Forces Founder Brand Marketing Course - Veterans Edition

"The brand marketing workbook built for veterans, building something of their own, wherever you served." 

You've been thinking about going out on your own for a while now

You've got the idea. You've got the skills, more than most people twice your age and twice your price. Maybe you've already got your first few clients lined up, or the conversations have started. 

But every time you sit down to write the website, design the logo, figure out what to post and what to say, something stops you. No doubt exactly. More like the feeling that you're trying to solve a puzzle with half the pieces missing. 

Here's what's actually going on. The marketing world assumes you already know its language. It assumes you've spent years building a personal brand, thinking about your audience, developing a visual identity. It assumes the 'civilian' starting point. 

You haven't been doing any of that. You've been doing something considerably harder. And nobody has shown you how to translate it. 

That's what this workbook is for. 

Introducing the Forces Founder Brand Marketing Workbook - Veterans Edition

A complete, practical brand and marketing system for veterans building businesses of their own. 82 pages, 6 modules, 12 exercises, and a full pack of editable Canva templates that go with every part of it. 

Built specifically for the way veterans think, make decisions, and get things done. No BS, no generic business-school frameworks, no advice that assumes you've been networking at industry events for the last decade. 

Just the work, done properly, in the right order. 

What's inside

Module One: Finding Your Brand Foundation 

Where most founders go wrong is starting with the logo. We start with what your business actually stands for. Your core values. Not the corporate-poster kind, the ones you'd refuse to compromise even at the cost of a job. Your mission statement, built with a formula that produces something you can actually say out loud. And your founder story, the real one, written in a way you can reuse on every platform for the life of your business. 

Module Two: Knowing Your Customer 

The single most common mistake new veteran founders make is trying to serve everyone. This module fixes that. You'll build a detailed profile of one real-feeling ideal customer, not a demographic, a person, and map exactly where they gather online and off, so you know where to show up and what to say when you get there. 

Module Three: Visual Brand Identity 

Colours, fonts, logo. Chosen deliberately, explained clearly, and set up so that every design decision you ever make from this point forward starts with a clear reference point. We also cover why most veteran founders default to a military aesthetic and why that choice limits your market, and what to do instead. 

Module Four: Messaging That Sells 

This is the module most people need most. Your brand voice on one page. The five pieces of copy every founder needs: your one-line pitch, social bio, about paragraph, sales page opener, email sign-off. Written in a voice that actually sounds like you, not like a regional bank. 

Module Five: Marketing That Fits Your Life 

Most marketing advice is written for founders with empty diaries. You don't have one. This module helps you choose two channels, just two, and build a realistic thirty-day content plan around them. Including guidance on which platforms work best by country, for the UK, US, Canadian and international founders working through this. 

Module Six: Launching and Growing 

The difference between a soft launch and a full launch, and why you should do the soft launch first. A fourteen-day plan with day-by-day actions. Your first metrics review framework, built on five numbers that actually matter. And a ninety-day action plan that turns everything in the workbook into a schedule you can actually follow. 

The Canva Template Pack 

Linked on page 75, the template pack contains every design asset referenced in the workbook: brand guidelines, logo variations, colour and typography reference, ten Instagram post templates, five story templates, three carousel sets, an email header and signature, three launch templates, and three practical business documents including invoice, proposal, and pricing sheet. All editable, all consistent, all built to the same brand system you develop in Modules One to Three. 

Who built this

I'm Jess Bracey, founder of Altare Marketing. I've spent my career in broadcasting and marketing, reporting, presenting, writing, and running an agency that helps forces founders find the language and visual identity for what they're building. 

The idea for this workbook came from a moment at the Invictus Games in Vancouver. I was reporting on competitors from every allied nation, British, American, Canadian, Australian, Ukrainian, and when I asked them what came next, after the Games, after service, I kept hearing the same thing. A quiet determination to build something. A business. A brand. A life that belonged to them. 

And the same frustration underneath it: nobody had shown them how to take everything they already had, the discipline, the credibility, the story, the transferable skills, and turn it into a brand that actually worked. 

That's what I built. For them. For you. 

Want to collaborate further? Get in touch

hello@altaremarketing.co.uk

Instagram: @altareagency

FAQs

Do I need design experience to use the Canva templates? 

Not at all. The templates are designed for non-designers. If you can change a colour in Word, you can use these templates. There's a guidance section in Module Three that walks you through it step by step. 

Do I need Canva Pro? 

No. Everything in the template pack works on Canva's free tier. You don't need to spend anything additional to use the designs. 

I served in outside of the UK. Does this work for me? 

Yes. The workbook was deliberately designed for veterans worldwide. The frameworks, exercises, and templates apply wherever you served. The resources page in Module Two includes organisations in the UK, USA, Canada, and international networks. Where spelling differs, I've used British English throughout, but every exercise works the same regardless of where you're based. 

What if I already have a business? Is this still useful? 

Yes, particularly Modules Three, Four, and Five. Many founders, veteran and civilian, build their first business without a proper brand foundation underneath it. The workbook is designed to be as useful for refining and clarifying an existing business as it is for starting from scratch. 

How long does it take to work through? 

Most people complete one module per weekend, which puts the whole workbook at around six weeks. Some people move faster, some slower. The workbook is designed to be worked through at your own pace, there's no time pressure and no deadline. The ninety-day action plan in Module Six gives you a structured timeline to follow if you want one. 

Is there support available if I get stuck? 

The workbook is designed to be self-guided, but if you have a question about a specific exercise, hello@altaremarketing.co.uk reaches me directly.

What format does the workbook come in? 

PDF, delivered immediately via download link after purchase. The Canva template pack is linked from page 75 of the workbook and opens directly in your Canva account (free tier works perfectly). 

What if I buy it and it's not right for me? 

Fourteen-day refund, no questions asked. Email hello@altaremarketing.co.uk within fourteen days of purchase. Done.