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Week 2 Training

Session 1 of 3

How to Present Brand Positioning

Your first deliverable presentation. Make it unforgettable.

Day 7.
Their first
"wow" moment.
The Deliverable

What Gets Delivered

Michelle Joy: Her Brand Positioning doc included PetJoy's breed-matching algorithm as the core differentiator, a competitive map against Bark Box, Chewy, and Ollie, and a "premium but playful" voice guide inspired by Glossier.

Timeline

Why Day 7 Matters

This is the first deliverable the founder sees. It sets the tone for the entire engagement.

If this presentation lands, you have their trust for the next 60 days.

If it feels generic or rushed, you will spend every future call earning back credibility.

The Brand Deep Dive call gave you the raw material.
The skill built the first draft.
Your QA made it personal.
Now you present it like you built it by hand.

The Framework

The 6-Step Presentation Flow

Same order every time. The structure gives you confidence. The founder feels the polish.

  1. Open with energy
    Set the tone in the first 30 seconds
  2. CEO Summary
    2-minute overview that frames everything
  3. Brand Strategy
    Walk through positioning, mission, values
  4. Competitive Analysis
    Show them their market landscape
  5. Offer Positioning
    Connect strategy to revenue
  6. Voice and Tone
    Make the brand feel real and tangible
01
Step 1

Open with Energy

"Hey [Name]! I am so excited to show you this.

I have spent the last week going deep on your brand, your market, and your positioning.

I think you are going to love what we built. Let me share my screen and walk you through it."
Why This Matters
Your energy is contagious.
If you sound excited, they get excited.
If you sound nervous or flat, they start looking for problems.
Confidence is not arrogance. It is conviction that what you built is great.
02
Step 2

CEO Summary

What It Is
A 2-minute overview that covers the key findings, the strategic direction, and the big opportunity you see.
Think of it as the executive summary a CEO would read if they only had 2 minutes.
How To Deliver It
Do not read it word for word.
Summarize the key points in your own words.
Make eye contact (look at the camera).
This is the moment they decide whether to trust the rest of the document.
Michelle Joy
"Michelle, here is the big picture. PetJoy's real differentiator is not the subscription box. It is the breed-matching algorithm. That is your competitive moat and the story your content needs to tell."
03
Step 3

Walk Through Brand Strategy

What To Cover
Mission statement
Vision
Core values
Positioning statement
Connect each element back to what they told you on the Deep Dive call.
"You said X, so we built the positioning around that."
Pacing
Spend 3 to 4 minutes here.
Do not rush through it.
Pause after the positioning statement and let it land.
Ask: "Does that feel right?"
This micro-check builds buy-in before you go deeper.
04
Step 4

Competitive Analysis

What To Cover
Walk through 3 to 5 competitors.
Show what each one is doing well.
Show where the gaps are.
Show where the founder's brand fits in the landscape.
This is where founders often have their biggest "aha" moment.
How To Frame It
Never trash competitors.
Frame it as: "Here is what they do well, and here is the space they are not occupying.
That is your lane."
Respect the market, own the gap.
Objection Judo

"This does not feel like me."

What They Mean
The language or tone feels off. Something in the positioning does not match how they see themselves.
How To Handle
"Tell me which part feels off and let us fix it right now."
Open the doc. Make the edit live.
This is not a failure. It is proof that you listen and move fast.
The Principle
Every objection is a chance to demonstrate that you are there for them, not to defend your work.
Amend on the call. Ship it before you hang up.
Objection Judo

"My competitor analysis is missing [company]."

What They Mean
They have a competitor you did not include. They want to see how they stack up against a specific player.
How To Handle
"Great call. I will add them right now. Tell me what you know about their positioning."
Add a placeholder entry live. Fill in details after the call.
Show them you can move in real time.
Objection Judo

"I already know my brand positioning."

What They Mean
They think they do not need this deliverable. They want to skip ahead to content.
How To Handle
"I hear that, and the fact that you have this clarity is exactly why your document is so strong.
What I want to show you is how we codified it so that every piece of content, every email, every landing page speaks with one consistent voice.
This is the foundation everything else is built on."
Amend on the call.
Ship it before you hang up.
Time Management

60-Minute Presentation Call

60 MIN
0-3 min Open with energy
3-7 min CEO Summary narration
7-15 min Brand Strategy walkthrough
15-25 min Competitive Analysis
25-40 min Offer Positioning + Voice
40-55 min Feedback and live amends
55-60 min Close and next steps
Standards

Do's and Don'ts

Do This

  • Open with high energy and confidence
  • Start with the CEO Summary every time
  • Connect every section back to their words
  • Pause after the positioning statement
  • Ask "Does that feel right?" as a micro-check
  • Amend the document live on the call

Never Do This

  • Read the document word for word
  • Get defensive when they push back
  • Say "I will revise and send it later"
  • Trash their competitors
  • Rush through sections to finish early
  • End without confirming the next call
Pre-Flight

Presentation Checklist

Check each item before your Brand Positioning presentation.

Remember

Day 7 is where you earn their trust for the next 60 days.

Present it like you built it by hand. Because that is what it should feel like.

Up Next
Next Session
How to Present Content GPS
The content roadmap that turns their brand into a content machine.
Deck 3 of 9: Brand Positioning