--- title: "The four-part brand strategy" description: "Goal, audience, content, and distribution and engagement." canonical: https://tomsharman.com/bookshelf/the-personal-branding-playbook/the-four-part-brand-strategy/ updated: 2026-11-03 --- # The four-part brand strategy > Goal, audience, content, and distribution and engagement. Amelia Sordell's framework, from The Personal Branding Playbook, pp. 62 to 75. Framework 2 of 10 from [The Personal Branding Playbook](https://tomsharman.com/bookshelf/the-personal-branding-playbook/index.md) by Amelia Sordell. Category: Lead generation. ## The steps 1. **Goal.** Define what you want. 2. **Audience.** Work out who to attract. 3. **Content.** Decide what resonates with them. 4. **Distribution and engagement.** Post where they are and engage. ## Where it comes from 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. ## The animation 24 seconds, 4:5, no sound. - MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-four-part-brand-strategy.mp4 - MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-four-part-brand-strategy-dark.mp4 - Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-four-part-brand-strategy.png - Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-four-part-brand-strategy-dark.png