Introducing From the Brand Up
A 6 week group program for building the words, stories and voice that attract the clients you actually want.
I’ve been talking about how to show up more authentically in your business for a while now, and how important it is as the world becomes more AI driven. In How to Grow Your Coaching Business Beyond Word-of-Mouth Referrals, we got into why the referral engine plateaus and how the fix starts with putting yourself back into every touchpoint your prospects visit. In How to Stand Out as a Coach Online Now That AI Can Write Anything, we dug into why the standard playbook stopped working and how your specific human context is the only remaining moat. And in How to Sound Like Yourself in Your Marketing, we unpacked the observation work almost no coach has actually done and how AI stops sounding like AI the moment you train it on your voice.
If you’re like most coaches I know, you do genuinely deep work with your clients. You care about the specific transformation you offer, you’ve refined your approach over years, and your best clients rave about what it’s actually like to be in the work with you. What you struggle with is translating all of that depth into marketing that actually sounds like you, so what ends up on the page reads generic even though you aren’t.
This isn’t a knowledge problem. It’s a connection problem.
I work 1:1 with coaches helping with your messaging and marketing. I’ve always wanted to bring coaches into a room together to do this type of work, as sometimes it’s easier to find our message and our story by hearing others work through theirs. And I’m so excited as the group program I’ve been working on is now here and open to our beta group! This is the room that will help you close the gap in your messaging so you can connect with and bring in your dream clients.
Applications for From the Brand Up (the fall 2026 beta group) opened yesterday. There are only ten seats where we will work together over the next six weeks, with a whole lot of live facilitation to help you align your message, and stop hiding in your business. This group is small on purpose, built for people ready to dive in and get this work done, so you can build the business that attracts your dream clients without the requirement of a warm referral. Allowing you to build past your network and increase your impact.
What From the Brand Up is
From the Brand Up is a 6-week live group program that’s heavy on hot seats and light on passive video. Eight to ten coaches and consultants will join a small room with me each week, and we work through the specific building blocks that put you back into your own marketing.
Each week is a 60-minute live session on your real material like your website, your bio, or your client language. The pre-work is small — a short doc, a portrait, a rough draft — and the actual transformation happens on the live call itself. Built with a hot-seat structure that allows you to dive in deep to your own business, while also seeing yourself in others’ businesses and questions too.
Total commitment lands at about 2 hours a week. That’s short prework, one live call, and the implementation time you’d normally spend on your marketing anyway, aimed at something that actually compounds instead of disappearing into another content calendar.
By week six, you walk out with a complete personal brand system that’s built specifically around who you actually are. The Claude project setup comes with it, and that’s what makes the personal brand system keep compounding instead of collecting dust on your desktop. You train the AI on your voice, and the tool keeps writing like you and learning every future session. With the goal of not only sounding like you, but building the stories that really connect AND not requiring you to be a wizard marketing copywriter alongside your wizard abilities at coaching.
Who it’s for
This is the room for coaches who close 90% of the referrals they get, but can’t for the life of them convert a cold audience.
You’re the right fit if:
- You’ve been in business 2–5 years and your clients love you
- Most of your work still comes from referrals
- Your website has been redone (or you’ve been meaning to redo it) and it still doesn’t quite sell you
- You can feel that you’re the differentiator, but you can’t get it onto the page
- You’re tired of scrolling your own feed and thinking any coach in my niche could have written this
- You’re ready to take marketing seriously, and want to have a plan that is built to how you show up best — not how the algorithm dictates
- You want a real messaging foundation that compounds, not another content calendar
You’re not the right fit if you’re brand-new to your work, if you don’t yet know who you serve, or if you’re looking for a done-for-you copywriter. This program teaches you how to present yourself online in a way that authentically connects with your ideal client across all marketing.
The 6-week arc
Each week has a specific piece of the personal brand system it builds, and every week ends with you having something you can actually use before the next call.
Week 1: The Disappearing Act. Where you’ve gone missing across your site and content, and what all of that is quietly saying about the person behind it. You leave with a specific diagnosis of the gap between who you are and what your marketing shows.
Week 2: Who’s Your Person. This week moves past demographics into the psychological portrait of your ideal client. You leave with the beginning of a client language library, written in her words rather than yours.
Week 3: The Case For You. This is the permission-and-discovery week, where we work out what you’re allowed to bring to your marketing and how the 80/20 blend lets you sound like yourself without oversharing.
Week 4: Story Mining. The STORY Framework applied to your five story seeds, worked through live in hot seats. You leave with three finished stories you can use the next day, and this is the heaviest hot-seat week of the whole program.
Week 5: Sound Like Yourself (On Purpose). We codify your voice into a working document you can hand to a team, to AI, or to your future self. You leave with a brand voice guide you’ll use for years, and it’s also the base you feed AI so the tool starts writing like you instead of like ChatGPT default.
Week 6: Putting It All Together. Bio, homepage “aha” moment, and the conversation about where your messaging lives now that you have it. This is also the week you get the setup guide for turning everything into a Claude project so writing gets faster and more like you every future session.
What walks out with you
Every participant leaves with:
- A specific “where I’ve gone missing” diagnosis
- A psychological portrait of your ideal client, in her language so you know what to say to get her to stop and listen
- Your point of view, named and owned
- 3+ built stories using the STORY Framework (built live from 5 story seeds)
- A working brand voice guide
- Rewritten bio and homepage “aha” moment
- The Claude project setup guide, so AI starts producing your voice instead of its default one
- Clarity on your primary marketing channel — the one you’ll show up to with pride, instead of trying to be everywhere
Between calls — the Marco Polo group
The between-call community for this program is a Marco Polo group, which is an intentional choice. Most program Slack channels get ignored by everyone after week two, and I wanted something that actually served a specific purpose.
The purpose is to desensitize you to being on camera in a completely no-stakes environment. You show up, you say something small about your day, you watch yourself back, and slowly the fear of being on video for your audience gets quieter. By Week 6, most people are surprised by how much less scary being seen actually feels.
This is the piece that closes the gap between “I know I need to show up on camera” and “I actually can.”
The bonus — Show Up On Camera: A Confidence Guide
This confidence guide is included with the program, and it draws from my years as a brand photographer. It covers what nobody teaches coaches about being on camera, from why you have to be to how to look like yourself at any size. The most valuable piece is the confidence reframe that finally closes the gap between what you see when you watch yourself back and what your audience actually sees.
Paired with the Marco Polo group, this addresses the biggest fear I hear from coaches thinking about this kind of work, which is the fear of becoming the face of their own business. Nobody’s asking you to become someone new. What we’re building here is your capacity to be seen as you already are, and the guide plus the group are what actually deliver that.
The details
- 6 weeks · 8–10 people max · live hot-seat format
- About 2 hours a week total commitment
- Dates: September 23- October 28th
- Applications open: September 8 – September 18 (rolling review, not first come first served)
- Beta price: $697 — Group 2 launches Spring 2027 at $1,497
- Replays included for every session
- Week 1 refund: Come through the first call. If it’s not the right fit, I’ll refund you.
Why the beta group matters
This is the first group at this price. Group 2 in Spring 2027 launches at $1,497, more than double the beta rate. The beta price exists because I want the first round of alumni to be case studies, and because a small room at $697 each is the room where the program gets its final polish.
If you’d rather buy in when a program is fully refined and priced accordingly, wait for Spring. If you want the smaller room, the founder-price seat, and direct access to me, this is your group.
Why I know this works
I hid behind my work for years. I was a wedding photographer, and I built a business around my technical skill and my portfolio, and stayed almost entirely out of my own marketing. It felt safer to show the work, let the work speak, and never actually have to be seen as the person doing the work.
It got me bookings, but the wrong kind. Brides who liked my photos but didn’t quite know me. Referrals that felt like a coin flip on whether we’d actually click. The bookings that felt right, the brides who felt like friends before we’d even met, always came from the couples I’d actually put myself in front of. They’d read something specific I’d written, watched a video where I said what I actually thought, and decided I was the person they wanted holding a camera on the biggest day of their life.
That’s when I learned this in my own body: it’s not about the service, it’s about the experience of you.
I’ve pivoted my business five times in the last twenty years (there’s a whole IG series on it if you want the story). Every single pivot has worked, and the reason is the same — every time, I stopped hiding behind whatever service I was offering and put myself back into the marketing, because when people trusted me they trusted the service. Dream clients come find you when they can see you, and they stay because they picked you specifically, not the service you happened to be offering that year.
Ron Pratt runs The Altera Collective, a career-redesign practice for professionals rebuilding at midlife. When he came to me, he was clear on his work and completely unable to explain it. We rebuilt his messaging from the brand up — his real story, his real voice, and his real point of view that career redesign is fundamentally a return home. The site he’s building now has language he can actually use, and his discovery calls have shifted from him re-orienting every prospect to prospects arriving already understanding what he does.
Why this is a group program
I work 1:1 too, and that’s still available. But I’ve been wanting to run this in a group for years, because my actual superpower — the thing I do that people can’t quite do for themselves — isn’t Oreo consumption (though don’t judge). It’s seeing the stories sitting just under the surface of your business, and helping you bring them out for yourself.
That’s a thing that gets easier in a group. When you watch someone else’s story get pulled to the surface in a hot seat, you start seeing yours. When you hear another coach articulate something you’d been circling for months, you find your own version. The room gives you the mirrors of other people at your same edge, doing the same work at the same time.
And it’s built for coaches who want to be findable and known for the specific work they do best, and who care about being genuinely connected to their audience more than about becoming an influencer. Nobody in this room is trying to go viral. Everyone in this room is trying to be seen clearly by the exact right person.
Krystal put it this way once: “She somehow sees you better than you see yourself.” That’s the mechanism of this program. What you leave with is the specific version of yourself your best clients already know, put on the page in language a stranger can recognize.
What now
If this post landed for you and the last three did too, if you’ve been reading the newsletter or watching the TikToks or just lurking on the site for a while, this is the room I’ve been building toward.
Apply for your spot at fromthebrandup.com. The application takes about 10 minutes and you’ll hear back from me directly. There are ten seats and applications get reviewed on a rolling basis through September 18, so if this is your group, don’t sit on it. If you have a question before you apply, reply to any of my emails and I’ll answer directly.
The gap between the coach your clients love and the coach your website shows is closable. This is the group where we close it.
