THE GOOD BRANDING

What THE GOOD BRANDING does

THE GOOD BRANDING is a solo branding consultancy founded in 2015 by Luana Alvarez and headquartered in Amsterdam, the Netherlands (with the founder also operating from Diemen). The firm exclusively serves "good brands" — organizations focused on environmental sustainability, social impact, zero-waste living, ethical production, and community or planetary improvement — across geographies including the Netherlands, the United States (notably Hawaii), Brazil, and France. Service delivery is entirely direct, founder-led, and remote, with no disclosed team beyond the principal.

The company's core offering is a portfolio of human-delivered branding services organized around its proprietary BRANDING KNOWLEDGE© methodology: Mentoring Consultations, Branding DIY (self-guided resources), Full Branding Projects (end-to-end naming, strategy, identity, design, and web), Classes & Courses, and Training & Programs. The firm has no proprietary software, AI tooling, or platform technology; its product surface is creative and consulting output rather than software. Select client work includes Crdl (healthcare technology), AQA Foundation (water restoration), Cupax (zero-waste menstrual products), MISSION/EcoDNA (sustainable products), Acclimate (climate adaptation), and Reinwardt Academie (museumology education).

THE GOOD BRANDING operates a hybrid pricing model combining variable hourly rates (calibrated to client size and maturity) with an experimental donation-based tier for early-stage conscious brands. Go-to-market is sales-led and direct, supplemented by top-of-funnel content marketing via a podcast (since October 2020), an active blog ("Good News" section), Instagram, and PR/earned media interviews. The firm is bootstrapped, privately held by the founder, and has no disclosed funding, parent company, or institutional investors.

Name

THE GOOD BRANDING

Legal name

THE GOOD BRANDING

Website

https://thegoodbranding.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

THE GOOD BRANDING is a solo, founder-led branding consultancy in Amsterdam that exclusively serves sustainable and impact-driven "good brands" worldwide through mentoring, full branding projects, courses, and a proprietary methodology.

Ownership category

akta.pro rank

Product category

Brand Consulting Services

NAICS

Advertising Agencies (541810), Graphic Design Services (541430), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Sustainability & Purpose Brand Design (ESG Narrative, Impact Branding) (MPAAAEAL)

akta.pro secondary industries

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ), Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB)

Keywords

• Brand strategy consulting
• Brand identity design
• Sustainable brand development
• Conscious branding services
• Brand naming services

Headquarters

HQ city

Diemen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Branding Consultancy Services: Professional branding services including mentoring consultations, full branding projects, branding DIY programs, classes, courses, and training. Pricing is structured hourly with variation based on business size and maturity level. A donation-based pricing model was also experimented with to accommodate early-stage conscious brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

THE GOOD BRANDING is a boutique branding consultancy delivering end-to-end brand development for "good brands" — companies focused on sustainability, social impact, and environmental consciousness. Its portfolio includes mentoring consultations, DIY branding programs, full branding projects (strategy, naming, visual identity, website), classes/courses, and training programs, all delivered through the proprietary BRANDING KNOWLEDGE© methodology. Services are offered via direct remote engagement with founder Luana Alvarez on a variable hourly or donation-based pricing model.

Product overview

THE GOOD BRANDING is a branding consultancy (operating since 2015) offering a portfolio of services: Mentoring Consultations, Branding DIY, Full Branding Projects, Classes & Courses, and Training & Programs — all delivered through its proprietary BRANDING KNOWLEDGE© methodology. The firm also produces THE GOOD BRANDING PODCAST as a content vehicle. The consultancy showcases client work across diverse impact sectors including sustainable products (MISSION, The Good Sourcing, Cupax, ECO DESIGNS), wellness (Nurturing Naturally, ACCLIMATE, The Conscious Carpentry), financial empowerment (ELA & CO), environmental causes (AQA Foundation, Edible microgreens), therapeutic technology (Crdl), spiritual communities (The One Mind), and conscious construction (Made Simple). THE GOOD BRANDING operates on a donation-based pricing model and serves clients globally with a presence spanning Hawai'i, Amsterdam, Brazil, and France.

Differentiator

Problem solved

Functional benefit

Products and services

• Mentoring Consultations One-on-one guidance through every step of brand development, from research to design, ensuring all potential in the business and market is reflected in the brand. Targeted at brand founders and conscious entrepreneurs.
• Full Branding Projects Complete branding engagements that include research, concepting, naming, brand strategy, visual identity, design, and website development. Delivered as a full-service engagement for conscious brands.
• Branding DIY Self-service DIY branding resources and methodology that educates and empowers clients to develop their own brand with guided support. Targeted at entrepreneurs who want hands-on involvement in building their brand.
• Classes & Courses Educational classes and courses to help entrepreneurs and brand founders understand and develop their own brands. Designed for conscious/sustainable brand founders seeking structured branding education.
• Training & Programs Structured training programs designed to transform clients into brand ambassadors equipped to thrive. Targeted at brand founders seeking comprehensive skill development.
• BRANDING KNOWLEDGE© Proprietary branding methodology and service offering registered to THE GOOD BRANDING, designed to educate and empower clients to develop their own brands. Made available to institutions carrying fundamental knowledge for creating effective solutions.

Quantifiable outcome

• Brands can shift from 3600+ pads/tampons over 10 years to 1 menstrual cup, demonstrating the power of good brands to create meaningful consumer impact

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sincera (Livia Germano)coreStrategic or Co-development PartnerLong-term creative partnership with Livia Germano of Sincera. Both have been working together for 20 years on branding projects with good purpose. Livia facilitates LEGO SERIOUS PLAY workshops for THE GOOD BRANDING's methodology. THE GOOD BRANDING was interviewed by Sincera's Livia Germano in a podcast conversation about branding.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Purpose: Purpose-driven communications and brand consultancy building movements and brands for social impact. Overlaps with THE GOOD BRANDING on brand strategy for impact-oriented organizations, though Purpose operates at significantly larger scale.
• Koto Studio: Independent branding studio specializing in identity work for purpose-led and challenger brands. Comparable in focus on naming, identity, and brand strategy for mission-driven startups.
• Elmwood: Design consultancy with an explicit sustainability and brand purpose practice. Comparable to THE GOOD BRANDING in pairing brand strategy with sustainability positioning, serving clients across sectors.
• Tomorrow: Purpose-driven creative agency building brands and campaigns for organizations tackling social and environmental issues. Directly comparable positioning and client base to THE GOOD BRANDING.
• Futerra: Sustainability-focused communications and brand strategy agency helping purpose-driven organizations grow. Closely comparable to THE GOOD BRANDING in exclusive focus on sustainability/purpose clients and brand strategy services.

Broad incumbents

• Pentagram: Largest independent design consultancy, offering brand identity and strategy across categories. Comparable in delivering naming and visual identity work, though serves a much broader (and less purpose-restricted) clientele.
• Wolff Olins: Global brand consultancy delivering brand strategy, identity, and experience design. Comparable in offering brand strategy services, though operating at much larger scale and across all sectors.
• Superunion: Global brand agency offering strategy, identity, and design across categories including purpose-driven work. Comparable in branding services, with overlapping capability but a much broader portfolio.
• Landor & Fitch: Global brand consulting and design firm with deep experience in brand strategy and identity. Comparable as a brand strategy competitor, but operates at enterprise scale across mainstream and purpose-led clients.

Others

• B Lab: Nonprofit network certifying B Corps and supporting purpose-led businesses. Not a direct competitor, but ecosystem-adjacent; serves many of the same 'good brand' founders that THE GOOD BRANDING targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCWMoHOcIav9-p13tDrZqwZA

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THE GOOD BRANDING