When you build your brand, it's your brand. You decide which way it goes. You decide what it is about and what it ain't about. Your brand is unique -- that's what makes it a brand. There is no template to follow -- if you plan on carving out your own niche, that is. You decide everything.
Secret: That's supposed to be the fun part!
You decide which way it goes! You decide what it is about and what it ain't about! Your brand is unique -- that's what makes it a brand! There is no template to follow! You decide EVERYTHING!

I hear from way too many people who want to do the type of things I do -- play pro basketball, build a brand, create and share something that has been speaking from within them for so long -- but they want someone to tell them what to do. If you want to do something that has not been done before, like making a name for yourself based on yourself, there is no recipe to be followed. Again, this all goes out the window if you pan on being like someone else. If that's your goal, do everything they do and see what results you get. You'll eventually discover that you can't be them, and then either 1) Chalk up the wasted time and start over, or 2) Quit.

I tell people this every time I get that What-do-I-do? message or email, and many respond with some form of,
It's too much to decide
I have no idea where to begin
I just need to be pointed in the right direction (a terrible request, btw)
I don't know what to do

If you really feel you need someone to tell you what to do, apply for a job at McDonald's. Go ahead -- that's their real job applications link. McD's has a proven system that has them positioned as the #1 restaurant in the universe. Get a job there and plug right into the system -- they will tell you exactly what to do, how to to do it, when to do it, where to do it, what to wear while you do it, even when you may take a 15-minute smoke break from doing it. You will never be lost as to what to do. Trust what I say: I worked at McDonald's as a high school senior. I never once had to ask, "What should I do?"

You are making your own way and building your own blueprint. Look at all of your favorite businesses and celebrities and whomever-elses: they did things that had not been done before, in their own way. That's what made them popular. You can either do as they did, making a way where no way previously existed, or you can join their team and go along for the ride and help make them bigger. Nothing wrong with that -- the world needs role players. Neither choice is good or bad, just your personal preference. The stage is not for everyone.

Just remember that followers don't get followed. (Except sometimes on Twitter.)