Personal Brand Strategy for Founders, Executives and Consultants
A clear answer to what you should be known for, who it's for and why they should believe you, before you post another word.
What is personal brand strategy?
Personal brand strategy is the plan that defines how you need to be seen by the people who matter to your goals, and how you will get there. At Kurogo, a London-based personal branding agency, it is built on three elements: your Promise (who you help and what you help them achieve), your Proof (why they should believe you) and your Packaging (what makes you or your method different). The result is a positioning strategy document that guides your LinkedIn profile, content, speaker bios and sales material. Strategy always comes first, because content without positioning is just noise.
Who it's for
- Founders running several ventures who don't know which one to lead with
- Exited founders moving into board, NED or advisory roles who feel overlooked despite their track record
- Consultants and agency owners whose offer sounds the same as their competitors'
- Executives planning a career move who need to be seen differently from their current job title
- Companies with an in-house content person who needs a clear direction to write towards
- People who feel like they don't get the credit they deserve online whilst lower quality competitors are stealing mindshare
How it works
Personal brand strategy is the Position stage of the Kurogo Model. It sets the destination for everything you do in Amplify and Convert. Think of it like a SatNav: you need a postcode, not just a city.
Week 1: Goals and discovery. We start with your one-to-three-year goals for your business, career and brand. Then we work out how you need to be seen to reach them: who you need to get in front of, what they want, and what they need to believe about you.
Week 1: Brand and industry audit. We review your profile, past content and press, then the people your audience already follows. We look for what's working, what isn't and where there's a gap you can own.
Week 2: Positioning strategy. We define your ideal client profile and audience persona, then build your Promise, Proof and Packaging into a single positioning statement. We also set out what you should be associated with, and what you stand against. Then we walk you through it on a call, you push back, and we adjust.
Week 3: Put it to work. Your LinkedIn profile is rewritten to match the strategy. We set your content pillars and your mix of Growth, Authority and Conversion content. We also recommend the lead magnet or offer that will turn attention into enquiries (Convert).
After week 3: you can take the strategy and run it in-house, or we can carry it out for you on a done-for-you retainer.
Your time: one onboarding call of 90 minutes, two walkthrough calls of 60 minutes each, and a couple of pieces of asynchronous feedback via email (about 30 minutes). 4 hours in total.
What you get
- A positioning strategy document: your ICP, audience persona, Promise, Proof, Packaging and combined positioning statement
- An audit of your current brand and three to five competitor or inspiration profiles
- A rewritten LinkedIn headline, About section and Featured section, banner redesign
- A content pillar map with your Growth, Authority and Conversion mix
- A recommended lead magnet and conversion route
- A 90-day action plan
This is done-for-you. We do the research, thinking and writing; you bring the goals and the honest answers, then sign it off.
Results
Mo, founder of Plutus, was competing in a crowded user-generated content market. We repositioned him above the noise rather than inside it. The result was 5.6 million impressions, a 304% increase in visibility, and a new client signed at $30,000 a month.
Another client, Albert, said the following about our strategy build:
"I’ve worked with agencies charging hundreds of thousands who don’t produce the same quality as Kurogo delivered in their positioning strategy. Before working with Kurogo I knew a strong personal brand would create opportunities and conversations, but defining how I presented myself in the professional world was something I needed help with. Working with Kurogo to build a strategy has been a pleasure - I would happily have paid triple for the positioning process!" - Albert Azis Clauson
[Read the Plutus case study →] [NEEDED: link to Results page]
What it costs
Personal brand strategy is included in the main Kurogo retainer, which starts at £2,500 per month. A lighter version is included in the light retainer, which sits at £1,500 per month. A one off strategy build is also available at £2,500 without any commitment to continuing with an ongoing retainer. It is also the starting point of our six-month consulting programme (£2,500), where we guide you to build it yourself.
FAQs
How much does a personal brand strategy cost?
Personal brand strategy is included in the main Kurogo retainer, which starts at £2,500 per month. A lighter version is included in the light retainer, which sits at £1,500 per month. A one off strategy build is also available at £2,500 without any commitment to continuing with an ongoing retainer. It is also the starting point of our six-month consulting programme (£2,500), where we guide you to build it yourself.
How is strategy different from content?
Strategy decides what you say and who you say it to. Content is how you say it, week in, week out. Skip strategy and you get posts that are fine but give nobody a reason to care.
What if I have more than one business or area of expertise?
Lead with the one that is most monetisable, has the biggest market and has the most proof behind it. You can still talk about the others. We find the common thread and build your positioning around that.
What if I don't have much proof yet?
Most people have more than they think. Career milestones, results, client names, qualifications, awards and features all count. Strong proof is specific and measurable, like a revenue figure, not "our results are strong".
How often should my strategy change?
Rarely. Revisit it if your business has shifted, competitors have moved, it hasn't worked after five or six months, or clients are telling you something different.
Ready To Become Your Industry's Go-To Authority?
Kurogo is the go-to agency for turning your personal brand into a business-growth machine.