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

Had a client shoot yesterday and this dude booked last minute and paid everything up front. He is a high performer in a professional field and i put this win down to my personal brand building my reputation for me. Last thing he said to me before i left, ‘i had this idea of what you’d be like and you where everything i hoped you would be. Thank you’. Let people know who you are, without you ever meeting them. Crush it guys. -Luke

This week’s call was all about what happens after someone buys and how we turn satisfied clients into loyal advocates. Special thanks to the No B'S business coach Jodie who led the session with her killer strategies and insights from her multiply 7 figure business background. What we covered (you can watch all our call recordings in the Deep Dive section in the classroom area): Why Your Real Work Starts After the Sale - Most businesses lose people between purchase and offboarding - Creating a memorable experience → increased retention, referrals, upsells How to Nurture Clients Like a Pro - Send voice notes instead of boring emails - Use video to answer FAQs + stay top of mind - Personalise the experience: birthday cards, handwritten notes, client-specific bonuses - Don’t just sell a product — sell a transformation Upsells, Retouches, and Long-Term Loyalty - Build your funnel so the next offer feels like the natural next step - Offboarding? No such thing. Assume they’re staying in your world. - Create an “ecosystem” like this Brand Stack group — past clients = warm leads From the Community - Sophie shared how she's building her authority through content, creative direction, and editorial BTS - Hayley & Lily are refining their physical product brand with launch strategy and smart packaging - Luke shared how reframing his packages (based on what clients were already buying) doubled revenue with zero extra effort Your Task: Revisit and action your Foundational Content (your pin post, FAQs, about you, etc.) — Luke

This week we shifted focus from building brand online to building brand in real life. In-person interactions still matter a lot. Whether you’re at a networking event, meeting a client, or just having a conversation at a café… how you make people feel is everything. Here’s what we covered: IRL Brand = Conversation Skills We explored how to: - Break surface-level convos fast (ditch “what do you do?”) - Ask questions that create connection — e.g.→ “Why do you do what you do?”→ “What are you working on that excites you?”→ “What do you want to be known for?” - Spot who isn’t worth your time (and move on) Reverse Charisma The goal isn’t to be the most interesting person in the room, it’s to make others feel like they are. Reverse charisma = Being deeply curious→ Listening without waiting to speak→ Drawing people out so they shine These are power moves in both brand-building and life. Conversation Tactics Shared - Tell me, Explain, Describe, Show — from Hayley’s police training - Labeling: “It feels like you... So what im hearing is” — from Chris Voss-style negotiation - Filler word awareness + using silence as a tool - Use tonality and pacing to build trust, tension, and energy in conversation - Play to your strengths — humour, empathy, calmness, directness Your Task In your next client or non-familiar interaction, lead the conversation to a meaningful topic without forcing it. Bonus points if you: - Make them feel like the most interesting person in the room - Report back on how you got there Also a reminder to post your wins, challenges, insights, and content inside the Skool group. Templates, new habits, or even failed experiments… we want to hear it. More engagement = more value for everyone. Luke

Putting it out there to the community to vote which afternoon of the week works best for you's. I picked Thursday as an arbitrary 'no one does anything on a Thursday night 😅'. I have no data to support this and im not married Thursday, so what works best for everyone? I would still like to keep it at 6pm Brisbane time.