[PODCAST] EP023 – Shelley Rostlund

Managing Your Brand Bank

Jul 7, 2023 | Experience

Are you prioritising your Trust Factor?

I know your time is valuable. These show notes give you the gist of the episode, what is covered, any links or resources talked about in the show, and also gives you a few ways to listen, watch or digest this episode.


This episode’s topic, in a nutshell…

This topic was spurred by a conversation I had with someone I had met at an event, and then had a Zoom chat afterwards to get to know each other a bit better.

As a result of our conversation, I had been left thinking about what and how I share bits and pieces about my life on social media. It made be think: am I THAT person who only shares one part to me? Or am I keeping the tough times offline and not intimating that I even have them?

It really stopped me in my tracks, and I thought I would unpick this with you on an episode – because it made me think about ‘Brand Banking’ which Margaret Marks introduced in the book she co-authored with Carol Pearson called: “The Hero and the Outlaw”. This is foundational textbook-stuff (published in 1990) that paved the way for brand strategists today. It helps us to identify with these innate character constructs, which all humans related to.



In this episode I unpack:

  • Why I don’t always share EVERYTHING online
  • How Brand Banking works, and how you can use it
  • Why subject matter experts do need to weigh up how much they share online

The biggest thing for subject matter experts to balance is the reasons why they are hired. For me, there are two big reasons you are engaged by a client:

  1. For your level of competence in the subject matched with your ability to adapt and responsibly act and pull solutions together, and well as
  2. For your personality and humanity

Your clients and prospective clients need to trust in your ability to handle tough times, and to make tricky decisions. Most importantly they want to know that you will be able to navigate them and their business to safety, if needed.

They also want to connect with you as a human, of course, and your empathy is what will help them feel heard and understood.

Trust is an important factor for subject matter experts who are consultants, coaches, advisors, or mentors to others. While its intangible – it is also highly emotive, powerful and yet tenuous. Give it the right level of attention and priority when you choose what and how you spend the goodwill you have stored in your brand bank.

Quick ref to resources or links we mention

In this episode I refer to a few things:

Book: The Hero and the Outlaw

This is written by Margaret Marks and Carol Pearson. Warning – it is pretty chunky (like a textbook), so it’s not a light read. I’m a secret Academic, so I love it.

Brand Archetype Framework

I use this is in my group programme to help service-based professionals identify, get to know and articulate their brand personality. I wrote an article about it, which you can read more on here.

My 16-week Group Programme

This is an intensive cohort-based programme which runs once a year. (New term starts in September). It handholds you through developing your unique brand strategy, as well as in building highly useful business assets to keep you focussed, clear and on track towards your ideal future. Find out more here.


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