In an era where a simple Google search defines first impressions, your personal brand is your digital reputation. It’s not a logo, a tagline, or a viral TikTok — it’s the feeling people get when they hear your name, the credibility they associate with your work, and the clarity with which they understand who you are and what you stand for.

Rachel Harris — award-winning accountant, business owner, and Forbes contributor — put it simply: “Personal branding isn’t about self-promotion; it’s about what you have to say, what you stand for, and who you serve.”

In today’s noisy online world, silence can be mistaken for absence. If someone searches your name and finds nothing, they may assume there’s nothing worth finding. That’s why Harris argues that personal branding is no longer optional — it’s essential. It allows you to control the narrative of your professional identity rather than leaving it to algorithms or assumptions.

But it’s not about chasing virality or amassing followers. In fact, Rachel admits she’s only “gone viral” a handful of times in five years of daily posting — and that was never the goal. A strong brand doesn’t require millions of impressions; it requires being unforgettable to the right people. Those right people — your ideal clients, collaborators, or employers — make up a much smaller and more meaningful audience than most imagine.

Ultimately, your personal brand is how people feel about you before they meet you. It’s trust built through consistency, authenticity, and authority. And in a business landscape where people increasingly “buy from people,” trust is everything.

Defining Your Brand: Values, Audience, and Content Pillars

Building a personal brand doesn’t start with aesthetics or platforms — it starts with clarity. Harris’s framework for brand definition begins with three core elements: Positioning, Proof, and Personality — the “Three Ps” of brand building.

1. Positioning: Who Are You and Who Do You Serve?

Ask yourself the hard questions:

• Where do you sit in your market — premium and boutique, or affordable and high-volume?
• What type of people do you want to attract?
• How would you introduce yourself at a networking event in 30 seconds?

Your position determines how people perceive your value. Without clarity on who you are and who you help, your messaging risks blending into the noise. Rachel challenges professionals to visualise themselves on a chart of price versus service quality — and decide where they stand intentionally, not accidentally.

2. Proof: What Makes You Credible?

Trust must be earned, and Rachel emphasises the importance of social proof — the evidence that you’re as good as you say you are. Testimonials, client stories, case studies, collaborations, and media appearances all strengthen your brand’s authority.

Early in her business journey, Rachel’s proof came from sharing client reviews and stories. As her firm grew, it evolved into press features, keynote talks, and partnerships. Whether you’re just starting out or scaling, your proof should show consistency, expertise, and results — the trifecta of trust.

3. Personality: What Makes You Human?

“People do business with people,” Rachel reminds us. Personality is the secret ingredient that turns a professional into a brand. But authenticity doesn’t mean oversharing — it’s about selective transparency. Rachel shares only about 3% of her life online, yet audiences feel deeply connected to her.

Her golden rule? “Share healed scars, not open wounds.”
In other words, share the stories and lessons you’ve processed, not your current struggles. This keeps your brand relatable without compromising boundaries or professionalism.

How to Identify Your Audience and Content Pillars

Once your core values are clear, the next step is to understand who you’re speaking to and what to say to them. Rachel uses what she calls the “Three A’s” Framework — Authority, Authenticity, and Attention — to guide her content strategy.

Authority: Become the Go-To Expert

Build credibility through consistent sharing of valuable insights. Your “authority content” could include:

• Educational posts explaining common client questions
• Thought leadership pieces on trends in your field
• Commentary on industry developments

The goal is to demonstrate competence while staying approachable — the expert people trust and understand.

Authenticity: Define Your Boundaries

Authenticity means letting people see the human behind the brand. It could be a behind-the-scenes look at your workday, your values, or your journey — but it must align with your comfort zone.

Rachel advises professionals to map their personal boundaries before they start posting: decide what’s private, what’s shareable, and what supports your message.

Attention: Create with Data, Not Guesswork

Attention isn’t about chasing trends; it’s about learning what resonates with your audience and refining over time.
Rachel, an accountant by trade, approaches content creation analytically: “Data doesn’t lie.” She and her team study every post — what performed well, what didn’t, and why — and continuously test new ideas.

Her practical tip: build a “Client Questions” bank.
Ask your team to log every question clients ask, from simple tax clarifications to business advice. Those recurring questions become your content pillars — themes that are both relevant and relatable.

These might include:

• Education: Explaining key concepts in accessible terms
• Inspiration: Sharing success stories or lessons learned
• Behind the Scenes: Offering a glimpse into your process or values

Together, these pillars keep your content balanced, authentic, and strategically aligned with your audience’s needs.

A strong personal brand isn’t about vanity — it’s about visibility, credibility, and connection. In a digital-first world, your brand is your most valuable asset.

Start with clarity:

• Know who you are and what you stand for.
• Define who you serve and why you’re different.
• Build proof through results and relationships.
• Show personality through authentic storytelling.

And above all, remember Rachel Harris’s parting wisdom:

“Virality is never the goal. Impact is the goal.”

Your personal brand isn’t measured in views or likes — it’s measured in trust, influence, and the lasting impression you leave on the right people.

FAQ:

1. What exactly is a personal brand?

A personal brand is the reputation and perception people have of you — how they feel when they hear your name or see your content. It’s not just about logos or job titles; it’s about clarity, consistency, and credibility.
As Rachel Harris explains, “Your personal brand is what you stand for, what you say, and who you serve.” It’s how you make people remember you for the right reasons.

2. Why does personal branding matter more than ever?

In a world where Google searches replace first meetings, having no online presence can make you invisible.
A strong personal brand ensures that when people look you up, they see your story, expertise, and values — not an empty page or someone else’s narrative.
It builds trust, attracts ideal clients, and establishes authority in your industry.

3. Do I need to go viral to have a strong brand?

Not at all.
Virality might bring attention, but it rarely brings the right audience. Rachel stresses that the goal isn’t millions of views — it’s becoming unforgettable to the right people.
Sustainable growth comes from consistency, not overnight fame.

4. How do I start defining my personal brand?

Begin with clarity around the “Three Ps”:

Positioning: Who are you, what do you do, and who do you serve?

Proof: What results or testimonials demonstrate your credibility?

Personality: What makes you relatable and human?

Write down how you’d introduce yourself in 30 seconds at a networking event — that’s your starting point.

5. How do I identify my target audience?

Think about who you most want to serve — the people whose problems you can solve best.
Use data from your existing followers or clients to understand their demographics and interests.
Rachel recommends polling your audience regularly and even creating an “avatar” — a detailed profile of your ideal client. The clearer your audience, the more effective your content will be.

6. What are brand values and why do they matter?

Your brand values are the principles that guide your tone, actions, and decisions.
They communicate what you stand for — honesty, innovation, education, inclusivity, etc.
When your values are visible, they attract people who align with them and naturally repel those who don’t, creating stronger connections.

7. What are content pillars and how do I create them?

Content pillars are the key themes your content consistently revolves around.
Rachel suggests building them from real client questions.
For example:

Education: Explaining common client issues

Inspiration: Sharing wins or lessons learned

Behind the Scenes: Showing how you work and what you value

These pillars help you stay focused, relevant, and authentic.

8. How can I be authentic without oversharing?

Authenticity isn’t about revealing everything — it’s about being real.
Rachel shares only about 3% of her life online but does so with honesty and intention. Her rule:

“Share healed scars, not open wounds.”
Set boundaries early — decide what’s personal, what’s professional, and what’s off-limits.

9. What’s the best way to build credibility or authority?

Start by showcasing your proof of expertise:

Share client success stories or testimonials

Publish educational content

Collaborate with respected peers or media outlets
Authority grows when you consistently deliver value and demonstrate competence.

10. How can I create content that gets attention without feeling ‘cringe’?

Rachel advice: analyse your data and embrace the discomfort.
Use analytics to learn what resonates with your audience, and accept that the first few posts might feel awkward. The only way to get comfortable is through repetition.
Or as she puts it: “Embarrassment is the cost of entry.”

11. How can I handle criticism or imposter syndrome online?

Expect it — and don’t let it stop you.
Rachel’s top tip: Only take feedback from people who’ve done what you’re doing.
Ignore negativity from the sidelines. Focus on impact, not approval. Over time, confidence grows through experience and results.

12. What’s one small action I can take today to start building my brand?

Define your brand avatar — one person who represents your ideal audience.
Write or create content as if you’re speaking directly to them. It helps your tone feel more natural, personal, and focused.

And remember: it might feel awkward at first, but as Rachel says,

“It’s cringey until it’s not — and by then, you’ve built something powerful.”

The contents of this article are meant as a guide only and are not a substitute for professional advice. The authors 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.