Personal Brand Structure: The No-BS Guide

If you’re trying to build a personal brand that generates full-time income—where people come to you because they like you, trust you, and want what you offer—then you need to structure it right.

I’ve been in business for years, running service-based Instagram accounts, niche business pages, and trying all the guru methods. But none of it worked long-term because it positioned me as just another vendor.

The difference between just another business page and a powerful personal brand is positioning. You don’t want to be seen as a commodity—you want to be the premium option.

Here’s exactly how I’m structuring my personal brand in 2024.

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The Problem with Business Instagram Pages

I’ve built multiple business accounts for my media production services. They looked clean, professional, and structured:
✔ Highlights showing my services
✔ “About Me” section
✔ Portfolio of my work

And they worked. People found me, DM’d me, and booked me.

But here’s the problem:

• Every inquiry was transactional.
• Clients were price shopping.
• People didn’t care about me, just the cheapest service.
• Upselling was a nightmare—nobody wanted to pay premium prices.

Why? Because I wasn’t a brand. I was just a service provider.

If all you do is post your services and pricing, people will see you as a plumber, barber, or Uber driver. They just want the job done for the lowest cost.

The Fix? Build a Personal Brand.

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Step 1: Figure Out Your Offer

Your offer is NOT:
❌ “I do video production.”
❌ “I build websites.”
❌ “I coach entrepreneurs.”

That’s just a service. Services = Commodity. Commodities = Price Shopping.

Your offer is about transformation. What’s the payoff for your clients? What’s the real benefit beyond the deliverable?

Example: How I Reframed My Offer

Instead of saying “I make videos,” I now say:
✅ “I create relatable content that helps brands pierce through marketplace noise, build awareness, and turn followers into loyal buyers.”

See the difference? It’s no longer about a service—it’s about results.

If you don’t nail this step, the rest of your brand will be built on a weak foundation.

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Step 2: Create Your Offer Stack

A successful personal brand doesn’t just have one thing to sell. You need a value ladder with different entry points.

Here’s how I’m structuring mine:

1. Free Offer (Lead Magnet)

Your free offer is what gets people into your ecosystem. It should provide real value while requiring zero effort from you.

📌 Example: Free Instagram Audit
I’ll check out your Instagram profile, send you a voice memo with feedback, and give practical tips to improve your content strategy.

Why? Because once I help you for free, you’re way more likely to trust me and want to work with me.

2. Core Offer ($100 – $500)

This is your mid-tier, accessible product or service. It’s your main revenue driver.

📌 Example: Brand Strategy Consultation ($500)
A 90-minute deep dive into your audience, messaging, and positioning. We break down what’s working, what’s missing, and how to fix your content strategy.

3. Retainer Offer ($1,500/month)

For people who want ongoing access to your expertise.

📌 Example: Retainer Consulting ($1,500/month)

• Unlimited messaging access (I reply within a day)
• One monthly strategy call
• I review your content before you post and give feedback

This gives high-value clients an easy way to work with you long-term without committing to a big project.

4. High-Ticket Offer ($5,000 – $15,000+)

Your premium transformation offer.

📌 Example: Content Strategy Roadmap ($5,000)

• Full competitive analysis
• Deep research on your audience & competitors
• Step-by-step content marketing blueprint for your brand

This is for businesses that need a clear execution plan. They get my expertise, but they execute it themselves.

5. Ultra High-Ticket Offer ($25,000+)

For clients who don’t want a DIY solution—they want it done for them.

📌 Example: Full-Service Content Production ($25,000+)

• I fly out to your location
• We shoot a full content package
• My team manages and executes everything

This is for high-end clients who want a completely hands-off experience.

6. Continuity Offer (Monthly Memberships)

A low-ticket recurring revenue option.

📌 Example: Private Membership Group ($50/month)

• Weekly live training calls
• Private Q&A group
• Members get exclusive templates & resources

This keeps consistent revenue coming in, even from people who aren’t ready for high-ticket services.

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Step 3: Develop Your Brand Identity

Your personal brand is more than just your offer. It’s:

• Your messaging (How you communicate)
• Your content (How you provide value)
• Your authenticity (What makes you different)

For me, my brand is direct, no-BS, and results-focused. I share my journey, my failures, and exactly how I’m building my personal brand in real-time.

You don’t need to be overly polished. People connect with authenticity, not perfection.

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Step 4: Content Creation (Building Your Audience)

Your content strategy should do 3 things:
✔ Educate (Position yourself as an expert)
✔ Entertain (Make it fun & engaging)
✔ Relate (Show who you are & what you stand for)

Here’s how I’m breaking it down:

1. Educational Content

• Teaching what I know
• Breaking down industry mistakes
• Providing actionable insights

📌 Example Post: “3 Biggest Mistakes Killing Your Instagram Engagement”

2. Entertaining Content

• Funny industry skits & relatable moments
• Behind-the-scenes of my work
• Challenges & real-time updates

📌 Example Post: “Boomers trying to figure out Instagram” (Fun, relatable skit)

3. Personal & Relatable Content

• My journey & challenges
• Personal stories & experiences
• Real thoughts & opinions

📌 Example Post: “Why I walked 31 miles and slept under a palm tree”

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Step 5: The Funnel (How Everything Connects)

1. Content → Lead Magnet

Free content attracts people → They opt into your free offer.

2. Lead Magnet → Nurture

Once they’re in your email list or group, you build trust over time.

3. Nurture → Paid Offers

• Some will buy immediately.
• Some will need time & more content.
• Some will never buy—and that’s fine.

The key is consistency. Keep showing up, giving value, and refining your process.

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Final Thoughts: How to Make It Work

🔹 Figure out your offer (What’s your transformation?)
🔹 Develop your brand identity (What makes you different?)
🔹 Post educational, entertaining, and personal content
🔹 Set up your funnel to capture leads & nurture them
🔹 Test and refine until you find what resonates

This is the blueprint I’m following in 2024. I’ll be documenting my progress and adjusting as I go.

If you’re serious about building your personal brand, now’s the time to start.