# PERSONAL BRAND CONTEXT — FOUNDER / CEO

> **Variant chuyen biet cho:** CEO, Co-founder, Founder startup, Founder SME, Managing Director.
>
> **Khong phu hop voi:** Coach/Consultant ban khoa hoc (dung `02-coach.md`), Creator/KOL lam noi dung (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:** | □ CEO □ Co-founder □ Founder □ Managing Director □ Khac: _____ |
| **Ten cong ty:** | |
| **Nganh cong ty:** | |
| **Nam kinh nghiem trong nganh:** | |
| **Dia diem (thanh pho/quoc gia):** | |
| **Website ca nhan (neu co):** | |
| **LinkedIn:** | |

---

## SECTION 2 — NICHE & LINH VUC AUTHORITY

> Linh vuc ma ban muon duoc cong nhan la CHUYEN GIA. Khong phai lam gi cung gioi — chon 1-2 linh vuc cu the.

- **Linh vuc authority chinh:**
  > *VD: "SaaS B2B cho nganh logistics", "Xay dung van hoa startup tu 0-50 nguoi", "Growth strategy cho SME Viet Nam"*

- **Sub-niche (chuyen mon hep hon):**
  > *VD: "Product-led growth", "Fundraising Series A o Dong Nam A", "Chuyen doi so cho nganh san xuat"*

- **Linh vuc KHONG muon bi gan voi:**
  > *VD: "Khong phai guru day lam giau", "Khong phai tech blogger review san pham"*

---

## SECTION 3 — NORTH STAR 12 THANG

> Sau 12 thang, nguoi ta nho ban vi dieu gi? Cau nay dinh huong toan bo content va hoat dong.

- **Cau North Star:**
  > *VD: "Sau 12 thang, gioi startup VN nho toi la nguoi giup SME scale tu 10 ty len 50 ty bang he thong"*

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

---

## SECTION 4 — AUDIENCE CA NHAN

> Audience cua BAN (con nguoi) khac audience cua SAN PHAM cong ty. VD: Cong ty ban phan mem cho nha hang, nhung audience ca nhan cua ban la cac founder F&B tech.

### Audience chinh (ban muon ATTRACT)

| Truong | Thong tin |
|--------|-----------|
| **Ho la ai:** | |
| **Chuc vu / Vai tro:** | |
| **Quy mo cong ty ho dang lam:** | □ Startup (<20 nguoi) □ SME (20-200) □ Mid (200-1000) □ Enterprise (>1000) |
| **Nganh cua ho:** | |
| **Van de lon nhat ho dang gap:** | |
| **Ho theo doi ban o dau:** | □ LinkedIn □ Facebook □ YouTube □ TikTok □ Podcast □ Event |

### 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 — day la thu tao KET NOI CAM XUC. Khong ai nho "CEO gioi", nhung nguoi ta nho "nguoi tu tay rua bat nha hang roi xay chuoi 50 chi nhanh".

### Nguon goc (Origin)
> *Truoc khi lam viec nay, ban lam gi? Co su kien nao thay doi huong di?*

```
[2-4 cau ve background va khoi dau]
```

### Khuc quanh (Turning point)
> *Kho khan lon nhat ban trai qua? That bai nao day ban bai hoc lon nhat?*

```
[2-4 cau ve thu thach va bai hoc]
```

### Hien tai (Current state)
> *Ban dang o dau bay gio? Dang xay gi? Tam nhin tiep theo la gi?*

```
[2-4 cau ve hien tai va tuong lai]
```

### Cau chuyen "signature" (1 cau ke duoc trong 30 giay)
> *VD: "Tu 1 developer lam freelance o quan ca phe, toi xay 1 SaaS company phuc vu 500 doanh nghiep — va that bai 3 lan truoc khi thanh cong"*

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

---

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

> 4 chu de chinh ban se noi di noi lai. Moi bai content phai nam trong 1 trong 4 cot nay.

| Cot | Ten | Mo ta | Vi du bai |
|-----|-----|-------|----------|
| 1 | **Industry Insight** | Nhan dinh ve xu huong nganh, thi truong, co hoi | *"3 xu huong SaaS 2026 ma founder VN can biet"* |
| 2 | **Behind-the-scene** | Hau truong dieu hanh cong ty, van hoa, quyet dinh kho | *"Toi vua sa thai CTO — day la ly do"* |
| 3 | **Leadership Lesson** | Bai hoc lanh dao, quan ly, xay team | *"Sai lam lon nhat khi tuyen nguoi dau tien"* |
| 4 | **Personal Philosophy** | Quan diem song, gia tri ca nhan, cach nghi khac biet | *"Tai sao toi khong doc sach self-help nua"* |

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

---

## SECTION 7 — BRAND VOICE

> Giong dieu khi ban noi/viet — phai NHAT QUAN tren moi kenh.

### Tone chinh

| Truong | Thong tin |
|--------|-----------|
| **3 tinh tu mo ta giong dieu:** | VD: Tu tin, co chieu sau, thuc te |
| **Muc do formal:** | □ Rat formal (CEO tap doan) □ Professional casual □ Friendly expert □ Casual nhu ban be |
| **Goc nhin thuong dung:** | □ Ngoi thu nhat ("Toi", "Minh") □ Ngoi thu ba ("Founder X") □ Quan sat ("Nhung CEO gioi thuong...") |

### Vi du giong dieu

- **Cau noi DUNG phong cach:**
  > *VD: "So lieu chi ke 1 nua cau chuyen. Nua con lai nam o nhung gi team ban noi khi ban khong co mat."*

- **Cau noi KHONG dung (tuyet doi tranh):**
  > *VD: "Hay theo doi toi de biet bi quyet thanh cong!" / "Click link de nhan tai lieu mien phi ngay!"*

### 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:** | □ Suit formal □ Business casual □ Smart casual □ Startup hoodie □ Khac: _____ |
| **Boi canh thuong xuat hien:** | □ Van phong □ Co-working □ San khau/event □ Studio □ Quan cafe □ Khac: _____ |
| **Mau sac thuong hieu ca nhan:** | VD: Navy + trang, Den + vang |
| **Phong cach anh:** | □ Professional studio □ Lifestyle tu nhien □ Behind-the-scene □ Mix |
| **Video style:** | □ Talking head □ Interview □ Vlog hau truong □ Keynote clip □ Short-form |

---

## SECTION 9 — ANTI-PERSONAS

> Ai KHONG phai audience cua ban — de AI khong tao content nham nguoi.

### Khong nham den:

| Anti-persona | Ly do |
|-------------|-------|
| *VD: Sinh vien chua di lam* | *Chua co context de hieu content leadership* |
| *VD: Mass consumer san hang gia re* | *Khong phai B2B decision maker* |
| *VD: Nhan vien doi thu* | *Follow de theo doi, khong phai de mua/hop tac* |
| | |
| | |

---

## SECTION 10 — AUTHORITY ASSETS

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

- **Sach da xuat ban:** ___________
- **Podcast (host hoac khach moi):** ___________
- **Bai noi / Keynote noi bat:** ___________
- **Bao chi / Media da dang:** ___________
- **Giai thuong / Chung nhan:** ___________
- **Board / Advisory position:** ___________
- **So lieu an tuong (cong ty):** ___________
  > *VD: "500 khach hang, 50 ty doanh thu, 200 nhan vien"*
- **Case study thanh cong noi bat:** ___________

---

## SECTION 11 — MONETIZATION MUC TIEU (FOUNDER)

> Founder KHONG ban khoa hoc hay nhan brand deal — founder dung personal brand de TAO GIA TRI CHO CONG TY va mo rong co hoi ca nhan.

### Cach monetize tu personal brand

| Kenh monetize | Dang dung? | Muc tieu 12 thang |
|--------------|-----------|-------------------|
| **Lead B2B inbound cho cong ty** (khach tu tim den qua brand founder) | □ Co □ Chua | _____ lead/thang |
| **Speaking / MC su kien** | □ Co □ Chua | _____ event/nam, gia: _____ |
| **Advisory / Board member** | □ Co □ Chua | _____ vi tri, gia: _____ |
| **Investment opportunities** (deal flow tu mang luoi) | □ Co □ Chua | _____ deal/nam |
| **Book / Thought leadership content** (gian tiep tao gia tri) | □ Co □ Chua | Muc tieu: _____ |

---

## SECTION 12 — KPI CA NHAN (FOUNDER)

> Chi so do luong hieu qua personal brand — KHAC voi KPI cong ty.

| KPI | Hien tai | Muc tieu 6 thang | Muc tieu 12 thang |
|-----|---------|------------------|-------------------|
| **Inbound DM/tuan** (nguoi lien he qua LinkedIn/FB) | | | |
| **Deal pipeline value** (gia tri deal den tu personal brand) | | | |
| **Speaking invitations/quy** | | | |
| **Profile views by decision-makers/tuan** | | | |
| **Media mention/thang** | | | |
| **LinkedIn follower** (hoac kenh chinh) | | | |
| **Engagement rate trung binh** | | | |

---

## SECTION 13 — CONFLICT BRAND CA NHAN vs CONG TY (FOUNDER-ONLY)

> Day la section DUY NHAT cho founder — xu ly khi brand ca nhan va brand cong ty co XUNG DOT.
>
> VD: Ban ung ho "bootstrap, khong goi von" nhung cong ty vua nhan Series A.
> VD: Ban noi "work-life balance" nhung cong ty dang trong giai doan OT nang.

### Nguyen tac xu ly

- **Khi ca nhan noi X, cong ty lam Y:**
  > *Mo ta tinh huong cu the (neu co): _____________*

- **Ranh gioi noi dung:**
  | Chu de | Brand ca nhan noi? | Brand cong ty noi? |
  |--------|-------------------|-------------------|
  | Quan diem ve nganh | □ Co | □ Co |
  | Noi bo cong ty (tuyen dung, van hoa) | □ Co □ Co gioi han | □ Co |
  | Tai chinh / doanh thu cong ty | □ Khong | □ Co gioi han |
  | Quan diem ca nhan (chinh tri, xa hoi) | □ Co □ Tranh | □ Khong |
  | San pham cong ty | □ Co gioi han | □ Co |

- **Disclaimer khi can:**
  > *VD: "Quan diem ca nhan, khong dai dien cong ty" — dung khi nao? ___________*

- **Red lines (TUYET DOI khong noi):**
  - ___________
  - ___________
  - ___________

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*Variant 01-founder | Skill 22 | Over Powers Agency | v1.0.0*
