Distribute

Ten people, one at a time

Posting reaches whoever happens to scroll by. Sending reaches the people you chose. List ten people you would like to know your work: past colleagues, potential clients, people whose work you admire, someone who could recommend you.

Write to each personally. Two or three lines: why you thought of them, the link that is most relevant to them, and no request beyond reading it.

Listen for their words

When people reply, they describe your work back to you. Write down their exact words. You will notice patterns: the phrase that keeps coming back, the part of the work they mention first, the problem they think of you for.

Update your sentence

Their sentence is often better than yours, because it is the one they will repeat to others. Update your profile, your site and your article’s last line with it.

Then keep going, slowly

Brand is repetition. One useful piece a month and five personal messages a week compound faster than daily posting. Put both in your calendar.

Done when

Ten people have heard from you personally, their words are written down, and your sentence uses them. Two weeks ago you were hard to describe; now you are not.