You've got to get a basic orientation around the people that you want to serve in your personal brand, the problem you're going to solve for them, and at least some basics around the process that you're going to use to solve the problem.
For example, are you going to use courses, coaching groups, one-on-one consulting, deliver keynote speeches, or create a software product that solves that problem? How are you in particular going to solve their problem?
For personal brands, you then take the 3Ps—the people you serve, the problem you solve, and the process you use—and make it "RIPE"
Your personal brand is "RIPE" when you're effectively sharing your
That's what makes it a personal brand. You are the only one that can bring the combination of those things together around the people you serve, the problem you solve, and the process you use.