# Skill 22 (Global) — Personal Brand Context

> **Foundation skill for the GLOBAL personal brand cluster.**
> Creates `.agents/personal-brand-context-global.md` — the source-of-truth document every global PB skill (23-28) reads before working.

---

## 4 Region Variants × 3 Audience Roles

Each variant covers ALL three audience roles inside (Founder / Coach / Creator):

| # | File | Region | Currency | Key regulations |
|---|------|--------|----------|-----------------|
| 01 | `variants/01-us.md` | USA + Canada | USD ($) | FTC Endorsement Guide |
| 02 | `variants/02-eu.md` | UK + DE/FR/ES/IT/NL + Nordics | EUR (€) | GDPR + EU AI Act + UCPD |
| 03 | `variants/03-sea.md` | SG/MY/ID/TH/PH | USD or SGD/MYR/IDR/THB/PHP | PDPA per country |
| 04 | `variants/04-latam.md` | BR/MX/AR/CO/CL | USD or BRL/MXN/ARS/COP | LGPD (BR) + per country |

> Vietnam-only? Use `modules/personal-branding/vi/22-personal-brand-context/`, NOT this skill.

---

## Decision tree

```
Step 1 — Region (where does your PRIMARY audience live?)
    |-- USA / Canada           --> 01-us.md
    |-- UK / DE / FR / ES / IT / NL / Nordics  --> 02-eu.md
    |-- SG / MY / ID / TH / PH  --> 03-sea.md
    |-- BR / MX / AR / CO / CL  --> 04-latam.md
    |-- Vietnam only           --> Use VN skill 22
    |-- Multi-region           --> Pick LARGEST as primary

Step 2 — Role (declared inside variant)
    |-- Founder    (B2B leads, deal flow, advisory)
    |-- Coach      (course revenue, MRR, NPS)
    |-- Creator    (follower growth, brand deal floor)
```

---

## Common 12-section structure

| # | Section | What it captures |
|---|---------|------------------|
| 1 | Profile | Name, role, years exp, location, primary platform handles |
| 2 | Niche & authority | Authority field, sub-niche, "do NOT want to be known for" |
| 3 | North Star (12 months) | One-line vision the brand drives toward |
| 4 | Personal audience | B2B for founder / course buyers for coach / viewers for creator |
| 5 | Story arc | Origin -> Turning point -> Current state + signature one-liner |
| 6 | Content pillars (4) | 4 themes you say repeatedly; differs per role |
| 7 | Brand voice | Tone, sample line you DO say, line you NEVER say |
| 8 | Visual identity | Outfit, setting, color palette, video style |
| 9 | Anti-personas | Who is NOT your audience |
| 10 | Authority assets | Books, podcasts, awards, follower milestones, case studies |
| 11 | Monetization goals | Founder: B2B inbound. Coach: course revenue. Creator: brand deals + own product |
| 12 | KPIs | Role-specific metrics (different per founder/coach/creator) |

> All 4 variants share this skeleton; DEFAULTS / EXAMPLES / REGIONAL NOTES / CULTURAL CUES differ per region. Inside each section, role-specific guidance is split for Founder / Coach / Creator.

---

## Region quick-compare

| Criterion | US | EU | SEA | LATAM |
|-----------|----|----|-----|-------|
| **Founder primary platform** | LinkedIn + X | LinkedIn + Xing (DACH) | LinkedIn + X (English) | LinkedIn + X |
| **Coach primary platform** | LinkedIn + YouTube | LinkedIn + Substack | LinkedIn + LINE + YouTube | WhatsApp Business + IG |
| **Creator primary platform** | TikTok + IG + YouTube | IG + TikTok + YouTube | TikTok HEAVY + IG | TikTok + IG + WhatsApp |
| **Primary regulation** | FTC | GDPR + EU AI Act | PDPA per country | LGPD + per country |
| **Cultural style** | Direct, sales-driven | Reserved, expertise-first | Respect-driven, community endorsement | Warmth, family/community |
| **Pricing format** | $99 / $999 (charm) | €99,00 / €999 + VAT | S$/RM/Rp/B/PHP | R$ / MX$ / parcelado common |
| **Founder example** | Naval Ravikant | Daniel Ek (SE) | Anthony Tan (SG) | David Velez (BR) |
| **Coach example** | Alex Hormozi | Felicia Hogendorf (NL) | Reg-specific local | Alex Cavoukian (BR) |
| **Creator example** | MrBeast | Khaby Lame (IT) | Vannia Wirawan (ID), Mae Fah Luang (TH) | Luisa Fernanda W (CO) |

---

## When to update this file

| Trigger | Action |
|---------|--------|
| Expanding to a new region | Create a SECOND file or rerun this skill |
| Switching role (e.g. founder -> creator) | Rewrite sections 1, 6, 11, 12 |
| New regulation (EU AI Act, FTC update) | Update section 11 disclosures + section 9 |
| New authority asset (book, award) | Update section 10 |
| Brand voice drift | Refresh section 7 + 8 |
| Quarterly review | Review entire file, refresh date |

*Global PB Foundation Skill | Over Powers Agency | v1.0.0*
