One-Line Summary: Identify your personal brand — who you are, what you do, and who you serve — then use AI to craft your positioning statement, bio variations, and value proposition.
Prerequisites: Completed Step 1, a free Claude or ChatGPT account
Why Brand Comes First
Most people jump straight into picking templates and colors. That is backwards. Your brand determines everything: the words on your site, the projects you highlight, even the fonts you choose.
Spend 30 minutes here and the rest of the blueprint gets dramatically easier.
Step 2a: Answer the Foundation Questions
Before touching AI, answer these questions honestly in a notes app or on paper:
- What do you do? (Be specific. Not "designer" but "brand identity designer for early-stage startups.")
- Who do you help? (Your ideal client, employer, or audience.)
- What makes you different? (Your unique angle, background, or approach.)
- What results do you deliver? (Concrete outcomes, not vague promises.)
- What are 3-5 words that describe your work style? (e.g., minimal, bold, data-driven, playful, strategic)
Here is a filled-in example:
I am a freelance UX writer who helps B2B SaaS companies make their products easier to use. I am different because I have a background in customer support, so I understand real user frustrations. My clients see 25-40% reductions in support tickets after I rewrite their in-app copy. My style is clear, friendly, and concise.
Step 2b: Generate Your Positioning Statement
Paste your answers into Claude or ChatGPT with this prompt:
I need a positioning statement for my personal portfolio website.
Here are my details:
- What I do: [your answer]
- Who I help: [your answer]
- What makes me different: [your answer]
- Results I deliver: [your answer]
- My style words: [your answer]
Write a one-sentence positioning statement that follows this format:
"I help [audience] achieve [outcome] through [your skill/approach]."
Give me 5 variations ranging from conversational to professional.Pick the one that sounds most like you. You will use this as the foundation for your hero section.
Step 2c: Generate Bio Variations
You need three versions of your bio for different contexts:
Using the positioning statement and details above, write three versions
of my professional bio:
1. SHORT (2 sentences, ~30 words) — for social media profiles and bios
2. MEDIUM (1 paragraph, ~80 words) — for an about section sidebar or speaker intro
3. LONG (2-3 paragraphs, ~200 words) — for a full about page
Guidelines:
- Write in first person ("I" not "they")
- Sound human, not corporate
- Include one specific result or achievement
- Match these style words: [your style words]Example output (short version):
I help B2B SaaS companies reduce support tickets by rewriting their in-app copy. Previously in customer support, I know exactly where users get stuck.
Save all three versions. The short bio goes in your site footer and social links. The medium bio goes in your about section sidebar. The long bio becomes your about page.
Step 2d: Craft Your Value Proposition
Your value proposition answers: "Why should someone hire me or work with me?"
Based on my details above, write a value proposition for my portfolio site
that includes:
1. A headline (8 words or fewer)
2. A subheadline (one sentence explaining what I do and for whom)
3. Three bullet points highlighting key benefits (not features)
Make it specific and results-oriented. Avoid generic phrases like
"passionate professional" or "dedicated to excellence."Example output:
Headline: Clear copy that cuts support tickets in half
Subheadline: I rewrite B2B SaaS interfaces so users find answers without filing tickets.
- Reduce support volume 25-40% with clearer in-app messaging
- Ship faster with copy that is ready for dev on first review
- Keep your brand voice consistent across every screen and flow
Step 2e: Define Your Visual Direction
You do not need to finalize colors and fonts yet, but give AI your preferences so it can inform later steps:
I am building a portfolio website. My style words are: [your style words].
My audience is: [your audience].
Suggest:
1. Two color palette options (primary, secondary, accent) with hex codes
2. Two font pairing options (heading + body)
3. The overall visual mood I should aim for
Keep suggestions practical for web — high contrast, readable, accessible.Save this output for Step 5 when you start designing.
Your Brand Kit Checklist
Before moving on, confirm you have:
- Answers to the five foundation questions
- A positioning statement you like
- Three bio variations (short, medium, long)
- A value proposition with headline, subheadline, and bullets
- Visual direction notes (colors, fonts, mood)
Store all of this in a single document. You will copy-paste from it throughout the rest of this blueprint.