NEW INFO!

A question I constantly get asked is:

"What type of personal brand should I build?"

To which I say, pull a seat and grab a paper and pen so we get INTO it.

Your content can take a hundred forms. But your personal brand almost always falls into one of 4 archetypes.

Pick wrong and everything downstream feels forced. Pick right and the content writes itself.

Here are the 4:

1. The Contrarian.

Qualities:

- Challenges default thinking

- Shares strong opinions

- Explains why the standard way of doing something in your industry is wrong

Contrarians grow the fastest because polarizing content creates engagement. Only thing is you have to hold the position when people push back and you have to have enough experience underneath the take that the argument holds up.

2. The Educator.

- Teaches through frameworks

- Shares technical breakdowns

- Goes over strategies

- Gives useful ideas people want to save

Educators build the deepest trust because their content grows through bookmarks and shares.

It's less viral but sticks longer. Only thing is you need expertise and you also need to be good at explaining things simply.

3. The Operator.

- Shares what they've learned from running hiring

- Gives systems

- Goes over mistakes

- Drops decision making processes

- Covers patterns

Operators build the strongest connection with other operators. This is the archetype whose name is recognized with other founders. Only thing is you have to be running a successful business and be willing to share the texture of it.

4. The Builder.

- Brings people behind the scenes on what they're creating.

- Drops updates

- Goes over experiments

- Shares lessons

- Gives access to roadmap decisions

- Live updates on the journey.

Builders build the most loyal audience because followers feel invested in the outcome. They'll cheer for the wins and stay for the losses. Only thing is you have to be building something worth watching.

Now that you understand the basics, let me let you in on an industry secret:

You shouldn't pick just one. Pick a primary archetype that feels most natural to you then a secondary one that gives your content more range.

Mine is Educator first, Operator second, Contrarian third.

The Educator posts do the heavy lifting on trust → The Operator posts make it clear I'm in the business → The Contrarian posts create the sharp moments that grow the account and pull the right people in.

Two archetypes running together is what makes an account feel distinct instead of one-dimensional.

Once you know your archetype, everything gets easier. But all of it flows after you make this one decision.

Pick your primary. Add your secondary. Build around them for the next 90 days.

– Wiz

P.S. FTS just dropped an AI email masterclass for founders ready to run their entire retention engine straight from Claude and ChatGPT. Omnisend (our proud partner) now plugs directly into both, it reads your live account and does all the work inside Omnisend. If you run ecom or send email at all, read the full breakdown here.