Goal, audience, content, and distribution and engagement.
Amelia Sordell's framework, from The Personal Branding Playbook, pp. 62 to 75.
Goal
Define what you want.
Audience
Work out who to attract.
Content
Decide what resonates with them.
Distribution and engagement
Post where they are and engage.
From chapter: 3 What is a good brand strategy?, pp. 62–75
A good brand strategy has four parts: goal, audience, content, and distribution and engagement. You start from the goal and reverse-engineer the tactics, then target both the ideal buyer and the 'ring of influence' around them, such as executive assistants. Content must be agile, repurposed freely and built for friends rather than followers. You pick the one thing you want to be known for, keep that message fixed, and translate it for each platform.
