Persona: It is the face of your account, that is, what you show in your videos. If you have a personal brand you can be yourself, but it is not the only case. It can be an avatar, different creators, a voice, or hands.
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Product: What you have to offer. Although 'product' in the traditional context refers to what you sell, in terms of social media, it extends to the content you produce. The vehicle you have that will solve the problem your consumer has, whether it's educating, inspiring, or entertaining. It could be your music, your art, your clothing brand, or your recipes.

Remember that your product should not be promotional or sound like sales. People love to buy but hate to be sold. Avoid making content showing how good your product is, that doesn't entertain, educate or inspire. Your social media product should be focused on the first step of the sales funnel, reaching more people.
While in the second step of the funnel, we will plan a strategy to move from the social media product to the real product you sell.
I recommend you to re-read the article of strategy for your social networks if you have not read it yet.
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Personality: It is not only how you are going to communicate but what is going to be your brand image. Typography, colors, and even the clothes you wear if it is a personal brand. There is no right or wrong choice here just whatever connects with your ideal audience.

Positioning: Joshua Bell is one of the best violinists in the world. And he did a very curious experiment. One day he started playing in the subway of Washington DC with his 3 million-dollar violin, without masks, without disguise. What happened? More than 3000 people passed by him for over an hour and no one stopped to listen to him. The craziest thing about all this is that 2 days before he had played at the Boston Symphony Hall with the theater full and tickets sold out months in advance. How can it be that the same artist, with the same violin, playing the same songs, gives completely different results?
Exactly, due to Positioning. The Boston Symphony Hall is a prestigious theater that only attracts world-class artists. While no one expects a good artist to play in the subway, even though he actually is.
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This point also includes the previous 3 and involves the strategic placement of your brand within the larger social media landscape. This is how you want your audience to see you. What is the final image you give to your users... an expert cake baker? A black-humor stand-up comedian? A protective mother with the best tips to take care of your young children.
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​It is very important to know your audience or target public and to know what target you are aiming at.

What is my personality?

What do I want to communicate?

How do I want to communicate it?

How do I want to position myself?

What is the value proposition I have for you?