Use when starting work on a PERSONAL brand — a founder, coach, or creator, not a company: creates `.agents/personal-brand-context-global.md` covering story, expertise, audience, positioning, platforms, visual identity, and the asset inventory of style refs, face refs, logo, palette, and background, with region variants for US, EU, SEA, and LATAM. Skills 23 to 28 read it first. Trigger on 'personal brand setup', 'set up my founder brand', 'coach personal brand context', 'creator profile setup', 'the AI does not know my story', 'build my personal brand from zero'. Not for — a company or product brand, see `00-marketing-plan-global` and `product-marketing-context-global`; the 12-month strategy built on this, see `23-personal-brand-strategy-global`.
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name
22-personal-brand-context-global
description
Use when starting work on a PERSONAL brand — a founder, coach, or creator, not a company: creates `.agents/personal-brand-context-global.md` covering story, expertise, audience, positioning, platforms, visual identity, and the asset inventory of style refs, face refs, logo, palette, and background, with region variants for US, EU, SEA, and LATAM. Skills 23 to 28 read it first. Trigger on 'personal brand setup', 'set up my founder brand', 'coach personal brand context', 'creator profile setup', 'the AI does not know my story', 'build my personal brand from zero'. Not for — a company or product brand, see `00-marketing-plan-global` and `product-marketing-context-global`; the 12-month strategy built on this, see `23-personal-brand-strategy-global`.
metadata
{"version":"1.1.1","category":"foundation"}
license
MIT
triggers
["global personal brand","international personal brand","US founder brand","EU coach brand","creator economy global","personal brand reference image","personal visual identity"]
Foundation skill for the GLOBAL personal brand cluster — runs BEFORE every other global PB skill (23-28). Creates .agents/personal-brand-context-global.md with personal positioning, niche, story arc, content pillars, audience, voice, monetization tuned to a specific region.
Parallel to product-marketing-context-global: That one serves PRODUCTS; this one serves PEOPLE — founders, coaches, creators going international.
For newbies
Who is this skill for?
Audience
Concrete example
Founder / CEO going global
Building thought leadership outside home market
Coach / Consultant selling internationally
English-speaking course buyers, global cohorts
Creator / KOL with global audience
Targeting US/EU viewers, brand deals in USD/EUR
Agency onboarding international personal brand client
Need region-tagged context once, reuse everywhere
Who is this NOT for?
Vietnam-only personal brand -> Use 22-personal-brand-context (VN foundation) instead
Company / product brand -> Use product-marketing-context-global
Single piece of content -> Use 05-ad-copy-global or 04-script-video-global directly
Person who has not decided to build a personal brand yet -> Brainstorm first; no context file needed yet
30-second pre-read
This skill produces ONE region-tagged file (.agents/personal-brand-context-global.md) with 13+ sections describing WHO YOU ARE in marketing terms, including which images/assets are style refs, face refs, logos, palettes, and backgrounds. Pick 1 of 4 region variants (US/EU/SEA/LATAM) — the variant tunes currency, primary platforms, regulations, cultural defaults, and gives examples for ALL THREE audience types (founder/coach/creator) inside ONE file. Every other PB skill (23-28) reads this file before working — like a medical chart every doctor reads first.
3 common errors
Picking variant by passport, not by audience — A Vietnamese founder selling SaaS to US enterprise should pick US variant, NOT SEA. Pick by where YOUR AUDIENCE lives.
— Each region variant covers ALL three audience types (founder/coach/creator) but you must declare ONE primary role per file. Multi-role -> pick MAIN role + note secondary.
Mixing audience role inside a region
Skipping story arc — No one remembers "I am good at X". They remember the JOURNEY. Section 5 is the most under-written and most important.
Why do you need this skill?
Without this file, every PB skill has to re-ask: Who are you? What region? What audience? What voice? What story? Repetitive, slow, inconsistent across skills.
With .agents/personal-brand-context-global.md:
Answer ONCE at brand setup
Every PB skill reads it automatically -> straight to work
Region defaults (currency, platforms, regulations) propagate everywhere
Reference images, face refs, logos, palettes, and backgrounds are labeled once and reused correctly
Story arc + brand voice stay consistent across content, ads, AI avatar, scripts
Save ~70% of session-setup time
Workflow
Step 1: Check existing file
|-- exists -> ask which section to update
|-- missing -> Step 2
Step 2: Choose region variant (US / EU / SEA / LATAM)
Step 3: Declare primary role (Founder / Coach / Creator)
Step 4: Collect info per variant (13+ sections, role-specific defaults)
Step 5: Create file `.agents/personal-brand-context-global.md`
If it exists -> read the file, summarize, ask user which section to update. Only collect info for that section.
If it does not exist -> proceed to Step 2.
Step 2: Choose region variant
Ask the user one question: "Which region is your PRIMARY audience: US, EU, SEA, or LATAM?"
Decision tree
Where does your PRIMARY audience live?
|-- North America (USA, Canada)
| --> 01-us.md (USD, FTC, LinkedIn/X/TikTok/YouTube)
|-- European Union (UK, DE, FR, ES, IT, NL, etc.)
| --> 02-eu.md (EUR, GDPR + EU AI Act, LinkedIn/Substack/Instagram)
|-- Southeast Asia EXCEPT Vietnam (SG, MY, ID, TH, PH)
| --> 03-sea.md (USD/local, PDPA, LinkedIn/TikTok/LINE)
|-- Latin America (BR, MX, AR, CO, CL)
| --> 04-latam.md (USD/local, LGPD, WhatsApp/Instagram/TikTok)
|-- Vietnam only
| --> Use `22-personal-brand-context` (VN foundation)
|-- Multi-region
--> Pick LARGEST audience as primary; note secondary in section 12
Detection logic
User says explicitly ("my audience is US founders") -> load matching variant
User vague ("I post in English") -> ask which country gives the most engagement / revenue
Multi-region -> pick PRIMARY region; add secondary regions in section 12 (KPIs / goals)
Step 3: Declare primary role
Inside the chosen region variant, ask: "Are you primarily a Founder/CEO, a Coach/Consultant, or a Creator/KOL?"
Role
Best for
Distinguishing trait
Founder
CEO, Co-founder, Startup/SME owner
Personal brand serves the COMPANY (B2B leads, deal flow, talent)
Coach
Consultant, Mentor, Trainer, Course creator
Personal brand IS the product (revenue from courses, coaching, programs)
Creator
YouTuber, TikToker, KOL, Podcaster, Streamer
Audience-first; revenue from brand deals + own products
Multi-role (e.g. founder who also creates content) -> pick MAIN role; note secondary in section 1 (Profile).
Step 4: Collect info per variant
After choosing region + role, read the matching variant file in variants/ and walk through each section:
Brief explanation — what this section captures and why it matters
Ask 1-3 questions — one section at a time, NEVER all at once
Confirm — read back; user confirms
Move to next section
Notes:
Every variant has 13+ sections (matches VN structure plus Visual Asset Inventory)
Visual Asset Inventory is required so design/avatar skills know which image is style, face, logo, palette, or background
All 4 variants share the same skeleton; DEFAULTS, EXAMPLES, and REGIONAL NOTES change per region
Inside each section, role-specific guidance is split for Founder / Coach / Creator
Region cues: currency, platform list, regulation pointer, cultural notes, regional examples
variants/02-eu.md — EUR, GDPR + EU AI Act, LinkedIn/Xing (DACH), Substack newsletter culture. Examples: Daniel Ek, Felicia Hogendorf, Khaby Lame.
variants/03-sea.md — USD/SGD/MYR/IDR/THB/PHP, PDPA, LinkedIn for B2B, TikTok-heavy creators, LINE in Thailand. Examples: Anthony Tan, Vannia Wirawan, Mae Fah Luang.
variants/04-latam.md — USD/BRL/MXN/ARS/COP, LGPD, WhatsApp Business critical for coaches, Instagram + TikTok for creators. Examples: David Velez, Alex Cavoukian, Luisa Fernanda W.
Step 5: Create the file
Save to .agents/personal-brand-context-global.md (create the .agents/ folder if missing).
# Personal Brand Context (Global) — [Full name]> Region variant: [US / EU / SEA / LATAM]> Primary role: [Founder / Coach / Creator]> Primary currency: [USD / EUR / SGD / BRL / etc.]> Last updated: [YYYY-MM-DD]> Compatible with: Claude Code, ChatGPT, Gemini, any AI agent
---
[13+ sections following the chosen variant + role, including Visual Asset Inventory]
How other PB skills use this file
In every global PB skill (23-personal-brand-strategy-global, 24-ai-avatar-production-global, 25-28-*), add this block under "Collect info":
## Collect info### Step 0: Check personal brand context
Check whether `.agents/personal-brand-context-global.md` exists:
-**Yes** -> Read everything; pull region / role / niche / audience / voice / story. Do NOT re-ask.
- Also pull visual identity + visual asset inventory for design/avatar prompts. Do NOT re-ask image roles if the file already labels them.
-**No** -> Suggest user run `22-personal-brand-context-global` first.
If user wants to continue anyway, ask 2-3 minimum questions about identity + region.
Skills that will read this file:
23-personal-brand-strategy-global — Personal brand strategy
24-ai-avatar-production-global — AI avatar production (needs voice + visual identity)
25-* through 28-* — All other global PB skills
Quality checklist
Before finishing:
File saved at .agents/personal-brand-context-global.md
Region variant tagged at the top (US / EU / SEA / LATAM)
Primary role declared (Founder / Coach / Creator)
All 13+ sections completed (or at least core: 1, 2, 3, 4, 5, 6, 7, 8A, 11, 12)
