LA Tech Week x Expert Dojo x Camino5
Branding in Public:
What We Learned and What to Do Next
See what happened in the room and join us Tuesday at 8:30 AM PST for the next live clarity workshop. Includes GPT + Brand Clarity Workbook.
What Happened in the Room
At Expert Dojo during LA Tech Week, founders, investors, and operators joined a live brand strategy session led by Camino5, with an opening context from Expert Dojo.
Together, the room deconstructed how one startup, Matchbook AI, a $3.5M ARR company, could reframe its brand to accelerate from $3.5M to $10M ARR by next summer.
The focus: brand clarity, aligning story, customer, and value so every channel works harder.
“Most founders don’t have a marketing problem.
They have a clarity problem.”
The Core Challenge
The Market Reality: Founders today are caught between Seed and Series A — the “no man’s land” where money is tight and clarity determines momentum.
Matchbook’s case:
• $3.5M ARR
• 90% referral-driven growth
• 94% retention
• No defined marketing structure
The challenge: Move from being known by partners to being known by the market.
The target: $10M ARR within 12 months.
The Brand Lessons
Brand is the glue. The old funnel is gone. Brand is what holds every touchpoint together.
Value beats features. Logos matter less than clarity of purpose.
Define your ICP. Not “everyone.” For Matchbook: Supply Chain Managers at $50M+ companies who need visibility and control over risk.
Transformation wins. From “accurate data for decisions” → “prevent chaos in your supply chain.”
Availability = brand strength. If people can’t find or understand you, you don’t exist.
Alignment drives acceleration. When story, sales, and strategy speak with one voice, growth compounds.
The Takeaway
Most founders don’t have a marketing problem. They have a clarity problem.
When brand, message, and market align, every channel works harder.
“A third of brand is knowing who your ideal customer is. The rest is learning how to speak to them.”
Continue the Work
You can keep building your clarity using the Camino5 Brand Clarity Workbook, the same frameworks used in the live session, now structured for independent use.
Inside the workbook:
• Say Who You Are → One-sentence clarity exercise
• Define Your ICP → Identify and describe your ideal buyer
• Name It Without Naming It → Find evocative language that sticks
• Brand Promise + RTB → Build proof that supports your promise
• Hero Statement → Turn clarity into your homepage line
Use ChatGPT as your brand co-pilot.
Use AI like we used the room — to test phrasing, challenge assumptions, and find words that feel true.
ChatGPT can help you:
• Rewrite your brand statement in plain, emotional language
• Brainstorm name or tagline ideas
• Turn your ICP into buyer-centric messaging
• Build prompts that become your living brand system
The Brand–Marketing Connection Workshop (Zoom)
Brand–Marketing Connection Workshop
Tuesday, Oct 28 • 8:30 AM PT
A live Camino5 webinar/working session for founders, operators, and teams.
What you get when you register
Brand Clarity Workbook (PDF)
ChatGPT BrandCamp prompts to refine ICP, promise, RTBs, and a homepage hero line
Event recap with the core framework
Workshop recording
3 quick takeaways
Define your ideal customer and core value in one sentence
Turn that value into signals your audience trusts
Align story and go-to-market for measurable growth
Marketing only works when it’s built on something real.
Learn how to connect brand clarity to marketing that converts.
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Why It Matters
This wasn’t a panel. It was a live brand lab.
Founders didn’t just hear advice — they watched a real company transform how it communicates value.
Now it’s your turn to apply the same process inside your company or with your team.
Brand clarity isn’t a one-time event. It’s a loop.
Workbook → Workshop → Market → Back Again.
Clarity compounds.
