is not the average branding program. It's a process of remembering who you are, who you serve, and how to say it without second-guessing yourself into oblivion. It gave me language, structure, and confidence, but more than that, it gave me relief."
"I came in knowing my work. I left knowing how to talk about it."
"The Founding Protocol is transforming my business. I feel so freaking clear now in how to explain myself. This feels like the most authentic version of myself and the most fully realised version of my business. I don't even have the words. You're changing my world. You're changing my business."
"Things have felt so raw and real since I got down to the brass tacks of what really fuels and motivates me and applied that to my brand values and voice pillars. My communication about my work is suddenly crystal clear even when I don't have the words for a specific thing, because I feel so rooted in the basic foundation of my work."
"I'm an online course junkie, and this is NOTHING like anything else out there."
"If you're not feeling confident in your messaging, or you're unsure of what you want to say or how to say it, and then what that looks like in terms of your brand identity, this is such a valuable programme to help you map all that out. Plus access to an expert in this field for the whole time the protocol is on, which is just invaluable."
I spent six months at an agency crying in the bathrooms most days. The team, the leadership, the work, all of it ran against my values, but I didn't have the language to explain why it was so unbearable.
So I left and started studying how other people got their success. Trying to emulate their success, ignoring the jealousy in the pit of my stomach. Three years later, I’d spent countless hours and close to $30,000 (I know, ouch) on courses, coaching and masterminds that didn’t give me the growth I was desperately hoping for. Not because they were bad, but because they were building on a foundational message I wasn't clear on. You cannot scale a thing that isn't built yet.
I was done.
I was stuck, frustrated, drowning in self doubt. And tbh, feeling kinda desperate.
Then I remembered I run my own business specifically so I can do things my fucking way. I just needed to figure out what “my way” really meant. And once I did, everything clicked into place.
I started making more money than I ever had before. Loving what I was doing, who I was doing it with, and how I was doing it. And as an AuDHD entrepreneur who’s allergic to sitting in a regular chair, let me tell you the how part was a really, really big deal.
I spent several years refining the process I went through with my 1-1 clients. Then because I’m AuDHD as hell, I systematised it and streamlined it. And so The Founding Protocol was born.
hey, I’m liv
Minimum time in.
Maximum result out.
This program is built for people who are already stretched, so it's designed to take as little of your time as possible and still change everything.
Here's my promise. Even if the only thing you do is turn up to the four Monday workshops, you'll walk away with a difference you can see. Not notes to action later. Not a workbook for a Sunday that never comes. We do the work in the session, together, while I'm in the room.
I recommend making full use of the Friday coaching calls, the Discord, the recordings, and your 1:1 session. The more work you bring me, the more I can give you back. But life happens, take as much of it as your life allows.
let’s talk dollars
$2,000
AUD
- Payment
- Pay up front or in 4 x $500 monthly payments
- 3 early bird spots at $1,800
- They go to the waitlist first. This is the only discount this program will ever have.
- 2 funded spots
- One fully funded scholarship place, and one at 50% for a business owner with a disability. Apply below.
- Starts Monday 12 October
- 15 seats.
Not sure if it's right for you? Message me. I'll tell you honestly, including if the answer is no. I'd rather have the conversation than take your money for the wrong thing.
Every cohort of The Founding Protocol includes one fully-funded scholarship place reserved for a disadvantaged, minority-owned business.
This initiative exists to ensure access to brand clarity isn't limited by financial gatekeeping. If you're a founder from a minority or disadvantaged background, apply for the scholarship.
Selection is based on fit, readiness, and financial need.
the founding scholarship
BECAUSE I GIVE A SHIT
Free. The whole program, the coaching, the 1:1 session, all of it.
For a business owner with a disability. This cohort only.
Applications close September 30. Recipients contacted the first week of October.
Because they give a shit
Our generous sponsors
The funded spots in this cohort exist because these two founders put their money where their values are. Special thank you to:
Elle steele
Madlen toumbourou
Through her work in Madlen Toumbourou Consulting, Madlen helps impact-driven organisations elevate their strategies, align their operations to their mission, and launch their next stage of growth Through her organisation The Good Business Project, paralympian Elle Steele supporting women and organisations to build profitable, sustainable, and impactful businesses.THE DEPT WILL TAKE YOUR QUESTIONS NOW
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Week 1 starts Monday 12 October. Workshops are Mondays, coaching calls are Fridays, both at 1pm AEDT. We have a full week off from 26 to 30 October.
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You could get a degree in Psychology and still not be able to give yourself therapy. (I would know, I did get a degree in Psychology). Because you’re too close. You can’t see your own blind spots. This is deep stuff, and nobody can really do it for themselves. Even I paid for help. You're not failing at this. You're standing too close.
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Yes. The templates, the mini courses, the Sunday you fed your whole business into ChatGPT. They didn't work because they were solving a tactical problem and yours isn't tactical. If a template could have fixed this, it would have by now.
Most courses give you 10 hours of video you’ll never finish. The Founding Protocol is live, interactive, and comes with personalised feedback. You don’t just “learn about branding” — you build your foundations in real time, with expert eyes on your work.
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If that’s really true, this program is not for you. But I can tell you that waiting until things quieten down isn't going to work, because you've been waiting for things to quieten down for two years. The people who get the most from this are the ones who are already stretched but willing to take a step back so they can leap forward.
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If you’ve launched, made sales, or served clients, you’re ready. You just need something real to work with– an offer, a client, proof you’re actually in business. If you’re still in “idea mode,” you’re too early.
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You'll still get everything. One member last cohort opted out of the live workshops entirely because they stress her out, worked through the recordings and materials, asked for feedback in Discord, and finished as strong as anyone. Her words: watching other students share their work and get feedback was invaluable. Live is the best way to do it. It isn't the only way.
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If all you can do is show up for 90 minutes to the Monday workshops, you will transform in the 4 weeks – because we do the work in the session rather than sending you away with a workbook.
For the best result, budget around five hours. Two and a half in the room with me, the Monday workshop plus the Friday feedback call. Then two to three hours across the rest of the week actually working on your business. The more work you bring me, the more feedback I can give you on it. People who turn up on Friday with something to look at leave with something better than they came with. People who turn up empty-handed get a good session and a general answer.
There's also a full week off in the middle to catch up.
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No. This is the strategy that should exist before anyone opens Illustrator. You leave with values, voice pillars, and messaging. You take those to a designer and they'll do better work, faster, because you'll finally be able to brief them.
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The frameworks and processes we go through are psychology-led and work across industries. Previous participants include coaches, consultants, and product founders, all applying the same tools to different contexts. Last cohort we took a business strategist’s brand message and applied it to a pet grooming business just for fun.
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Yes, and I don't say that lightly. Last cohort a member rebuilt her whole client process around how her ADHD brain actually works, because the program made it obvious the old one was fighting her. Another swapped video discovery calls for audio for the same reason. Recordings, written resources, Discord instead of live-only, and no penalty for doing it in your own time.
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Being at a turning point or on the cusp of something bigger is the perfect time to join. You need to have something, it doesn’t have to be perfect.
so, picture december…
Someone asks what you do, and you answer in one sentence, and they get it. First go. You send your website link without a caveat attached. You quote the real number and it doesn't wobble on the way out of your mouth. You turn down the wrong project in an afternoon instead of a fortnight, because you finally know exactly what the right one looks like.
Your content takes half the time, because you're not relitigating who you are every time you open the app
This is where you find the undeniable message that allows you to make good money doing work you love, in a way that suits you.