# PERSONAL BRAND CONTEXT — EU REGION

> **Region:** UK + DE + FR + ES + IT + NL + Nordics + rest of EU/EEA
> **Currency:** EUR (€) — UK uses GBP (£) but treat similar
> **Key regulations:** GDPR (data), EU AI Act (AI disclosures), UCPD (advertising/influencer), DSA (platforms), Member-state codes (CNIL in FR, BfDI in DE, AGCM in IT, ASA in UK)
> **Tax structures:** Highly country-specific — Einzelunternehmer/UG/GmbH (DE), Auto-entrepreneur/EURL/SAS (FR), Autonomo (ES), Eenmanszaak/BV (NL), Ltd (UK)
>
> This variant covers ALL THREE roles inside: **Founder** / **Coach** / **Creator**. Each section gives role-specific guidance.

---

## HOW TO USE

- Answer one section at a time. AI asks questions one at a time.
- EU cultural cue: more reserved than US, expertise-first tone preferred. Slow trust-building. Specificity is good but salesy CTAs underperform.
- Multi-language: most EU personal brands operate in English + native (DE/FR/ES/IT). Note primary language(s) in section 1.
- Total time: **20-40 minutes**.

---

## ROLE DECLARATION (FILL FIRST)

| Field | Your answer |
|-------|-------------|
| **Primary role:** | [ ] Founder/CEO  [ ] Coach/Consultant  [ ] Creator/KOL |
| **Secondary role (if any):** | _____________ |
| **Notes:** | (e.g. "Founder building in DE, content in EN; main role = founder") |

---

## SECTION 1 — PROFILE

| Field | Info |
|-------|------|
| **Full name:** | |
| **Current role:** | |
| **Company / Brand name:** | |
| **Industry:** | |
| **Years experience:** | |
| **Country + city:** | (e.g. Berlin, DE / Amsterdam, NL / London, UK / Paris, FR) |
| **Primary content language(s):** | [ ] English [ ] German [ ] French [ ] Spanish [ ] Italian [ ] Dutch [ ] Other: ___ |
| **Primary website:** | |
| **LinkedIn:** | (EU: ESSENTIAL — DE/UK/FR/NL especially) |
| **Xing:** | (DACH region only — DE/AT/CH; declining but still relevant in DE B2B) |
| **X / Twitter:** | (Less central in EU than US; UK tech still active) |
| **Instagram:** | (Strong across EU for creator + lifestyle coach) |
| **YouTube:** | (Strong for long-form authority — coach + creator) |
| **TikTok:** | (Growing fast, especially among younger EU creators) |
| **Substack / Newsletter:** | (EU: Substack growing rapidly; newsletter culture mature in UK) |
| **Mastodon / Bluesky:** | (Niche but present in EU tech / academic circles) |

---

## SECTION 2 — NICHE & AUTHORITY

> EU expertise norm: credentials and depth matter more than personality. Specific industry depth is rewarded.

- **Primary authority field:**
  > Founder ex (DE): "B2B fintech for German Mittelstand" / Founder ex (UK): "Vertical SaaS for UK SMEs in regulated industries"
  > Coach ex (NL): "Leadership coaching for international tech managers in Amsterdam" / Coach ex (FR): "Brand strategy for European luxury startups"
  > Creator ex (IT): "Italian regional cuisine deep-dive on TikTok" / Creator ex (UK): "Climate finance explained for retail investors"

- **Sub-niche:**
  > "EU AI Act compliance for SaaS founders" / "GDPR-first growth for EU B2B"

- **What you do NOT want to be known for:**
  > "Not a US-style hustle guru" / "Not a generic productivity content creator"

---

## SECTION 3 — NORTH STAR (12 MONTHS)

> EU North Stars often emphasize industry recognition and depth over sheer following.

- **North Star sentence:**
  > Founder ex: "In 12 months, the DACH B2B SaaS community sees me as the go-to founder for vertical AI in manufacturing."
  > Coach ex: "In 12 months, EU tech managers know my Cross-Cultural Leadership program as the standard for DACH-NL teams."
  > Creator ex: "In 12 months, my Substack is the trusted weekly read for EU climate-finance professionals."

- **Specifics:**
  - Remembered for: ___________
  - Within which community: ___________
  - Through which primary channel: ___________

---

## SECTION 4 — PERSONAL AUDIENCE

> EU note: B2B audiences expect formal LinkedIn, English or native depending on country. B2C creator audiences vary heavily by country.

### Primary audience

| Field | Founder | Coach | Creator |
|-------|---------|-------|---------|
| **Who they are:** | EU B2B decision-makers, fellow founders, EU VCs | EU professionals, mid-career, internationals working in EU hubs | EU consumer, often country-specific (e.g. DE/FR/IT youth) |
| **Title / Role:** | VP / Director / Head of / C-suite / GP | Manager / Director / IC at scale-up | Persona by country + age + interest |
| **Country focus:** | (e.g. "DACH + Nordics" / "UK only" / "Pan-EU EN-speaking") | (e.g. "DE + NL tech hubs") | (e.g. "FR Gen Z" / "Pan-EU EN") |
| **Primary pain:** | | | |
| **Where they follow you:** | [ ] LinkedIn [ ] Substack [ ] Podcast | [ ] LinkedIn [ ] YouTube [ ] Substack | [ ] Instagram [ ] TikTok [ ] YouTube |

### Secondary audience
- **Brief description:** ___________
- **Why secondary:** ___________

---

## SECTION 5 — STORY ARC

> EU cultural cue: understatement is welcomed. "Quiet competence" + concrete details land better than American-style hype.

### Origin
> Founder ex (SE): "Studied engineering at KTH; spent 5 years at Spotify before leaving to bootstrap a vertical SaaS."
> Coach ex (DE): "10 years at Daimler in middle management; left after burnout to coach others through corporate transitions."
> Creator ex (IT): "Trained as a chef in Bologna; lockdown 2020 pushed me to film traditional recipes for my grandmother's archive."

```
[2-4 sentences]
```

### Turning point
> Founder ex: "First product was a Slack clone — failed in 14 months, lost €120K. Pivoted to industry-specific tooling and found product-market fit."
> Coach ex: "Hit burnout-level breakdown in 2021; therapy + coaching certification rebuilt me. Now I run the program I needed."
> Creator ex: "100 videos to 800 followers. Then a video on 'nonna's tortellini' hit 4M views and unlocked everything."

```
[2-4 sentences]
```

### Current state
> Founder ex: "€2M ARR, 14 staff in Berlin + Lisbon, runway to profitability."
> Coach ex: "Group programs running quarterly, 1-on-1 retainer with 6 senior leaders."
> Creator ex: "350K subscribers across IG + YT, first cookbook contract signed with EU publisher."

```
[2-4 sentences]
```

### Signature one-liner
```
[1-2 sentences]
```

---

## SECTION 6 — CONTENT PILLARS (4 PILLARS)

### If FOUNDER

| Pillar | Name | EU example |
|--------|------|-----------|
| 1 | **Industry analysis** | "Why EU SaaS pricing must adjust for VAT-inclusive thinking" |
| 2 | **Behind-the-scene** | "How we navigate DSGVO across 3 EU countries" |
| 3 | **Leadership lesson** | "Hiring across borders: the cultural unit-economics nobody discusses" |
| 4 | **Personal philosophy** | "Why I refuse the US fundraise treadmill" |

### If COACH

| Pillar | Name | EU example |
|--------|------|-----------|
| 1 | **Framework / Method** | "The 5-step Cross-Cultural Leadership map" |
| 2 | **Client case** | "How a NL manager ran her first DE-team meeting differently" |
| 3 | **Behind-the-scene** | "What I learned from running a workshop in 4 languages" |
| 4 | **Industry trend** | "EU regulation impact on management practice (Q1 update)" |

### If CREATOR

| Pillar | Name | EU example |
|--------|------|-----------|
| 1 | **Educate / Entertain** | "Italian regional pasta map, 1 region per week" |
| 2 | **Behind-the-scene** | "My grandmother's old kitchen, restored on camera" |
| 3 | **Collab / Reaction** | "I review what foreigners think Italian food is" |
| 4 | **Trend / News** | "Italian food authenticity debate — my take" |

**Customize for you:**
- Pillar 1: ___________
- Pillar 2: ___________
- Pillar 3: ___________
- Pillar 4: ___________

---

## SECTION 7 — BRAND VOICE

> EU voice: less "hype words", more substance. Specifics + restraint > superlatives.

### Tone basics

| Field | Info |
|-------|------|
| **3 adjectives:** | Founder: "Considered, candid, European-pragmatic" / Coach: "Reflective, structured, respectful" / Creator: "Grounded, witty, authentic" |
| **Formality level:** | [ ] Very formal (DE business) [ ] Professional (UK B2B) [ ] Friendly expert [ ] Casual (creator) |
| **Default POV:** | [ ] First-person [ ] Observer [ ] Mixed |
| **Language register:** | (e.g. "British understatement" / "German precision" / "Dutch directness" / "French intellectual") |

### Voice examples

- **Line you WOULD say:**
  > Founder: "European tech does not need to copy the US playbook — and arguably should not."
  > Coach: "If you cannot run a cross-cultural meeting in three modes, you are missing two of them."
  > Creator: "There is no 'Italian food'. There are 20 regional cuisines and they are not the same."

- **Line you WOULD NEVER say:**
  > Founder: "The 1 weird trick that 10x'd our ARR!"
  > Coach: "DM me 'YES' for the secret sauce."
  > Creator: "Smash that subscribe button!"

### Signature words / phrases
- ___________
- ___________
- ___________

---

## SECTION 8 — VISUAL IDENTITY

| Field | Info |
|-------|------|
| **Outfit:** | Founder: [ ] Suit (UK financial / FR / IT) [ ] Smart casual (DE/NL tech) [ ] Knit + jeans (Nordic) |
|  | Coach: [ ] Smart casual [ ] Studio look [ ] Brand neutral |
|  | Creator: [ ] Lifestyle outfit [ ] Theme outfit [ ] Brand-tee |
| **Setting:** | [ ] Office [ ] Studio [ ] Home setup (popular in NL/DK) [ ] City/architectural backdrop [ ] Outdoor/nature (Nordic) |
| **Color palette:** | (e.g. Cream + navy, Forest green + earth, Black + soft red) |
| **Photo style:** | [ ] Editorial [ ] Lifestyle natural [ ] Documentary [ ] Mix |
| **Video style:** | [ ] Talking head [ ] Documentary-style [ ] Walk-and-talk [ ] Vlog [ ] Short-form |

---

## SECTION 9 — ANTI-PERSONAS

> EU note: include audience that violates GDPR consent norms — explicit anti-targeting matters.

| Anti-persona | Why |
|-------------|-----|
| (Founder ex) Audience expecting US-style aggressive sales | Brand voice incompatible |
| (Coach ex) Audience seeking quick-fix without long horizon | Cohort programs require commitment |
| (Creator ex) Audience under 16 requiring parental consent (UK Children's Code, similar EU rules) | Avoids regulatory complexity |
| | |

---

## SECTION 10 — AUTHORITY ASSETS

- **Books published:** _____ (EU: traditional publishers strong in DE/FR/UK)
- **Podcasts (host or guest):** _____
- **Notable keynotes:** _____ (e.g. Slush Helsinki, Web Summit Lisbon, OMR Hamburg, dmexco)
- **Press / Media:** _____ (e.g. FT, Sifted, Handelsblatt, Les Echos, Il Sole 24 Ore, NRC, Wirtschaftswoche)
- **Awards / Certifications:**
  - Founder: EU Tech Champions, FT 1000, scale-up awards
  - Coach: EMCC accreditation, ICF (recognized in EU), country-specific (e.g. DBVC in DE)
  - Creator: YouTube/IG/TikTok creator awards, country-specific media awards
- **Board / Advisory:** _____
- **Impressive numbers:** _____
- **Notable case studies:** _____

---

## SECTION 11 — MONETIZATION GOALS

> EU monetization: VAT must be considered in pricing display. B2C usually shows VAT-inclusive prices. B2B can show ex-VAT.

### If FOUNDER

| Channel | Currently? | 12-month target |
|---------|-----------|----------------|
| **B2B inbound leads** | [ ] Yes [ ] No | _____ leads/month |
| **Speaking / MC** | [ ] Yes [ ] No | _____ events/year @ €_____ /event |
| **Advisory / Board** | [ ] Yes [ ] No | _____ positions @ €_____ /year |
| **Investment deal flow** | [ ] Yes [ ] No | _____ deals/year |
| **Book / thought leadership** | [ ] Yes [ ] No | Goal: _____ |

### If COACH

| Channel | Currently? | Current price | 12-month target |
|---------|-----------|--------------|----------------|
| **Self-paced course** | [ ] Yes [ ] No | €_____ | _____ students/month |
| **Cohort course** | [ ] Yes [ ] No | €_____ | _____ cohorts/year |
| **1-on-1 coaching** | [ ] Yes [ ] No | €_____ /session | _____ clients/month |
| **Group program** | [ ] Yes [ ] No | €_____ | _____ groups/year |
| **Speaking / Workshop** | [ ] Yes [ ] No | €_____ /event | _____ events/year |
| **Consulting retainer** | [ ] Yes [ ] No | €_____ /month | _____ clients |
| **Digital product** | [ ] Yes [ ] No | €_____ | _____ /month |

- **MRR goal:** €_____
- **VAT setup:** [ ] Reverse charge B2B [ ] Show VAT-inclusive B2C [ ] OSS for cross-border EU sales

### If CREATOR

| Channel | Currently? | Current rate | 12-month target |
|---------|-----------|-------------|----------------|
| **Brand deals / Sponsored** | [ ] Yes [ ] No | €_____ /video | _____ deals/month |
| **Affiliate** | [ ] Yes [ ] No | €_____ /month | €_____ /month |
| **Own digital product** | [ ] Yes [ ] No | €_____ | €_____ /month |
| **Merch** | [ ] Yes [ ] No | €_____ | €_____ /month |
| **Subscription** (Patreon, Steady DE) | [ ] Yes [ ] No | _____ subs | _____ subs |
| **Ad revenue** | [ ] Yes [ ] No | €_____ /month | €_____ /month |

- **Total monthly revenue target:** €_____
- **Disclosure approach:** [ ] "Werbung" (DE) / "Anzeige" / "Sponsored" / "Ad" — required by UCPD/country codes
- **GDPR consent on email list:** [ ] Yes (double opt-in) [ ] N/A

---

## SECTION 12 — KPIs

### If FOUNDER

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Inbound DMs / week** | | | |
| **Deal pipeline value (€)** | € | € | € |
| **Speaking invitations / quarter** | | | |
| **Profile views by decision-makers / week** | | | |
| **Press mentions / month** | | | |
| **LinkedIn followers** | | | |
| **Avg engagement rate** | % | % | % |

### If COACH

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Course conversion rate** | % | % | % |
| **Student retention** | % | % | % |
| **NPS** | | | |
| **MRR (€)** | € | € | € |
| **Email list size (GDPR-consented)** | | | |
| **Primary platform followers** | | | |
| **Substack subscribers** | | | |
| **Avg engagement rate** | % | % | % |

### If CREATOR

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Follower growth / month** | | | |
| **Avg views / video** | | | |
| **Engagement rate** | % | % | % |
| **Brand deal floor price** | € | € | € |
| **Affiliate revenue / month** | € | € | € |
| **Own product MRR** | € | € | € |
| **Email list / community size** | | | |
| **Content output / week** | | | |

---

## EU REGULATORY NOTES (READ ONCE)

- **GDPR** — every email collected requires lawful basis (consent or legitimate interest). Double opt-in standard. Right to erasure, right to portability — your ESP must support both.
- **EU AI Act** — disclosure of AI-generated content where it affects decisions. Relevant if you use AI avatars, deepfake voiceovers, AI-generated images. Be transparent.
- **UCPD + country codes** — every sponsored post must clearly mark as "Werbung" (DE), "Sponsorisé" (FR), "Pubblicità" (IT), "Sponsored" (UK). Hidden ads = fines.
- **VAT (B2B vs B2C)** — VAT-inclusive pricing for B2C is standard EU practice. Use OSS (One-Stop Shop) for cross-border digital sales.
- **Country-specific influencer codes** — UK ASA, FR ARPP, DE Landesmedienanstalten, IT AGCM all have rules. Defaults to "always disclose, always be transparent".
- **Cultural note** — restraint reads as competence. Direct selling reads as desperation. Specificity in numbers / outcomes still matters but stripped of hype words.

---

*Variant 02-eu | Skill 22-global | Over Powers Agency | v1.0.0*
