There are tables where things shift.
Where impressions are formed before a word is spoken. Where presence matters as much as performance. Where everyone is being quietly assessed.
Your brand is already seated there.
Not in theory. In practice. In how it shows up online. In how it communicates. In how it carries itself when no one is guiding the conversation.
Some brands command attention without forcing it. Some fade into the background. Some overcompensate. Some feel entirely themselves.
Positioning is not about being louder. It is about knowing exactly who you are when the spotlight hits.
We explored this idea through a metaphor that makes brand positioning impossible to ignore.
Staff Spotlight: Dustin Taylor
Dustin joins Carmella with a mix of leadership‑development expertise, hands‑on sales and operations experience, and the grounded joy of life as a husband, dad, and dog‑owner.
He’s spent his career building scalable programs and strengthening teams with clarity, curiosity, and heart—skills sharpened both in boardrooms and in high‑performance environments.
Dustin has a strong passion for helping leaders and businesses grow.
Bi-Weekly Faves
Read, Watch, Listen
Read: Enshittification: Why Everything Suddenly Got Worse and What to Do About It by Cory Doctorow
Watch: Heated Rivalry
Listen: DeBÍ TiRAR MáS FOToS by Bad Bunny
Strategy First
Strong positioning is not built on clever copy. It is built on clarity.
The MRI™ eBook helps you assess how your Marketing, Revenue, and Intelligence are working together so your brand feels intentional, not improvised.
If you want to understand how your brand is really showing up, start here.
Client Spotlight: Woodpecker Timber Framing
Woodpecker Timber Framing designs and builds both traditional and modern timber structures, from high-end homes to large-scale commercial projects. Their craftsmanship is exceptional, but their previous website did not reflect that standard.
They came to Carmella looking for a cleaner, more strategic online presence. The existing site felt cluttered, difficult to navigate, and lacked a clear SEO foundation. It also needed to support multiple audiences, including a growing US market, while showcasing their work as a strong visual portfolio.
We approached the redesign with clarity and structure first. After a full SEO audit and competitive analysis, we defined target personas and simplified the site architecture. Clear navigation, refined messaging, and space for US expansion details were built into the foundation. The final design highlights Woodpecker’s craftsmanship, sustainability practices, and project work while making updates easy for their internal team.
The result is a streamlined, professional website that mirrors the quality of their builds and supports long-term growth.
Get Your Sh*t Together:
Read your homepage out loud.
Does it sound like you?
Or does it sound like every other business in your industry?
If it could belong to anyone, it belongs to no one.
Tighten it. Make it specific.
Make it mean something.
Meet Your Businesses New BFF
The wait is finally over.
A custom-built GPT trained on your brand voice, your strategy, and your way of doing business. It doesn’t replace your people, it supports them, speeds them up, and keeps everything on-brand.
Want the AI advantage without losing the human heartbeat of your brand? This is it.
“In any moment of decision, the best thing you can do is the right thing. The next best is the wrong thing, and the worst thing you can do is nothing.“
-Theodore Roosevelt
