Brand Discovery
Exercise 1: Values Archaeology (8 minutes)
Uncover your core values through reflection on peak experiences and moments of pride.
Proud moment # 1
After struggling with pornography addiction for over three years, I have learned so much from that experience and my goal was to eventually share all my learnings when I finally got over the addiction. So I continued writing my notes and realizations. Then in january of 2025, I took everything I wrote and created a 1 hour long YouTube video sharing everything that helped me overcome my addiction: https://youtu.be/bMrvcLhHpaQ
What values were being honored in this moment?
Courage, Service, Growth, Excellence, Legacy, Perseverance, Authenticity
Proud moment # 2
Putting myself in uncomfortable situations all the time. Doing uncomfortable things, especially in things that revolve around helping strangers. I love going out of my way to help a stranger out. I love giving people hope that there exist people in this world that are genuinely kind and are there to help them. I wanna make everyone feel like they are part of something bigger than themselves(a.k.a. giving them a sense of belonging)
What values were being honored in this moment?
Courage, Generosity, Kindness, Hope, Authenticity, Belonging/Community, Service
Proud moment # 3
Having the perseverance to put so much time on a problem that means a lot to me. I wanna touch and make an impact on as many people as I can. This is why I love building software and making useful content. I wanna be the reason something exists. I wanna enable people’s ability to do things. This is why I put so many hours building Orbit, Ember, and many YouTube videos
What values were being honored in this moment?
Perseverance, Service, Legacy, Innovation, Impact
Your Top 5 Core Values (based on patterns above)
1. Service
You’re driven by a deep desire to help others — whether it’s guiding people out of addiction, uplifting strangers, or creating tools and content that make their lives easier. Service isn’t just something you do occasionally; it’s the why behind almost everything you build or share.
2. Courage
You repeatedly choose the uncomfortable path — speaking publicly about a vulnerable struggle, putting yourself in situations that stretch you, or tackling ambitious projects like Orbit and Ember. You honor courage by leaning into fear rather than avoiding it.
3. Perseverance
You don’t quit when things get hard. Overcoming addiction, investing countless hours into building software, and sticking with uncomfortable experiences all show that you’re willing to endure challenges for the sake of growth and impact.
4. Authenticity
You share openly and honestly, even when it exposes your struggles. Whether it’s your YouTube video on addiction or your desire to show strangers there’s genuine kindness in the world, you lead with realness. People can trust you because you don’t hide behind masks.
5. Legacy/Impact
You want your work to outlive you — to be the reason something exists that wouldn’t have without you. Orbit, Ember, and your videos aren’t just projects; they’re contributions meant to leave a lasting mark on people’s lives.
Exercise 2: Strength Amplification (7 minutes)
Identify and articulate your unique strengths and superpowers.
5 things people consistently ask you for help with
- Doing uncomfortable things
- Start learning/building something new
- Cold approaching/message and networking
5 compliments you receive regularly about your work
- Inspiring
- Relatable
- discipine
- innovative/creative
3 tasks that feel effortless to you but challenging to others
- Being authentic and sharing personal stuff
- putting so much time into a project that means a lot to me
- staying true to my values and habits I’ve built for myself
- Being a cheerleader for the people around me. Encouraging them, inspiring them to dream big
What do you do that consistently produces great results?
Top 3 professional strengths
- listener
- only speak when it’s adding some value to the conversation
- Empower and show appreciation for the team around me. I am a cheerleader
- I can bring people together for a certain mission
Exercise 3: Competitive Differentiation Mapping (10 minutes)
Discover what makes you unique in your market or industry.
List 3-5 competitors or peers in your space. For each competitor, what are their main strengths and positioning?
- Boardy.ai
- Experience
- connections
- early in the game
- Series.so
- attracts gen z with their content
- money
- fame
- exclusivity
- Dayli
- strong foundation
- content creators
- university
- thirdspace
- proof that it works
What gaps or weaknesses do you see in the market?
- a space for people to grow in a fun way through doing uncomfortable things
What do you do differently or better?
- I can relate to the socially anxious, quiet, shy ppl
- I can bring people together. I can make people feel supported, belonged
Your unique value proposition (one sentence)
Reflection
What patterns do you notice across your values, strengths, and differentiators?
- direct interaction with people is what I enjoy most
- there is always room for improvement in Social intelligence
How do these elements align with your current professional direction?
- I’d like to be a coach. For anything that I care about
- I wanna be a leader
- I wanna build something. Grow something. A software or a community that can help people feel less alone. Like they belong in a place.
What surprised you most about this discovery process?
Which insights feel most authentic and energizing to you?
- bringing people together
- I don’t just wanna do something that is a nice “add-on”. I wanna change people for the better. Lasting impact. Inspiring lasting change
Brand Statement
Step 1: Brand Statement Foundation (10 minutes)
Who is your target audience
- late teens and young 20s
- university students
- young professionals
What main problem do you solve for them?
- Courage
- Stepping out of your comfort zone It is very hard alone.
- self-confidence
- belonging
- communication & Social intelligence
- community support
- For many students, stepping outside their comfort zone feels impossible when they’re alone. They want confidence, belonging, and real connection, but end up feeling stuck in old patterns and surface-level friendships
How do you solve it uniquely?
- We focus on growing relationships
- making people accountable
- making people feel like they’re making a change on campus
- Make people feel like they’re part of this big mission of making the University of Calgary fun
What outcome or transformation do you provide?
- Social courage and the ability to feel like they are creating an impact on someone else’s life or on the university experience, the campus experience of people.
- The ability to deal with uncomfortable situations in a much better way
Your Brand Statement (First Draft)
- I help students build up their social courage with a group of supportive people who want to build a more meaningful university experience for themselves and everyone around them.
- Most of us play it safe. We stay in our bubble, stick to what’s comfortable, and miss out on unlocking social courage that carries into every area of life. This is why we started The Chalant Society, a community of students who want to build a more meaningful university experience for ourselves and everyone around us through “rejection therapy” challenges. We run weekly meetups designed to push each one of us just outside our comfort zones, while also sparking positive vibes around campus💥
Step 2: Statement Refinement & Testing (10 minutes)
Strategic Content Planning
Exercise 1: Identify Your Content Sweet Spot (8 minutes)
Map out the intersection of your expertise, passion, and audience needs.
Your Areas of Expertise
- Having the courage to take action on your curiosity
- purpose-driven living
- overcoming social anxiety and overthinking
- letting go of things that don’t serve you well
- convomaxxing
- Having more meaningful Conversation
- How to be a good friend/wingman
- being a cheerleader
- trusting yourself more
Topics You’re Passionate About
- growth mindset
- long term game in relationships
- habits
- charisma
- rejection
What Your Audience Needs
- have more faith in humanity
- realize the power of human connection and that life is meaningless without that
- realize the power of doing uncomfortable things and rejection therapy
- Why and how to live with social courage
- How do you feel the fear and do it anyway
- See themselves as capable of doing these uncomfortable “rejection therapy” type videos
- clips of random people doing it
- I give them my glasses
- targeting the people who are me 6 years ago
Your Content Sweet Spot (intersection of all three)
- Social Courage in Action – real stories and challenges about doing the uncomfortable thing.
- showing why human connection is the ultimate meaning-maker
- Rejection as Growth – reframing rejection as fuel for confidence and charisma
- Friendship as a Superpower – being a good friend, wingman, and cheerleader.
- Purpose in Everyday Life – letting go of what doesn’t serve you and caring about the right things (Mark Manson)
- teaching and showing young people how to use discomfort as a tool to build confidence, deepen relationships, and create a more meaningful life