← Workbook | Read the guide first · Chapter 2 · STYLE

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What this section is about

Part 1 got clear on who you are. Part 2 turns that into a position — what someone concludes about you the second they land on your page. Not what you tell them. What they decide on their own.

How to use it

Do these in order — each one feeds the next. Competitors and audience first (looking outward), then your positioning (looking inward), then the bio and profile that broadcast it. Budget about an hour.

What you'll have by the end

The gap in your niche that's yours to take. 3 audience portraits. Your Intersection bullseye. Your DNA and 1–3 storylines. A bio in 3 versions. And a profile audit with the one thing to fix first.

Exercises for Part 2 of the guide. Complete after reading Part 2.

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2.1 · Your Pattern

A brand isn't a strategy document. It's a pattern — the repeating feeling someone gets every time they meet your content. Before the positioning work, set the intention behind it.

Right now, my head is mostly in... (tick the one that sounds more like you lately)

• [ ] Content creator mode — "what should I post today, how do I get more reach, which trend is hot, what does the algorithm want"
• [ ] Personal brand mode — "what role do I play for my audience, what image am I building, what's my vision for the next 3 years"

No judgment — almost everyone starts in the first one. Part 2 is what moves you to the second.

The one feeling I want someone to recognise before they even see my name:

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When that feeling is consistent — your energy, your way of thinking, your reactions, your taste — people recognise you before they read your @. That's the whole game of positioning.

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2.2 · Competitor Analysis

Not to copy — to find the gap they left open. Pick 3–5 creators in your space.

The gap nobody's filling well — that I could own: