The Brand Compass

Hosted by Shelley Röstlund

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Jun 2026

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About the show

Personal branding for subject matter experts. We uncover and discuss the reality behind creating, building and embracing a personal brand that fits and feels like you. There are a lot of nuances to personal branding, and it's NOT about being an 'influencer'. Really it’s about being MORE YOU in your everyday and attracting the right people. This show will give you the inspiration to craft a version of yourself to share with others that feels aligned and GOOD to you. Guests range from a fighter pilots, artist, defence specialist and travel journalist, to a teacher and an animal enrichment specialist. They’ve been unknowingly crafting their own personal brands out in the world, on their terms. They all generously share their reflections, lessons and tips in relaxed, open conversations. Want to clarify who you are to others? Let Shelley and her guests help with your journey.

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June 12, 202614 min

Why Thought Leadership Matters When The World Feels Broken, With Shelley Rostlund

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- - -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).

May 29, 202630 min

Cultural Intelligence Matters More Than Ever, With Sally Walker

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.- - -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.==================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).

May 15, 202616 min

Why The Value of Strategic Strengths Is So Hard To Explain, with Shelley Rostlund

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:Not all experience is equalStrategic strengths have valueEvolution doesn't happen in stasisI 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=====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).

May 1, 202636 min

Embed Meaning & Effort in Your Work to Achieve A Bigger Impact For Your Clients, With Sarah Hodgkins

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.- - -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.==================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).

March 6, 202611 min

5 Powerful, Emotive Reasons to Develop Your Personal Brand, with Shelley Rostlund

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.- - -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).

February 20, 202637 min

From Lieutenant Colonel to Leadership Coach: Earning Trust Beyond the Rank, with Ian Astley

I introduce you to Ian Astley, a former British Army Lieutenant Colonel who served for 33 years before transitioning into civilian life as a leadership coach and mentor.Another real-life conversation with someone out there – trying to shape a version of themselves that they are happy share with the outside world.We explore what it means to build trust when your title and hierarchy disappear, how to establish credibility in new environments, and why authority alone is never enough.If you’re navigating a career shift, stepping into self-employment, or re-evaluating how you position and price your value – this conversation will give you some much needed perspective.We pull this all together through the lens of personal branding.Come join us.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Ian Astley is a former Lieutenant Colonel with the British Army, who retired after more than three decades in progressive leadership roles across the UK and overseas.He specialised in operational planning, complex project management and training design, but his enduring passion has always been developing people.Ian has mentored senior leaders in high-readiness military units and supported NHS leaders through the complexity of the COVID-19 pandemic.Today, he runs his own coaching and mentoring business, working with organisations and individuals facing demanding leadership environments, helping them build resilience, clarity and self-awareness.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.==================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).

February 6, 202639 min

Humans vs Machines. Personal Brand In The Face of AI, with Imogen Jones & Mark Franklin

In this roundtable discussion, I sit down with Imogen Jones and Mark Franklin to talk openly about artificial intelligence and its growing presence in our working lives.Together, we explore what it really means to be a professional human at a time when artificial intelligence is rapidly changing how we work, think and communicate.Rather than getting swept up in hype or fear, we slow the conversation down and look at where humans still add value, what AI is genuinely useful for, and where over-reliance can quietly erode trust, credibility and connection.We talk about AI as a co-pilot rather than a replacement, the importance of critical thinking, and why your personality, values and lived experience are becoming more — not less — important in your personal brand.If you’re a subject matter expert, consultant, coach or knowledge worker wondering how to position yourself in a world full of machines - this episode will give you clarity and perspective.- - -The two guests today work with Shelley inside their agency Harbour 32.(𝗚𝗨𝗘𝗦𝗧) 𝗠𝗔𝗥𝗞 𝗙𝗥𝗔𝗡𝗞𝗟𝗜𝗡 𝗕𝗜𝗢:Mark is a Transformational Mindset coach, speaker, author (and drummer). His passion lies in working with brave and brilliant professional coaches and creatives to close that gap between the business they currently have and the business they truly deserve.He is a musician and, together with his 25+ years of experience across graphic design, senior marketing roles and in crafting brand-led story narratives he supports Harbour 32 clients with audio and visual branding. (𝗚𝗨𝗘𝗦𝗧) 𝗜𝗠𝗢𝗚𝗘𝗡 𝗝𝗢𝗡𝗘𝗦 𝗕𝗜𝗢:Imogen is a Podcast Specialist who works with subject matter experts to develop and launch a podcast show which is truly theirs, is powerful for their listeners, fun to deliver, and excites them to reach more of their ideal people.With two decades of human-centered work, she is highly tuned to supporting clients to embrace their unique gifts and, on the flip side, she’s naturally empathetic to understanding the position of the listener, which clients definitely benefit from. She supports Harbour 32 clients to carefully draw out the viable, long-lasting idea of their show, as well as giving them the confidence of set up, format, structure and the space for creative freedom.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.==================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).

January 23, 202618 min

Podcasting Without the Polish: Real Answers to Real Questions, with Shelley Rostlund

In this episode:I answer real podcasting questions sent in by listeners and peers - without notes, scripts or preparation. I put an invitation out to my online audiences to send in their questions as I celebrate 3 years in running this show.I talk candidly about why I started the show, how it supports my work as a consultant, and why podcasting has become one of my most useful thinking tools. I also unpack what success looks like beyond downloads, how I avoid repeating myself across episodes, and why listening back to your own work is part of becoming a better host.This episode is practical, reflective and honest - especially if you’re building something quietly in the background and wondering if it’s doing what you hoped it would.- - -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.==================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).

January 9, 202638 min

Podcast Host Journey - Reflections Over Last 3 Years, with Imogen Jones

I look back on the last three years being the host of this show. Something a little different for you.I’ve invited my podcast manager, Imogen Jones, to join me as we reflect on some specific points in my three-year journey in creating and hosting this show.I talk about:why I first started the show,the points where I feel like shifts were happening to sharpen what I want the show to ‘grow up to be’how it's going right now, andwhat I see changing in the future (if anything)My sharing may help your thinking - if you were hoping to start a show soon. My hope is that you realise that you can have the flexibility to evolve as long as you give yourself the space to work out how you feel about what you are doing, and who you are doing it for.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Imogen Jones is a Podcast Specialist who works with subject matter experts to develop and launch a podcast show which is truly theirs, is powerful for their listeners, fun to deliver, and excites them to reach more of their ideal people.She uses our Compass Method™, to carefully draw out the viable, long-lasting idea of their show, as well as giving them the confidence of set up, format, structure and the space for creative freedom.With two decades of human-centered work, she is highly tuned to supporting clients to embrace their unique gifts and, on the flip side, she’s naturally empathetic to understanding the position of the listener, which clients definitely benefit from.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.==================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).

December 12, 202515 min

Speak Up About Your Work, Confidence Takes Practise, with Shelley Rostlund

In this episode:This is a reflection episode where I look back on two very different conversations I had with former Typhoon Fighter Pilot, Helen Seymour and Animal Enrichment Specialist, Mark Kingston Jones. I walk through three top things that came up for me from these discussions:1. Building confidence in SELF and TOPIC2️. Speaking up about what you do3️. Collaboration and communicationThese conversations re-enforced for me how important it is to practice being confident by taking action and pushing past comfort zones. It also reminded me of the importance of clear and transparent communication and I walked away with a few things that I want to shift in my own life and work. Join me as I reflect on these two marvellous professionals contributions to the conversations.Come chat to me on social media:Instagram : @shelleyrostlund Or LinkedIn:  /shelleyrostlund- - -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.==================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).