The reason its hard to know whether you are doing it for value or as a bluff/semi bluff is because it isnt really either. We expect to have the best hand more often than not, but we also expect him to fold most worse hands. Having said that alot of the better hands will miss the flop and fold. e.g. say he calls with AK. We hold a blocker to his king so he is going to fold the flop very often. If he holds AQ we have good equity anyway and he still misses alot of flops. If he holds JJ he is ahead of us but an A/K/Q will come pretty often and he will either fold to a cbet or be behind on the flop pretty often. Provided hes not that good, and we dont routinely go broke with TPWK postflop, the only hands we are really afraid of here (with 1 caller) are AA/KK and maybe QQ.

Its very unusual to 3bet in this spot and get 2 callers so its not like you have to have "no plan" to be unsure what to do in this spot. Usually we are going to get 2 folds, or we are going to get 1 call and take it down with a cbet. Sometimes we will hit top pair against 1 caller and play it for 1 more street of value against something like QQ-, or get out of the way if the caller goes aggro because our hand is behind alot. Getting 2 callers preflop is alot more tricky than usual because its alot more likely one of them has a big hand, and its alot more likely one of them hit the flop.

Having said that I like how this was played postflop. I think we stack QQ/JJ alot here and I think he rarely has a better hand.