A narrative and personal brand proposal for Anant Sharma, Founder and CEO of Matter Of Form. Built to put your point of view in front of the CEOs, CMOs and investors you want to work with.
Anant Sharma, Matter Of Form
Christina Amara, Tell Me BabyAccess. To the CEOs and CMOs who hire you and the funds behind them, with a deal flow you can see and steer.
Authority. Known as the thought leader on what luxury means, so the right projects and invitations find you.
For 16 years you have built Matter Of Form into the voice that Aman, Belmond and Mandarin Oriental trust. You hold a point of view that much of luxury is still catching up to: luxury is a feeling, not a material. People remember how you think, and they take your call.
In luxury, buyers hire a person before they hire a firm. CEOs, CMOs and investors look you up before the first meeting, and what they find decides whether there is one. The opportunity is a personal brand that does that work for you: one clear position, in front of the right people, bringing them to you.
Anant SharmaFounder and CEO, Matter Of FormLondon
A good personal brand is not how much you do, but who knows you, for what, and what it brings you.
A great personal brand is not louder, it is clearer. It does six things, and it is the standard we build to and measure you against.
Where and how often you are seen: channels, formats and stages, before we ask whether it reaches the right people.
What you stand for, and what sets you apart from other founders. One clear position is what people can repeat about you.
Whether you reach the right people, such as buyers, partners and investors, not just many people.
We do not yet know who follows you or who listens: buyers, peers, students or agencies. In week one we map your followers and podcast audience by role, company and country, and compare them with the people you want to reach.
How people react to what you share: reactions, comments and conversations. We size it against peers once we see impressions.
How others see you, and the proof behind your name: experience, clients and independent coverage.
How attention turns into business: warm leads, introductions and speaking invitations that start from your content.
Based on public LinkedIn, Instagram, podcast and website data, October 2026. Impressions and comment quality are not visible from outside, so we add them in week one.
In our first intake call we asked why you want a personal brand, and you named two goals. The first is access: to the CEOs and CMOs who hire you and the funds behind them, so you win more new deals and can see and steer your sales flow. The second is authority: to be known as a thought leader on luxury, so the right projects and invitations find you. For you there is also a spiritual side. Building your personal brand is a way of giving voice to what luxury means beyond the material.
Clients such as Aman, Belmond and Mandarin Oriental, a network most founders never build, and a clear view on where luxury is going. Buyers already trust you. That is the asset.
18,000 followers, yet about 22 reactions on a typical post. Your thinking is spread across posts, panels and 100 episodes, so nobody can say in one sentence what you stand for.
We condense your ideas into a few recognisable ones, build one narrative around them, and run it every week on LinkedIn and in your network, measured against your pipeline.
We compared your LinkedIn with five people from your space: three that LinkedIn itself suggests next to your profile, and two luxury keynote speakers you compete with for stages. Not by size alone, but by visibility, positioning and response.
| YouAnant Sharma | Daniel André LangerÉquité | Erwan RambourgGoldman Sachs | Imran AmedThe Business of Fashion | Cesar ValLuxury keynote speaker | Michael VazLuxury hospitality speaker | |
|---|---|---|---|---|---|---|
| Visibility | ||||||
| LinkedIn followers | 18,053 | 43,264 | 22,711 | 50,511 | 52,380 | 20,849 |
| Posts | About 7 a week | About 2 a week | About 1 a month | About 3 a month | About 2 a week | About 1 a week |
| Positioning | ||||||
| Own idea, book or platform | Podcast. No report or framework under your name | 4E framework, podcast, bestselling author | Author | Founded The Business of Fashion | Business professor, speaker in 16 countries | TEDx speaker, ex luxury hospitality VP |
| Response | ||||||
| Reactions per post, typical | 22 | 55 | 160 | 180 | 105 | 74 |
| Comments per post, typical | 2 | 14 | 7 | 14 | 8 | 3 |
| Reactions as share of followers | 0.12% | 0.13% | 0.70% | 0.36% | 0.20% | 0.35% |
Public LinkedIn profiles, October 2026, based on each person's last 19 to 20 posts. "Typical" is the median, so single viral posts do not skew it. Periods differ: your 20 posts cover three weeks, Langer's and Val's about two months, Vaz's four months, Amed's seven months, Rambourg's over a year. Reputation and conversion cannot be compared from outside, so we set that baseline in week one.
You post about three times as often as Langer, yet reach a similar share of your audience: 0.12% against 0.13%. Under his posts people comment seven times as often, 14 comments against your 2.
Benefit: better results from the same time, not more posts.
Rambourg posts roughly once a month and reaches 0.70% of his followers, almost six times your rate. Vaz posts once a week and reaches 0.35%. Clear subject, clear voice, nothing filler.
Benefit: every post carries weight, and your time goes into the few that matter.
Langer has his 4E framework and a bestselling book, Rambourg is an author, Amed built a publication. You have a podcast and a stage, but no report or framework under your own name. Luxury 2030 is credited to the MOF Team.
Benefit: ideas that others cite, and that are yours alone.
How we get there
A system, clarity on your goals and a key message. One clear, ownable point of view on the future of luxury that everything else builds on.
Being in the right rooms and becoming known to the right people.
Here is what we know from our conversation and from public sources. In short: a respected founder with a large audience, strong proof and a clear point of view, and no system yet that turns all of it into deals.
Matter Of Form, London. A design consultancy for brand, customer experience and digital, working with luxury hospitality and timeless brands. About 60 people.
Clients include Aman, Belmond, Mandarin Oriental, COMO, Jumeirah, Accor, Lindblad and Soneva. New in North America: Lacure Villas in Toronto and a wellness offering with White Mirror. Website: matterofform.com.
Co-owner of the design thinking school Experience Haus, adjunct professor at EHL, trustee of the Crafts Council and judge at the Lovie and Webby Awards. Host of What The Luxe. Off duty a DJ and producer: "design, disco, tech and techno".
We confirm these in our call. They set the targets for the Blueprint and tell us how many new conversations make a difference.
Invitations arrive faster than your calendar can take them.
You have what most founders spend a decade building: a 16 year track record, an audience of 18,000, a podcast full of the people who buy and fund luxury, and invitations to the best rooms. What is missing is the system between that reach and the work. Posts earn reactions but not replies. A profile shows what you think but not what you sell. Content reaches operators but not investors. Rooms become stages but rarely press. Each gap is fixable, and each fix compounds.
Based on our experience, these are the five criteria that show whether a personal brand works. We measured you against each one, and we report on the same five, each at its own rhythm. They sit on top of the six dimensions above: visibility and relevant audience become relevant visibility, positioning becomes clear association, response stays quality of response, reputation becomes earned authority and conversion becomes business impact.
A note on the data: LinkedIn is your most active channel, with 18,053 followers and about 20 posts in three weeks, so it carries most of the numbers. We also looked at your Instagram, the podcast and its Instagram, your website anantsharma.com, the Matter Of Form website, press and stages, using public data. In the Blueprint we add your own analytics for every channel.
Are you reaching the buyers, partners and industry voices you actually want?
What do people introduce you as, quote you on, or invite you to speak about?
Meaningful comments, shares, DMs and conversations from those target people.
Relevant press quotes, citations, podcast and speaking invitations. Paid placements tracked separately.
Qualified enquiries, introductions, paid engagements and opportunities where your personal brand played a role. We ask leads how they found you and do not attribute every sale to content.
Thirteen findings, each tied to one of the five measures. Start with the first two, or open all of them and filter by measure.
Strong ideas, spread over posts, panels and interviews
Your thinking on emotion, joy, craft and time is distinctive but scattered. People cannot yet repeat it in one sentence.
Missing: a master narrative with a few clear points of view that everything else points back to.
Content serves operators, not funds
Your content serves operators and brand leaders. Investors and funds are the audience you want next and have no reason yet to follow you.
Missing: a reason for investors and funds to follow you, such as a clear view on where value is made in luxury.
Start with one narrative, then run it every week. A four week Narrative Blueprint sets the foundation, once. The three month Accelerator package then puts it to work on LinkedIn and in your network. The Tell Me Baby team leads strategy and taste and runs it, and you give input in short calls.
A successful personal brand shows up in five ways. We set the exact numbers in the Blueprint, once we have your LinkedIn analytics, and report on all five, each at its own rhythm.
Two parts that build on each other. In month one the Narrative Blueprint sets your story and your target list. In months two to four the Accelerator package runs it every week: content and community on LinkedIn, plus a tracked and growing network. Press and speaker outreach can be added once the Blueprint has set the targets.
The foundation. Together we work out what you stand for, who you need to reach and where you show up. We bring the questions and the structure, you bring the answers, and we put it on paper.
Optional add-on: press and speaker outreach. We pitch your stories to editors and book the stages on your ranked list. $2,000 to $3,000 a month as a retainer, scoped once the Blueprint has set the targets.
The strategic foundation. Everything we do afterwards builds on it.
$5,000
One off · fixed fee · 4 weeks
Kick off + 3 hour workshop included
A four week sprint with a kick off and a 3 hour workshop. We turn what you know into a story, a target and a plan you can use the next day.
Personal brands fail when content starts before strategy. Posts without a point of view are noise, and outreach without a target list is spam. The Blueprint decides what you stand for, who you reach and where you show up.
It gives the Accelerator package a clear aim from day one and shared targets to track every month. It is yours to keep, with or without us.
Every post, every message and every connection should follow one clear strategy, built on your market and your audience. Over four weeks we work out together what you stand for, who you need to reach and where you show up. Six building blocks, each feeding the next, and all six stay yours to keep.
The master story everything else repeats: who you are, the points of view you own and where you sit among other luxury voices.
One story people can repeat
Four pillars and twelve topics around your expertise and what you want to be known for. Specific enough to stand for something, broad enough that you never run out of ideas.
Never a blank page, always on message
Who you need to reach, and where they are: every person who can hire you, fund you or open a door for you.
One ranked target list for everything that follows
Socials, PR and events in one plan.
Which channels, outlets and rooms are worth your time
Your LinkedIn profile and your website, rebuilt for decision makers and structured so that search engines and AI assistants can read and quote you correctly.
A profile and a site that say what you sell, in words AI can quote
The first 90 days, with month one set week by week.
The Accelerator package starts without a gap
Three months, three workstreams. The Tell Me Baby team leads strategy and taste and handles drafting and production.
$4,500
Per month · min. 3 months
We build a structured content engine on LinkedIn, where your decision makers are.
Every reaction is a chance for a conversation.
A podcast gives you the door, a network turns it into deals. We follow up with the people you already met and reach those you have not.
We start with a four week Narrative Blueprint, done together. From month two the Accelerator package runs on a fixed monthly rhythm, so you always know what happens next and what we need from you.
The same simple rhythm every month, so you always know what happens next.
About 3 hours of your time in total. We prepare everything else, so you only step in where your voice matters.
Reach, replies, conversations and what moved on the five measures, on one page. No dashboards to read.
We hold the strategy, the content archetypes and every post against the numbers, and set what comes next.
We start with LinkedIn because that is where your decision makers are. In the Blueprint we check this against your client list and add channels if the list points elsewhere.
At the end of each month you get a single page. It shows what we published, the latest value of each of the five measures of a successful personal brand and what happens next. No dashboards to read. Here is how it looks.
The posts we published and the connections and conversations we started.
How you score on visibility, association, response, authority and business impact. Who is warm.
Our plan for the next 30 days and the one decision we need from you.
The story post with a clear question earned the most replies. We use that format again next month.
Widen the list to the people who responded. Decision needed from you: approve the flagship post.
Each measure has a named source and a fixed rhythm. We never fold them into one score, and we start with a baseline in week one.
What we promise. The quality and rhythm of what we deliver, and honest measurement of the rest, always depending on your time, access and approvals. We do not promise followers, press placements or deals.
The Blueprint comes first. The Accelerator package starts when it lands, so every post and every outreach builds on the same story.
Monthly one page review at the end of each Accelerator month.
Two steps in a clear order: a fixed fee Blueprint first, then the three month Accelerator package that puts it to work. You can stop after the Blueprint, and everything you pay for is listed below.
| Item | Duration | Fee |
|---|---|---|
| Narrative Blueprint | 4 weeks, fixed fee | $5,000 |
| Accelerator package | 3 months at $4,500 | $13,500 |
| Total | $18,500 | |
All fees in USD, excluding VAT.
Enter your average project value and see how the investment compares to the deals it can bring in.
Add your average project value to see the result.
An illustration with your own number, not a promise. We do not promise deals. Contract value before costs, excl. VAT. The investment is the Blueprint plus the Accelerator package for the chosen time frame.
We treat your personal brand like a business line: a defined market, a plan, and numbers you can check every month.
We start with your market and your audience, not with posts. Every hour and every dollar goes into a plan with a clear target: the buyers, partners and funds who can move your business.
We set a baseline in week one and report on five measures, from visibility to qualified enquiries. We commit to the quality and rhythm of the work and measure the rest honestly. We do not promise followers, press or deals.
We track who responds, who is warm and who asks for a call, so attention turns into conversations and enquiries. Your team runs sales, we make the signals visible.
Strategy and narrative, content and trends, production, and creative direction and events: one team, one point of contact for you.
About 3 hours a month from you. We prepare, draft and publish, you step in for the call and the approvals, and your time stays on your clients.
A corporate background at global brands across more than seven countries, and we work in German, English, French and Dutch. We know how boardrooms, brands and buyers think, and how stories travel.
Leads strategy and narrative and is your direct point of contact.
Keeps timing, production and approvals on track.
Three short steps from here to kickoff. There is nothing to prepare except your questions, and week one starts with a working session on your narrative. This proposal is valid for two weeks from the day you receive it.
Narrative Blueprint plus 3 months of the Accelerator package. Total $18,500 excl. VAT.
Or write to christina@tellmebabywhatsyourstory.com