Grow Your Small Business Without Sacrificing The Things That Really Matter.

An online video course that teaches you how to identify a profitable niche, position your business to solve a specific problem, and create a growth process.

"The Brand Compass process is one that WORKS! 

Taking into account all the moving pieces that contribute to my business, Joe guided me to my new positioning. That lightshed moment was amazing. I still have so many steps ahead of me, but I know where I’m going and I’m REALLY excited about it." 

you started your business to:

Have Freedom

Life is too short to spend it building someone else's dream. Spending time with your family is more important than making a few extra bucks working with people you don't like. You should take time off when and how you want to. 

Impact The World

Work for you is about more than making money. Passion is important to you. It isn't enough to make money, you want to make a difference. You have dreams of using your skills and business to make the world a better place.

Make Money

You know what the company you used to work for billed you at. It sure wasn't $30 an hour. You are great at what you do. The work you do is with integrity and craftsmanship. You deserve to be paid what you are worth.

But You:


  • Stressed
  • Overworked
  • Undervalued

Struggle to

  • Find Great Customers
  • Communicate Clearly
  • Stand Out


  • Overwhelmed
  • Discouraged
  • Burnt out

Who This Course Is For:


Toe Dippers + Market Testers

So, you want to start a business? You've got skills but you still work for someone else. Your toes are over the cliff and you want to jump but are not comfortable pulling the trigger. You need more confidence and assurance before making the plunge.

This course is for you. 


Freelancers + Solopreneurs

You have branched out and started your own business or side hustle. You know you have something valuable to offer but you haven't figured out how to make good money yet. Don't get me wrong, you have a few customers and have completed big projects, but you don't know why some people work with you and others don't. 

Some of you know you need to niche or specialize but don't know how to do that or what area to focus on. 

This course is for you.


Small Business Owners Ready To Scale

Getting business and making sales isn't the biggest issue for you. A long time ago you struggled making sales but now you know how the game works. You understand the market and what it takes to stay in business. 


You want to scale. Working isn't hard for you, in fact, you work all the time. Now you want to enjoy the freedom, impact, and profit of all your hard work but you are missing something. Some of your customers are awesome and some are not. Most of your projects are profitable but you deal with scope creep more than you want to. To grow the way you have been means working more hours. There must be a better way!

This course is for you.

The course works especially well for:

  • Professional Coaches
  • Business Consultants
  • Digital Marketers
  • Web Developers
  • Brand Strategists
  • Graphic Designers
  • Copywriters
  • Social Media Managers
  • Video Production Experts 

This whole running your own business thing is harder than it looks. 

Do these thoughts sound familiar? 

How do these other guys do it, the ones who seem to be so successful?

Do I have what it takes to grow a businesses without deserting my family? 

I feel like I am wandering around through the wilderness in my business and I don't know how to get out!

You have a problem...

If you have made it this far, you have a problem. The good news is you came to the right place! If you are ready to take focused time to work on your business, you are ready to succeed. Now all you need a framework to help you get the success you are looking for.

But it isn't all your fault.

You didn't have the right tools.

You are a hustler. A resilience rockstar. You have been knocked down many times but keep getting back up for more.

The one thing you are missing is a solid map of your destination and a compass to help you get there. Even if you know where you want to go, you still need the right tools to help you navigate there.

I struggled with a lot these same problems but after hundreds of hours of research and practice, I have created a process that works. I created a set of tools that have helped me communicate more clearly, and now I want to help you do the same thing.

That my friends, is why I created This Course:

 The Brand Compass Course

The Brand Compass is a framework to help you simplify your business so you can have the freedom and profit you have always dreamed of. Here are the basics of what we cover.

  • 1
    Identify Your Ideal Customer: we cover how to identify your ideal customer and use the same language they do to reach them.
  • 2
    Position your offering: find an underserved market that has a specific problem and niche your offering to help them solve a specific problem. 
  • 3
    Create processes that scale: create repeatable step by step processes that make you far more efficient. You will be able to charge far more for less hours by selling on the value you bring. 
  • 4
    Communicate clearly: create a simple, easy to use communication guide so you can sell like a pro without being pushy or sleazy. 

10 easy-to-follow lessons at your pace.

Each lesson is broken down into bite size topics. You can complete the entire course in as little as 10-minutes per day for 30-days.

5 Powerful Worksheets

To be successful you need the right tools. The worksheets in the Brand Compass Course are not extra fluff added as an afterthought. They are the foundation of the Brand Compass Process and are the key to unlocking the true power of the framework. You will use these worksheets daily to guide you to the right decisions. 

The Customer Profile Worksheet:

Truly understand your customers, what makes them tick, and what they want. Discover their pain points and the problems that keep them from getting what they want. Learn the language you need to use to connect with them.

Position Worksheet: 

Identify an underserved market and separate yourself from the competition. Discover who can you serve better than anyone else, and what specific problem are you solving for them.

Product Worksheet:

Create an offer that solves a specific problem for your ideal customer so you don't have to customize what you do for every customer.

Process Worksheet: 

Document a clear, repeatable process for your main offering and key parts of your business. Plan out how you will scale your business through defined processes. 

Why Statement Worksheet: 

Write down your vision, goals, and values. Find out where your vision and values overlap with those of your customers. Connect with the values and worldview of your customers.

Clear Examples To Follow

Pull it all together with the Brand Compass Communication Guide.

The final output from the course is the one-page communication guide called the Brand Compass. The Brand Compass will help you use clear and consistent language, that speaks to your customers, across every part of your business.

Getting started is as easy as 1-2-3

  • 1
    Make the decision to take control of your business.
  • 2
    Choose the payment option that works best for you.
  • 3
    Get instant lifetime access to the course.
Payment Plan

Get instant access to the Brand Compass course with 3 monthly payments of:




  • Instant Access To The Course
  • Brand Compass Communication Guide
  • 10 Core Lessons
  • 5-Brand Worksheets
  • Access To Exclusive Facebook groups
  • 10% of your purchase funds entrepreneurial and tech programs through our partner NGO in Kenya.

*Total Cost $597

30-Day Satisfaction GUARANTEE

You are fully protected by our 100% Satisfaction-Guarantee. If you get into the course and are not satisfied for any reason within 30-days, we will refund your money.

This process is one that WORKS!

I love what I do, but things were getting really stressful. Work-life balance was NOT happening and I was taking on too much work that I wasn’t enjoying. I knew I needed to sit down and figure out a process, find a new niche, and recalibrate.I do this stuff for my clients, but when I tried to do it for myself, I just got stressed out. I so needed an unbiased, external voice to guide me.Taking into account all the moving pieces that contribute to my business, Joseph guided me to my new positioning. That lightshed moment was amazing. I still have so many steps ahead of me, but I know where I’m going and I’m REALLY excited about it.The Brand Compass process is one that WORKS and Joseph presents with clarity and passion. He is extremely knowledgeable in all things marketing -- and he has a heart of gold and REALLY wants you to succeed.

Nechama Elbaz
Copywriter - Poof Creative

Joseph quickly understood my needs and provided outstanding insights that have truly paid off.

As I dove into the challenge of launching my own firm, I reached out to Joseph at the recommendation of someone I respect for help in framing my business model and building my brand identity. Joseph quickly understood my needs and provided outstanding insights that have truly paid off. His deep knowledge, clearly gained through personal experience, has been instrumental in positioning my fledgling business for success. I would recommend Joseph to anyone looking for an edge (and I have!).

Brian Greenwald
Founder - bPOZ

I now have a clear path for selling my services to the clients I want most.

“I have greatly enjoyed working with Joseph. He guided me through a deep dive into determining what services I most want to offer to whom, and why. His process led me to discover the pain point of my ideal client, and how I can solve their problem. It took work to figure everything out, but Joseph broke the journey down into bite-sized pieces, and I came away with a clear plan for the niche I want to fill. In addition, he helped me find the language to help clients recognize their problem and how I will solve it. I now have a clear path for selling my services to the clients I want most.”

Cynthia Smith

Common Questions/Concerns

Questions and objections are great and always welcome. I want to caution you and challenge you at this point though. Do you have legitimate questions, or are you making excuses? The biggest problem I see that is holding entrepreneurs back is hidden fear and excuses. 

When we make excuses we tend to feel like the problems we are experiencing are out of our control. We can blame it on the industry, or automation, or global competition. In the end of the day, those are excuses.

Don't let excuses hold you back. When the problem is clear, you can address it head on. If you allow yourself to be honest and admit there is a problem, you can't blame anyone but yourself. However, when you identify the problem, you can find the tools to solve it.


I don't have time

The truth is, you will never have time. You have to make time. The world isn't going to slow down one day and suddenly you will have all this extra time. 

The real question is, how much time are you wasting running after prospects who will never work with you? How much time is lost customizing your solution for every customer? How much time is wasted writing custom bids that the prospect uses to leverage your competitor to lower their price?

Can you commit to 10-minutes a day for 30-days? If you can, you have the time for this course. If you are experiencing these pain points make an extra 10-minutes in your day. Wake up 10-minutes earlier, stay up 10-minutes later. Watch videos on your phone while in line at Chipotle.

If you can't make room for an extra 10-minutes in your day, I can't help you.

What if I offer a lot of services to a broad audience?

If you are not experiencing any of the problems above, by all means, keep going. Why fix what isn't broken. However, if you are experiencing the frustrations listed through this page (if you made it this far you probably are) then STOP. Simplifying your business will help you to attract better customers, make your business more efficient, you will get a lot more out of the work you but in, AND make a lot more money.

 When you solve a specific problem for a specific person (ideal customer) you make it so much easier for them to choose you. A simple, clear offering doesn't have to be customized nearly as much for each customer. Every time you work with a new customer your solution will get better and need less customized work. You can create better processes.

If I niche my offering won't I be leaving money on the table?

Usually it works the other way. You will be leaving some money on the table but will make more in the long run. Think of it as picking up pennies when there are dollars close by. It is counterintuitive, I know, but when you target a specific problem for a specific person, it is a lot easier to make the sale. You know better who to target as prospects, you are able to qualify better and get better customers, you will get stronger brand advocates, and your margins on projects will be a lot better. 

It takes a mindset change. You don't have to stop doing everything else right now, but over the long run slowly move into a niche. Experts make more than general practitioners. 

This course is for:

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    Business owners or managers that have control over offerings and processes. 
  • angle-right
    People who are motivated to learn and willing to change.
  • angle-right
    Professional coaches and creative entrepreneurs.
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    People who want more freedom in their life. 
  • angle-right
    Businesses that want to be more profitable while making a positive impact.

This course is NOT for: 

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    Retail companies or companies that sell a specific tangible product. (The principles apply but some of the practice is different.)
  • angle-right
    People who are happy with how things are going. 
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    People who are unwilling to think differently or change.
  • angle-right
    Someone looking for a silver bullet that will fix all of their problems. 
  • angle-right
    A person that cannot or will not make the time to focus on their business.

© The Business Identity Company, 2018