It’s time your brand works for you.
You don’t need more marketing noise
you need CLARITY
It’s not reciting how you do your work It’s about communicating the solutions and value you provide.Six sections, a walkthrough video for each one, and six weeks of guided prompts to keep you on track. Add a 90-minute consult with our team, or spend half a day building the whole thing with us.
Built for owners who are great at the work and tired of guessing at the message.
- 6
- Guided sections
- 47
- Workbook pages
- 6
- Weeks of prompts
- 17
- Finished assets
Why messages doesn’t lead to sales
Great work doesn't
sell itself.
Every dollar you spend on marketing points at a message. If that message isn't optimized, the spend is a guess and you are wasting time and money.
Most owners spend too much time talking about how they serve instead of what the customer gets or why their business exists, then they wonder why clients lose interest and don’t buy.
You'll recognise at least three of these
- 01
Your idea of marketing is talking about how you are honest, care about quality work and providing great service or product. .....just like **every** other business ever.
- 02
Your website says one thing, your ads say another, your team says a third and your sales pitch is a mix of them all..
- 03
You're constantly competing on price because nothing else obviously separates you.
- 04
Referrals dry up because nobody can explain you to someone else.
- 05
You post consistently and it still doesn't compound into anything.
- 06
Every new hire needs six months to 'get' the brand.
Every one of those is the same root cause wearing a different costume: the message is unclear. Not optimized . Not sharable, in a way you could hand to someone.
The difference
You're not doing
this alone.
Anyone can hand you a worksheet. What makes the difference is someone who does this for a living walking you through what to write, reviewing what you wrote and telling you where it's soft.
Step 01 · Watch
Six guided videos
Dustin walks you through one section at a time — the framework, why it matters, and real examples from brands you already know.
Step 02 · Work
Fill in the workbook
The 47-page guide turns every framework into a prompt you answer about your own business. Nothing is theoretical. Six weeks of emailed prompts keep you moving.
Step 03 · Check
Have it checked
On Reviewed and Guided, you finish with a session — we go through what you wrote and tell you where it's soft. Self-Paced gets the same material without the live time.
The curriculum
Six sections.
One clear brand.
They build on each other in order. By the end of section six you are not holding notes — you are holding a brand platform and a dated 90-day plan.
- ✦Your Core Purpose — the WHY that survives a bad quarter
- ✦Your niche, and the Core Focus where WHY and WHAT overlap
- ✦Choosing 3–5 core values you actually operate by
- ✦The Brand Journey Framework: reverse-engineer the next 1–3 years
- ✦The Catalyst — what you saw that nobody else did
- ✦The Core Truth — the belief that makes you impossible to confuse with a competitor
- ✦The Proof — how you reinforce it daily so it becomes a pattern, not a claim
- ✦Distilling it into a single 'I believe' manifesto line
- ✦What you do vs. what they get — reframing the offer around the outcome
- ✦The Three Levels of Problems: external, internal, and philosophical
- ✦The Value Equation — dream outcome, belief you can deliver, speed, effort
- ✦Your Offer Positioning Statement, written out and finished
- ✦The Identity Match Framework — values, worldview, and aspirations, not demographics
- ✦The Practical Profile: frustrations, buying behaviors, and the language they actually use
- ✦Anti-Client Clarity: naming who you refuse to serve
- ✦The Mirror, The Vision and The Bridge — their reality, their aspiration, your solution
- ✦A one-sentence client description, content hooks, and email subject lines
- ✦Awareness → Interest → Decision → Action, mapped to your funnel
- ✦Brand marketing vs. direct marketing, and the ratio between them
- ✦Your content pillars and the rule that keeps you consistent
- ✦Building trust and credibility before the sales conversation
- ✦Putting all five sections into one working brand platform
- ✦Your 90-day action plan, week by week
- ✦The systems that keep it alive after the motivation fades
- ✦The Resonance Test — how to know it's actually right
The workbook
47 pages
you actually
fill in.
Courses fail because watching feels like progress. This one doesn't let you get away with that. Every framework in every video has a matching exercise with your name on it — and each section ends with a checkpoint you can't honestly skip past.
- ✦Download once, fill it in digitally or print it
- ✦Checkpoint pages at the end of every section
- ✦Real examples from Nike, Russ, Gary Vee and Design Pickle
- ✦Finish with a brand platform you can hand to a designer, a hire, or an agency
The Guided session
Done in a day,
immediate ROI.
We block a half day and go through all six sections with you, live. You're not filling in a workbook alone and hoping your answers are any good. We build it with you, you ask whatever comes up while we're in it, and you leave with it finished.
- ✦All six sections, walked through together
- ✦We build it with you, not for you
- ✦Ask questions in the moment instead of guessing and finding out three weeks later
- ✦weeks of work compressed into one sitting
- ✦You leave with it done. No homework.
Founding cohort
You'd be
among the first.
This process has run with Top Shelf clients for years — this is the first time it's been recorded and made available on its own. Rather than pad this page with proof from somewhere else, we're leaving it empty until the first people through have something real to show.
Finished, not conceptual
What you walk
out with.
- ✦Your Core Purpose in one sentence
- ✦Your 3 to 5 Core Values
- ✦Your Brand Story Statement, ready for your About page and pitch decks
- ✦Your "I believe" statement
- ✦A one-sentence description of your ideal client
- ✦The three levels of problems you actually solve
- ✦Your Offer Positioning Statement
- ✦Your social media bio
- ✦Your website headline
- ✦5 email subject lines
- ✦3 content hooks
- ✦Your Mirror, Vision, and Bridge messaging statements
- ✦Your 3 to 5 content pillars
- ✦A Top 10 outreach list
- ✦A one-page Messaging Cheat Sheet
- ✦A one-page Brand Messaging Framework
- ✦A 90-day action plan
Pricing
Choose the level
that works for you.
Move up a tier any time before your session and pay only the difference.
Self-Paced
Best for New businesses getting started
Everything you need, on your own time.
No live session
- ✦The six-section workbook
- ✦A walkthrough video for every section
- ✦Six weeks of guided email prompts
- ✦Lifetime access, including updates
Most chosen
Reviewed
Best for Established and scaling, not yet past half a million
Someone who does this for a living reads what you wrote.
90 minutes, one-on-one
- ✦Everything in Self-Paced
- ✦A 90-minute one-on-one consult with our team
- ✦Your answers reviewed and pressure-tested
- ✦Book it as soon as your workbook is done
Brand Clarity Experience
Best for $500k and up, ready for someone in the room
One sentence that sells, in a single afternoon.
Half a day with our Creative Director
- ✦Everything in Self-Paced
- ✦All six sections built with you, in one afternoon
- ✦The full audio recording of the session
- ✦You leave with it finished. No homework.
Every session is run by Dustin Kennon, TSM's founder and creative director.
He's been building brand strategy, content, and online execution for service businesses since 2018, including seven-figure operations.
14-day guarantee
Do the work. If you don't finish with more clarity than you started with, email us and we refund you in full.
Straight with you
This isn't for everyone.
- —Pre-revenue, idea-stage founders
- —Anyone who just wants a logo
- —Anyone looking for done-for-you work
Questions
Before you
commit.
Still unsure? Email dusty@topshelfmediaco.com and you'll get a real answer from a real person.
One section a week for six weeks. Plan on one to two hours per section depending on how focused you are with the time.
You book as soon as you finish the workbook. No fixed date, no waiting.
Dustin Kennon, TSM's founder and creative director. He's been building brand strategy, content, and online execution for service businesses since 2018, including seven-figure operations.
No. If it turns out we'd be a good fit to execute what you build, we'll tell you at the end. But you're not paying for a sales call.
Yes, any time before your session, paying only the difference.
Virtual by default. In person is available by quote.
Most people who do this already have a logo, a website, and a rough sense of what they do. This isn't about replacing any of it. It's about finishing the language underneath it.
You have 14 days. Go through the material, do the work, and if it hasn't given you more clarity than you started with, email dusty@topshelfmediaco.com and we'll refund you in full.
It’s time to get clear on the
message.
Six sections, a video for each one, and as much of our team as you want involved. Start today and you could have the whole thing finished inside six weeks — or in a single afternoon.