Brand Compass: Personal Branding for Consultants & Experts

I introduce you to my client, Jane Whitfield, a specialist strategic private client solicitor. I worked with her on her personal brand strategy and on sharpening her profile as a thought leader in her field.

This is a behind the scenes look into what personal brand strategy work looks like in reality, when you work with me.

Jane came to the work slightly sceptical about the idea of “personal brand” - because she associated it with self-promotion. What changed her mind was listening to this show and my series with experts.

She realised that this work is not about constructing a persona. It is about working out who you already are, what you genuinely stand for, and becoming more intentional about how you communicate that.

It’s not an ‘arrogance’ exercise – nor is it about shining up your ‘ego’ for self-promotion. It’s deeper. More moving. And it will change the way YOU see yourself, and how you are experienced by others.

This is a conversation about how your back story feeds into your character traits and values you display today, and how your career to date has shaped your views. You will even find out why perhaps some things in your life journey so far – have frustrated the hell out of you.

I hope you enjoy listening! Jane is really generous with her sharing.

𝗚𝗨𝗘𝗦𝗧𝗕𝗜𝗢:

Jane Whitfield is a specialist strategic private client solicitor with 25+ years-experience in advising and guiding families, trusts and charities with complex issues and vulnerable beneficiaries.

She has carried out well over 4000 personalized consultancy sessions, and has trained and mentored close to 300 solicitors over the course of her career.

Outside of her professional article publications and professional associations, she also holds Charity Trusteeships for the Law Society Charity, Smile International and Odyssey Ensemble for Refugees.

𝗦𝗛𝗘𝗟𝗟𝗘𝗬𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗𝗕𝗜𝗢:

Shelley is a personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them, and powerful for others.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work.

She co-runs her strategic consultant-led agency Harbour 32, with her talented friend Imogen Jones, where they focus on personal brand strategy and podcast shows for subject matter experts.

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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

After more than 36 hours of one-to-one conversations with a wide variety of subject matter experts, I wanted to test something.

What actually makes someone a remarkable, go-to subject matter expert?

After having these intentional conversations, I pulled together eight non-negotiable principles that I believe the best go-to experts embody.

I believe that having information is one thing. However, having deep knowledge, knowing how to apply it, understanding context, continuing to learn and taking responsibility for the impact of your advice is something else entirely.

And in a world where we have access to more information than ever, and can create convincing content with AI in seconds - I think this distinction matters.

If you see yourself as a subject matter expert, I invite you to listen and see how many of these eight principles you recognise in yourself.

Contact me on [email protected] if you’d like to talk about working on your personal brand strategy.

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𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a systems-led personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work.

She co-runs a strategic consultant-led agency, Harbour 32, with her talented friend Imogen Jones where they focus on personal brand strategy and podcast shows for subject matter experts.

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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

You have nowhere to hide when you get on a stage and face a room of people. Have you ever wondered about the impact a stage can have on your personal brand?

I attended the Octopus Energy ‘Energy Tech Summit’ in Battersea Park with my friend Gordon Fong, watching more than 3,000 people and a whole host of speakers, panellists and recognisable personalities take to the stage.

It was an amazing opportunity to watch so many professionals communicate their expertise, opinions and personalities in public. And, of course, I was secretly evaluating their personal brands as they did it.

In this episode I share what I noticed about the people who really shone, the people who lost my attention, and what being on a stage can reveal about your personal brand. I also share my three takeaways for you if you are speaking on stage, thinking about doing more public speaking, or simply want to strengthen the way your specialist knowledge is communicated.

Come listen!

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𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a systems-led personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work.

She co-runs a strategic consultant-led agency, Harbour 32, with her talented friend Imogen Jones where they focus on personal brand strategy and podcast shows for subject matter experts.

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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

I reflect on my conversations with Career and Executive Coach Sally Walker, who specialises in Cultural Intelligence, and fellow South African, Sam Linsell who is an award-winning Food Stylist and Content Creator.

I share the three aspects that I sat with after having these chats:

1. Culture is integral to the human experience
2. Experimenting is crucial to spark curiosity & learn what you can do
3. The value of the self-learning journey

I share how I think curiosity and a love of learning are very common characteristics I find in good subject matter experts. Sally and Sam both have these in spades.

For me, its something that keeps experts sharp and invested in their subject.

I reflect on how we should be looking at our professional lives as having seasons. How we navigate working in our 30s, 40s, 50s and 60s will be different.

Our priorities change over time, our energy capacity shifts and add the fact that we are operating in a complicated modern world is uncertain and fast changing. All of this all impacts how you look at yourself, how your work will evolve and how you communicate yourself with the outside world…over time.

If you are a consultant, coach, advisor, creative or specialist knowledge worker trying to work out how you can evolve with the changing times and work out where your value now sits - this episode will give you plenty to think about.

Come listen, then find me on social media to have a chat.

Instagram : @shelleyrostlund Or LinkedIn: /shelleyrostlund

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𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥O𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them, and powerful for others.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work. She co-runs her strategic consultant-led agency Harbour 32, with her talented friend Imogen Jones, where they focus on personal brand strategy and podcast shows for subject matter experts.

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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

I introduce you to Sam Linsell, the Cape Town-based chef, food stylist, photographer, recipe developer and author behind Drizzle and Dip.

This is part of my series: ‘Real life Personal Brand Examples’.

Sam started her food blog in 2010, when blogging, online marketing and the idea of becoming a content creator looked very different.

What began as a place to share recipes became an award-winning food platform containing more than 1,000 tested recipes, as well as a business spanning client work, photography, food styling, books and social media.

I invited Sam to share how she moved from a corporate marketing career into food creativity, taught herself new skills and gradually built a reputation around work she genuinely enjoys.

We also talk about what needs to sit underneath influence: knowledge, contribution, consistency and trust. Sam shares why she is becoming more selective about what she publishes, how she thinks about the growing volume of AI-generated content and why showing more of the human behind the work matters.

This is a conversation about bravery, curiosity, practice and creating a working life that may not have existed before you decided to build it.

I hope you enjoy listening!

𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:

Sam Linsell is a trained chef, professional food stylist, photographer, recipe developer and author based in Cape Town.

She founded her blog, Drizzle and Dip, in 2010 and has grown it into an award-winning food platform containing more than 1,000 tested recipes. Her work is followed by home cooks and food lovers and has also led to projects with international brands and publications.

Sam has developed and published three cookbooks and won a Gourmand World Cookbook Award. She’s been recognised in the Galliova Awards as Digital Food Influencer of the Year in 2021, 2023, 2024 and 2025, and shared the 2026 award for Food Content Creator of the Year.

Her work brings together the things she enjoys most: good food, developing new dishes, photography, travelling and meeting chefs. Follow her, as 'Drizzle and Dip' here:

Website | Youtube | Instagram | TikTok | Facebook | Pinterest

𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them, and powerful for others.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work. She co-runs her strategic consultant-led agency Harbour 32, with her talented friend Imogen Jones, where they focus on personal brand strategy and podcast shows for subject matter experts.

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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube.

Ever listened to someone speak and felt as though they had put words to thoughts you've been carrying around for years?

That's what happened to me recently while attending You Are The Media’s Creator Day, down in Poole, UK.

A speaker stepped onto the stage and articulated something I've been struggling to process about the state of the world, our communities and the future we are building for the next generation.

This episode is a reflection on that experience, but also acts as a reminder of why your voice matters and why personal brand work is important.

If you are a subject matter expert, consultant, coach, adviser or educator who has been sitting on an idea, perspective or message that feels important, this episode is for you.

Your insights may be exactly what someone else is searching for.

Come listen, then find me on social media to have a chat.

Instagram : @shelleyrostlund Or LinkedIn: /shelleyrostlund

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𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥O𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them, and powerful for others.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work. She co-runs her strategic consultant-led agency Harbour 32, with her talented friend Imogen Jones, where they focus on personal brand strategy and podcast shows for subject matter experts.

==================

All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

Meet Sally Walker, a career and executive coach, with an intercultural specialism - who helps people and organisations work better across cultures.

This is an addition to my series: ‘Real life Personal Brand Examples’.

I invited Sally to come and share the story behind her work, from studying French and working in global HR roles, to becoming someone who now supports executives, expatriates and families through the emotional and practical realities of moving countries and working internationally.

You’ll hear how her own experiences of homesickness, relocation, cultural misunderstandings and rebuilding life abroad shaped the way she approaches people today.

This conversation goes far beyond business etiquette or learning cultural “rules”. Sally shares why cultural intelligence is really about learning how to better understand ourselves and the humans around us.

This episode is thoughtful, warm and deeply human.

Come join our conversation and see if anything resonates with your own journey to finding your specialism.

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𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:

Sally Walker is an executive coach and intercultural specialist who works with organisations and individuals across the UK and internationally.

She supports clients at all levels, from graduates through to CEOs, helping them build cultural intelligence and work more effectively across diverse teams and environments.

Her work includes coaching expatriates and their families as they relocate internationally, helping them settle into new countries, cultures and ways of working.

Sally guest lectures on the Masters programme at the University of Manchester on the topic of intercultural coaching and training. She also holds a Masters degree in Intercultural Communication and is accredited by the Cultural Intelligence Centre.

Outside of work she loves travelling, learning about different cultures, trying new foods and reading books connected to the countries she visits.

𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a systems-led personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work. She runs her specialist marketing agency Harbour 32, with her magically gifted friends, where they focus on personal brand strategy and podcast show positioning.

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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

I unpack my reflections after speaking to former British Army Lieutenant Colonel Ian Astley and award-winning mural artist Sarah Hodgkins.

I walk through three top things that came up for me from these discussions:

1. Not all experience is equal
2. Strategic strengths have value
3. Evolution doesn't happen in stasis

I unpack why strategic strengths are often difficult to explain and market, especially when your work is centred around thinking, guiding, mentoring or helping people make better decisions.

I also share why many professionals underestimate the deeper effect they are having on the humans they serve, because the real value is often emotional, intellectual and behavioural, rather than purely measurable.

If you are a consultant, coach, advisor, creative or specialist knowledge worker trying to work out how to better communicate your value and difference, this episode will give you plenty to think about.

Come listen, then find me on social media to have a chat.

Instagram : @shelleyrostlund Or LinkedIn: /shelleyrostlund

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𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥O𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a systems-led personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work. She runs her specialist marketing agency Harbour 32, with her magically gifted friends, where they focus on personal brand strategy and podcast show positioning.

==================

All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

I am joined by award-winning mural artist Sarah Hodgkins, who shares the moment she made the bold decision to focus on one specific part of her work – and how that choice reshaped everything.

Our conversation adds to my series talking to experts across all kinds of fields – trying to shape a version of themselves that they are happy share with the outside world.

Sarah’s path wasn’t linear. From interior design to sales and marketing, through redundancy, motherhood, and back again, her story reflects what many of us experience: trying things on, figuring out what fits, and learning to trust what pulls us forward.

Now, with over 700 large-scale murals completed across schools, hospitals, businesses and public spaces, Sarah creates work that does far more than decorate. Her murals shift how people feel, behave, and connect within a space.

This conversation goes beyond art.

It’s about identity, confidence, and recognising the parts of your work that are hard to describe…but make all the difference.

Join us.

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𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:

Sarah Hodgkins is an award-winning mural artist based in Northamptonshire, UK. Since 2005, she has completed over 700 unique murals across healthcare, education, commercial and public environments.

With a background in interior design, Sarah approaches murals differently – considering not just the artwork, but the people, purpose, and experience of the space.

Her work is known for transforming environments into places that feel meaningful, engaging, and connected.

𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a systems-led personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work. She runs her specialist marketing agency Harbour 32, with her magically gifted friends, where they focus on personal brand strategy and podcast show positioning.

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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

WHY work on your personal brand?

Is that what ticks at the back of your mind when someone talks about it?

Do you secretly wonder:

What’s the real benefit of personal branding?

Why would I put aside time for this?

Isn’t this just marketing “fluff”?

In this episode, I share five very real, very human reasons for developing your personal brand strategy, and one of them might significantly reduce your professional stress and anxiety.

This isn’t about vanity metrics or chasing visibility.

It’s about clarity, trust, alignment and future-proofing your professional identity in a changing work landscape.

Come listen.

I share these five and ANOTHER five in my blog post which deep dives on it.

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𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:

Shelley is a personal brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in helping her clients to uncover their genius gifts which the world needs and translate that into something that can be marketed and communicated in a way that’s comfortable for them.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work. She runs her specialist marketing agency Harbour 32, with her magically gifted friends, where they focus on personal brand strategy and podcast show positioning.

==================

All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).