# PERSONAL BRAND CONTEXT — COACH / CONSULTANT

> **Variant chuyen biet cho:** Life coach, Business coach, Career coach, Consultant chuyen nganh, Mentor, Trainer, Corporate trainer.
>
> **Khong phu hop voi:** CEO/Founder muon xay brand song song cong ty (dung `01-founder.md`), Creator/KOL lam noi dung giai tri (dung `03-creator.md`).

---

## HUONG DAN SU DUNG

- Tra loi tung section — AI se hoi tung cai mot, khong hoi het 1 luc
- Moi section co goi y va vi du — dung lam tham khao, KHONG copy y chang
- Section nao chua biet → ghi "Chua xac dinh" — quay lai cap nhat sau
- Tong thoi gian: **20-30 phut** neu da co san thong tin

---

## SECTION 1 — PROFILE CA NHAN

> Thong tin co ban ve ban — de AI biet ban la ai truoc khi lam bat ky viec gi.

| Truong | Thong tin |
|--------|-----------|
| **Ho ten day du:** | |
| **Vai tro hien tai:** | □ Coach □ Consultant □ Mentor □ Trainer □ Khac: _____ |
| **Linh vuc coaching/tu van:** | |
| **Nam kinh nghiem trong nganh:** | |
| **So hoc vien/khach da phuc vu:** | |
| **Dia diem (thanh pho/quoc gia):** | |
| **Website ca nhan:** | |
| **Kenh chinh (LinkedIn/Facebook/YouTube):** | |

---

## SECTION 2 — NICHE & LINH VUC AUTHORITY

> Linh vuc ma ban muon duoc cong nhan la CHUYEN GIA. Coach/Consultant can niche CUC KY CU THE — "Coach" khong phai niche.

- **Linh vuc authority chinh:**
  > *VD: "Executive coaching cho CEO SME nganh san xuat", "Marketing consultant cho thuong hieu my pham Viet", "Career coach cho mid-level manager muon len C-level"*

- **Sub-niche (chuyen mon hep hon):**
  > *VD: "OKR implementation", "Chuyen doi tu IC sang manager", "Brand positioning cho D2C"*

- **Linh vuc KHONG muon bi gan voi:**
  > *VD: "Khong phai life coach chung chung", "Khong phai MLM trainer", "Khong phai motivational speaker"*

---

## SECTION 3 — NORTH STAR 12 THANG

> Sau 12 thang, hoc vien tiem nang nghi den VAN DE nay la nghi den ban.

- **Cau North Star:**
  > *VD: "Sau 12 thang, bat ky ai muon chuyen tu manager len director o VN deu biet den framework LEAP cua toi"*

- **Cu the hoa:**
  - Nho vi dieu gi: ___________
  - Trong cong dong nao: ___________
  - Bang cach nao (kenh chinh): ___________

---

## SECTION 4 — AUDIENCE CA NHAN

> Audience cua Coach = nhung nguoi CO VAN DE ban giai quyet duoc + SAN SANG tra tien de duoc giup.

### Audience chinh (hoc vien/khach hang ly tuong)

| Truong | Thong tin |
|--------|-----------|
| **Ho la ai:** | |
| **Do tuoi:** | |
| **Nghe nghiep / Vai tro:** | |
| **Thu nhap / Kha nang chi tra:** | □ Duoi 15tr/thang □ 15-30tr □ 30-50tr □ Tren 50tr |
| **Van de lon nhat ho dang gap:** | |
| **Ho da thu giai phap gi (va that bai):** | |
| **Ho theo doi ban o dau:** | □ Facebook □ YouTube □ LinkedIn □ TikTok □ Podcast □ Workshop offline |
| **Diem trigger mua** (khi nao ho quyet dinh can coach/consultant):** | |

### Audience phu (co the attract nhung khong phai muc tieu chinh)

- **Mo ta ngan:** ___________
- **Tai sao khong phai chinh:** ___________

---

## SECTION 5 — STORY ARC

> Hanh trinh ca nhan cua Coach/Consultant — thuong la "Toi da trai qua chinh van de nay, nen toi biet cach giup ban".

### Nguon goc (Origin)
> *Vi sao ban lam cong viec nay? Co trai nghiem ca nhan nao lien quan?*

```
[2-4 cau ve background va dong luc]
```

### Khuc quanh (Turning point)
> *Khoang khac nao ban nhan ra minh PHAI lam coaching/tu van? That bai nao day ban nhieu nhat?*

```
[2-4 cau ve buoc ngoat]
```

### Hien tai (Current state)
> *Ban dang phuc vu ai? Dang xay gi? Tam nhin dai han la gi?*

```
[2-4 cau ve hien tai va dinh huong]
```

### Cau chuyen "signature" (1 cau ke duoc trong 30 giay)
> *VD: "Tu 1 marketing manager bi burnout o tuoi 30, toi da giup 200+ nguoi tim duoc con duong su nghiep dung — va tao ra 1 framework duoc 50 cong ty ap dung"*

```
[1-2 cau tom gon]
```

---

## SECTION 6 — CONTENT PILLARS (4 COT NOI DUNG)

> 4 chu de chinh ban se noi di noi lai — tao uy tin va thu hut dung doi tuong.

| Cot | Ten | Mo ta | Vi du bai |
|-----|-----|-------|----------|
| 1 | **Framework / Method** | Phuong phap, cong cu, he thong ban day | *"3 buoc trong framework LEAP de chuyen tu manager len director"* |
| 2 | **Case Study hoc vien** | Ket qua thuc te, cau chuyen thanh cong | *"Hoc vien A tang luong 40% sau 3 thang coaching — day la cach"* |
| 3 | **Behind-the-scene** | Hau truong coaching, quy trinh lam viec | *"1 buoi coaching 1-1 cua toi tron ven nhu the nao"* |
| 4 | **Trend / Insight nganh** | Xu huong, thay doi, co hoi trong linh vuc | *"2026: Nam cua AI coach — co hoi hay de doa?"* |

**Customize cho ban:**
- Cot 1: ___________
- Cot 2: ___________
- Cot 3: ___________
- Cot 4: ___________

---

## SECTION 7 — BRAND VOICE

> Giong dieu cua Coach thuong am ap hon Founder nhung van can AUTHORITY — khong phai "anh/chi oi" xuong nuoc.

### Tone chinh

| Truong | Thong tin |
|--------|-----------|
| **3 tinh tu mo ta giong dieu:** | VD: Am ap, thuc te, co chieu sau |
| **Muc do formal:** | □ Academic/chuyen gia □ Professional am ap □ Friendly mentor □ Casual ban be |
| **Cach xung ho voi audience:** | □ "Ban" □ "Cac ban" □ "Anh/chi" □ "Minh" □ Khac: _____ |

### Vi du giong dieu

- **Cau noi DUNG phong cach:**
  > *VD: "Khong ai 'thieu ky nang' — ho chi thieu 1 nguoi hoi dung cau hoi dung luc."*

- **Cau noi KHONG dung (tuyet doi tranh):**
  > *VD: "Hay dang ky ngay khoa hoc de thay doi cuoc doi ban!" / "Chi can 7 ngay de thanh cong!"*

### Tu/cum tu dac trung (thuong dung di dung lai)
- ___________
- ___________
- ___________

---

## SECTION 8 — VISUAL IDENTITY

> Phong cach hinh anh khi xuat hien — anh, video, avatar AI.

| Truong | Thong tin |
|--------|-----------|
| **Outfit chinh:** | □ Smart casual □ Business casual □ Casual am ap □ Ao so mi □ Khac: _____ |
| **Boi canh thuong xuat hien:** | □ Phong coaching □ Quan cafe □ San khau workshop □ Studio □ Nha rieng □ Khac: _____ |
| **Mau sac thuong hieu ca nhan:** | VD: Xanh navy + trang, Nau am + kem |
| **Phong cach anh:** | □ Professional am ap □ Lifestyle tu nhien □ Workshop action □ Mix |
| **Video style:** | □ Talking head □ Bai giang □ Q&A □ Workshop highlight □ Short-form tips |

---

## SECTION 9 — ANTI-PERSONAS

> Ai KHONG phai hoc vien/khach hang cua ban — de AI khong tao content nham nguoi.

### Khong nham den:

| Anti-persona | Ly do |
|-------------|-------|
| *VD: Nguoi chi muon noi dung mien phi, khong san sang dau tu* | *Se khong bao gio chuyen doi thanh khach tra tien* |
| *VD: CEO tap doan lon* | *Can executive coach cap cao hon, khong phai doi tuong chinh* |
| *VD: Nguoi muon "lam giau nhanh"* | *Khong phu hop voi phuong phap dai han* |
| | |
| | |

---

## SECTION 10 — AUTHORITY ASSETS

> Bang chung chuyen mon — nhung thu giup nguoi khac TIN ban truoc khi dang ky.

- **Chung chi coaching/tu van:** ___________
  > *VD: ICF ACC/PCC, SHRM, PMP, CFA, chung chi nganh*
- **Sach da xuat ban:** ___________
- **Khoa hoc da tao:** ___________
- **Podcast (host hoac khach moi):** ___________
- **So hoc vien da coaching:** ___________
- **Bao chi / Media da dang:** ___________
- **Workshop / Event da to chuc:** ___________
- **So lieu an tuong:**
  > *VD: "200 hoc vien, 95% hai long, tang luong trung binh 30%"*
- **Cong ty/to chuc da tu van:** ___________

---

## SECTION 11 — MONETIZATION MUC TIEU (COACH)

> Coach monetize bang KIEN THUC + THOI GIAN — nhieu tang gia tri hon Founder.

### Cac tang monetize

| Kenh monetize | Dang co? | Gia hien tai | Muc tieu 12 thang |
|--------------|---------|-------------|-------------------|
| **Course self-paced** (hoc vien tu hoc) | □ Co □ Chua | _____ VND | _____ hoc vien/thang |
| **Cohort course** (khoa hoc theo nhom, co lich) | □ Co □ Chua | _____ VND | _____ khoa/nam |
| **Coaching 1-on-1** | □ Co □ Chua | _____ VND/session | _____ khach/thang |
| **Group program** (nhom nho 5-15 nguoi) | □ Co □ Chua | _____ VND | _____ nhom/nam |
| **Speaking / Workshop** | □ Co □ Chua | _____ VND/event | _____ event/nam |
| **Consulting retainer** (tu van dai han) | □ Co □ Chua | _____ VND/thang | _____ khach |
| **Digital product** (template, toolkit, ebook) | □ Co □ Chua | _____ VND | _____ ban/thang |

### Muc tieu doanh thu

- **MRR muc tieu (doanh thu dinh ky/thang):** ___________
- **Ty le doanh thu tu san pham scalable vs 1-1:** ___________
  > *VD: "70% tu khoa hoc, 30% tu 1-1" hoac "50/50"*

---

## SECTION 12 — KPI CA NHAN (COACH)

> Chi so do luong hieu qua personal brand cua Coach.

| KPI | Hien tai | Muc tieu 6 thang | Muc tieu 12 thang |
|-----|---------|------------------|-------------------|
| **Course conversion rate** (% tu lead → mua khoa) | | | |
| **Student retention** (% hoc vien hoan thanh khoa) | | | |
| **NPS (Net Promoter Score)** | | | |
| **MRR (Monthly Recurring Revenue)** | | | |
| **Email list size** | | | |
| **Follower kenh chinh** | | | |
| **Engagement rate trung binh** | | | |
| **So luong testimonial moi/thang** | | | |
| **Referral rate** (% khach gioi thieu khach moi) | | | |

---

## SECTION 13 — PHUONG PHAP DAY DOC QUYEN (COACH-ONLY)

> Day la section DUY NHAT cho Coach — document phuong phap/framework/system ban tao ra.
>
> Coach GIOI co PHUONG PHAP RIENG — khong chi "day kinh nghiem". Phuong phap nay la CORE cua brand.

### Framework / System cua ban

- **Ten phuong phap/framework:**
  > *VD: "LEAP Framework", "5P System", "Growth Flywheel Method"*

- **Van de phuong phap nay giai quyet:**
  > *VD: "Giup manager chuyen len director trong 6 thang"*

- **Cac buoc chinh (3-7 buoc):**
  | Buoc | Ten | Mo ta ngan |
  |------|-----|-----------|
  | 1 | | |
  | 2 | | |
  | 3 | | |
  | 4 | | |
  | 5 | | |

- **Diem khac biet so voi phuong phap pho bien:**
  > *VD: "Khac voi coaching truyen thong chi hoi cau hoi, framework nay CO BAI TAP THUC HANH cu the moi buoc"*

- **Bang chung hieu qua:**
  > *VD: "200 hoc vien, 85% dat muc tieu trong 6 thang, NPS 72"*

---

## SECTION 14 — HOC VIEN THANH CONG (COACH-ONLY)

> Case study hoc vien — KHONG gi thay the duoc bang NGUOI THUC KET QUA THUC.
>
> Ghi chuan de dung cho content, landing page, testimonial video.

### Template case study (lap lai cho moi hoc vien noi bat)

**Hoc vien 1:**
| Truong | Thong tin |
|--------|-----------|
| **Ten (hoac ten an danh):** | |
| **Vai tro / Nghe nghiep:** | |
| **Van de truoc khi den voi ban:** | |
| **Giai phap ban cung cap (chuong trinh nao):** | |
| **Ket qua sau bao lau:** | |
| **So lieu cu the:** | VD: Tang luong 40%, thang chuc sau 3 thang, MRR tu 0 len 50tr |
| **Cau noi nguyen van cua hoc vien:** | *"..."* |

**Hoc vien 2:**
| Truong | Thong tin |
|--------|-----------|
| **Ten (hoac ten an danh):** | |
| **Vai tro / Nghe nghiep:** | |
| **Van de truoc khi den voi ban:** | |
| **Giai phap ban cung cap:** | |
| **Ket qua sau bao lau:** | |
| **So lieu cu the:** | |
| **Cau noi nguyen van cua hoc vien:** | *"..."* |

**Hoc vien 3:**
| Truong | Thong tin |
|--------|-----------|
| **Ten (hoac ten an danh):** | |
| **Vai tro / Nghe nghiep:** | |
| **Van de truoc khi den voi ban:** | |
| **Giai phap ban cung cap:** | |
| **Ket qua sau bao lau:** | |
| **So lieu cu the:** | |
| **Cau noi nguyen van cua hoc vien:** | *"..."* |

> **Luu y:** Luon xin phep hoc vien truoc khi dung ten/hinh anh. Neu khong tien, dung ten an danh + giu nguyen so lieu.

---

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