Oct 3 • Deep Dive Community Calls
Ep 12 Brand Positioning
This week we unpacked one of the most important levers in building a high-performance personal brand: how you're positioned in the market. (You can watch the recap in the classroom deep dives.)
We broke it down using a “Position Tree” framework that helps you define:
- Your desired perception in your industry
- The people you associate, content, and tone that support that position
- And whether the clients you're attracting match who you want to be working with
If they don’t, it’s likely a positioning mismatch — and that’s fixable.
Key Framework: Brand Positioning Tree
Use this tree to clarify or audit your positioning:
- Desired Position→ How do you want to be perceived? (e.g. luxury, professional but approachable, cutting-edge, rebellious…)
- Association
- Content Types
- Tone + Style→ Are you in-your-face or subtle?→ Are you professional or playful?
Don’t fake it — lean into the tone that feels natural and aligns with the position you’re aiming for.
Group Insights + Real Wins
- Lewi shared how interviewing 30 gym members and tracking brand language helped shape his best-performing ad campaign ever.
- Jodie shared how her messaging is pulling in more client conversations than ever before — even outside her current content niche.
- Jamie reflected on how being more direct and values-driven has attracted her most aligned clients to date.
Brand Stack Task:
Revise your brand positioning. Ask yourself:
- Are the clients I'm attracting the ones I want to work with?
- If not — where is the positioning mismatch? (Tone, content, associations, messaging?)
- Use the Position Tree to clarify where you’re at vs. where you want to be.
Post your tree or your positioning notes in the community — we all benefit from seeing how each other are evolving.
Keep crushing it guys.— Luke
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Ep 12 Brand Positioning
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