In an age where reputation travels faster than introductions, your personal brand has become one of your greatest professional assets. Whether you’re a business owner, freelancer, or leader within an organisation, how people perceive you online and offline directly impacts your credibility, influence, and opportunities.
That’s the central message shared by Rachel Harris, award-winning accountant, business owner, and Forbes contributor, in her webinar “How to Build a Strong Personal Brand.” Drawing from her journey from start-up founder to media personality, Rachel breaks down the process of brand building into practical, achievable steps that anyone can follow — no viral fame required.
Redefining What a Personal Brand Really Means
Personal branding is often misunderstood as self-promotion or social media showmanship. But as Rachel explains, “Personal branding isn’t about being in the spotlight — it’s about standing for something meaningful and showing people who you serve.”
A strong personal brand isn’t measured in likes or views; it’s reflected in how others describe you when you’re not in the room. It’s the sense of trust, professionalism, and authenticity that people associate with your name.
In today’s digital-first environment, visibility equals credibility. When someone searches for you or your business and finds nothing, they don’t assume you’re private — they assume you’re invisible. Rachel argues that taking control of your online presence isn’t vanity; it’s vital. It ensures that your voice, values, and expertise are represented accurately, rather than left to algorithms or assumptions.
The Three Pillars of a Strong Brand: Positioning, Proof, and Personality
According to Rachel, the key to a successful personal brand lies in balancing three essential elements — the Three Ps:
1. Positioning — Clarity About Who You Are and Who You Serve
Before you design a logo or draft a post, ask yourself fundamental questions:
- Who am I trying to reach?
- What problems do I solve?
- Where do I fit within my market in terms of value and price?
Your positioning determines the story you tell. Are you a high-touch boutique advisor or an accessible, high-volume expert? Understanding this helps you craft messages that resonate with the right people — not everyone.
2. Proof — Demonstrating Credibility Through Evidence
A personal brand without proof is just talk. Clients and partners need tangible reasons to trust you.
Early in her career, Rachel built proof through client testimonials and case studies; later, it evolved into media appearances, partnerships, and awards.
Proof can take many forms — consistent results, customer feedback, professional qualifications, or community recognition. The key is to make your expertise visible.
3. Personality — Showing the Human Behind the Professional
Trust doesn’t come from credentials alone; it comes from connection.
People want to work with people, not faceless brands. Rachel's approach blends professional credibility with authentic storytelling. But authenticity doesn’t mean oversharing — it means communicating your values in a relatable, human way.
Her rule of thumb? “Share healed scars, not open wounds.” In other words, share experiences you’ve learned from, not those you’re still processing.
Defining Your Brand Values, Audience, and Content Pillars
Once you understand your position and purpose, the next step is defining the framework that guides everything you communicate:
Your Values:
These are the non-negotiable principles that shape your brand identity — integrity, transparency, innovation, or education, for example. Your values inform your tone, messaging, and even the type of opportunities you pursue.
Your Audience:
Your audience isn’t “everyone.” Rachel recommends mapping your ideal client or follower — their challenges, goals, and motivations. You can use social analytics, polls, or even customer feedback to identify patterns.
She also suggests creating a “brand avatar” — a fictional representation of your ideal audience member — to guide your messaging. When you speak as though addressing one specific person, your content becomes clearer and more genuine.
Your Content Pillars:
Content pillars are the recurring themes that align your message with your audience’s needs. They ensure your content is consistent but not repetitive.
Examples of content pillars might include:
- Education: Simplifying complex ideas or answering common client questions.
- Inspiration: Sharing stories of growth, resilience, or lessons learned.
- Behind the Scenes: Offering transparency into your process, culture, or values.
Rachel's advice is to start small: “Create a channel or shared document where your team logs every client question. Those FAQs become your content bank.” This turns everyday client conversations into valuable, relevant content.
The Data-Driven Side of Authenticity
While personal branding may sound creative, Rachel reminds professionals that it’s also highly analytical. “Data doesn’t lie,” she says. “The numbers tell you what resonates.”
By reviewing engagement metrics and audience insights regularly, you can refine your messaging and focus on what delivers results. For Rachel, building a personal brand means combining heart and strategy — balancing authenticity with informed experimentation.
And yes, it sometimes means embracing discomfort. “Embarrassment is the cost of entry,” she admits. “If you wait until it feels comfortable, you’ll never start.”
Impact Over Virality
One of Rachel's most powerful takeaways is that impact always outweighs virality. A viral post might bring visibility, but sustained trust brings opportunity.
A strong personal brand doesn’t just grow your following — it grows your business, your influence, and your ability to make change.
In a world where everyone has a platform, your brand is your differentiator. It’s how you build credibility, attract aligned opportunities, and connect with your audience on a deeper level.
Or, as Rachel puts it:
“Virality is never the goal. Impact is the goal.”
Key Takeaways
- Personal branding is about clarity, credibility, and connection, not popularity.
- Start with the Three Ps: Positioning, Proof, and Personality.
- Define your values, audience, and content pillars to create a consistent voice.
- Use data to learn what resonates — and don’t fear failure.
- Remember: the most powerful brands are built on authentic impact, not viral moments.
FAQ:
1. What is a personal brand?
A personal brand is the sum of how others perceive you — your reputation, values, and professional identity.
It represents what you stand for, who you serve, and how you’re remembered.
As Rachel Harris explains, personal branding isn’t about self-promotion; it’s about communicating your expertise and values clearly and consistently.
2. Why is personal branding important in today’s business landscape?
Because visibility equals credibility.
When people search for you online, they’re forming opinions before ever meeting you. A strong personal brand ensures that what they find reflects your skills, professionalism, and authenticity.
It builds trust, attracts the right clients or opportunities, and differentiates you from competitors in an increasingly digital world.
3. How is a personal brand different from a company brand?
A company brand represents a business, but a personal brand represents the individual behind it.
Your personal brand gives your company a face and personality — something people can relate to.
In professional services, especially, people tend to “buy from people,” so your personal credibility directly strengthens your business brand.
4. Do I need a big social media following to have a strong personal brand?
No.
A personal brand isn’t about going viral — it’s about being memorable to the right audience.
Rachel Harris emphasises that sustainable impact comes from consistent, meaningful communication, not one-off viral moments. Even a small, engaged audience can drive real results if your message resonates.
5. How do I start defining my brand?
Begin with clarity — Rachel's Three Ps Framework provides a simple foundation:
- Positioning: Define who you are, what you do, and who you serve.
- Proof: Gather evidence of your credibility (testimonials, results, qualifications).
- Personality: Express your authentic tone and values to make your brand relatable.
These three elements shape how your audience perceives you and ensure your message feels consistent everywhere.
6. How do I identify and reach my ideal audience?
Think of your audience as a clearly defined group — not everyone.
Use data from your existing clients, social media analytics, or surveys to understand who they are and what they care about.
Rachel recommends creating a “brand avatar” — a detailed profile of one ideal audience member — and crafting your content as if you’re speaking directly to that person.
7. What are brand values, and why do they matter?
Your brand values are the guiding principles that inform your tone, choices, and behaviour.
They answer the question: “What do I stand for?”
Values such as transparency, education, innovation, or inclusion help your audience connect with you on a deeper level — and ensure consistency in everything you communicate.
8. What are content pillars and how do I create them?
Content pillars are the core topics that anchor your personal brand communications. They help you stay consistent while keeping your message relevant.
For example:
- Education: Simplifying industry insights or common questions
- Inspiration: Sharing stories of growth or lessons learned
- Behind the Scenes: Offering an authentic glimpse into your process or values
Rachel recommends collecting frequent client or audience questions and turning those into recurring content themes.
9. How can I be authentic online without oversharing?
Authenticity doesn’t mean revealing everything — it means being genuine and consistent with your values.
Rachel's rule: “Share healed scars, not open wounds.”
Focus on lessons learned and experiences that demonstrate resilience or insight, rather than posting about issues you’re still processing.
10. How can I build authority in my field?
Start by showcasing your expertise through tangible proof:
- Publish thought-leadership articles or blog posts
- Share client testimonials or results
- Contribute to press, podcasts, or webinars
- Collaborate with other professionals or brands
Authority is built gradually through consistent demonstration of value and integrity.
11. What role does data play in personal branding?
Data is your guide for growth.
Analysing your engagement, reach, and audience behaviour helps you understand what content performs best and why.
As Rachel notes, “Data doesn’t lie” — and using it ensures your brand evolves strategically, not just intuitively.
12. How can I deal with self-doubt or criticism when building a brand?
Criticism and imposter syndrome are normal parts of visibility.
Rachel advises focusing only on feedback from people who’ve done what you’re doing — not from onlookers.
Remember that confidence comes from consistency: the more often you share your message, the more comfortable and credible you’ll feel.
13. What’s one simple action I can take today to strengthen my brand?
Write down — in one sentence — who you are, what you do, and who you help.
That’s your brand foundation.
Then identify three core topics (your content pillars) that reflect your expertise and values. Start sharing around those themes regularly — even once a week can make a lasting impact.
14. What’s the ultimate goal of a personal brand?
Impact, not virality.
The goal is to earn trust, build authority, and create meaningful influence within your audience.
As Harris puts it:
“Virality is never the goal. Impact is the goal.”
The contents of this article are meant as a guide only and are not a substitute for professional advice. The author/s accept no responsibility for any action taken, or refrained from, as a result of the material contained in this document. Specific advice should be obtained before acting or refraining from acting, in connection with the matters dealt with in this article. The information at the time of publishing was accurate and could be subject to final changes.
