# Become a Brand Leader (high-level map)

Use as a checklist for a brand that is more than “posting content”.

## Components to define
- brand story
- brand positioning
- tone
- creative idea
- communications strategy
- web funnel
- in-person experience
- owned/earned/shared/paid media

## UK estate agent adaptation
- owned: website/blog, email list
- shared: socials, community groups
- earned: local press, partnerships, testimonials
- paid: targeted ads (lead magnet, retargeting)