Workflow: Personal Branding
Build a personal brand around one clear point of view
The Personal Branding workflow is for one person, whether that is you or an executive you represent. Four steps move from positioning to LinkedIn content, podcast guesting, and a draft opinion piece.
Photo by Jonathan Velasquez on Unsplash
Who it is for
Executives, founders, and PR professionals who want a visible, consistent presence in their field.
The 4 steps
- 01
Define your positioning
A specific lane or point of view to own, with supporting themes that reinforce it. It aims for something narrower and truer to your experience than a broad label like "PR expert."
- 02
LinkedIn content plan
Eight to ten post ideas mapped to your content pillars, each with a one-line angle, and a realistic posting cadence.
- 03
Podcast guesting
Currently active podcasts whose audience and format fit your positioning, with recent episode topics showing the show is still publishing.
- 04
Opinion pieces
Outlets that publish opinion pieces in your space, their submission guidelines, the editors or sections to pitch, and a draft opinion piece making one specific argument.
Example
An example, the first two steps
Priya Raman is a made-up person, and every detail here is invented. This sample shows the two steps that work from what you type in. The podcast and opinion piece steps search the live web, so they are left out here.
The brief you type in
Priya Raman is head of supply chain at a mid-size logistics company. She has spent ten years in warehouse operations and has strong views on why small delays cost more than people expect. She wants inbound interest from companies looking for a logistics partner, and invitations to speak at industry events.
Step 1
Define your positioning
The lane to own: the true cost of small delays in warehouse operations, told by someone who has run the floor.
Supporting themes:
- •What a one-hour delay at the dock does to the rest of the day
- •What ten years on the warehouse floor teaches that a dashboard does not
- •How to ask a logistics partner the questions that expose weak spots
Step 2
LinkedIn content plan
| Post idea | Theme it supports |
|---|---|
| The hour I watched one late truck cost us a whole shift | What a one-hour delay does |
| Three numbers I check on the floor before I look at a report | What the floor teaches |
| Five questions to ask a logistics partner before you sign | Asking the right questions |
| What a new warehouse hire notices in week one | What the floor teaches |
The plan suggests a cadence of two posts a week, which a head of supply chain can keep up alongside the day job.
What you end up with
- A positioning statement with supporting themes
- A LinkedIn content plan
- A list of podcasts worth pitching
- A draft opinion piece and the outlets to send it to
Tips for running it
- Be specific in step one. A generic positioning keeps every later step generic.
- The podcast step checks that shows are still publishing before recommending them.
- You can skip any step that does not apply now and return to it later.
Run this workflow on your next project
Start a free trial and walk through it with your own client or brief.
Start a free trialMore workflows