23 Personal Brand Strategy

Personal Brand Strategy (12-Month Plan)

"Thuong hieu ca nhan khong phai ve ban NGHI ban la ai — ma la ve nguoi khac NHAN RA ban la ai khi ban khong co mat."

Skill nay tao chien luoc 12 thang day du: chon niche, dinh vi, story arc, content pillars, authority ladder, va growth plan theo tung quy. Doc context file tu skill 22 truoc khi bat dau.

Cho nguoi moi (Newbie section)

Skill nay danh cho ai?

Skill nay KHONG danh cho ai?

• Marketing san pham doanh nghiep → Dung skill 00-ke-hoach-mkt thay the
• Agency lam cho khach hang → Dung 20-brief-client-intake
• Chua co context ca nhan → Chay skill 22-personal-brand-context truoc

Truoc khi go command

Bat buoc: Phai co file .agents/personal-brand-context.md — chay skill 22 truoc. File nay chua niche, audience, north star, brand voice — skill 23 doc de khong hoi lai.

Khi gap loi — troubleshooting

1. "Khong tim thay context file" → Chay skill 22-personal-brand-context truoc
2. "Niche qua rong" → Thu hep bang 3x3 grid (xem phan Niche Selection)
3. "Khong biet viet story arc" → Dung 3 prompts fill-in o phan Story Arc
4. "12 thang dai qua, khong biet bat dau" → Tap trung Q1 truoc, review moi quy

Buoc 0: Doc context (skill 22)

Kiem tra co file .agents/personal-brand-context.md khong:

• Co → Doc toan bo, extract 4 thong tin chinh:
  1. Niche — linh vuc chuyen mon da chon
  2. Audience — doi tuong muc tieu ca nhan
  3. North Star — muc tieu 12 thang
  4. Monetization goal — cach kiem tien tu brand
• Khong co → De nghi user chay skill 22-personal-brand-context truoc. Neu user muon tiep tuc, hoi 3 cau toi thieu:
  1. Ban lam gi va gioi gi nhat?
  2. Ban muon nguoi khac biet den ban vi dieu gi?
  3. Muc tieu 12 thang toi la gi?

Niche Selection Framework

Ikigai ca nhan — 4 vung giao

Copy code
        Passion (Ban thich gi?)
              |
  Skill ------+------ Demand
(Ban gioi gi?)       (Thi truong can gi?)
              |
        Uniqueness
    (Ban khac gi doi thu?)

Niche tot = giao diem cua 4 vung. Thieu 1 vung → niche yeu.

3x3 Grid — Chon niche tu 9 ung vien

Buoc 1: Liet ke 3 passion + 3 skill

Buoc 2: Cham diem tung niche

Buoc 3: Chon top 1-2 niche co tong cao nhat (toi thieu 6/10).

VN context

"Niche phai du lon de co audience, du nho de ban la expert."

Positioning Statement

Formula

Copy code
"Toi giup [AUDIENCE] dat [OUTCOME] thong qua [UNIQUE METHOD] trong [TIMELINE]."

3 vi du thuc te VN

Founder:

"Toi giup founder startup Viet dat 1000 nguoi theo doi LinkedIn trong 90 ngay thong qua phuong phap 'Build in Public' co he thong."

Coach:

"Toi giup quan ly cap trung tang 30% hieu suat doi nhom trong 6 thang thong qua mo hinh coaching 1-1 ket hop workshop noi bo."

Creator:

"Toi giup nguoi di lam Gen Z hieu tai chinh ca nhan trong 30 ngay thong qua series video ngan giai thich bang vi du doi thuong."

Kiem tra positioning — 4 cau hoi

Neu chua tra loi du 4 cau → chua san sang dinh vi. Quay lai Niche Selection.

Story Arc 3 Chuong

Story arc la cot truyen thuong hieu ca nhan — khong phai tieu su, ma la HANH TRINH. Nguoi ta nho cau chuyen, khong nho danh sach thanh tich.

Hero's Journey — Adapt cho VN

Copy code
Chuong 1: NGUON GOC          Chuong 2: KHUC QUANH         Chuong 3: HIEN TAI
(Vi sao ban bat dau?)   →   (Dieu gi thay doi ban?)   →   (Ban dang lam gi?)
- Pain point ca nhan         - Khoảnh khắc "aha"          - Su menh hien tai
- Boi canh gia dinh/xa hoi  - That bai lon nhat           - Giup ai, bang cach nao
- Dong luc goc               - Bai hoc cot loi             - Tam nhin tuong lai

3 prompts giup ban viet story arc

Prompt 1 — Nguon goc:

"Truoc khi lam [linh vuc hien tai], toi tung [cong viec/tinh huong cu]. Dieu khien toi bat dau la [su kien/cam xuc cu the]."

Prompt 2 — Khuc quanh:

"Buoc ngoat lon nhat la khi [su kien cu the]. Toi nhan ra [bai hoc], va tu do toi quyet dinh [hanh dong]."

Prompt 3 — Hien tai:

"Hom nay toi giup [audience cu the] bang cach [phuong phap]. Dieu toi tin nhat la [triet ly cot loi]."

Luu y quan trong

• Story arc PHAI chan thuc — khong bua dat, khong phu phep
• Khong can "tu ngheo kho vuon len" — bat ky hanh trinh nao cung co gia tri
• That bai trong Chuong 2 khong nhat thiet la that bai lon — co the la "ngo cut"
• Story arc se dung trong: bio, about page, podcast intro, bai viet goc
• Moi 6 thang nen cap nhat Chuong 3 (ban dang o dau bay gio?)

Content Pillars (4 Cot)

4 pillars x 7 chu de moi pillar = 28 chu de cho 12 thang. Du de post 2-3 lan/tuan ma khong bao gio het y tuong.

4 pillars

28 chu de (4 x 7)

Mapping pillar → platform

Authority Ladder (5 Nac)

Tu "nguoi binh thuong" den "thought leader" khong xay ra 1 dem. Day la lo trinh 12 thang chia 5 giai doan.

5 nac tang dan

Content type theo nac

12-Month Growth Plan

Tong quan 4 quy

Chi tiet tung quy

Q1 (Thang 1-3): FOUNDATION — Xay nen mong

Q2 (Thang 4-6): AMPLIFY — Khuyech dai

Q3 (Thang 7-9): MONETIZE — Kiem tien

Q4 (Thang 10-12): SCALE — Mo rong

Monthly milestone checklist

• So bai dang thang nay >= 8
• So follower moi >= target quy
• Engagement rate >= 3%
• Co it nhat 1 collab/connection moi
• Review va cap nhat content calendar
• Cap nhat story arc neu co thay doi (Chuong 3)

Risk & Ethics

5 rui ro thuong gap

Nguyen tac dao duc

1. Khong lam gia expert — Khong claim kinh nghiem ban chua co
2. Khong dung AI de lua — Neu content do AI viet, khong noi "toi viet"
3. Disclosure AI content — Ghi chu khi dung AI generate noi dung quan trong
4. Khong copy framework nguoi khac — Credit nguon, hoac tao framework rieng
5. Khong ban khoa hoc truoc khi co ket qua — Ban kinh nghiem, khong ban hua hen

VN context

"Viet Nam chua co nen tang support strong personal brand nhu LinkedIn US — nhung dang thay doi nhanh. LinkedIn VN tang 40% user 2024, TikTok giao duc bung no. Doi voi founder/coach VN: xay personal brand bay gio la 'early mover advantage'."

Output template

markdownCopy code
# Personal Brand Strategy — [Ho ten]
Ngay: [YYYY-MM-DD]
Variant: [Founder / Coach / Creator]

## 1. Niche da chon
Niche: [___]
Demand score: [1-5]
Uniqueness score: [1-5]
Ly do chon: [___]

## 2. Positioning Statement
"Toi giup [audience] dat [outcome] thong qua [method] trong [timeline]."

## 3. Story Arc
- Chuong 1 (Nguon goc): [___]
- Chuong 2 (Khuc quanh): [___]
- Chuong 3 (Hien tai): [___]

## 4. Content Pillars (28 chu de)
| Pillar | 7 chu de |
|--------|---------|
| Expertise | [___] |
| Behind Scenes | [___] |
| Philosophy | [___] |
| Community | [___] |

## 5. Authority Ladder — Vi tri hien tai
Nac hien tai: [1-5]
Nac muc tieu 12 thang: [___]

## 6. 12-Month Plan
| Quy | Muc tieu chinh | KPI |
|-----|---------------|-----|
| Q1 | [___] | [___] |
| Q2 | [___] | [___] |
| Q3 | [___] | [___] |
| Q4 | [___] | [___] |

## 7. Platform chinh
Platform 1: [___] — Pillar [___]
Platform 2: [___] — Pillar [___]

## 8. Risk mitigation
[Top 3 rui ro + cach phong tranh]

Checklist chat luong

Truoc khi ket thuc:

• Doc context file skill 22 truoc khi bat dau
• Niche da validated (demand score >= 3)
• Positioning statement tra loi du 4 cau hoi (Ai? Van de gi? Cach nao? Khac gi?)
• Story arc 3 chuong day du — chan thuc, khong bua dat
• 28 chu de (4 pillars x 7) da duoc liet ke
• Authority ladder xac dinh nac hien tai + nac muc tieu
• 12-month plan co milestone cu the theo tung quy
• Platform chinh da chon + mapping pillar
• File output luu vao personal-brand-strategy-[ten]-[YYYYMMDD].md

Lien ket skill

• 22-personal-brand-context — Foundation skill, PHAI chay truoc skill nay
• 26-thought-leadership-content — Tao noi dung thought leadership tu strategy nay
• 09-insight-khach-hang — Hieu sau audience ca nhan
• 17-pricing-strategy — Dinh gia offer khi den giai doan monetize (Q3)

Skill 23 | Over Powers Agency | v1.0.0