At Kurogo, we use a three-pronged approach to position an expert as the Go-To Thought Leader in their industry. This framework answers crucial questions your audience asks when they come across your content: Why should I care? How are you different? Why should I trust you?
The three key elements of this Positioning Trifecta are:
1. Your Mission: Your mission is like a value proposition—it tells people why they should care.
It should explain: Who you help, what you help them achieve, and how you help them achieve it
Use this template to craft your mission: “I help [Target Audience] to [Result] by [Method].”
Example:
Codie Sanchez has a clear mission—she exists to help outsiders think differently about investment.
2. Your Message: Your message determines how you’ll be perceived—not just what you’ll be known for.
It should show: Why you’re different from others in your industry, and the personal brand you want to build.
Ask yourself: In 5 years, how do you want people to describe you?
Example:
Ben Francis is seen as a "young, humble, and likeable overachiever scaling the world’s most inclusive activewear brand."
3. Your Frame: Your frame gives you credibility. It’s the body of work on which your personal brand is built.
It answers the question: Why should people listen to you?
The messenger matters. Write down in one sentence why people should listen to you. Include your results, experience, or milestones.
Example:
Shan Hanif’s frame is simple but powerful: “I’ve built a $100M agency.”
That statement alone makes him more credible than someone running a new agency.
Bringing It All Together
Your positioning strategy is about identifying the overlap between: How you WANT to be seen, and how you NEED to be seen.
The stronger this overlap, the stronger your positioning. Once you nail these three things, you’ll have a strong foundation for your personal brand strategy.
What’s next?
Now that you have your positioning, you need to: Get in front of the right audience, show your mission, message, and credibility, and convert them into leads and opportunities
Bonus: 3 Positioning Mistakes You’re Probably Making Right Now
- Not talking about your ‘How’. Your work will NOT ‘do the talking.’ You have to do the talking for your work. Show people how you do what you do.
- Trying to be the hero of your own story. Your audience is the hero. You’re the guide. Help them achieve their goals.
- Following the herd. If you’re not willing to form your own opinions and stand out, you’re wasting your time. Find your unfair advantage and lean into it.
Master this framework, and you’ll position yourself as the go-to authority in your space.
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