Personal Brand Scope · Prepared for
Dr. Amanda Holden
Physician · Founder of Holden Timeless Beauty · Author
This is your half of the social plan. We run your personal Instagram at five posts a week, starting with everything you already recorded for the launch, and we take your BTL posts off your plate. Around that we build your personal brand strategy and persona, model the people you are talking to, and give you a private portal, a monthly Instagram Live with Buck and a studio session each month. Whenever you film with us, Buck also sits down with you on the book and your speaking. It runs October through December, and in January we look at it together.
Setup, Your Half
Half of the $2,500 setup. The other half sits on the HTB plan. It covers getting your account and your recorded content back in your hands, connecting us without a password changing hands, and laying the library out as a calendar through the launch.
Personal Brand and Social
Your Instagram at five posts a week, your BTL posts, personal brand strategy and persona, your audience avatars, the private portal, a monthly Instagram Live with Buck, and one studio session a month on us.
Six pieces, itemized.
You wrote the book as something to leave for your patients, and you have already done the hard part of recording. The job here is to make sure all of that actually reaches people, week after week, through the launch and into 2027, without you having to think about it.
Getting Your Content Back
Everything you recorded is worth a lot more once it sits with you and is laid out in the right order.
- The recovery note from our first email, so the logins, recordings and plans come back to you first
- Your Instagram connected to our team on a short call, so no password is ever emailed or texted to us
- Two step login codes stay on your phone, not ours
- Every clip you recorded pulled into one library and sorted by topic, by where it belongs in the launch, and by what is set aside for BTL
- Anything already scheduled checked, so nothing goes out twice or goes out stale
- The plan you had through the launch rebuilt as a posting calendar we run from
Personal Brand Strategy and Persona
You are a physician, a founder, a trainer to other providers and now an author. This is the work of making those read as one person online.
- A full brand study of you, kept separate from HTB, and how the two support each other
- Your positioning, built on the physician who writes the book, trains other providers and still sees patients every week
- Your brand persona: how you sound, look and show up, so every caption reads like you
- Emotional attributes and perception targets, meaning what people should feel after thirty seconds with you
- The story you want to tell through the launch and into 2027, laid out month by month
- Your core stories, the handful you repeat until people repeat them back to you
- All of it written into your Brand OS document, built first and reviewed as the work runs
Audience Avatars
Two groups follow you for different reasons, so we model them separately using real third party data.
- The patient and reader avatar, the person who follows you for your care and will pick up the book
- The provider avatar, the injectors and practice owners who know you through your training work
- Third party consumer and lifestyle panels behind both
- What each of them values, what moves them, and what holds them back, mapped to content that answers it
- Where each of them actually watches and when, so posts land in front of the right one
- Both written into your Brand OS, and your content pillars come out of them
Your Instagram and BTL
Five posts a week on your personal Instagram, built from what you already recorded, with the launch moments planned in.
- Five posts a week, published to your personal Instagram
- We start with what you already recorded, so there is no gap while we settle in
- Your BTL posts, twice a month, cut from the content you recorded for them and published on schedule
- Launch moments built into the calendar ahead of time: the countdown, the preorder push and launch week
- Editing on every post: cuts, color, sound and pacing
- Captions, on-screen text, hooks and covers written in your voice
- Posting times, hashtags and the calendar handled for you
- Comments handled in your voice, with anything medical or about booking passed to your team
- No AI-generated faces, voices or before and after images, because people have to trust it is you
Private Portal
Your own portal, installed as an app on your phone. It is where the prompts land, where you upload, and where the numbers live.
- Prompts written from your content pillars, for when the recorded library runs low or something new is worth sharing
- Upload straight from the app, thirty to sixty second clips, with no editing and no captions on your side
- The calendar for the weeks ahead, so you can see what is going out and pull anything before it does
- Every post that went out, in one place, with the analytics beside it
- Analytics read for you every month and explained, down to which topics are pulling
- A Slack channel with our team for the day to day
Lives, the Studio and Time With Buck
Once a month you get Buck on camera with you, live from your phone, and a studio session whenever you want to come in. When you film with us, you also get Buck's time on the bigger picture.
- One Instagram Live a month with Buck, about ten minutes, from your phone wherever you are
- Booked in a couple of taps on our studio page, with step by step instructions sent to you ahead of time
- A topic picked from your calendar, often the book, and promoted on your account beforehand
- Saved as a post afterwards and cut into short clips for the feed
- One session a month in our Scottsdale studio is on us: the studio, lighting, cameras, crew and direction
- Each session edited and cut into short form for your account
- Your travel to Scottsdale is on your side
- If you would rather we come to you, the cost for that is laid out in the investment section below
- On every filming day, here or with you, Buck sets aside extra time with you on your speaking and the book launch
- Where you are, what is coming up, and what to do next with each of them
Back in your hands in week one, posting by week two.
Because you already recorded so much, the first posts do not wait on the strategy work. The brand study gets built while your feed is already moving. The week ranges below are how it usually runs and depend on how quickly your accounts and recordings come back.
Week one
Kickoff and brand study
Two hours with you on who you are, what the book means to you, the story you want to tell through 2027, and what this should build toward. The same week we connect your Instagram together on a short call and collect the recorded library.
Weeks one to two
Library, calendar and first posts
Your recordings are sorted, the calendar through the launch is laid out with the BTL dates in it, and the first posts go out. Your portal and Slack channel are set up on your phone in this window.
Weeks two to four
Brand OS and avatars
Your positioning, persona and voice are written up, and the third party data pull models both audiences. The content pillars that come out of it start shaping the captions and what we pull from the library.
Every month
Five posts a week, a Live and studio time
Posting runs every week and your BTL posts go out twice a month. Once a month there is an Instagram Live with Buck, and a studio session if you want one, with Buck's time on the book and your speaking on the same day.
January
We look at it together
After December we sit down, look at what the launch season did, and plan 2027. From there it carries on month to month for as long as it is earning its keep.
You already did the recording. We take it from there.
Most of what we need from you comes in the first week. After that it is a Live once a month, a studio day when it suits you, and a clip when something is worth sharing.
Your side
Mostly week one- Get your logins and recordings back, using the note we already sent
- Join a short call so we can connect your Instagram
- Two hours with us for the brand study
- Send us the BTL guidelines and dates
- Keep patient consent on file for anyone who appears in a post
- Jump on a Live with Buck once a month
- Tell us about talks, trips, trainings and anything with the book, so we can steer
You never write a caption or schedule a post.
Our side
Everything else- The connection call, the content library and the calendar through the launch
- Your personal brand strategy, persona and Brand OS
- Both audience avatars, modeled from third party data
- Five posts a week on your Instagram, plus your BTL posts
- Every edit, caption, cover and schedule
- The portal and the Slack channel, staffed
- A monthly Instagram Live with Buck
- One studio session a month in Scottsdale, on us
- Buck's time on your speaking and the book on filming days
- Analytics read and explained every month, and the January review
Your account stays in your name the whole way through.
Every line, itemized.
All figures are in US dollars. This is your half of the plan, billed to your company. The HTB plan is its own agreement and its own billing.
Part one · Setup
One timePart two · Personal Brand and Social
Per month, October to DecemberFilming with you
Only when you ask for itYour half of setup, plus the first month
$1,250 and $1,500 in one payment, so the recovery, the brand study and the posting all start straight away.
Same date each month, automatically
Two more payments of $1,500, so the three months come to $5,750 including setup. After the January review it carries on month to month with thirty days notice to stop.
Not included in this scope: Kit, the launch emails and the newsletter, the book page and insider signup page, public relations, paid advertising and ad spend, platforms other than Instagram, and the HTB accounts, which sit on their own plan. Filming with you is billed separately as set out above. If you decide after Friday that you want us on the email side too, we will scope it and send you the number.