Insight

Building your personal brand as a trusted advisor

Claire Scott
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In the competitive role of being a professional services advisor, expertise is essential, but it’s only part of the equation.

A strong personal brand builds trust, credibility, and loyalty among clients. It isn’t just about what you do; it’s also about how people perceive you, as well as the value you bring. 

Below are tips for crafting a personal brand, positioning you as a trusted expert.

Define your unique value proposition

What makes you stand out from other advisors? This is also known as your unique value proposition (UVP), and it defines your personal brand. The first step in defining your UVP is to reflect on your strengths, specialisation, and values, as well as the problems you solve for your clients. 

Are you known for simplifying tax complexities? Do you support startups with financial strategies? Is guiding multinationals through cross-border compliance and expansion plans your speciality? What about helping families navigate estate planning. Once you’ve identified what makes you unique, articulate it in simple terms. A strong UVP helps potential clients immediately understand why they should connect with you over others.

Curate your social media presence

Social media is a powerful tool to enhance your personal brand, particularly in the current digital age. As a professional, LinkedIn creates significant opportunities for financial professionals. 

If you don’t have a LinkedIn profile already, start by setting one up that clearly communicates your expertise and UVP. Share thought leadership content, post insights on industry trends, and engage with others in your field to boost your visibility and grow your network. The aim is to position yourself as approachable and knowledgeable. You should focus on providing practical advice or initiating discussions on relevant, timely issues. 

Finally, consistency is key. Regularly sharing valuable content keeps you visible and reinforces your expertise, ensuring you’re front of mind when someone in your network requires the type of expertise you specialise in.

Build awareness through thought leadership and public speaking

Developing a strong personal brand requires visibility. Publishing articles, participating in webinars, and speaking at industry events helps you establish yourself as a thought leader. Whether it’s an intimate roundtable or a large-scale seminar, public speaking connects you with new audiences and helps build your reputation as a trusted expert. Choose topics you’re passionate about and knowledgeable in, and that align with your UVP. For example, if you specialise in audit and advisory for financial services organisations, you might discuss strategies to meet regulatory expectations or risk management for superannuation funds or foreign banks. 

Thought leadership doesn’t have to be time-consuming. Writing short LinkedIn articles, participating as a guest on podcasts, or contributions to trade publications can effectively demonstrate your expertise, strengthen your credibility, expand your reach, and ultimately keep your name top of mind in your industry.

Strengthen your professional network: keep showing up 

Networking is key to personal branding. Attend industry events, join professional associations, or connect with current or former colleagues, peers, or mentors. Use industry-specific communities, tap into your organisation’s global networks if available, or, as an expat, explore business networks tailored to international professionals.

Building relationships is more than just exchanging business cards; it’s about creating authentic connections. Sending a follow-up email, arranging a coffee catch-up, or even a thoughtful comment on LinkedIn can help you stay top of mind. These small actions help humanise your brand, make you memorable, and can often lead to valuable opportunities like referrals, collaborations, or mentorships.

The takeaway

Your personal brand shapes how others see you professionally. Developing it takes time and effort but offers significant benefits. It’s not only about your technical skills or expertise; it’s about how others perceive their interactions with you. Being known as reliable, trustworthy, and someone that creates value can open doors and build lasting connections.

Start by refining your personal brand on LinkedIn to ensure it highlights your UVP and expertise. By consistently building your presence, you’ll strengthen existing connections, create new ones, and unlock opportunities to elevate your career.