---
name: 23-personal-brand-strategy
description: "Tao file chien luoc personal brand 12 thang — niche selection, positioning statement, story arc 3 chuong, content pillars 4 cot, authority ladder 5 nac, 12-month growth plan. Doc skill 22 truoc. Dung khi user noi 'chien luoc personal brand', 'dinh vi ca nhan', 'niche selection', 'content pillar ca nhan', 'story arc', 'founder positioning', 'coach positioning', 'creator positioning'."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
triggers:
  - "chien luoc personal brand"
  - "dinh vi ca nhan"
  - "niche selection"
  - "content pillar ca nhan"
  - "story arc"
  - "founder positioning"
  - "coach positioning"
  - "creator positioning"
related:
  - 22-personal-brand-context
  - 26-thought-leadership-content
  - 09-insight-khach-hang
  - 17-pricing-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?

| Doi tuong | Vi du cu the |
|-----------|-------------|
| Founder / CEO | Muon ke hoach 12 thang xay thuong hieu ca nhan song song cong ty |
| Coach / Consultant | Muon lo trinh tu "chua ai biet" → "expert duoc moi noi" |
| Creator / KOL | Muon tang follower co chien luoc, khong phai dang dai |

### 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

```
        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

| | Skill 1: [___] | Skill 2: [___] | Skill 3: [___] |
|---|---|---|---|
| Passion 1: [___] | Niche A | Niche B | Niche C |
| Passion 2: [___] | Niche D | Niche E | Niche F |
| Passion 3: [___] | Niche G | Niche H | Niche I |

**Buoc 2:** Cham diem tung niche

| Niche | Demand (1-5) | Uniqueness (1-5) | Tong |
|-------|-------------|------------------|------|
| A | ? | ? | ? |
| B | ? | ? | ? |
| ... | ... | ... | ... |

**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."

| Niche vi du (VN 2025-2026) | Demand | Ghi chu |
|----------------------------|--------|---------|
| AI ung dung cho SME | 5 | Hot nhat, nhung canh tranh cao |
| Marketing cho phong kham | 4 | Niche nho, it doi thu, gia cao |
| Tai chinh ca nhan Gen Z | 5 | Audience lon, nhieu format |
| Coaching ban hang B2B | 3 | Niche hep nhung san sang tra gia cao |
| Content strategy cho SaaS VN | 3 | Moi noi, it nguoi lam |
| Day tieng Anh giao tiep | 4 | Luon co nhu cau, canh tranh |
| Xay dung doi nhom startup | 3 | Founder audience, monetize tot |
| E-commerce cross-border | 4 | Xu huong 2025, nhieu nguoi can |
| Suc khoe tinh than workplace | 4 | Tang manh hau COVID |
| Personal finance cho freelancer | 3 | Niche nho, loyalty cao |

---

## Positioning Statement

### Formula

```
"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

| Cau hoi | Phai tra loi duoc |
|---------|-------------------|
| **Ai?** | Audience cu the (khong phai "moi nguoi") |
| **Van de gi?** | Pain point / mong muon ro rang |
| **Cach nao?** | Phuong phap / approach doc dao cua ban |
| **Khac gi?** | Diem khac biet so voi 3-5 nguoi cung lam |

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

```
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

| Pillar | Ten | Mo ta | Vi du |
|--------|-----|-------|-------|
| 1 | **Industry Expertise** | Kien thuc chuyen mon ban BIET | Framework, phan tich xu huong, case study |
| 2 | **Behind the Scenes** | Cach ban LAM VIEC | Quy trinh, tool, sai lam + bai hoc |
| 3 | **Personal Philosophy** | Dieu ban TIN | Quan diem gay tranh luan, gia tri ca nhan |
| 4 | **Community Value** | Dieu ban CHO DI | Template mien phi, checklist, hoi dap |

### 28 chu de (4 x 7)

| # | Pillar 1: Expertise | Pillar 2: Behind Scenes | Pillar 3: Philosophy | Pillar 4: Community |
|---|---|---|---|---|
| 1 | Xu huong nganh 2025 | 1 ngay lam viec cua toi | Sai lam lon nhat nganh | Template mien phi |
| 2 | Framework giai quyet X | Tool toi dung hang ngay | Loi khuyen toi khong dong y | Checklist cho nguoi moi |
| 3 | Case study khach hang | Quy trinh tu A-Z | Bai hoc tu that bai | FAQ tra loi 10 cau hoi |
| 4 | So sanh 2 phuong phap | Hau truong du an X | Dieu toi uoc biet som hon | Guide buoc-by-buoc |
| 5 | Phan tich du lieu nganh | Ket qua thang nay | Quan diem nguoc dong | Resource list tot nhat |
| 6 | Tong hop kien thuc | Hanh trinh hoc skill moi | Triet ly lam viec | Livestream Q&A |
| 7 | Du doan xu huong nam toi | Review tool/sach | Cam nhan ve nganh | Challenge cong dong |

### Mapping pillar → platform

| Platform | Pillar chinh | Ly do |
|----------|-------------|-------|
| LinkedIn | Pillar 1 (Expertise) | Audience chuyen nghiep, content dai duoc doc |
| TikTok / Reels | Pillar 2 (Behind Scenes) | Format ngan, visual, behind-the-scenes hut view |
| Facebook Group | Pillar 4 (Community) | Tuong tac cao, community-driven |
| Blog / Newsletter | Pillar 3 (Philosophy) | Long-form, deep thinking |

---

## 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

| Nac | Ten | Thoi gian | Hoat dong chinh | KPI |
|-----|-----|-----------|----------------|-----|
| 1 | **Observer** | Tuan 1-4 | Follow 50 experts, curate noi dung hay, comment gia tri | 100 comment chat luong |
| 2 | **Contributor** | Thang 2-3 | Dang bai original, chia se kinh nghiem, case study dau tien | 20 bai original, 200 followers |
| 3 | **Specialist** | Thang 4-6 | Deep dive niche, tao framework, series chuyen sau | 1 framework, 1000 followers |
| 4 | **Authority** | Thang 7-9 | Guest podcast, collab, media mention, first product | 3 collab, 3000 followers |
| 5 | **Thought Leader** | Thang 10-12 | Invited speaker, mentoring, khoa hoc/ebook | 5000+ followers, doanh thu |

### Content type theo nac

| Nac | Content types | Platform focus |
|-----|--------------|---------------|
| Observer | Comment, share + ghi chu, thread curate | LinkedIn, Twitter/X |
| Contributor | Bai viet ngan, carousel, video ngan | LinkedIn, TikTok |
| Specialist | Series dai, framework visual, case study | LinkedIn, Blog, YouTube |
| Authority | Podcast guest, collab video, newsletter | Podcast, YouTube, Email |
| Thought Leader | Keynote, course, book, media interview | Da nen tang + offline |

---

## 12-Month Growth Plan

### Tong quan 4 quy

```mermaid
gantt
    title Personal Brand 12-Month Roadmap
    dateFormat  YYYY-MM
    section Q1 Foundation
    Setup profile & brand assets     :q1a, 2025-01, 1M
    Content engine 28 posts          :q1b, 2025-01, 3M
    Build first 500 followers        :q1c, 2025-01, 3M
    section Q2 Amplify
    Collab & guest appearances       :q2a, 2025-04, 3M
    Launch newsletter/community      :q2b, 2025-04, 2M
    Reach 2000 followers             :q2c, 2025-04, 3M
    section Q3 Monetize
    First paid offer                 :q3a, 2025-07, 2M
    Scale to 5000 followers          :q3b, 2025-07, 3M
    First revenue milestone          :q3c, 2025-08, 2M
    section Q4 Scale
    Systems & automation             :q4a, 2025-10, 2M
    Team/VA support                  :q4b, 2025-11, 2M
    10K+ followers & recurring rev   :q4c, 2025-10, 3M
```

### Chi tiet tung quy

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

| Thang | Viec chinh | KPI |
|-------|-----------|-----|
| 1 | Setup profile (avatar, bio, banner), chon 2 platform chinh | Profile hoan chinh 100% |
| 2 | Dang 10 bai (Pillar 1+2), comment 50 bai cua expert | 200 followers, 10 bai |
| 3 | Dang 18 bai (du 4 pillar), first case study | 500 followers, 28 bai tong |

**Q2 (Thang 4-6): AMPLIFY — Khuyech dai**

| Thang | Viec chinh | KPI |
|-------|-----------|-----|
| 4 | Lien he 10 nguoi de collab, launch newsletter | 2 collab, 100 subscribers |
| 5 | Guest podcast/livestream, series chuyen sau | 1 podcast, 1 series 4 bai |
| 6 | Tao lead magnet (ebook/template mien phi) | 2000 followers, 300 email |

**Q3 (Thang 7-9): MONETIZE — Kiem tien**

| Thang | Viec chinh | KPI |
|-------|-----------|-----|
| 7 | Ra mat offer dau tien (1-1, workshop, khoa hoc mini) | 5 khach hang dau tien |
| 8 | Thu thap testimonial, toi uu offer | 10 testimonial, 3500 followers |
| 9 | Chay ads cho offer (tuy chon), tang gia | 5000 followers, doanh thu on dinh |

**Q4 (Thang 10-12): SCALE — Mo rong**

| Thang | Viec chinh | KPI |
|-------|-----------|-----|
| 10 | Xay system content (batch, schedule, repurpose) | Tiet kiem 50% thoi gian |
| 11 | Tuyen VA / editor, launch san pham thu 2 | 1 team member, 8000 followers |
| 12 | Review ca nam, lap ke hoach nam 2 | 10K+ followers, recurring revenue |

### 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

| Rui ro | Muc do | Cach phong tranh |
|--------|--------|-----------------|
| **Burnout** | Cao | Batch content, nghi 1 tuan/quy, khong chase algorithm |
| **Fake authority** | Cao | Chi noi nhung gi ban DA LAM, khong phai nhung gi ban DOC DUOC |
| **Over-promise** | Trung binh | Cam ket ket qua kha thi, khong "dam bao thanh cong" |
| **Mat privacy** | Trung binh | Phan biet "chia se" vs "pho bay", gia dinh khong phai content |
| **AI dependency** | Thap-Trung binh | AI ho tro, khong thay the giong noi ca nhan |

### 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

```markdown
# 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*
