Build Your Intentional Brand
Stop posting randomly and hoping something sticks. Use the Brand Journey Framework to build a brand that builds trust and moves people toward decisions.
The Brand Journey Framework
Four simple questions that reverse-engineer your desired outcome back to today's actions.
Question 1: Desired Outcome
What do you want to have happen? What's your end goal?
Question 2: What You Need to Be Known For
In order for that outcome to happen, what would you need to be known for?
Question 3: What You Need to Do
In order to be known for that, what would you have to do?
Question 4: What You Need to Learn (Now)
In order to do those things, what do you need to learn right now?
Positioning Strategy
Define who you serve, how they speak, and what you'll pair yourself with (or avoid).
Ideal Customer
Their Language
Strategic Pairings
Avoid These Pairings
Key Branding Principles
Brand = Intentional Pairing
Brand is when your audience inherently associates specific things with you. You control this through deliberate, consistent pairing.
Actions > Words
You can't just say what you want to be known for. You have to do the work that earns that reputation.
Consistency Creates Association
Repetitive pairing over time creates the association you want. One-off actions don't build brand.
What You Avoid Matters
Strategic pairing includes knowing what NOT to pair with. Every association either helps or hurts your brand.
Content Strategy Framework
Build a content system that amplifies your brand through strategic medium selection, platform optimization, and systematic content creation.
Choose Your Content Medium
Written Content
LinkedIn, Twitter, newsletters, articles
Video Content
YouTube, TikTok, Instagram, LinkedIn
Audio Content
Podcasts, audio clips, voice notes
Visual/Graphic Content
Carousels, infographics, designs
Platform Strategy
70/20/10 Content Rule:
Posting Cadence
Start Sustainable:
- • 1-3 posts per week (not daily)
- • Focus on consistency over volume
- • Build the habit first
- • Increase volume after 3 months
Pillar + Mining Strategy
Waterfall Distribution:
- • Create 1 long-form pillar piece
- • Mine it for 10+ smaller pieces
- • Distribute across all platforms
- • Maximize ROI on content creation
Team Building Framework
Build a high-performing team that scales with your brand through strategic hiring, culture development, and growth systems.
Hiring Strategy
Hire for Bottlenecks:
- • What's slowing down execution?
- • What content opportunities are being missed?
- • Hire for culture, train for skills
- • Platform-specific specialists over generalists
Culture Building
Core Values Framework:
- • Define 3-5 core values
- • Hire for alignment with values
- • Recognize actions that reflect values
- • Lead by example daily
Work Style
Maker vs Manager Schedule:
- • Makers need uninterrupted flow time
- • Managers need meeting time
- • Block maker time (7am-12pm)
- • Block manager time (12pm-5pm)
Growth Systems
Team Development:
- • Regular 1-on-1s for feedback
- • Tie individual growth to company growth
- • Provide stretch opportunities
- • Invest in education and training
Monetization Framework
Build sustainable revenue streams through trust-first monetization, strategic offer development, and long-term relationship building.
Trust Before Transactions
Build Trust First:
- • Provide massive value upfront
- • Demonstrate expertise consistently
- • Build relationships through engagement
- • Let content do the selling
Monetization Models
Choose Your Path:
- • Services (consulting, coaching, agency)
- • Products (courses, templates, ebooks)
- • Affiliates & sponsorships
- • Community & memberships
- • Ads & content monetization
Offer Stack
Progressive Offer Ladder:
- • Free content (build trust)
- • Lead magnet (capture emails)
- • Low ticket ($10-100)
- • Mid ticket ($500-5,000)
- • High ticket ($10,000+)
Long-term Vision
Play the Long Game:
- • Protect reputation at all costs
- • Build recurring revenue streams
- • Focus on customer lifetime value
- • Create systems that scale
Storytelling Framework
Use this 5-part structure to create compelling content that drives action and builds emotional connections.
Hook
Bold statement or pattern interrupt
• Contrarian viewpoint
• Unexpected fact
• Pattern interrupt
Problem
Set up stakes and conflict
• Relatable struggle
• Emotional investment
• Clear stakes
Journey
Show progress, not perfection
• Victories and losses
• Messy middle
• Real struggles
Lesson
Actionable takeaway for audience
• Clear insight
• Step-by-step
• Immediately useful
CTA
Clear next step for audience
• Comment prompt
• Share request
• Follow action
Best Story Types to Tell
These story types consistently perform well and build strong audience connections
Origin Stories
How you got to where you are
Failure Stories
Mistakes and lessons learned
Success Stories
Wins and transformations
Client Stories
Customer success and results
Content Optimization Strategy
Focus on higher effort per piece rather than higher volume. Quality over quantity drives better results.
Study Your Top 10%
Monthly Analysis Process:
- Review last 90 days of content
- Identify common elements in top performers
- Replicate successful patterns
- Update monthly to stay current
Key Insight: Look for the 1-2 things that appear in ALL your top content, not just some of it.
Platform-Native Content
Contextual Creation:
- Create content contextual to each platform
- Use platform-specific language and tone
- Optimize for each platform's algorithm
- Avoid cross-posting identical content
Analogy: You're the same person at brunch with family vs. business meeting vs. night out with friends - but you show up differently in each context.
Content Hackathons
Monthly or quarterly experimentation days to prevent creative stagnation
9 AM Kickoff
15-30 minute context setting
9 AM - 4 PM
Create 1-2 completely new pieces
4:30 PM Review
Team votes on most innovative
Download Your Complete Brand Plan
Save your complete brand building framework including Brand Journey, Positioning, Content Strategy, Team Building, and Monetization plans.