Personal brand framework

What is a personal brand framework?

A personal brand framework is a step-by-step framework for customer marketers to define their personal brand and build a plan to influence the stakeholders who control the decisions they care about.

Because customer marketing rarely owns the roadmap or the budget, getting a decision moved takes real influence, which most marketers were never taught how to build.

This worksheet helps you draft a personal brand statement in your own words, then map exactly who you need to influence, what matters to them, and how to build a case they'll say yes to.

What's inside the template?

This worksheet includes two connected exercises for building your personal brand and putting it to work:

1. Identify what you do best
2. Define how your best friend and favorite boss would describe you
3. Clarify what you want to be known for
4. Draft your personal brand statement
5. Name the decision you need to influence
6. Map every stakeholder with a say
7. Profile each stakeholder's pain points, decision style, and trusted voices
8. Work through a pre-pitch checklist before you make your case

How to use the template

Start by working through the personal brand questions on your own. Be honest about what you're best at and how the people who know you well would describe you.

Next, pull those answers into one brand statement and pick a real decision you need to influence. List every stakeholder involved, even the indirect ones, and profile each one on how they're measured, their biggest pain point, and who they trust.

Finally, work through the checklist to make sure you're bringing the right proof points, tied to their priorities rather than yours, before you make your case.

Download your personal brand and influence worksheet

Personal brand framework

Personal brand framework A step-by-step exercise to define your personal brand statement and build a plan to influence a specific decision Customer marketers sit at the center of the organization but rarely own the roadmap, P&L, or a seat automatically at the table. That means influence has to b…

Google Docs