Long Overdue: How I Repositioned My Own Brand
I built my website fast, back in 2019, as a one-off. Since then my services have changed a lot, and I kept the copy alive with patches. Two problems had been building underneath.
First, drift: the words on the page slowly stopped matching what I actually do for clients today.
Second, doubt: I suspected the copy wasn't showing the value people really get from working with me, but I couldn't be sure, because I'd never done any structured research to check.
If you've felt either of those about your own brand, you know how long you can live with them.
I put off the rewrite for one simple reason: it felt like A LOT of work. Fixing copy while the positioning underneath is fuzzy is a waste of time. Get the positioning right first, and everything downstream finally has something true to say. So that's where I started.
I ran my full client method on myself, from research to a finished position to the messaging that carries it. And because I've spent the last while building a custom AI system for exactly this kind of work, I did it AI-amplified, (but not AI-outsourced).
This session is that whole process, opened up.
I'll walk you through the exact steps, the frameworks I leaned on, the exercises I ran, and the parts I got wrong before I got them right. Once you've seen how it's done, you'll be able to run it on your own brand, whether you're positioning for the first time or, like me, catching your words up to a business that has moved on.
What I'll walk you through
1. The grounding. The positioning thinking I trust most: April Dunford's work, Fletch PMM (Anthony Pierri and Rob Kaminski) on homepage messaging, jobs-to-be-done, message mining, and my own messaging framework. Plus how to choose which one fits the job in front of you.
2. The research. The structured digging I did to find out what I actually do for clients and the value they actually get, from past projects and proposals to voice-of-customer and years of my own content, and how the AI made it feasible in days instead of months.
3. The exercises. The specific templates I filled in, competitive alternatives, unique attributes, the enemy, the onliness statement, the spices, and what each one surfaced (including the surprises).
4. The synthesis. How all of it collapsed into one clear positioning and a through-line I could stand behind.
5. Making it live. Translating that positioning into messaging, then carrying it across channels. My website was the biggest rewrite by volume, so I'll show plenty of those changes. The same messaging also reshaped my LinkedIn profile, and it can flow into whatever you have.
What you'll walk away with:
A way to tell whether your own positioning has drifted from what you do and the value you deliver.
The frameworks and exercises I used, and how to pick the right one for your situation.
A clear picture of how positioning becomes messaging, and how that messaging then lives across every channel.
An honest view of where AI helps and where your own judgment has to lead.
Who it's for
Marketers, founders, and personal brands positioning for the first time, or whose brand has changed while the words stayed the same. If your website, your profile, or your messaging feels out of step with what you actually do now, this session is for you.
What you'll get
A live, one-hour session with time for your questions, the full recording afterwards, and a short written recap of the main points, so you can skim it, reference it later, or read the short version instead of rewatching.