BRAND SWELL
A Blueprint f Women Read
BRAND SWELL
Summary Brand Strategy for Matteen
Brand
Positioning
Positioning Statement:
Matteen is the decoder of human potential, offering exclusive clarity and hope to ambitious women seeking to unlock their purpose and live authentically. Unlike woo-woo spiritual guides or generic self-help gurus, Matteen blends pragmatic wisdom with emotional resonance, creating a grounded yet aspirational journey that transcends fleeting motivation and builds lasting impact.
Core
Differentiators:
1.
Grounded Alchemy: Integrates spiritual insight with practical application, avoiding the "head-in-the-clouds" trap of intellectual entertainment.
Exclusive Access: Provides a unique roadmap to selfunderstanding, unavailable elsewhere, rooted in Matteen’s personal expertise and systems (e.g., human design, purpose decoding). 2.
Community as Legacy: Positions Matteen as the leader of an evolving tribe—a school of like-minded individuals who speak a shared language of purpose and possibility.
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Archetype Alignment:
Royalty: Exclusivity and sovereignty—access to Matteen and his wisdom is a privilege, reserved for those committed to the journey.
Lover: Passionate connection—Matteen’s care and emotional warmth foster a sense of belonging and hope.
Magician: Transformative decoding Matteen unveils hidden potential, turning confusion into clarity with a masterful, almost mystical approach.
Enemy of the Brand:
Woo-Woo Overpromise: Vague, ungrounded spirituality that lacks actionable outcomes and leaves people feeling worse about themselves.
Quick Fixes: Surface-level solutions that don’t honor the time and depth required for true transformation. y.1.
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Value Proposition
Core Promise:
"With Matteen, you’ll find hope, gain access to your unique code, and join a community that empowers you to live your highest purpose—without the fluff."
Key Elements of Value (Top 3):
1.
Provides Hope (Magician): Matteen ignites a sunrise of possibility, lifting people from doubt and despair to belief in their potential.
Provides Access (Royalty): Offers exclusive insights and tools (e.g., purpose reports, strategic maps) that decode who you are and what you’re capable of. 1.
Affiliation/Belonging (Lover): Creates a tribe of decoders people who share a language of purpose and support each other’s growth. 1.
Why It Works:
This value proposition balances emotional resonance (hope, belonging) with functional benefits (access to unique knowledge), appealing to Matteen’s audience primarily women who crave both inspiration and tangible results. It avoids overpromising (e.g., "make money fast") and focuses on authentic transformation, which aligns with Matteen’s disdain for superficiality and his desire for lasting impact (heirloom/generational themes).
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Go-Forward Branding Messaging
Brand Mantra: "Decode Your Dawn."
Meaning: "Decode" reflects Matteen’s magician-like ability to unlock potential; "Dawn" symbolizes hope, new beginnings, and the sunrise of clarity his audience seeks.
Tagline Options:
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Messaging Pillars:
Hope as the Beacon:"Feel lost? I see you and I’ll show you the light at the end of the tunnel."
1.
2.
3.
"This is your sunrise—a life where you finally understand who you are."
Tone: Warm, caring, and bold Matteen’s natural optimism shines through.
4.
5.
Access as the Key:"Get the roadmap no one else can give you—because I’ve walked this path."
"Exclusive wisdom, decoded just for you."
Tone: Sovereign, authoritative, and intriguing— emphasizing rarity and value.
6.
7.
8.
Community as the Journey:"Join a tribe that speaks your language a school of purpose-driven souls."
"You’re not alone this is where you belong."
Tone: Passionate, inclusive, and empowering—building a sense of belonging.
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Brand Voice:
Tone: Bold, warm, and grounded—think a caring ruler with a touch of magic.
Style: Conversational yet commanding, avoiding jargon or fluff. Matteen’s raw, authentic energy (e.g., "I don’t do bullshit") should come through, tempered with clarity for his audience.
Key Narrative:
"Matteen isn’t here to fix you he’s here to decode you. For too long, you’ve been stuck with half-baked answers or feel-good fluff that doesn’t last. Matteen offers something different: hope you can feel, access to a truth you can use, and a community that grows with you. This isn’t a quick fix it’s a journey to your highest purpose, built to last generations."
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Strategic Recommendations
Test & Refine the Top 3:Validate "Provides Hope," "Provides Access," and "Affiliation/Belonging" with Matteen’s audience via testimonials or small group feedback. If "Self-Actualization" or "Heirloom" resonate more, adjust accordingly but keep it to three pillars for focus.
Sell the Journey, Not the Lesson:Shift from overloading with knowledge (Matteen’s educator instinct) to selling the emotional outcome (hope, clarity, belonging). Tease the "sunrise" and drip-feed insights to build anticipation for a long-term program (e.g., 3 months or a year).
Leverage Exclusivity:Position Matteen’s offerings (e.g., Purpose Academy, AI-driven purpose reports) as gated, premium experiences. Use language like "only for those ready to commit" to amplify the Royalty archetype.
Build the Tribe:Create a waitlist or cohort model for a "Decoders’ School" or "Purpose Academy." Offer badges (e.g., purpose report completion) to reinforce affiliation and reward engagement.
Amplify with AI:Integrate Grok or a custom AI to scale the decoding process (e.g., personalized purpose insights), reinforcing "Provides Access" while maintaining Matteen’s voice and authenticity.
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Next Steps
Finalize Hierarchy: Lock in the top three elements of value by March 5, 2025 (Matteen’s start date), ensuring they align with his sales pitch and audience feedback.
Craft the Manifesto: Draft a short, punchy statement weaving hope, access, and belonging into Matteen’s vision of decoding human potential for generations.
Test Messaging: Use the tagline and pillars in upcoming sales calls or social posts to gauge resonance, tweaking as needed.
BRAND SWELL
LIVE RECORDINGS with SCOTT A. MARTIN
BrandScape is insights pulled together as a result of a facilitation, coachsulting in live sessions. These rogue ideas (waves) transform soulpreneurs who want to make an impact on the world
