Last night we dove into how to actually apply your brand archetype. We explored how to market to your opposite archetypes and why this can be high leverage. Most of you already speak to people like you. But the money often lives in translating your value for people who are nothing like you. Real-world examples we broke down: - Bear Grylls (Explorer) → markets to the Everyman by making fear feel normal and adventure feel achievable. - David Goggins (Hero) → shakes the Innocent and Everyman out of comfort and into action. - Jordan Peterson (Sage) → gives ambitious Heroes structure, language, and meaning. - Leila Hormozi (Ruler) → builds systems that help Everyman and Hero types execute at a higher level. - Jack Black (Jester) → gives Innocents and Creators permission to express themselves. We then looked at you lot and how this shows up in your brands: Nick Ravn: Nick takes builders (everyman, heros) and makes their 'boring' building process into a creative, interesting journey. He helps hero's (high level builders & architects, entrepreneurs) create their visions of how they want brands/businesses to be displayed. Jamie: Caregiver → She helps hero's (leaders) who are not very good at caring for themselves to put themselves first to then be able to give more to others. Spoon feeds innocents that need a gentle hand to help them sort their health out. Teak: Hero → He gives overwhelmed, everyday operators clarity, speed, and confidence through automation and ai implementation. He is a hero because of his urge to courageous action. Luke: Explorer → Hero's and everyman that are elite at what they do but want to stand out with something different and exciting. Helps them explore other parts of themselves then bring it out and show it. Rem: Magician → Guides brands on a journey to work out who they really are, then take them there. These hero's are elite at what they do but need the magicians transformative, alchemic and insightful powers to guide them on there quests.

This week we explored how brand archetypes help you clarify who you are, how your audience sees you, and how to communicate your value with consistency and emotional punch. Key Takeaways What’s an Archetype?It’s a shortcut for your brand’s energy, tone, and role in the world. Knowing your main archetype (and your audience’s) gives you: - A language for how you show up - A style filter for visuals, voice, and vibe - A strategy for messaging, offers, and emotional connection The 12 Brand Archetypes We covered each archetype and the traits that define them Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, Creator, Innocent, Sage, Explorer Each has its own tone, content style, and emotional driver — and understanding yours helps keep your brand sharp and aligned. Why It Matters 1. Creative Consistency – Archetypes guide your tone, copy, design, and energy. 2. Authentic Differentiation – Same product, completely different feel depending on your archetype. 3. Stronger Messaging – You speak to your audience in their emotional language — not just your own. Bonus Insight: Tension Sells Sometimes your audience is drawn to your archetype because it’s what they secretly want: - A normie Everyman might crave a taste of Outlaw rebellion - An Innocent may be inspired by an Explorer’s boldness - A Hero may seek guidance from a Sage When you understand this dynamic, your content and offers can magnetize people who don’t just relate to you — they want to become more like you. Quick Self-Assessment We also reflected on what archetypes showed up in our own brands: - Luke – Explorer (primary), with Outlaw + Creator elements - Jamie – Caregiver & Hero, with a touch of Explorer - Nick – Creator + Jester energy in personal brand, with Hero tones in work Community Task: Figure out your brand archetype. Reflect on which ones fit you — and which ones fit your ideal clients. This will help you refine your tone, design, and content moving forward.

In this solo deep dive, I walked us through how to audit, build, and monetize your value stack — the different ways your audience can access your expertise and pay you for it. The concept was sparked by a casual comment from Jodie: "You're really stacking your brand. "And that got me thinking — what value is already laying around that you're not monetizing? What We Covered: Your Value Stack = All the ways people can pay you for your knowledge or skills Luke broke it down into 5 key layers: 1. One-to-One – Your highest-ticket, bespoke work. Examples: consulting, custom creative, private sessions 2. One-to-Many – Delivering value to groups. Examples: group programs, workshops, community 3. Teach – Teaching your method, not just doing it. Examples: courses, masterclasses, mentoring 4. Online – Scalable delivery of your knowledge. Examples: social content, digital downloads, pre-recorded assets 5. In-Person – The high-touch, IRL experience. Examples: events, meetups, face-to-face services These don’t have to be built all at once. But chances are, you’re sitting on value that could be packaged, sold, or shared more effectively. Task: Audit your own value stack. - What do you currently offer? - Where are you leaving value on the table? - What could you start building now, so you’re ready when the opportunity lands? Even just having a draft or outline of a product (e.g., mentoring, group offer, workshop) makes it easier to say “yes” when someone asks. Let’s keep stacking 🚀— Luke

In this weeks call we covered 'The Masters Curse' here's a break down of the curse, its relevance to personal branding, how to break it and this weeks task. The Curse: The more Mastery you gain in your field the more you can forget what its like to be a beginner. This can pop up in your content and working with clients when you deliver information to them with lots of assumed knowledge. Personal Branding: Storytelling You jump straight to content on what your currently doing, forgetting there is all these events in your life that have lead up to who you are now. We give people information on the current version of ourselves not that it was in the period of life they might be experiencing. Teaching We jump straight to high level explanations with jargon or assumed knowledge without giving the nuanced details that were the 'ah ha' moments for us. Breaking the Curse: Reconnect with the Your Beginner Self Remember what is was like for you as a beginner. The dumb shit you used to ask because you knew no better. All YOUR 'ah ha' moments. That needs to be covered for your audience. Simplicity If you can explain it in a way a primary schooler can understand, you are a true master. Your Task: Create 2 pieces of content - Origin story - What is a very nuanced (specific) story of yours that occurred on your journey to mastery - share that, create that - Industry Knowledge - What was an 'au ha' moment you had on your journey to mastery - share that, create that Keen to see what your guys put out there! Luke

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: 1. Desired Position→ How do you want to be perceived? (e.g. luxury, professional but approachable, cutting-edge, rebellious…) 2. Association 3. Content Types 4. 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