The Shoal #1 notes

Here’s what we discussed on our first edition of The Shoal, a regular mutual support call for Salmon Crew members. Summarised and anonymised for your reading pleasure.

Brand frameworks for small businesses

• Ditch complex corporate frameworks entirely – small businesses are already human, so the goal is to codify what already exists, not impose new structure

• Build a simple one-page brand document anchored in founder personality, customer language, and a handful of distinctive attributes

• Mine competitor reviews (last 100 per competitor) to map current category associations and buying occasions

• Use a now-next-future audit: identify where the brand is, then prioritise 10 actions across timeframes

Positioning as an independent

• Expect 1–2 years of iteration – it's a process of elimination, not a moment of clarity

• Work backwards from what you don't want to do; the niche emerges through exclusion as much as aspiration

• Anchor everything in a single pithy positioning statement, then layer complementary skills underneath it

• Focus on sectors where clients have budget, not passion projects

Networking and business development

• Use genuine research conversations as your primary outreach ("I'm learning, can I ask 5 questions?") – these routinely convert to work

• Build referral networks with adjacent consultants (brand, web, ops) rather than chasing direct buyer meetings – it's warmer and avoids the hard sell

• Attend industry events where actual decision-makers are, not marketing events full of other consultants

• Protect your time: cap calls per day and per month so networking doesn't crowd out delivery

• Be generous on LinkedIn without expectation – comment on good work, compliment freely, don't keep score

Brand audits on a budget

• Use non-logged-in AI queries to surface how a brand is perceived externally

• Cross-reference with Reddit and Facebook mentions for unfiltered customer voice