23-personal-brand-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 ca