The 90 Day Brand Plan

Chapter 5GET GOOD THROWING WOOD

So, back to the campfire. Now that we've covered prepping for surviving these 90 days and scouting and modeling aspects of your personal brand, it's time to start creating content. Because that's an enormous topic in and of itself, I've spread it out over two chapters. This chapter covers more of what needs to be done and when, in both the short term and long term. First up: attracting and retaining your audience.

Maintain Your Messaging

KEEP ADDING LOGS TO THE FIRE—NO MATTER WHAT. For example, if your campfire is the social media presence of your personal brand, then each piece of content you produce equates to another log thrown on the fire. Something I always remind myself is that, no matter how good a piece of content is, it's got a limited life span before it burns out and collects dust. On the plus side, the algorithm (praise be the algorithm) is often quickly done with content and ready to showcase new content, so don't worry if you post something and don't feel great about it. Post it anyway and move on. The point is to not overthink or overengineer each piece of content. It's more important to your tribe that you keep the flames red‐hot by consistently throwing logs on your campfire.

Conversely, if you let the fire subside by not ...