G'day my people, there will be no deep dive this week as i am gallivanting around Victoria with my family. I will see you all next week for our usual programing. I hope you are all crushing it. Luke

Hey Gang! This week we went deep on what actually makes a personal brand magnetic. Not just "post more content and have a logo" The stuff that makes people see your brand and immediately go — yeah, I want to work with that person. This week I broke down the five elements of a magnetic personal brand. 1. Authority Show your best work — with your ideal clients. Don't just dump your whole portfolio. Pick the projects that reflect the client you want to attract. Nerd out on the outcome. Show how you got there. Make it unmistakeable that you're the expert in the room. 2. Build Strong Associations Your brand needs to be associated with a specific outcome your ideal customer wants. Not what you do — what they get. Behind-the-scenes content showing your ideal clients working with you is gold here. People see themselves in it and go, "I want that." Before and afters work too. And show your circle — who you work with, collaborate with, hang around. People attract like-minded people. Let that work for you. 3. Style Premium brands have a style. And style equals trust — because inconsistency signals you're not dialed in. Pick your brand words. Lock in your fonts and colours. Make it recognisable. When someone scrolls past your content, they should know it's you before they see your name. 4. Personal This is what stops your brand from being a commodity. Your story. Your beliefs. Your origin. The lived experiences that made you who you are. People don't just buy what you do — they buy why you are the one doing it. Keep your origin story somewhere visible. A pinned post. A page on your website. A piece of content you keep circulating. It's what makes you a business of one — not just another option in the market. 5. Key Offering Content that educates and entertains is great. But if it doesn't inspire action — it's not doing much for you. People aren't looking for a photoshoot or a strategy session. They're looking for an outcome. Get clear on the one thing you help your ideal client achieve and make sure that's what you're selling — not a list of tasks and deliverables.

So this week it was just m so I went through my own brand and broke down what the wins have been for the first half the year and what I can do to crush the second. Here's what I found. What's working: The Brand is firing 🚀. The content is landing with exactly who I want to work with. BTS content is doing well and being well received - do more. Photography style is consistent and recognisable. I'm attracting ideal clients — surgeons, executives, founders. The brand is doing its job. What needs work: More educational content. I talk about branding but I don't break it down enough on camera. Instagram mission needs to come through verbally, not just visually. Long-form YouTube — I started it, then got busy. Time to get back to it. The two big moves for the second half of the year: 1. Double down on BTS. Show what it actually feels like to shoot with me. 2. More talking-to-camera, value-giving stuff. Interviews, education, process breakdowns. Task for you guys: Grab the audit checklist (attached). Go through your own brand like a stranger would. What do they see? What's missing? What's confusing? Then pick one thing to fix. Not ten things. One. Once you crush through that for 1-3 weeks pick the next thing. Repeattttt. This will actually make you progress rather than try and do a little bit of everything. See you next week for round table. Luke

This week's session was all about how to take your daily work with clients and use it as your content. Here's what we covered: The gear (keep it simple)You don't need a cinema rig. The DJI Osmo Pocket is a great weapon of choice — stabilisation, face tracking, wide angle, pairs seamlessly with DJI mics. Sony ZV1 is also still a solid option. For a light the zhiyun molus x100 pro kit kicks ass, powerful and is small and easy to use. Buy secondhand off Marketplace or Gumtree (someone always buys the thing, uses it twice, and lists it for half price). Full setup including lights and mics? Around $1,768. The three BTS content types 1. Raw BTS — film yourself doing the work. With clients, in your studio/office, at a shoot. Make it feel like the viewer's there. Wide angle, natural, a bit rough. That's the point. 2. Project breakdowns — show the before and the after. What they came with, what you gave them. This removes the fear people have about the unknown before they buy. 3. Documentary style — more structured. Intro the client, set the problem, show the solution, close with a statement. Think surgeon documenting a hip replacement. There is a version of this in every industry. On asking permission to film. Just set the camera up and get on with it. Clients feed off your energy. If you act like it's normal, they'll think it's normal — because it is. Get a model release form sorted if you're in a more sensitive industry. Frame it as "helping other people understand the process" and most clients will say yes. Dedicated camera > using your phoneYour phone is for messaging, Instagram, and being distracted. A dedicated camera means you can film and still text, teleprompter, whatever. Low friction = more content. Communication as a meta-skillContent isn't just content — it's learning to communicate. Cadence, pauses, consolidating your thoughts before you open your mouth. These skills don't just make better videos. They make better client conversations, better pitches, better everything.